Craft video content to engage audiences across multiple touchpoints, formats and platforms

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 05, 2019, 10:21 AM UTC

Uploading a selected preview of a video to Instagram Stories with a link to the original video can boost its engagement rate. 

This piece states that a video strategy created should be so that the main videos yield to multiple pieces of content. These videos could feature behind-the-scenes moments, GIFs and thought-leadership interviews.

The author recommends sharing these content pieces across platforms, making it accessible by multiple touchpoints. For instance, behind-the-scene moments can be shared on YouTube and expert-interview clips on LinkedIn with link to the main content.

However, marketers need to maintain a flow in the storyline while also creating an emotional peg and a visual hook. From a story standpoint, the author shares, video content on TV finds its “tune-out” point within seven minutes and a digital video gets only seven seconds to make a mark in a viewer’s mind.

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