Engagement

Should You “Pivot to Video”?

Posted On September 5th, 2017 | 2:06pm EST

This year, we’ve seen a lot of major outlets, MTV News being on of the most considerable, “pivoting” to video. That means pairing down their editorial content in favor of short, quippy social video cuts.

But just because “pivot to video” is a buzz term, and one that many brands are adopting at lightning speed, doesn’t mean that it applies to your brand. In fact, it looks a lot like the long-form editorial trend these same outlets *promised* they’d stand behind only a few years ago.

So, is a digital content strategy with a short form video backbone for you?

That depends. If your audience is video savvy, or if your category is very visual (food and auto industries are good examples of this), please, go on. If your model involves major support from video ad dollars, then point and shoot. Of course, you should still make sure your video content is engaging and services your audience in some way. Your audience will see through your choppily-made, rushed vid. Don’t disappoint them; do it well.

Are your employees and “content makers” video competent?

The thing about the “pivot” is that it’s quick. You’re going one way one minute and the next the next.  If you’re not ready to make the move, then don’t. It will be obvious to your audience if you don’t have a solid strategy behind the video content you’re pushing out. It could confuse your them, and it will absolutely confuse your creators, who might lack the training and experience. It’s imperative that whatever you do for your brand, you have an execution plan in mind. Be consistent. Pivoting could be bad for you.

Can you start small?

Experiment with video in blogs. As Hubspot so eloquently puts it, make great videos and write great articles. You can do both. If you have the means, hire a videographer or editor who can ease your team into video-first content. If you’re not comfortable going all in, that’s fine. You can slowly introduce video content to your readers and turn them to viewers… if they’re excited about it. Starting small can give you a good read on your audience to see if video content is their bag. Monitor video views, post shares and engagement with the video and the post its folded into. Take the feedback you’re receiving — positive and/or negative — and move with it, not against it. If you’re only pivoting because you see big brands pivoting, you’re not considering your own special audience. Maybe they don’t want what big brands provide.

Learn more about City/Studio and how we can improve your digital content approach.