Video Content Strategy: How to Strengthen Your Online Presence

META: Master video content strategy! Learn how to create engaging videos that boost your online presence, drive traffic, and achieve your marketing goals.

Source: Image by Freepik

You’ve probably seen the explosion of video content over the last few years.

YouTube is the second-biggest search engine in the world, behind Google, and you’ve probably noticed how Shorts, Reels, TikToks, podcasts, and so on have become a main event in our day-to-day lives.

While estimates vary, the total internet traffic dedicated to video content is between 62% and 85%. This gives you an idea of just how huge video content has become.

Of all internet traffic. Just on video content.

Now, if you own a business, are building a personal brand, or are growing an online presence, it’s crucial you jump on board and use video content to push yourself out to the masses. You can establish yourself, get eyes on what you’re doing, and essentially revolutionize how you communicate and connect with others. Now, it’s easier than ever to create video content by relying on AI tools.

People are naturally drawn to visuals, and video offers a dynamic and engaging way to capture attention, convey information, and build lasting relationships with your audience.

Therefore, a well-crafted video strategy can do wonders for your brand. It can boost your visibility, drive traffic, increase conversions, and, ultimately, strengthen your online presence.

How do you do this, and what do you need to focus on?

Well, this is the guide with everything you need to know.

A quick introduction to video content

Source: Image by Freepik

Video content uses moving images, audio, and often text to tell stories, educate, entertain, or persuade. Video content comes in countless forms and formats, from short social media clips to feature-length documentaries, as you’ve probably seen daily. In the creation process, you can use original video materials and images that you can enhance and improve the image resolution with an image upscaler. Video content encompasses any information conveyed through a video medium.

When we talk about “digital video content,” it refers specifically to videos created, distributed, and consumed through digital platforms. Think YouTube videos, streaming services like Netflix, social media platforms, and websites.

Its video content is designed for the online world and is accessible anytime, anywhere, on various devices. Television and movies are typical “video content,” but aren’t usually bulked in with the “digital video content” label.

Why use video content?

There’s no doubt about it, video is a powerful tool for engagement.

If you think about it, are you more likely to scroll past a long text block or pause for a captivating video?

The latter, of course.

This makes sense since our brains are wired to process visuals faster than text, and video combines those visuals with audio and motion to create an immersive experience.

This leads to higher engagement rates, longer viewing times, and increased sharing.

Some other amazing statistics include:

88% of people claim they would “like to see more” video marketing content from the brands they know and love.
75% of people watch short-form content on their mobile devices.
91% of people will look up an explainer video of a product before buying it online.
Just 47% of marketers have invested in creating product demo videos, even though 69% of consumers believe this is the best way to assist them in making a purchase.
Over 161 million people watched live content in 2023 in some form or another.
70% of viewers made a purchase after seeing a brand or company on YouTube.

The list goes on and on.

The truth is that video allows you to tell your brand story in a way that resonates with your audience on an emotional level. You can showcase your products or services in action, introduce your team, and share customer testimonials. You can engage with people on a human-to-human level.

This humanizes your brand and builds a deeper connection with your audience.

And what’s more, search engines love video.

Incorporating video into your website and content strategy can significantly improve your search engine rankings. Videos keep users on your page longer, signaling to search engines that your content is valuable and engaging.

Plus, platforms like YouTube offer another avenue for organic discovery, allowing you to reach a wider audience.

What are the different types of video content?

Source: Image by Freepik

Okay, so let’s get actionable with this. Your business wants to use video content, but where do you start? Well, first, you need to pick, on a per-project basis, which kind of video you want to produce and what will give you the best ROI (video production can be a little expensive).

To make things easier, video content comes in a dizzying array of shapes and sizes. Here are a few popular types to consider:

Explainer videos: These videos simplify complex concepts, products, or services clearly and concisely. They’re great for educating your audience and addressing common questions.
Product demos: Showcasing your product in action is a powerful way to convince potential customers of its value. Product demos can highlight key features, benefits, and use cases.
Testimonials: Customer testimonials build trust and credibility by showcasing real people who have benefited from your product or service.
Social media videos: Short, engaging videos for platforms like TikTok, Instagram, and Facebook. They can be used to entertain, inform, or promote your brand.
Behind-the-scenes videos: Give your audience a glimpse into your company culture, processes, or the making of your product. This fosters a sense of transparency and authenticity.
Webinars: In-depth video presentations or workshops on specific topics. Webinars are excellent for lead generation and thought leadership.
Vlogs: Regular video updates or personal insights are shared casually and conversationally. Vlogs are great for building a personal connection with your audience.
Live videos: Real-time video streams that offer a sense of immediacy and interaction. Live videos can be used for Q&A sessions, product launches, or event coverage.

You can select from these over time, and you’ll probably want to, but which to use depends on your business’s needs and requirements.

Are you selling products?

Explainer, product, and testimonials videos would be a good focus.

Are you hosting an event?

Vlogs and live videos (to live stream the event) could be precisely what you’re looking for.

How to use AI in video content creation

Source: Image by Freepik

Video content production is expensive.

However, with the rise of AI technology, companies and businesses of all sizes have more options than ever.

These tools can streamline, enhance, or handle any part of the process entirely. We’re talking about tools that change how we create, edit, and distribute videos, making the process faster, more efficient, and more accessible than ever.

