Leveraging Video Content for Digital Marketing Success

Ronn Torossian
3 min readApr 16, 2019

Video content is a highly useful marketing tool. As consumers’ attention is constantly fought over by brands and businesses trying to get ahead. Videos have become a stronghold of content that’s easily consumable and can boost a company’s reach and impressions. But what is the best plan of attack for leveraging quality video content for a marketing campaign?

Producing videos isn’t cheap — and quality should be a top priority for the brand, in order to make the best possible impression on the end consumer. Knowing how and when to distribute video content is also a key to success. Let’s break down some of the best ways to maximize video content reach and impact on consumers.

Quality is Key

As we mentioned before, quality is key when it comes to any content that’s going to be put forward for consumption. Whether it’s an ad, a web article, or a video, the quality should be high and well thought out. Of course this takes some budgeting, but it is not something that should be skimped on in the interest of cutting costs or saving money.

Video content should also be on-brand. Just because a concept is “viral” or trending does not mean it automatically should be used for every brand’s objectives. Instead, take the time to find a message that’s on-brand and easy to communicate. Perhaps this can coincide with a trending topic, but don’t just reach for a connection for the sake of producing a piece of content.

Strategizing Publication of Video Content

Timing can often be the maker or breaker of success when it comes to releasing content. A video that’s published during an off-peak time on Facebook, for example, may have trouble achieving high levels of reach due to a lower number of users online.

Because of the ever-finicky Facebook algorithm, once a video fails to achieve reach within a short time of posting, it becomes more and more difficult to boost this even with sponsor dollars behind it.

Before publishing a video, look and see what time and days users are already consuming a page’s content. If Wednesday afternoons seem to be a high-traffic time, plan to publish the most impacting content during that peak time for the maximum potential initial reach.

A video does not need to be pushed out simultaneously on every platform imaginable. The numbers may tell a different story for each platform; for example, a video may do its best work on a Wednesday on Facebook, but Instagram users seem to be more active on Sunday evenings. Use the unique sets of data from each platform to calculate the schedule for publishing content online, or a brand risks losing momentum with poor timing.

Video content is a great way to achieve a high level of impressions and user reach, but there should be much thought and planning that goes into both the production and the publication of such content. Video is not inexpensive to produce at high quality, so it’s worthwhile to take the time to properly plan and execute a strategic roll-out to maximize the content’s impact and subsequent value.

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Ronn Torossian

Ronn Torossian is Chairman & Founder of 5WPR, one of America’s leading & largest PR Agencies and the Author of the best-selling PR book: "For Immediate Release"