We have good videos, now what?

Four tips for your video content to reach the desired audience

The basic requirement for a successful moving image strategy is, of course, good, relevant content — regardless of whether it involves live streams, brand films, explanatory videos or other formats. Companies often forget how to proceed after the content has been produced: Should the video now be uploaded to YouTube or Vimeo? Does it have to be on your own website? What is there to consider? And what about social media? It is becoming increasingly important to consider the technological requirements right away.

To prevent this from happening to you, we have put together four tips for you on how to reach the desired audience with your video content.

The livestream

Since the start of the corona pandemic, internal live streams have become an integral part of everyday working life, especially at larger companies and organizations, for example when making important announcements by the Executive Board. You should ensure that you can also broadcast the live stream to all devices used by employees and that it can be embedded on all channels relevant to internal communication.

However, live streams are not only a popular means of internal but also external communication. Many events for the general public take place purely virtually or in a hybrid way. However, a live stream can also be a good solution to present new products. Many brands are already successfully using the option of social commerce and are thus presenting their new products. Other companies use the options of an external live stream to participate in a virtual trade fair. For example, they set up their exhibition stand at headquarters and then produce a live stream with their team of experts, in which they guide through the exhibition stand.

The brand movie

The brand or image film is a popular tool when companies want to realign themselves and make their brand promise, vision or even their new purpose known both internally and to the public. Here, it is a good idea to distribute the film both via internal communication channels (intranet, Slack channel, etc.) and via the company's social media channels. If possible, the video should be distributed on all platforms — Facebook, Twitter, Instagram, TikTok, LinkedIn, YouTube, etc. At this point, it makes sense to produce platform-native content, i.e. separate formats such as vertical videos for TikTok and Instagram Reels, in order to fully exploit the impact of the video content.

The advice content

Advice content or instructional videos can help make potential customers aware of your own offering. However, the focus is not always on the product or service; it is much more about positioning your own company or company representatives as experts in the subject area.

What does this mean in practice for your video strategy?

1. If you want to provide a live stream — whether internal or external — it is particularly important that the live stream can be played on all devices used by employees and that a recording of the whole thing can be embedded on all relevant channels afterwards. In addition, it should be clarified in advance whether the intranet or the WLAN bandwidth at the recording location has increased the amount of data to be transmitted.

2. For advice content, we recommend developing your own platform or frontend. This allows your videos to be uploaded to a separate media library. The customer also has a central point of contact and you have control over the context in which your content is shown.

3. With your own video player, the video content can be played independently of the device. Based on HTML5 and CSS, we have developed our own video engine to optimally play videos on smartphones, tablets, desktop PCs, Chromecast or Fire TV. The big advantage over hosting with YouTube, Vimeo or similar platforms: Having your own player ensures GDPR compliance.

4. If you decide to upload your content to various third-party platforms, it's worth investing in centralized asset management. This makes it easier to upload and manage video content: Uploading and maintaining the content is done in just a few minutes.