Reactive Video Production vs. Proactive Video Strategy

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We have noted before that today's small and mid-sized companies tend to have a reactive problem: When they post on social media, there tends to be only a little bit of proactive content (original posts and pictures, etc.) and a whole lot of reactive content – content made in response to questions, or new trends that need to be addressed, and so on.

Today we want to look at social media videos in particular, why they shouldn't be reactive, and how to make videos more proactive with a little strategy work.

The Problem: Video Still Tends to Be Reactive

Some social media should be reactive: In fact, certain types of reactive content can be extremely powerful when you are reacting to sudden industry news or important trends that everyone is discussing. Enter the conversation with reactive media and you can easily reap the benefits.

But in almost every case, video should not be reactive. It's not a reactive form of media. It takes time to plan, put together, and spread around. By the time you try reacting to something with a video, it's too late. To truly use video well in social media – and you really need to – you need to become proactive instead.

Note: There's some wiggle room with livestreaming. It certainly is the most reactive form of video content, but we're still going to say that the same rule applies. This is because reactive livestreaming doesn't tend to be brand-friendly (the tweens get more mileage out of it), and the more planning that goes into livestreaming, the better off you'll be in the long term.

The Solution: Find Where the Video Belongs

Every video has a proper place, both in the right channel and in your overall marketing strategy. The key is to find out where that place is well ahead of time with a proactive video strategy. For a one-line answer, that means: Incorporate video early on in your campaign content development. If you're looking for a series of steps instead, we've got your covered. Use these to plan your proactive video strategy and you will be well on your way to video content success. 

  1. Develop Your Marketing Strategy: We're not going to spend much time on this one, since it's pretty obvious. But you need to create your overall marketing goals and the thrust of this current marketing campaign. Note that it isn't required to specifically think of video during this stage.  
  2. Set Goals for Video (By Finding Customer Journey Gaps): For brands that are still learning how to use video effectively, the best approach here is to look through the current customer journey and note gaps – areas where customers aren't responding well to CTAs, or where they're asking a lot of questions, or where they aren't sharing/engaging as much as you would like. These are the areas ripe for a proactive video. More confident companies may be able to spread videos across their channels without this step, but it's still a good idea.
  3. Develop Video Along With Other Content: Create your video alongside your other content. Written content will usually come first (because videos need scripts and talking points) but it should all take place in the same phase. This also gives you enough time to ensure video quality, carefully plan the right video length, and hire outside experts if you need to. Remember to put CTA options or links in your video/descriptions.
  4. Establish Video Across Your Channels During the Campaign: Post your videos alongside your other content. It's that simple! Videos do well in most social media channels, so we won't tell you where to put them, but note that sites like Instagram only accept very short videos.
  5. Set Video Management Goals and Tasks: Know what metrics you want to study for video conversions, and remember to monitor them along with other campaign metrics (if something looks wrong at this stage, it may be time for some reactive changes).
  6. Study How Videos Performed: Look for spots where your videos did particularly well, and note those areas, times and channels for your next campaign. Once you are in the habit of creating proactive videos, it's easy to keep on going!

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Isaac Oswalt

Owner of 21 Handshake, a strategic marketing company, driven to grow relationship-driven businesses. Futurist in nature, Isaac displays a deep desire to preserve the human element in today's business. Trust being the ultimate currency, his clients appreciate that "new and stronger handshakes" is a success metric in their businesses.

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