From time to time we get requests from our clients to make a single video for their social media and I immediately have to ask, “Why?” We usually find that a series of videos is going to achieve your goals much more efficiently and a series can be produced much more cost effectively than something that stands alone. Depending on your social media strategy and your video release calendar, a single video CAN work. But without an overall strategy in place, a single video is most likely not going to increase your viewership or audience engagement.
Due to the way search engine optimization (SEO) works, a series of videos is more likely to reveal your product in a search. With each video placed, you can increase your search keywords and hashtags in the metadata, thereby multiplying your effectiveness. Google will also prioritize websites that are “active” and so a regularly scheduled release of videos will optimize you for search.
There are plenty of good arguments for a single video to be made. Video is proven to be the most effective marketing tool available. There are countless studies which show how video can bring a dramatic increase in trust for your brand as well as engagement with your product. But knowing that you need video is not enough. You need to know what you want your video to accomplish and that’s where a placement and release strategy is paramount.