Here’s How to Successfully Invest in Video

This article originally appeared on bizjournals.com/charlotte.

A successful video strategy requires an investment of two major resources: time and money. So, is the investment worth it?

After working in the media and video production industry for over 15 years, I can tell you from firsthand experience and observation that the answer to that question is yes. Here are four ways to successfully invest in video.

Make sure the content reaches the right audience

You’ll be hard-pressed to find someone who prefers a PowerPoint deck over watching a video. There’s a reason for that. Studies suggest that we retain information better when it’s delivered in video format. If you have a message worth sharing, video is one of the best ways to deliver it.

Whether you’re touting a product or service, video establishes a much higher visual connection. To ensure that you reach the right audience, run some highly targeted ads to promote your content. This is easy to do, especially in the online space, without breaking the bank.

Focus on what you want the viewer to feel

According to Cisco, online videos will make up 82% of all consumer internet traffic by 2022. That’s a lot of video. Is there still an opportunity to stand out? Absolutely.

It comes down to the quality of the story and platform friendliness. What do I mean by that?

Quality includes the look, feel and delivery of the message. Make sure that the purpose of the video aligns with what you want the viewer to feel. If you want someone to donate and rally behind a cause, the intended reaction is emotional. To get someone to buy, informative and fun might be the tone.

In terms of platform friendliness, make sure the length is right and plays well in that space. For example, videos max out at one minute on Instagram. This allows them to show up in the feed. It also gives you the ability to promote.

Target the decision-makers

If you’re a B2B operation, sharing your information with decision-makers is key. If you can get buy-in from the top, the door is wide open. A few years ago, Wordstream found that 59% of executives would rather watch a video than read text. I’ll go out on a limb and say that’s probably higher now.

Most decision-makers don’t have time to scour documents that come in from the outside. Video allows you to serve your message up in a format that is digestible at the highest levels. Make sure that these types of videos aren’t overly sales-driven. Presenting a problem and a solution can be helpful. Focus on one takeaway that you think will be beneficial in advancing the conversation.

Use video to influence consumers

Video can be a great way to tell a potential buyer about your product or service. Presenting how a product works — or better yet, how it has made someone else’s life better — gives you a leg up on the competition.

Video testimonials are still a reliable way to motivate consumers to make a buying decision. If they can see themselves in the characters, they will feel better about moving forward with a purchase. Keep your business in the background. Designate yourself the storyteller, and spend time developing the characters so people see them at a personal level.

It’s not a question of whether video makes sense, but rather where it makes sense. Stay smart and focused. Stay aligned with your audience, and let the content speak for itself. As stated earlier, make sure that you’re in sync with the platforms where your videos will live. This puts you in a strong position to maximize the return.

If you follow these tips, I can say with a high amount of certainty that it’s worth the investment.

Jarod Latch is Co-Founder & COO at Spiracle Media, a video content agency in Charlotte, NC.

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