Creating great video content takes time, energy, and investment—and it should deliver just as much back. If you’re pouring resources into video production, then that content needs to pull its weight and then some. Here’s our guide to making sure your branded videos aren’t just a flash in the pan but a lasting, hardworking asset for your brand.
1. Start with a Strong Plan (and a Clear Goal)
Before you hit “record,” know what you want your video to achieve. Are you aiming to boost brand awareness, increase website traffic, or drive conversions? Setting a clear goal keeps your video focused and gives you metrics to measure its success. Each video should have a job to do, so start by defining it.
2. Tailor Your Content to the Right Audience
A one-size-fits-all approach won’t get you the ROI you’re after. Take the time to understand your audience’s needs, preferences, and pain points, and then craft videos that speak directly to them. By targeting your content, you’re not just creating video for the sake of it—you’re creating something your audience will actually want to watch.
3. Keep the Production Quality High
High-quality visuals and audio aren’t just about looking good; they build trust and credibility with your audience. A polished video reflects the professionalism of your brand, and that matters to viewers. If your video feels like it was slapped together, your audience will assume the same about your brand. Invest in good equipment, lighting, and editing—it’s worth it.
4. Maximize Mileage with Repurposing
Don’t let a great video live (and die) on just one platform. Take that content and repurpose it into shorter clips for social media, use stills for blog posts, or turn sound bites into audio snippets for podcasts. By repurposing your video content, you stretch your budget further and maximize your reach across channels.
5. Embrace Storytelling that Sells
Storytelling isn’t just for entertainment—it’s a powerful tool for engagement. Create a narrative that resonates with viewers, evokes emotion, and builds a connection with your brand. Whether you’re sharing customer success stories, brand history, or behind-the-scenes looks, storytelling creates a memorable experience that translates to stronger loyalty and, ultimately, better ROI.
6. Optimize for the Platform and Device
Videos perform differently across platforms, so tailor each one for where it’ll live. Square formats work well on Instagram, while horizontal videos shine on YouTube. Add captions for sound-off viewing on social media and make sure everything looks crisp on both mobile and desktop. Optimizing for platform and device boosts engagement, making your content work harder for you.
7. Include a Clear Call to Action
Your video’s goal should drive viewers to act. Whether it’s “Visit our website,” “Subscribe for more,” or “Shop Now,” a call to action (CTA) gives your audience a clear next step. A well-placed CTA can be the difference between a viewer simply watching and a viewer taking action, which is where your video starts paying off.
8. Track Performance and Adjust
Once your video goes live, monitor its performance to see how it’s resonating. Use metrics like views, engagement rates, click-throughs, and conversions to measure impact. Analyzing this data helps you refine future content to keep improving. Video isn’t a one-and-done—adjust as you go to keep making videos that work for you.
Make Your Videos Work as Hard as You Do
Creating high-impact video content isn’t just about the initial production; it’s about building assets that keep delivering value. From repurposing content to optimizing for each platform and tracking performance, your videos can (and should) work just as hard as you do. Ready to turn your branded videos into long-term ROI machines? Start with a plan, a story, and a purpose, and let your content do the heavy lifting for your brand.