Create videos that go beyond the algorithm. Discover how to align your productions with an effective digital content strategy and achieve lasting results.
Nowadays, videos are one of the most requested formats for digital communication. In fact, a consistent digital presence is essential for any company that wants to stand out. However, too much focus on production volume and algorithm demands can often distract companies from their true purpose and core message.
Before diving into video creation, it is crucial that each production is tied to a clear and well-defined digital presence strategy. Simply producing videos randomly, without an in-depth analysis of the target audience, the message and the objectives to be achieved, can result in wasted resources and, even worse, a lack of connection with the audience.
Here are some key points for an effective video strategy:
Every company has a unique purpose. Before producing anything, it is important to understand what problem your company is solving and how video production can reinforce that mission. Videos that simply follow trends, or are produced to please the algorithm, without connecting with the brand's identity and values, may generate likes, but they do not build a solid relationship with the audience.
Not all companies need to be present on social media all the time. The most important thing is to be clear about who you are talking to and what type of content will generate value for them. In some situations, a more measured and in-depth production can be much more effective than a flood of superficial videos.
There is undoubtedly a need for consistency in content creation, but it’s not just about quantity. More important than “how many videos” your company should produce is ensuring that each piece of content has a purpose. This means that you need to align video production with the different stages of the content funnel: videos that educate, that engage, and that convert.
Videos aren’t just about racking up views or following the latest trends. They’re a way to build rapport and trust with your audience. What does your brand want to convey? What is the journey your customer needs to take to make a purchase decision or engage with your company in a more intimate way? These questions need to be answered before defining the type of content you’ll produce.
Some brands have a greater need to be present at all times, whether due to the competitive market or the nature of their business. Others may benefit from a more discreet and focused presence, appearing at strategic moments and delivering more relevant and in-depth content. It is important for each company to find the ideal balance so as not to overwhelm the audience, but also not to become irrelevant.
Each video needs to tell a story or deliver a message that is clear and consistent with the brand’s positioning. Working with well-structured scripts, themes that resonate with the audience, and a consistent visual identity and narrative are essential factors for your videos to stand out and fulfill their role within the larger strategy.
Determining how much to invest in video production is a question that should be based on data and aligned with business objectives. Here are some tips to help you make the decision:
Videos are undoubtedly a powerful tool, but they shouldn’t be created just to meet algorithm demands or increase the volume of posts. Success lies in understanding what your company’s goals are, who your audience is, and what message you want to convey. With solid planning and a strategic approach, you can ensure that each production has a real impact on the growth and positioning of your brand.
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