Video Strategy—Is it time to replace your old videos?

Video should be an important part of your marketing strategy. It makes sense to want to get the most out of your investment, but there is a shelf life for a video. We asked BDX Expert Brad Smith, Director of Media to weigh in on video best practices. Here is what he had to say:

“You need more video on your site. Google prioritizes video, so you need all the video you can get. Social Media videos should be updated regularly. Corporate history or company philosophy videos can have a bit longer shelf life, but pay attention to outdated hairstyles and details that would indicate the age of the video. Everything else should be a constant flow of content, just like articles or anything else you put online. It loses relevance pretty fast. Having a strategy for ongoing videos is a really good idea and that’s why our social media videos work so well. We shoot a package of five every year and release throughout the year."

Social Media shorts have the shortest shelf life at one year, but has the potential for high impact. Brad recommends shooting a series of these short form videos once per year to produce a minimum of 4—5 videos that you can play throughout the year. This strategy is not only cost effective, but it will give you a new video to post every quarter. BDX Social Media Expert, Jennifer Lynch chimed in to confirm that video is the number one way to turn your social media efforts into leads. For best results, make sure there is a clear call to action and a relevant landing page on your website ready to capture their information.

Model Home tours last a bit longer at 2—3 years. It’s time to change it out when your décor starts to look outdated. A well-produced model home tour video will get some marketing miles making it a great investment.

A corporate video is the longest lasting video investment you can make at 3—5 years. We recommend spending the time and money here to make sure that your message is clear and that your video is a timeless masterpiece. It’s time to replace it when clothing and hairstyles start to look dated.

Interested in making video a part of your 2021 strategy? BDX can help! Email us or learn more at theBDX.com

About the Author

Alaina Latiolais is currently the Marketing Manager and HBA Partnership Program Manager for Builder’s Digital Experience. She previously worked as a Digital Marketing Consultant for BDX working with builders of all sizes in the Austin, San Antonio and Corpus Christi markets. Finding her love for B2B marketing, she now helps educate home builders about marketing and technology and understanding the digital consumer. Alaina has over a decade of experience working with small, medium and large businesses on their marketing strategies, always with a strong focus on the latest technology and results. She has a practical approach that saddles between warm and daring, always challenging businesses to take the next step to adopt new technology and ideas.

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