Video used to be a novelty. A nice to have, or something special to enhance your marketing. Those days passed a while ago, and now video is the norm almost everywhere. If you Google for advice about video marketing and how often you should do it, you’ll find a lot of results for social media. These days, along with asking how frequently you should post blogs, tweets, or posts to your favourite social media site, people are asking the same for video.
So how often should you post videos? Like most things, it depends. But just like social media, it seems the more the better. A recent article I came across reported that in an analysis of brands that posted video, the ones that had the most engagement (views and comments) posted at least once a week. But the study from Brafton they referred to was a couple of years old (and that’s forever in Internet time). The true answer is as often as your audience will watch, and take action. It’s possible you could post too many videos, just like you can post too many Tweets for example.
But you probably won’t. Videos are much harder to create than a simple text or even image social media post. So how often you can publish video also depends on how fast you can create it.
Set up a publishing schedule
You most likely plan out your social media posts well in advance. You might even use a tool like HootSuite to auto-post them for you at the right times. Well, it’s time to start thinking about video in the same way. You know when you’re launching products and all the important dates for the campaigns. Use that data to plan out videos to support the entire campaign from pre to post launch.
Maybe you post a video every week leading up to the launch. Then the week of the launch you post every day on topics that relate to your product and other social media posts. After maybe you go back down to a post a week or every other week depending on what you think your audience needs or will be willing to watch.
And you might not get it right the first time. Watch your analytics and see what the pattern of viewing is. It may be that you posted too little or too much. Or maybe the videos weren’t tied close enough to the other aspects of the campaign. Once you’ve been doing it for a while though, you’ll get the hang of it. Just like you did when that new thing called Facebook, and then Twitter appeared.
Working the process
You’re probably thinking that’s more easily said than done. Video takes a lot of work right? It’s so much more time intensive than making a Facebook post promoting your blog.
Even if you’ve been making videos for a while, the thought of cranking them out so fast on a regular basis might be causing you a little anxiety. But there are defined steps to create videos. This means it is fairly straightforward (it may or may not be easy!) to define an assembly line of sorts to get the process working faster.
If you have the resources, assign someone to be the creative driver of the process. They can write the scripts. Let the tech team take care of lighting and sound, but make sure they are in the loop when it comes to the big picture. Is there someone on the team whose great and fast at editing? Then rather than spread the work around, let them focus on what they’re good at. After that, have someone responsible for previewing, posting, and writing the metadata for the video. Obviously your team size and composition will weigh heavily into what you can streamline and what you can’t.
The article I mentioned previously also suggested that if you are going to produce video frequently, then invest in, or plan to use, a more permanent setup. If you use the same room, the same lighting and sound, then it’s easier on everyone to crank out what they need to on a schedule.
A final note on frequency
A good point made in the Brafton study was that video post frequency was still second to quality when it came to views and engagement. So if you commit to creating more video, more frequently, don’t do it at the cost of quality. That doesn’t mean you need to invest in or contract with a professional video production company. You might, or you might not. There are many brands succeeding at video using just iPhones, or other not too expensive video equipment. As long as your audience can see and hear it well, that’s what matters.
And the equipment used to take the video is just one part of whether or not the video “quality” is good online. Encoding and hosting also play a part. But once you have these specifics figured out in a way that works for you, then you’ll be ready to let your creativity free on a frequent basis.
How often do you post videos? Is it regular like your social media or is it all centered around product launches and campaigns?