Failing to Plan Your Video Marketing Strategy is Planning to Fail
by Julie Weishaar
June 22, 2024
Failing to Plan Your Video Marketing Strategy is Planning to Fail

Do you plan your video before creating it? Have you ever wondered why some videos skyrocket while others fade into obscurity?

Too often, we dive headfirst into creating content without a clear plan, like setting sail without a map.

That lack of direction can lead to wasted time, resources, and missed opportunities.

When we skip the planning stage, our videos can easily get lost in the vast ocean of online content.

Identifying our goals, knowing our audience, and creating a roadmap for our video marketing efforts is crucial.

In this post, I’ll show you why planning is essential and how to craft a video marketing strategy that ensures success. Don’t leave your video’s fate to chance—let’s make every frame count.

The Importance of Planning in Video Marketing

Planning isn’t just a box to tick for a successful video marketing strategy—it’s the foundation of your entire campaign.

Think of it as building a house; you wouldn’t start without a blueprint, right?

Even the most creative and engaging video might not reach its full potential without a solid plan.

Setting Clear Objectives When Planning Your Video

Setting clear, measurable goals is like turning on a GPS for your video production journey.

Goals give you direction and let you know if you’re on the right path or need adjustments.

Here’s how setting objectives can set you up for success:

  1. Provides Focus: Clear goals help you stay focused. Instead of trying to please everyone and pleasing no one, you can tailor your content to meet specific goals.
  2. Measures Success: With goals in place, you can measure your success and see what works or needs improvement. This helps you learn and get better with each video.
  3. Planning Your Video Guides Creative Decisions: Knowing what you want to achieve helps you make creative decisions. This ensures that every part of your video serves a purpose and aligns with your goals.

Imagine you want to increase brand awareness. Your video’s objective would then be to introduce your brand and what it stands for.

Every decision—from the script to the visuals—would align with this goal, ensuring a cohesive and effective video marketing strategy.

Understanding Your Target Audience

Knowing who your video is for is like conversing with a friend. If you don’t know who you’re talking to, how can you know what to say?

Understanding your target audience influences every aspect of your video content:

  1. Content Relevance: Videos tailored to your audience’s interests, needs, and preferences are more likely to engage them and make them feel like you’re speaking directly to them.
  2. Right Platforms: Knowing where your audience hangs out online helps you choose the best video platform. You wouldn’t want to post a how-to video on a platform where most users prefer quick, entertaining clips.
  3. Plan Your Video Engagement: Understanding your audience’s pain points and desires allows you to create content that resonates emotionally. This boosts engagement and helps build a loyal community around your brand.

For example, if you’re targeting young adults, your video might need to be short and snappy, with trendy music and visuals.

On the other hand, a B2B audience might prefer a more detailed, informative approach.

Knowing your audience well lets you craft videos that attract attention and convert viewers into customers.

Planning your video marketing strategy is like setting a stage for a play.

With clear objectives and a deep understanding of your audience, you can create a performance that captivates and convinces you.

Don’t let your efforts go unnoticed; plan well, and success will follow.

Critical Elements of a Successful Video Marketing Plan

Let’s dive into the essential components of a comprehensive video marketing strategy.

Getting these elements right can distinguish between a video that gets noticed and one that falls flat.

Plan Your Video Content Creation and Storyboarding

Content creation is the heart of your video marketing strategy. It’s where your ideas come to life.

But before hitting the record button or using an AI video generation tool, you need a plan. That’s where storyboarding comes in.

Think of storyboarding as sketching your vision—it’s like creating a comic strip for your video.

  1. Brainstorm Ideas: Start by jotting down ideas. What message do you want to convey? What tone will resonate with your audience? Sometimes, a simple mind map can help you organize your thoughts.
  2. Outline Your Script: Write a script or bullet points covering the main points. This ensures you don’t miss anything important.
  3. Create a Storyboard: Draw or use digital tools to create a storyboard. Each frame should represent a different scene or shot. This helps visualize the sequence and adjust before production.

