LinkedIn, the leading professional and business platform, has released a new article regarding the video spending trends for 2023. The article refers to a new survey from the Content Marketing Institute and Vidyard, stating that 73% of respondents said video has become more important to their business in the past year.
Although, we don’t know the demographics or the market segmentation of that survey, it’s clear that videos have become an essential part of any content calendar. The simplest proof of that is the explosion of TikTok followed by the Instagram and even YouTube embedding the feature of reels. In my opinion, videos should consume a good chunk of your budget and/or time and effort, depending on your available marketing budget. Videos and reels should be taken care of not just as an extension of your content but most importantly as a key representation of your branding.
How could you use videos in your content calendar?
Generally speaking, the two main directions of your content calendar should be Sales and Brand Awareness. The balance of how much and how often of each you will be sharing that would be determined by your Strategy, the phase your brand is and the goals you want to achieve.
But if you are now start building your communication plan for the next year, then make sure you include:
To boost sales: Product or service information – Talk about the features, the results, the process etc and remember to share lots of bitesize information.
To boost brand awareness: Think about more documentary style content. Remember, your brand isn’t your product or service. A big part of your branding is the cause or purpose you care for.
In any case, make sure the aesthetics align in all formats, and that’s where the specialists in branding and visual communication come in. And don’t forget to be creative and enjoy the process!
