Event Recap: The Future of Video

The modern consumer sees unprecedented amounts of video content each day. With so much content vying for eyes, how do you adopt the most effective content strategy for your brand? Panel moderator Lisa McEllistrom sat down with local professionals Ami Lathia, Norah Caroll, Mike Baranowski, and Jenna Redfield to talk all things video.

Where in the purchasing process do consumers interact with video content?

Every step of the way! Many advertisers will utilize video content to increase awareness on a large scale. However, videos can do so much more than get your brand in front of new eyes. Videos offer a fantastic opportunity to tell your brand’s story in a way that connects with particular audiences segments, or target demographics. It’s easier than ever to create content that speaks to independent groups, as well as a wide, generalized audience.

How can video content best connect with their audiences?

Your content should revolve around your audience! Take time to consider what video content might speak best to your target consumers. For instance, younger audiences are more inclined to resonate with short-form content, such as a brief TikTok, while older generations may be more inclined to sit with a Facebook video for a while longer. 

At the same time, think about the substance of your videos. Does your product need flashy, high-contrast visuals, or would your viewers enjoy a more relaxed, chatty video? Does your subject matter require a serious atmosphere, or a lighthearted tone? Your most successful video idea will present your information to your viewers in a way that speaks directly to them and their values.

How do I know if my video has been successful?

That all depends on you! Whether the video in question is a social media post, or a piece on a streaming platform, decide what you would like this content to achieve before assessing its performance. Do you just want a high number of views? Do you need a specific view-to-like ratio on Facebook? Or, do you care more about your click-through rate on a TikTok? Maybe, you ultimately want to know how many sales resulted from a particular Instagram Reel. Choosing which statistics you place at the highest priority can help you decide whether or not a particular video has been successful.

Don’t forget to read the comments! Valuable thoughts and insights from your audience that may not show up in the data could be hiding in your comment section.

Can I use AI tools to make affordable, quality content?

By now, it’s no secret that AI is capable of mass producing generative content. However, the quality of said content can vary widely, depending on both the program and the request.

At this stage, AI is best utilized as a time-saving tool that can be implemented in the ideation and drafting stages. Human eyes are still vital! No content should ever go from an AI’s algorithm straight to a potential consumer’s eyes. AI content takes refinement and tailoring to suit your project’s specific needs.

How do I get the most usage out of my video content?

Consider fragmenting! One video that can be cut down into 15, 30, and 90-second clips can get more mileage than an single-cut video. In the end, the best content you can create for your brand speaks to your intended audience wherever they’re at, either on social media or on streaming.