Business Video Marketing Frequency: How Often Should You Be Creating and Sharing Content?
It’s basically impossible to have a marketing campaign that doesn’t include videos these days. At least, that’s the case if you want to be successful.
But you may not have a clue how many videos your company should create. Or perhaps you’re confused about what type of business videos you should start with.
We’ll explain what’s even more important than the number of videos you create, factors that may affect your output, and the types of videos your company might make to be most effective.
Table of Contents
How Many Videos Should My Company Create?
Lots of businesses want to know the answer to the question “How many videos should my company create?”
But there is no magic number that will make your business more successful and give you a good marketing ROI. What really moves the needle is both the quality of the videos and your video marketing strategy.
Houston Video is an award-winning video production company that specializes in creating effective, affordable, and high-quality marketing materials for businesses. We will analyze your current strategy, assess your needs, and make recommendations for how many and what type of videos we think will give your brand a boost.
Statistics show that video can be the best tool to drive conversions within your marketing strategy. One source reports that 74% of marketers think videos outperform all other content types.
Since videos can bring so much attention to your business, you should probably include as many of them as you can in your digital marketing strategy.
But there are factors that may affect or limit this number.
5 Factors That May Affect How Many Videos Your Company Should Create
#1: Upcoming Company Events
Take a look at your company’s calendar to help you plan when you think producing videos will help you be most effective.
Do you have corporate events that could use a highlight reel?
Do most of your sales come at a certain time of year, such as the holiday season?
Is there buzz surrounding something happening at your company that needs to be shared with customers?
These are all questions you should ask yourself when planning your marketing strategy and deciding not only when, but also how often, video content should be created.
Think about what makes you the most money and plan video creation around those events.
#2: What Industry You’re In
Depending on your industry, you may not need to create as many videos as other companies.
For instance, a new start-up might just need a few videos produced, especially at first. They may benefit from having:
- A brand message video
- A product video; and
- An explainer video
They need to get the word out about their product and company, and these types of videos will provide a good start while leaving more funds for getting the company up and running.
Now think about a real estate company. In this industry, you’re going to perform best if you have a high-quality video produced for every property you’re trying to sell, so the investment you make in this strategy will pay for itself many times over.
#3: Are Your Competitors Using Video Marketing?
Look at what your biggest competitors are doing to be successful in the business. If they aren’t using many videos in their marketing, you can set a goal of creating more to give your company the edge.
If they are making videos and are having a lot of success with them, analyze what they’re doing as far as:
- Types of videos
- Which platforms they use to share them
- How often they release new pieces; and
- What kind of engagement they’re getting
Having this kind of information about your competitors can help inform your strategy.
#4: Quantity vs. Quality in Video Production
If you’re considering DIY video production because it’s just too expensive to hire professionals and you’ve heard that James in accounting is pretty handy with his iPhone and editing software, let us stop you right there.
It’s better to invest your marketing budget in fewer high-quality, well-produced videos than to put out substandard content as often as you can. After all, you’re trying to build up and protect your brand, so you should be careful with how you represent it.
#5: Your Budget
Before committing to a video release schedule, carefully examine your finances. Video marketing has an excellent return on investment, but you also don’t want to overcommit.
If there isn’t as much room in the budget at first, try to make wise decisions about what will give you the most bang for your buck. Houston Video has experience with marketing analytics and can make recommendations to help you.
5 Types of Videos Your Company Might Create
If you’re deciding how many videos your company should create and aren’t yet sure what kind they should be, these categories are a great start.
#1: Customer Testimonial Video
Customer testimonial videos show existing clients sharing what they love about your brand. These are usually more effective than written testimonials because you get to see the person behind the review.
Customer testimonial videos are great marketing tools because reports show that 84% of people trust online reviews as much as they trust their friends, and that number can be even higher for video testimonials.
Do you have customers who are dying to share how much they love your company? This type of video is a great place to start.
#2: Company Mission Statement Video
When promoting your company — especially if it’s a start-up or small business — it’s a great idea to tell your brand’s story and get the word out about what you do. The best way to do this is with a company mission statement video.
Sharing the “why” behind your company helps customers see:
- What problem you’re hoping to address
- How you want to make a difference in your industry or community
- The company ethos that you’re founded on
- And more
Creating a company mission statement video could be a crucial selling point of your business. It’s something you’ll want to feature on your website, run on your socials from time to time, and maybe even use in your advertising.
#3: Corporate Event Video
These highlight reels of different business events are fun for employees and customers alike. They are usually brief recaps of functions like:
- Town halls
- Conferences
- Retreats
- And more
Corporate video events are great ways to directly connect with your audience by doing things like recapping the previous year, previewing what can be expected for next year, and communicating with stakeholders.
#4: Tutorial Video
These days, if you want to know how to do something, all you have to do is pull up YouTube and type your question into the search bar!
From making the perfect pie crust to applying stage makeup to changing the oil in your car, if you’ve wondered how to do it, there’s probably a tutorial video out there about it.
So when you’re promoting your products or services — especially if you work in a niche business — you may want to consider creating related tutorial videos that will help spread the word about your company.
#5: Corporate Responsibility Video
If you consider yourself to be a business that gives back, then corporate responsibility videos are a great way to get your brand out there. You may be trying to improve society in ways that help your community, the environment, animals, etc.
Let people know about how you’re trying to impact the world. Videos that share this with customers will make them feel better about supporting you and only help your business — and your efforts — succeed even more
Need Help Creating Your Company’s Next Video? The Pros at Houston Video Can Help
When you’re trying to decide how many videos your company should create, let Houston Video help. Whether it’s an overview, explainer, training, or product promo video, we’re dedicated to producing videos that not only look great but also perform well and drive leads.
Let’s chat about your project and plan where to go from here.