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  • Jamie Campbell


Updated: Dec 1, 2019

When it comes to video, one is the loneliest number.

As we were wrapping up the final details on our video project, our client remarked, “Now what?” His company had taken a small risk by creating a short video series that ended up far exceeding their expectations.

They were sold on video. They were in love with video. But, now what?

For many clients, creating a video is seen as an answer to an immediate need: to create brand lift, to make an announcement, to speak to new markets, or to convey the emotional impact of something that only video is capable of. The prospect of delving into video production feels similar to the early days of the internet when companies weighed the merits of building a website. There was the hope that simply being online would bring customers and prospects in droves. That hope quickly squared with the reality that a website needed to be updated constantly with content just to stay relative, let alone competitive. This is the same with video.

Many companies believe that a single video will sustain them indefinitely, but the companies who are winning are producing video content constantly.

While my client was reflecting on the success of his campaign, he should have been thinking about the next video project. His organization had increased their audience by thousands and created significant brand boost. They had just opened the doors to a bold new possibility and created an expectation..

Imagine beginning a workout routine. After 6 weeks, you look in the mirror and are surprised at your results. What if you decided to stop and see if your body would continue improve on it’s own? Your results would disappear and soon enough you’d be back to your old body. However, if you continued to work out, increasing your intensity, your results would become dramatic, not only to you but to the people around you. This is the same with video.

My client’s audience had been surprised and emotionally touched by their videos and were ready for more. Continuing to create regular, series-based video content would have extended this enthusiasm and optimized the path for more viewers.

It would have cemented their expertise as community leaders.

It would have demonstrated their command of the most powerful communication medium available.

Making the leap to video is a big step and organizations who commit to it can unlock great new opportunities. It is critical to create a long-term strategy that builds on and sustains the connection that you make with your audience from the beginning. It takes some work to get up and running with video, but once you get going, keep going. Your audience is ready.

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