Storyboarding isn’t just for big Hollywood directors—even a basic sketch can help prevent costly and time-consuming mistakes.

Plan Your Video by Budgeting and Resource Allocation

Budgeting and resource allocation are crucial to keeping your video marketing strategy on track.

Imagine baking a cake without knowing how much flour or sugar you need. You might end up with a mess instead of a masterpiece.

  1. Set a Budget: Determine how much you can spend on each phase—pre-production, production, and post-production. This includes costs for equipment, locations, actors, and additional resources like music or special effects.
  2. Allocate Resources: Ensure you have the right people in place. Do you need a professional videographer, content creator, or editor? Maybe you need unique props or specific locations that require permissions.
  3. Plan for Distribution Costs: Remember the budget for promoting your video. Sometimes, you might need to spend money on ads to get your video in front of the right audience.

By setting a clear budget and allocating resources effectively, you can avoid unexpected costs and ensure your video gets the attention it deserves.

Choosing the Right Platforms

Choosing the right platforms for your video is as important as the video itself. Imagine throwing a party but not sending out invitations to the right crowd—no one shows up!

  1. Know Your Audience: Identify where your target audience spends their time. Are they on YouTube, Facebook, Instagram, or TikTok?
  2. Match Content to Platform: Not all content works well on all platforms. A tutorial might do great on YouTube, but it could be too long for Instagram. Tailor your video’s format and length to fit the norms of each platform.
  3. Cross-Promote: Use multiple platforms to maximize reach. Share teasers on social media to drive traffic to the full video on YouTube or your website.

Choosing the right platforms ensures your video reaches its intended audience and engages them effectively.

This step can significantly amplify your video marketing strategy’s impact.

By focusing on content creation, budgeting, and platform selection, you set a solid foundation for a successful video marketing strategy.

Remember, each element is interconnected, like puzzle pieces forming a complete picture.

Common Pitfalls in Video Marketing

Creating a video marketing strategy involves focusing on the creative side and avoiding common pitfalls that can derail your efforts.

Ignoring essential elements can lead to a lackluster performance, even if you’ve got a fantastic video.

Below are two significant pitfalls many marketers face and how to navigate them effectively.

Ignoring SEO Best Practices

You wouldn’t create a website without optimizing it for search engines, so why should videos be any different?

SEO isn’t just for blogs and articles—it’s crucial for videos, too.

Ignoring SEO best practices can result in your video getting lost in the vast internet sea, never reaching the audience you intended.

Optimizing your videos for search engines increases their visibility.

When people search for topics related to your video, a well-optimized video is more likely to appear in search results.

Here’s how you can optimize your videos for better search engine performance:

  1. Use Relevant Keywords: Identify keywords related to your video’s topic and include them in your video title, description, and tags. This will help search engines understand what your video is about.
  2. Create Engaging Thumbnails: A compelling thumbnail can significantly boost your click-through rate. Make sure it’s relevant to your video’s content and includes some visual cues or branding elements.
  3. Write Detailed Descriptions: Provide a thorough description of your video. Include your main keywords naturally. Detailed descriptions help search engines understand your content better, thus improving your ranking.
  4. Add Transcripts and Closed Captions: Transcripts and captions help search engines index your video more effectively and make your content accessible to a broader audience, including those with hearing impairments.

By following these SEO best practices, you can ensure that a wider audience sees and appreciates your video.

Overlooking Analytics and Feedback

Creating a video is one thing, but understanding how it performs is another. Ignoring analytics and feedback is like flying blind—you have no idea if you’re on the right path.

Monitoring performance metrics allows you to refine your strategy and make data-driven decisions.

