December 2, 2015


Quick guide: Finding a second wind for a video project

If you’re looking into starting a new video strategy, chances are you’ve heard your fair share of horror stories. Beside those tales, you also have heard of plenty of companies that have found incredible success with video. All of this leaves you trying to untangle the marketing hype from reality, and often, that comes down to understanding why some video projects do fail and how you can avoid falling into those traps.

In many ways, video project struggles end up coming down to a simple issue – momentum. Some organizations deploy video at a really small scale and build up so gradually that they never really get momentum behind the effort. In many cases, companies put lots of effort into getting great content into place, but they don’t account sufficiently for the network performance problems that can come up. Perhaps most commonly, businesses will put tons of resources into video at the outset of the project and then watch the effort fizzle after a few months because they can’t sustain that level of effort.

This is when companies need to find a second wind for their video strategy. Failing to do so will leave enterprise video plans as a novelty that workers won’t really care about. Successfully reinvigorating video tactics can lead to workers reengaging and generating incredible value for your organization. Here’s a quick look at how you can find a video second wind that can help you establish a foundation that you can build off based on your specific needs.

Avoid energy loss in the first place
Many video programs lose energy after their initial push because organizations put tons of resources into the launch and then behave as if they can just let things go from there and have a self-sustaining video ecosystem. It doesn’t work like that. Building a work community where people are creating their own content, viewing videos regularly and talking about what they watch takes time and a cohesive strategy to roll out content in strategic ways.

Building community around video depends on creating a sustainable video project at the outset. Yes, you’ll want to put plenty of energy into the launch, but make sure you have a schedule for content to get released over the first few months of the initiative as well. This will not only give your effort some staying power, but also alleviate some of the video production burden that can come at the outset of your effort.

Be intentional about getting users involved
It is easy to build hype for a new video launch. What some companies forget is that is can be difficult to get users to continue caring after that initial foray into video. Overcoming a huge falloff in interest in your video plans is key if you want to eventually find a second wind for your video program, and getting diverse user groups involved is vital. Maybe your executives get too busy to create any content for a month. That would be disastrous if they’re your primary video contributors. However, if you also have sales, marketing and production teams involved in video creation, you won’t have a problem if one team gets too busy.

Being intentional about getting many people involved in the video program plays a vital part in keeping employees on board for an extended time.

Take advantage of seasonal opportunities
Office life can leave years going by in a blur. As everybody spends their time sitting at a desk, looking at the changing outside world, it is easy for fall to slip into winter and winter into spring without too much notice. Inside, the work doesn’t change. Taking advantage of seasonal opportunities for unique content creation can make your video program feel more iterative and give your workers a greater sense of momentum throughout the year. This can inject energy into your video programs and help you catch a second wind.

Make sure people understand why video is so important
Workers can quickly disengage from video if they think it is just another tool to eke out some more productivity. If your employees understand that video is primarily about making the workplace better for them, they will be more likely to engage with content. Internal marketing is vital if you want to give your video program staying power, and that often means looking beyond the initial project launch and periodically reminding users that videos are there for their benefit.

The reality for most businesses is that they can’t put huge resources into video on an everyday basis. They will need to prioritize the launch and create a sustainable environment for consistent content creation that doesn’t overtax various employees. Following these simple tips for getting a second wind in your video program will help you create a stable video ecosystem that can support value generation for an extended period.