Four tips on how your video content can reach the desired audience

The basic prerequisite for a successful moving image strategy is, of course, good, relevant content - regardless of whether this involves livestreams, brand films, explainer videos or other formats. Companies often forget what to do with the content after it has been produced: Should the video now be uploaded to YouTube or Vimeo? Does it have to go on the company's own website? What needs to be taken into account? And what about social media? It is becoming increasingly important to consider the technological requirements at the same time.

To make sure this doesn't happen to you, we've put together four tips for you based on practical use cases on how to reach the audience you want with your video content.

The livestream

Since the beginning of the Corona pandemic, internal livestreams have become an indispensable part of everyday work, especially in larger companies and organizations, for example for important announcements by the board of directors. You should ensure that the livestream can be transmitted to all devices used by employees and that it can be embedded in all channels relevant for internal communication.

However, livestreams are a popular tool not only for internal but also for external communication. Many events for the general public take place purely virtually or hybrid. However, a livestream can also be a good solution for presenting new products. Many brands already use the possibility of social commerce successfully and present their new products this way. Other companies use the possibilities of an external livestream to participate in a virtual trade fair. For example, they set up their trade show booth at headquarters and then produce a livestream with their team of experts in which they guide visitors through the booth.

The brand film

The brand or image film is a popular tool when companies want to realign themselves and make their brand promise, vision or even their new purpose known both internally and to the public. Here, it is a good idea to distribute the film both via the internal communication channels (intranet, Slack channel, etc.) and via the company's social media channels. In doing so, the video should be distributed on all platforms - Facebook, Twitter, Instagram, TikTok, LinkedIn, YouTube, etc. - if possible. At this point, it makes sense to produce platform-native content, i.e. separate formats such as vertical videos for TikTok and Instagram reels, in order to fully exploit the impact of the video content.

The guide content

Guidebook content or instructional videos can help to draw the attention of potential customers to a company's own offering. However, the focus is not always on the product or service, but rather on positioning the company or company representatives as experts in the field.

So what does this mean in practice for your video strategy?

1. if you want to provide a livestream - whether internally or externally - it is particularly important that the livestream can be played on all the devices used by the employees and that a recording of the entire event can be embedded on all relevant channels afterwards. In addition, it should be clarified in advance whether the intranet or the WLAN bandwidth at the recording location can handle the amount of data to be transmitted.

2. for guide content, we recommend developing your own platform or frontend. This way, your videos can be uploaded to your own media library. The customer also has a central point of contact and you have control over the context in which your content is shown.

3. with our own video player, the video content can be played independently of the end device. Based on HTML5 and CSS, we have developed our own video engine to play videos optimally on smartphones, tablets, desktop PCs, via Chromecast or Fire TV. The big advantage over hosting with YouTube, Vimeo or similar platforms: Having your own player ensures GDPR compliance.

If you decide to upload your content to various third-party platforms, it is worth investing in a central asset management system. This simplifies the upload and management of the video content: Uploading and maintaining the content is done in a few minutes.