Video is the key to visibility for any brand in 2024. Whether it is on your website, a TV at a trade show, or social media, everyone is turning their attention towards integrating video to supply the never-ending demand from consumers. On Youtube, an average of 694,000 hours of video are streamed by users every minute. More than 100 million people watch video on Instagram every day, just in their Live feature alone. Video is here to stay. In this blog post, I will lay out the three pillar strategy we’ve created here at Tiger Buoy, show you the results from our real world test, and give tangible advice on how you can successfully establish yourself as an industry thought leader in 2024.
The first thing that people most commonly get hung up on is the best time to start, and the answer is simple…now. This is the best time to invest your time, your energy, and your money into building video assets for your brand. By following this 3 Pillar Strategy, you are not only positioning your company as a leader in your industry, but you are pushing your business to the top of every search engine.
The way to maximize your reach in 2024 is by answering your industry’s most asked questions on Google. Since their acquisition of Youtube in 2006, Google has been prioritizing YouTube videos to the top of the search results, making it the most effective medium. From there, it’s all about following the three pillar strategy: keep it niche, stay consistent, and always simplify.
For example, if your goal is to be the leading expert in polyiso insulation, you shouldn’t be talking about the best burgers in town. Every single video you post should be about polyiso insulation. This tells Google you are the best place to drive traffic when people search anything related to polyiso insulation.
Google will push you to the top of the page if you are posting consistently. Especially when your business is giving people answers they were looking for, so consistency means staying on topic and providing concise, accurate information as well.
Continuing with the example of polyiso insulation, we would simplify by answering “what is polyiso insulation?” without going into in-depth detail about how it is installed. This gives people the quick answer they are looking for and saves the installation topic for an additional video.
We applied this three pillar strategy to our account and here are the results after one month. By consistently posting videos specifically on my chosen topic, we were able to increase the number of eyes on our brand by 102%. Additionally, we were able to increase watch time by 59%, bringing it up to a total of 33.8 hours (and keep in mind, all of the video content that we posted are 3 minutes and under).
How you present yourself is completely up to you. The important key to this strategy is following the three pillars: Keep It Niche, Stay Consistent, and Always Simplify.
If you’re someone who values their time, my team at Tiger Buoy can optimize your strategy by handling the entire production process for you. We will be offering an exclusive rate for this service to all Creativate Newsletter subscribers. If you’re not already subscribed, sign up here to get more details along with expert marketing advice in your inbox every month.
About the Author: Thomas Sawyer is the co-founder of Tiger Buoy, a media production company specializing in biographical vignettes and corporate SEO-Integrated video. They are an award-winning director, cinematographer, and editor with over 15 years experience, having worked with brands such as Dolby, Volvo, T-Mobile, and Quaker Oats to create unique and engaging video for campaigns ranging from niche to national.