Yes, video works. It’s an awesome marketing tool. But to be effective, it must be done right. So, take a minute before hitting ‘record’ and think (or consult with someone who knows, perhaps even your evil twin), and don’t waste those valuable resources.
For a video to work best for you, it needs to be tailored to your viewer and the platform on which it will be viewed. Start by segmenting, Understand who you’re talking to, what they want to hear, and what’s most important to tell them. That’s the basis for your content. Then consider your platform. Each platform has its own set of rules that determine the right length, style, and level of formality. Figure these out correctly, and they’ll never say ‘cut’.
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