5 Things to Consider as You Plan Next Year's Video Content
Spin Creative • November 7, 2020
The end of the year is a hectic one for marketers. One of the most important things on your plate as December 31 approaches is conceptualizing your brand’s marketing strategy for next year. If video marketing is part of that strategy, you’ll have quite a lot to think about.
Video has changed dramatically even over the past 12 months, with new platforms, social media features and market trends influencing video marketing strategies and effectiveness. Additionally, changes in the global market like the COVID-19 pandemic have thrown their own wrenches in things. This means both reflection and forward planning are necessary to create the most effective videos next year.
In order to make your 2021 video campaigns the best that they can be, make sure you’re considering these five important things.
1. This year’s video performance:
If video marketing is a part of your current marketing strategy, some of your biggest insights for next year will come from this year’s content. Take a close look at how your video campaigns performed
this year. What worked and what didn’t? Which types of videos performed best? Are there trends among the metrics? If you got a great response to a particular video strategy, it might be wise to use it again next year. For underperforming video strategies, consider what can be changed to make them more effective.
2. Budget changes:
Budget is a critical component of your video marketing plan. What are you working with next year? Is your video budget larger or smaller? Examining your budget alongside your marketing goals can help you identify where things need to be changed or expanded. A closer look at your budget might also help you identify cost inefficiencies, so you can stretch your marketing dollars further in 2021.
3. New and emerging trends:
Video marketing trends are also crucial to consider when planning ahead for your campaigns. Things can change quickly in the video marketing space, so it’s important to keep your finger on the pulse of new and emerging trends that are likely to affect your strategy moving into next year. Some of these trends might be detrimental to your existing strategy, while others might provide new opportunities to expand your video footprint. Look out for new technologies and platforms, video types and storytelling techniques.
4. Consumer motivations:
This year, in particular, came with many shifts in consumer attitudes and behaviors. The pandemic helped video consumption skyrocket, but it also led to an increased focus on emotional connection
between brands and buyers. If your 2020 video strategy didn’t appeal to consumers looking for trusted and supportive brands, make sure your 2021 strategy does.
5. Overall brand goals:
Your brand’s overall marketing goals might be shifting in 2021, and this means your video goals should be shifting, too. If your company is moving away from a brand awareness strategy and focusing more on growing sales, your video content should reflect that. In this example, you might spend less time sharing brand introduction videos and put more effort into creating high-quality explainer and demo videos for specific products.
Creating a successful 2021 video marketing campaign won’t be possible without reflecting on 2020’s successes, failures and changes. Make sure your brand is using every bit of data available to formulate the most effective video strategy for next year.
Does your brand need help coming up with or executing video marketing campaigns? Say hello
to the creative experts at Spin Creative!
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Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
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