The first step is to know who you’re aiming to reach. Unless you get a hold on the needs and preferences of your audience, your videos will be as good as shots in the dark, or worse, will put off potential customers.
What do you want your video to accomplish? Do you want to create awareness or generate leads? Increase sales or ensure compliance? You have to outline your goal to make sure that you don’t lose sight of it as you progress along the path of video creation. Moreover, a definite objective helps save money as it ensures that you create specific, targeted material.
Just like social media posts, each successive marketing video is a part of a larger marketing plan. You need to create a schedule around videos to effectively realize your objectives and ensure the communication of a consistent message to your audience.
Both these decisions will largely be driven by your target audience and marketing objective. While there is a video type to cater to nearly every business need, durations are relatively more uniform. A majority of the B2B videos on Google and YouTube are 90–120 seconds long. However, at the end of the day, the duration of your video is still basically a function of your objective.
Once you’ve deployed your video, it’s vital to identify an appropriate set of metrics to accurately monitor and analyze its effectiveness. A popular saying goes: “If it can be measured, it can be changed.” Popular metrics such as views and social media shares are all indicative of how successful your video campaign is, and thus also help signal the need for corrective changes.