With the explosion of mobile viewing, video has grown to become an important factor for any business looking to connect with consumers. In fact, a recent study from Brightcove suggested that 74% of consumers pointed to a connection between watching a video on social media and their purchase decision-making process. As video becomes more ingrained in society’s daily routine, businesses are placing greater attention on video strategy — but are they doing it right?
“It’s difficult to be successful if you’re defining your Key Performance Indicators (KPIs) after the video has been shot or edited,” explained Cunningham in VideoInk’s “State of Video” live stream presentation. “It’s really important to consider, from a strategic stand point, ‘What does success look like?’ ‘What are my outcome goals?'”
Additionally, Cunningham stresses the importance of thinking about the budget “across the funnel.” Rather than getting hung up on creating “one hit wonders” that are intended to only boost eCommerce sales or hit Cyber Monday targets, she encourages a more consistent output model.
“[Focus on] thinking about a regular cadence of consistently published stories that can help increase brand infinity and move the client through their journey,” she explained.
Cunningham spoke to the importance of data in video strategy. She points to “dark posting,” which gives publishers a way to promote content without having to host it on their own public profiles, as one of the key factors in producing successful content.
“Do you have the opportunity to dark post? “[To] evaluate headlines and thumb nails and meta tags and the nitty gritty stuff that ultimately leads to better performance? A lot of the leading parties that are producing hundreds of videos on a weekly basis, [dark posting] is their strategy,” she explained during the presentation. “They publish multiple videos on a regular basis in a sort of private way and they look at the data and say, ‘oh, when we call someone by their first name instead of their last name, it performs better,’ or ‘using this thumb nail vs that is going to be higher converting.'”
Eventually — only after analyzing the data — do those brands post to their live-feed, a technique that Cunningham believes “brands are not doing enough of.”