Video has become the dominant content format across all platforms. Understanding how to create and distribute effective video content is essential for modern marketers.
Format Diversity
From short-form vertical videos to long-form educational content, different formats serve different purposes. A comprehensive video strategy includes multiple formats.
Production Quality vs. Authenticity
High production values matter less than authenticity and value. Smartphone-shot content often outperforms studio productions when it feels genuine.
Platform Optimization
Each platform has unique video requirements and best practices. Optimizing for each platform—rather than cross-posting identical content—improves performance.
Accessibility
Captions, transcripts, and audio descriptions make video content accessible to all audiences. Accessibility also improves engagement and SEO.
Distribution Strategy
Creating great video is only half the battle. Strategic distribution across owned, earned, and paid channels maximizes reach and impact.
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