For example:

AI video generation: With just a few clicks, you can create a dynamic video by popping in a text prompt or a couple of sentences. This “emerging technology” will get better and more accessible over the next few years.
AI image-to-video: This is the more common way to produce AI video these takes. Simply drop an image into a tool like Freepik’s image-to-video AI, and you’ll see it come to life in different ways, shapes, and forms.
AI voice generation: This is a big one. You no longer need professional voice actors or hosts. Drop your script into an AI voice generator and get back high-quality narrations or voiceovers for your video clip.
AI music generation: Another big take-off niche in AI, audio of any genre, style, or design can be created with a few text prompts, all with little editing required.

If you’re ready to commit to video generation, it’s worth exploring these tools. You can create entire videos from scratch or streamline one aspect of the process to maximize your creativity.

What are the benefits of video content?

Source: Image by Freepik

Okay, we touched on this briefly, but I want to discuss what video content can do for your business. What tangible benefits should you consider when seriously incorporating video into your marketing strategy?

Let’s break it down.

Increased conversion rates: Video can be incredibly persuasive. Seeing a product in action or hearing a customer rave about their experience can be the tipping point that drives a purchase. Studies show that landing pages with video can increase conversion rates by over 80%.
Building trust and credibility: Video allows you to connect with your audience on a more personal level, fostering trust and building credibility for your brand. When viewers see and hear real people behind your business, they’re more likely to believe in your message and value proposition.
Cost-effectiveness: While video production can require an initial investment, it can be a cost-effective marketing tool in the long run. With the rise of affordable video editing software and accessible technology, creating high-quality videos is easier and more budget-friendly than ever before.
Accessibility: Video transcends language barriers and learning styles. With the addition of captions or subtitles, video content can be understood by a diverse audience, making your message more accessible and inclusive.
Emotional connection: Video has the power to evoke emotions and create a lasting impact on viewers. By telling compelling stories and showcasing authentic experiences, you can forge a deeper connection with your audience and leave a memorable impression.

How to create a video content strategy

Jumping into video creation without a solid plan is like setting sail without a map. A well-defined video content strategy will guide your efforts and ensure your videos align with your marketing goals.

Here’s how to create one:

Define your goals and objectives: What do you hope to achieve with your videos? Increase brand awareness? Drive traffic to your website? Generate leads? Clearly define your objectives to measure your success effectively.
Identify your target audience: Who are you trying to reach with your videos? Understanding your audience’s demographics, interests, and viewing habits will help you create content that resonates with them.
Research your competitors: What kind of videos are they creating? Analyze their strategies to identify opportunities and gaps in the market.
Choose the right video types: Different video formats serve different purposes. Select the types of videos that best align with your goals and target audience.
Determine your budget and resources: Video production can be simple or complex. Establish a realistic budget and allocate resources, considering factors like equipment, software, and personnel.
Create a content calendar: Plan your video content in advance to ensure consistency and timely releases. A content calendar will help you stay organized and map your video production schedule.

Analyzing competitors and making improvements

Source: Image by Freepik

One of the most important mindsets of the video production process for any business is that you can’t just choose to create a video, pick a random topic, record a bunch of shots, whack them together, and then post it.

Real success comes from aiming for sustainable, long-term growth that steadily rises post after post, year after year.

This means creating a plan and sticking to it while also focusing on what other content creators are doing, seeing what the trends are, and constantly striving to improve your craft.

For example, it is essential to monitor your competitors closely. Competitor analysis allows you to understand what’s working in your industry, identify potential opportunities, and ultimately improve your own content strategy.

By analyzing your competitors’ video content, you can gain valuable insights into their target audience, video formats, and overall approach. Identify any gaps or opportunities in the market that your competitors may be overlooking. Can you capitalize on underserved audience segments or emerging video trends?

Use your competitor research to inform your own content strategy.

Creating content for your audience

Along with the consideration above and being strategic, another important point is to create content your target audience wants to see.

This, of course, requires a deep understanding of their needs, preferences, and behaviors.

Before you hit record, take some time to research your target audience. Who are they? What are their interests? What kind of content are they looking for?

Once you understand your audience well, you can tailor your video content to their needs. Consider creating different types of videos for different audience segments.

Data and analytics can be invaluable tools for informing your content creation. Track your video metrics to see what’s resonating with your audience.

Keeping up with trends and innovations

Video content is constantly evolving, with new trends and technologies always emerging. To stay ahead of the curve and keep your audience engaged, staying informed and adapting your content strategy is crucial.

Emerging video formats and technologies: From 360-degree videos to interactive virtual reality experiences, new video formats constantly push the boundaries of what’s possible. Look for emerging technologies that can enhance your video content and provide a more immersive experience for your viewers.
The latest trends in video content consumption: How are people consuming video content? Are they watching on their mobile devices, desktops, or smart TVs? Are they watching live streams or pre-recorded videos? Understanding these trends will help you optimize your video content for different platforms and viewing habits.
Adapting your strategy to stay ahead of the curve: The key to staying relevant is adaptability. Don’t be afraid to experiment with new formats, platforms, and technologies. Keep your finger on the pulse of the industry and be willing to adjust your strategy as needed.

Wrapping Up

And there you have it, a complete guide to the ins and outs of video content strategy.

From understanding the different types of videos to harnessing the power of AI and keeping up with the latest trends, you’re now well-equipped to create a video strategy that will elevate your online presence.

Remember, video is a powerful tool for engagement, storytelling, and building relationships with your audience. By incorporating video into your marketing strategy, you can increase brand awareness, drive traffic, and ultimately achieve your business goals.