It’s no secret that people are spending more and more of their time watching videos online. YouTube has over a billion users, almost one-third of all the people on the Internet and everyday people watch hundreds of millions of hours on YouTube alone and generate billions of views. On Facebook, there are 8 billion video views per day. These numbers are only projected to increase in the coming years. Reference estimated video consumption in next 5 years.

That’s great news for brands who utilize video as part of their content marketing playbook. Creating videos today has become second nature. Just pull out your iPhone and start recording away.

Check out: Using Video to Grow Your Brand Awareness.

Question 1: Who’s your target audience?

Starting things off you’ll need to figure out who you want your videos to reach. Creating videos that target a specific audience will help ensure they have the impact you’re hoping for. While it’s tempting to create a video that appeals to a wide range of people, it opens the door up to a higher chance that your video will become white noise. Delivering relevant and engaging content to only those who you want to reach is the best bet to ensure success.

Question 2: What’s your purpose?

After you zero in on your target audience, you’ll want to take some time to define your purpose. Will you use your videos to increase brand awareness, offer service support, or for lead generation? Whatever your goals are, make sure they’re clearly defined.

Question 3: What are the finer details?

Now transition into the finer details, such as how will your video content get created? Smaller companies may decide that outside help is best and select an agency or videographer. Another detail you’ll have to plan out is who in the company will approve the video script and take care of the logistics of the video shoot. You’ll have to allocate time and resources for measuring how successful your videos are. Decide whether you’ll rank click-through rates, views or some other metric for tracking your success.

Question 4: Where will you share your videos?

Even though YouTube is the obvious choice and should be a key component of your video marketing strategy, it’s not the only platform that warrants consideration. In addition to YouTube, share videos natively to Facebook and Instagram. Use Periscope, SnapChat and Facebook Live for in-the-moment videos you produce.


With smart planning and execution, your business can find success with video. A plan will enable you to know whether or not your efforts are successful, and how you can adjust strategy to see even better results.

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About Steven Eastlack

Steve Eastlack is a Content Marketing Strategist and writes articles related to content marketing, social media marketing, and brand strategy on his blog – eastlackmedia. He works for Surefire Local, headquartered in Tysons, VA and holds degrees in Marketing Management and Psychology from Virginia Tech. Through the use of developing a content strategy, writing monthly editorial calendars and content, and performance reports, Steve helps to build audience and awareness for brands across all digital platforms. When he’s not busy with work, you can find Steve either watching a movie or sporting event or writing for his blog.