The Life-Cycle of a Video Campaign


Videos are now an integral part of our lives: as an audience or business.

As an audience, video has become a significant part of our routine on the internet. Studies show that in 2017, videos made up 69% of global internet traffic.

For a business, studies show that videos can bring a 157% increase in organic traffic. So we decided to put together the various phases in the life-cycle of a successful video campaign for our readers.

Phase 1: Find your audience

Remember, your video may not impact everyone so take the time and effort to find your audience. They may be a select few, but these may be the ones with whom you share something; passion and struggles alike. Find your strengths and stick to them. Finding the demography of your audience may take longer than you expect, sometimes several iterations, but I cannot emphasize enough on its importance. And once you do, dig deeper to explore their appetite too.

Phase 2: Create your content

One of the key ingredients to a successful campaign is the quality of your content. Everything from the concept, script, recording and editing will determine the quality of the video. Influencers, you may want your video to look raw, authentic and personal but make no mistake, you need to keep up with some very high standards. Do not get fooled by the simplicity of online videos. Creating the elegance of simplicity comes with its share of hard work.

Try to engage your audience with a story rather than a sales pitch. Music and animation can be both, a blessing or distraction so be careful in keeping it in tune with your video.

Phase 3: Publish your Content

Once your content is ready, it’s time to distribute it across the internet. Some of the popular online mediums for videos are YouTube, Facebook, Instagram, Snapchat and Twitter.

Remember that each medium can do different things for the same video. Facebook is highly shareable, YouTube is the second largest search engine, Snapchat is more raw and authentic, Instagram is inspiring and Twitter GIFs are quick and entertaining.

Successful video campaigns also follow a schedule to post their videos based on stats that highlight days with the best and worst viewership.

Also, remember to make your videos mobile friendly because the world today spends more time on mobile phones than any other device.

In addition to the content you created in Phase 2, do not forget the staples of a good video from a business perspective before it gets published. An effective title and thumbnail followed by a good description of the video are the first things that draw the audience to a video.

Businesses, make sure there is a way for the audience to get to your website from the video. URLs and CTAs (Call To Actions), carefully placed in the video, give the audience an opportunity to interact with you further.

Videozyme is an easy to use, effective tool that allows users to add CTAs to their existing videos.

Phase 4: Market your Content

After distributing your content, it is time to start marketing it. Just like it’s older cousin, online marketing offers the same benefits to anyone looking to promote themselves, their services or products. Once again, different mediums offer different ingredients to market your video. Hashtags, an inception by Twitter can not only be used on Twitter but on Facebook and Instagram too for online searches. Search Engine Optimisation (SEO) is the cheapest way to gain visibility in the crowded online space. The focus of SEO is to drive free, organic searches to your content. If you are keen to impact the online community, stay abreast of the trends and their relevant keywords which you can incorporate for marketing purposes.

But where do all these come together? Your answer is a blog or a website where you can consolidate everything. Do not forget the importance of the landing page on your blog/ website. Do not stop at this, not just yet. Get in on forums like Quora and Reddit, contribute to the community with discussions which also showcase your product, services, etc and observe responses, some of which may be useful feedback and potential leads.

If you have the finances, you could invest in paid searches, pay-per-click (PPC) where you pay a third party to redirect traffic to your page.

Once you start gaining traction, start managing your customer/ potential customer information and analyze their data and trends. This allows you to specifically market to individuals based on their behavior and pattern.

Phase 5: Gather Metrics and Feedback

One of the biggest assets of online marketing is the capability to analyze anything you execute. There is data in abundance that is gathered by software and made available for the purpose of analysis. Everything from the number of likes, shares and subscribers on YouTube and Facebook to the number of clicks and bounce rates on web pages can be recorded and studied.

There is no shortage of tools that pore over all that data, consolidate the results, and provide you with all these statistics. What would have earlier taken hours of manual labor or extensive scripting is now available in the form of various tools; some free while others, for a fee. But it’s importance in the world of digital marketing is paramount.

Phase 6: Add Learnings and Optimize

This is perhaps the most defining phase of any video campaign. The culmination of the life-cycle brings us to yet another phase which is nothing but a consolidation of all the earlier phases. This is where the learnings are incorporated and the campaign is optimized. Feedback about our audience, content, distribution, marketing and analysis can be plugged back into the cycle. Strategies can be remodeled to optimize the various phases.

Many times, this phase also involves a lot of re-work; some to cover up for earlier mistakes while others to make the process more efficient. It can also be the most tiring and frustrating as variations and options need to be tested, e.g: A/B Testing. This is also the phase that allows us to network with the world, target your focus and re-engage with your audiences. This is also the phase where you can incorporate and practice the Kaizen model, a Japanese tradition embraced by the world, which focuses on continuous improvement.

In short, this phase is instrumental to your campaign because it follows the analytical phase of the life-cycle. The results of the analysis can help evaluate goals, target customers, strategies and Return on Investment (ROI).

Hope you enjoyed reading this article. If you have any feedback on the life-cycle of a video campaign, share them in the comments section below.

You might also find these articles useful:

Influencer Marketing — Engage, not Sell
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Videozyme: Embed Code - What it is and How to use it
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