Strategies & Tactics

A 4-Step Approach to Creating Video

August 1, 2018


With 55 percent of people watching video every day, smart brands understand that creating video content is essential to telling their stories. But everyone is creating video these days. More than 400 hours of video is uploaded to YouTube every minute of every day, according to a spokesperson for Google, which owns YouTube. This statistic alone raises the question of how you can make your brand’s video content stand out.

To produce video that gets seen, keep in mind that the creation stage is just one step in the overall process. At MediaSource, we create video using a four-step approach that has proven successful.

  1. Ideation: Develop strategic ideas for video topics that align with your business goals and/or products and services to reach your target audience.
  2. Creation: Produce video content to meet your brand’s goals.
  3. Amplification: Reach your target audience via multiple channels, using the PESO (paid, earned, shared and owned) model — including media relations for earned media, and social media outreach for owned media.
  4. Evaluation: Measure the success of your video-content campaigns, and adjust strategy in real time based on data.

Content for the masses

In the era of the yodeling Walmart kid, teenagers eating Tide pods and too many online “challenges” to count, marketers want to know: Can content be made to go viral, or does it just happen on its own?
Storyful is an Irish company that specializes in analyzing social media intelligence from viral content to help make other content more shareable. We asked Toby Leah Bochan, head of video at Storyful, about what makes video content go viral.

“There is no one formula to make something go viral,” she said. “The things that go really super viral have an emotional connection to the viewer, which isn’t something you can necessarily create in an inauthentic way. Marketers know that emotion is key. If you make content that connects with your audience, they will naturally want to share it.”

News for the Snapchat generation

In February, Snapchat announced that it had reached 187 million daily active users. According to the Pew Research Center, some 78 percent of 18- to 24-year-olds use Snapchat, a group that hasn’t traditionally watched television news.

NBC News saw Snapchat as an opportunity to reach young viewers. In July 2017, it launched a twice-daily news program on Snapchat called “Stay Tuned,” which uses vertical video to deliver the news in a dynamic way to a younger audience.

By following millennials to their own platform, NBC gained four million subscribers in the first five months after launching “Stay Tuned.”

What we can learn from video experts is that video production is no longer something extra for brands to consider. Robust content campaigns should include video as part of a strategic process that helps reach your objectives. 

Lisa Arledge Powell

Lisa Arledge Powell is president of MediaSource, an award-winning creative agency that specializes in content-focused public relations, content marketing and national media exposure for major brands. Connect with Lisa on Twitter: @LisaArledge.


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