Video Strategy vs. Tips, Tricks, and Tactics
In my last blog, I offered my definition of video strategy. In this blog, I’d like to differentiate between tactics, tips, best practices, and strategy. I think it’s a worthwhile endeavor, because both have real value, but only one will produce a system that drives business results.
Video strategy is the creation of a plan to systematically use video to drive business goals. To build this roadmap requires a level of planning across six broad categories. They are:
- Post production
Each of these broad categories is composed of many more granular sub-categories. If you’re committing time and money to video, you first need to ask and answer many questions around these sub-categories. That process, and the unique data it produces, is the first part of creating a video strategy. The second critical step is integrating everything you discover into a real-world action plan that you can realistically execute. Put these two steps together, and you’ve got a custom video strategy.
So where and how do tips, tactics and best practices fit in?
Tactics, tips, and best practices are components of a video strategy. They are suggested courses of action around specific aspects of video creation and distribution; they come under the granular sub-categories I mentioned above. As an illustration, some commonly “tips and tactics” questions that are regularly asked include:
- How long should our videos be?
- How often should we produce videos?
- What kind of videos should we create? Educational? Funny? Graphics driven?
- What level of production value do our videos need to have?
These questions, and others like them, are all perfectly valid questions; no video strategy is complete without addressing them. And some of the regularly shared advice around these questions is good.
I believe there are two qualifiers that should accompany any advice around these types of questions.
1. Answering basic video strategy questions out of context, without following a process, yields an incomplete result that is not actionable, scalable, or business- goal driven.
2. Answering basic video strategy questions without integrating them into a big-picture vision yields an incomplete result that is not actionable, scalable, or business- goal driven.
Here’s a good litmus test as to whether or not a set of tips and tactics equal a video strategy: After you read your next video strategy article, which will no doubt be chock full of tips and tactics on how to win with video, ask yourself two questions:
1. If I implement the recommendations in this blog post/video/article, will I have a real plan to consistently implement video to drive business results?
2. Am I willing to bet my budget/ job/reputation on it?
If the answer to either question is “no”, then ask yourself what you would need to do to change the answer to “yes.” Most likely, the answer is a comprehensive custom-to-your-business plan; a video strategy.
So, should you stop reading tips, tactics, and best practices blogs? Absolutely not! They’re inspirational, educational, and contain many valuable ideas. I think they represent the first steps on the path to building a fully developed plan to use video to drive business goals; a video strategy (yes, I know I say it a lot, but it’s a mantra worth repeating).
What, then, would the next steps be? I think the secret lies in starting to think like a media company, and so in my next blog, I’ll take a closer look at them, and discuss why they’re worth emulating for creators of B2B and B2C video.