A Guide to Multi-Channel Video Marketing Strategy

When creating a new content channel or working to boost your presence across multiple channels, a strong video marketing strategy is a great option. Video content can help build brand awareness by explaining your product or service, showcasing your expertise, or entertaining your audience. And audiences you will have! Nearly 92% of internet users worldwide watch digital videos each week, underscoring the growing centrality of video content in our daily lives. With the average viewer spending 17 hours watching online videos per week in 2023, it’s clear that video consumption is continuing to grow at an impressive pace.

Another wonderful thing about using video? You only need to record your video once to use it across multiple channels. With just a few changes, such as adding a unique introduction or closing, it’s possible to repurpose videos across platforms such as TikTok, Instagram, Facebook, and YouTube. You can also turn those videos into video ads, helping you reach paid audiences.

To maximize the value of your video content, it’s essential to master the fundamentals of the video production process, discover effective ways to repurpose and refresh your content, and understand how this aligns with and strengthens your overall marketing strategy.

From Concept to Creation: Mastering the Video Production Process

Video production has three stages.

Pre-production: The stage where you plan and coordinate what will go into your video.
Production: The stage when you capture multiple elements and recordings to go into the final video(s).
Post-production: The stage when you edit, cut, and combine elements to create the final video(s).

Before creating your video, start with a clear vision of your message and your audience. Are you planning an in-depth, full-length video for platforms like YouTube to explore your topic in detail? Or would a short, dynamic clip under a minute (short-form video) work better for platforms like Reels or TikTok, where snappy, engaging content thrives? Knowing your format and purpose will help ensure your video is both impactful and tailored to the audience you want to reach.

For most situations, starting with the long-form video is the first step. By choosing to create the long-form video first, you’ll have more content to work with as you start cutting it down for video ads, short TikTok posts, and other marketing uses. After that, you’ll want to record a few different openings and endings, allowing you to reuse the same video across multiple ads with unique hooks or calls to action that apply to your target audiences.

For example, if you have a video about a new book, you may give it a full review on YouTube. You may then cut the video down to 30 seconds with a unique hook added on for ads, and you may record another introduction that is friendly and welcoming for your video summary for TikTok. The exact process can vary from brand to brand, but this gives you a general idea of what the process may look like for you.

Boosting Your Brand With Video Content Repurposing

Video content repurposing is a smart strategy that not only maximizes your time but also stretches your budget further. Video is one of the easiest types of content to repurpose, as well. You have options such as:

-Editing down the content into new videos for different platforms
-Creating video ads from your content
-Leaving videos in long form for webinars
-Breaking down the video into segments for classes
-Turning a video into a transcript
-Creating a blog or article about the video and embedding a link to your main channel

Repurposing content helps you in multiple ways. First, it helps reduce the effort going into your multi-channel video marketing efforts. Instead of recording multiple videos for each platform, you simply use one and reformat it as needed. It also saves you time. Without needing to record additional content, you can spend more time on content distribution rather than recording anew. Finally, it keeps your brand marketing consistent across the board. All your audiences will receive the same, or similar, versions of your video content to build brand awareness and audience engagement.

Hook Your Audience With Multi-Channel Video Marketing

Using a multi-channel video marketing approach helps you build a cohesive brand identity while also making use of the different marketing channels as they were intended to be used.

The multi-channel approach creates consistency, which is essential to creating a brand that others easily recognize. Video in particular works well as an engagement strategy throughout all parts of the sales funnel.

Think about it this way: If you have a YouTube channel and have your primary video posted there, that’s where those who want to get to know your company are going to go once they’re invested in what you do or sell. This is a key part of YouTube marketing. But how do you get people to go to that channel and build your audience?
Hook them from other platforms. For instance, you may run an ad with a portion of the video serving as your main hook. When the user clicks on the ad, you can send them to your YouTube page where they can sign up and follow your brand. You can do this with other platforms, as well. You might funnel new audience members to your YouTube channel from TikTok, Instagram Reels, or Facebook.

Since you’re using all the same content but adjusting it for each platform’s preferences (in terms of length and tone), you’re expanding the number of people who will come across your video content as well as the potential to gain followers across multiple accounts.

Looking to expand your brand’s reach? Video is one of the most effective tools to explore. Whether explaining a product, sharing your expertise, or entertaining your audience, video content can establish your brand and drive audience engagement. With more than 90% of internet users worldwide watching digital videos weekly, it’s the perfect opportunity to connect with your audience. You can build lasting brand recognition by creating videos that educate or excite viewers about your products or services. Mastering the fundamentals of the video production process also opens the door to video content repurposing, ensuring your efforts align with and elevate your overall marketing goals.

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