The question on the lips of a lot of marketing managers and directors is, if they invest in a video, how long will it 'last' before becoming irrelevant? This post will explain how long it should be before you re-invest in a video, if at all.
The other day I was in a meeting with some potential clients. They were looking to increase their digital media presence both for themselves, and for their own clients. But they weren't sure how long a video would 'last' once purchased.
Point-in-time vs longevity
Any consulting firm and business can change with increasing demand, competition, changing priorities and more.
Therefore, it can be remiss to invest in a video, if you think that you will be presenting something completely different in 6-12 months time.
But here's what you should be actually thinking about:
"Can I afford to whip up a video right now for tomorrow's launch, or should I be thinking 3-6 months ahead, and make a video for that?"
My advice is the latter.
Being proactive is always the smartest play with online video content and here's why:
There's nothing worse than trying to create content 'in arrears', and video can be even more difficult.
The reality is that it takes time to create video content, so if you're behind the 8-ball, you may never get back in front of it.
So when you're thinking about quality video content in advance, you are going to be way ahead of your competition already.
This is especially pertinent for software products or any viable product that hasn't even been built yet.
Put 'explainer video' in your pre-launch sprint, because having a proof-of-concept video ready to go upon release will be super potent for lead generation and sales.
Clients are often concerned that if they make a video, then it's finished. And if anything in their product or process changes, the video won't be able to affect that.
9 out of 10 times, a simple change request can be filed, and we can punch-in the changes without a problem. This can lengthen the life cycle of the video, potentially infinitely.
But there are video types that have a longer shelf-life, from inception and can be a reliable website/social media salesman.
Live action is a great video type that can last for a long time
Purely because the nature of live action video, it creates a sense of trust in the viewer. Once people see a real human being, certain fears (often subconscious) are quashed.
Getting your CEO on camera and talking about how great your workplace is, is a video that will last for a long time.
The only reason this will become irrelevant is if your workplace becomes a terrible place to work!
Video case studies are timeless for longevity. They show the world that you're the real deal, deliver high quality work to satisfied clients. Success has no statute of limitations.
But here is the bottom line, it doesn't mean that you just make a video and stop.
While live action can last for a long time, you should fill your digital media arsenal with a catalogue of premium videos that will pay off into the future.
These can be recruitment videos, video testimonials, summary videos of annual general meetings, interviews with employees, video for your lobby/next convention.
These kinds of videos can be the difference between winning work and not. Between recruiting a rockstar employee, and getting a second banana on board.
Bringing it all together...
We prefer to make videos with as much advance time and expertise poured in as possible. It helps us not pull our hair out, but it will also be the best possible product for your business.
Having said that, you can make videos that exist 'in the now' but will actually pay off long into the future. Whether it's animation or live action, we make videos that can last for a long time and are able to be chopped and changed, where necessary.
Until next time,
PS - if you have ever worried that video has a short life cycle, we can explain how it will actually last long into the future. Get in touch below to find out how: