Every business needs a video, but understanding what type of video your business needs can be confusing. Using more than a decade’s worth of experience, our Ice Cream Model Video Marketing takes the complexity out of the equation, breaking down all forms of video into four easy-to-understand categories; Cornerstone, Resource, Bragging Rights, and Active Video.
Active videos are those primarily shared on your social media platforms. Unlike your other types of video (Cornerstone, Resource, and Bragging Rights), Active videos are bite-sized content that is regularly posted to draw people to your website. As with most content on social media, the lifespan of a post is short, and your channels need to be regularly fed.
1. Use Existing Content
Here’s something you might not know: You can recycle your existing video content. That’s right: a video production company is advocating reusing content you’ve already shot. For example, testimonial videos are fantastic for recycling into Active videos – a short, snappy soundbite endorsement with a call to action at the end is perfect for social media.
2. Consistency
We did warn you that this word was going to come up (we’re consistent about the importance of consistency), but it can’t be stressed enough for Active Videos. There’s a reason they’re called Active, this type of content shows your audience that you’re active. Fuelling your social media with regular video not only shows your potential customers what you are up to, it can help your reach and website SEO. Naturally, there is a big difference between consistency and over-saturation, so you should steadily increase your social output over a period of time. This can also help with your scheduling, spend a few hours once a month preparing some content, so you always have something ready to go.
3. Have Fun
Active video helps you tell the story of your brand and keeps your followers feeling involved and engaged. It also allows you to try out new things and respond to what’s connecting with your audience. If you are not confident being on camera, try matching photos to voiceover. Your social channels should reflect your business personality, but don’t be afraid to have fun with it and show a lighter side of your company.
For more details on The Ice Cream Model of Video Marketing, you can download a helpful infographic here.