Analytics provide vital information on how your video is performing, and feedback gives you qualitative insights. Here’s why they’re crucial:

  1. View Count and Watch Time: Pay attention to how many people are watching your video and for how long. High view counts paired with strong watch time indicate engaging content.
  2. Engagement Metrics: Look at likes, shares, comments, and other forms of engagement. These metrics show how viewers are interacting with your video. High engagement suggests your content resonates with your audience.
  3. Audience Retention: Understand where viewers drop off. Knowing when people stop watching your video can help you tweak content to keep them engaged longer.
  4. Feedback: Read the comments and listen to what your audience is saying. This can provide invaluable insights into what’s working and what isn’t. Use this feedback to improve future videos.

Ignoring these analytics and feedback can result in missed opportunities for improvement.

By paying attention to these metrics, you can continually refine and enhance your video marketing strategy.

Avoiding these common pitfalls can significantly boost the success of your video marketing strategy.

By optimizing for SEO and paying close attention to analytics and feedback, you can ensure that your videos reach their intended audience and achieve your marketing goals.

Case Studies: Success Stories and Failures

Planning is the backbone of any successful video marketing strategy.

Let’s examine some real-world case studies to see how careful planning can lead to remarkable success and how lacking it can result in glaring failures.

Successful Campaigns: Highlight campaigns that succeeded because of thorough planning

When a video marketing campaign succeeds, it often looks effortless.

The truth is that it’s the result of meticulous planning and execution.

The examples below are older campaigns but were so effective (and ineffective) that people still remember them today.

Take, for example, Dollar Shave Club. When they launched their first video, “Our Blades Are F***ing Great,” it was a massive hit. Why?

They had a clear objective: to disrupt the shaving industry with humor and straightforward messaging.

They knew their target audience—men tired of overpriced razors—and tailored the content perfectly to resonate with them.

The video went viral, amassing millions of views in just a few days and significantly boosting their subscriber base.

Similarly, Old Spice scored a win with their “The Man Your Man Could Smell Like” campaign.

Then, they created a series of witty and quirky videos that were entertaining and targeted a broad audience.

They meticulously crafted the script, visuals, and overall tone to align with their brand image.

This level of planning made the campaign a cultural phenomenon, driving sales and brand awareness through the roof.

Here are some elements that made these campaigns successful:

  • Clear Objectives: Both companies knew exactly what they wanted to achieve—disrupting the market and increasing sales.
  • Targeted Messaging: The content was crafted to speak directly to their audiences.
  • Consistent Branding: Each video maintained a consistent tone and brand identity.

These examples show that a video marketing strategy can yield impressive results with proper planning.

Lessons from Failures: Examples of Brands that failed to plan their campaigns and what can be learned from them

Unfortunately, not every campaign is a success story. Many fail because they skip the crucial planning phase.

Let’s look at a few examples so we can learn from their mistakes.

One notable example is Pepsi’s Kendall Jenner ad. The campaign was meant to promote unity and peace but was widely criticized for trivializing social justice movements.

The lack of thorough research into the social contexts and target audience resulted in a significant backlash.

Pepsi had to pull the ad and issue a public apology, which cost the company financially and damaged its brand reputation.

My advice? Stay away from controversial subjects and politics. There will always be a backlash, especially in today’s polarized environment.

Another example is an old Chevrolet’s “Chevy Runs Deep” campaign. The slogan was meant to invoke strong emotions and a sense of Americana.

However, it was too vague and didn’t resonate with consumers.

The campaign lacked clear objectives and failed to understand its target audience, leading to poor reception and a rebranding effort just a few years later.

Lessons learned from these failures include:

  • Research and Understand Context: The Pepsi ad failed because it didn’t consider the broader social context, leading to public outrage.
  • Clear Objectives and Messaging: The Chevrolet campaign lacked a clear focus, making it difficult for consumers to connect with the brand.
  • Audience Insights: Both campaigns failed to understand their audience’s values and needs, which is crucial for any video marketing strategy.

By learning from these failures, we can see how essential thorough planning is to avoid costly mistakes and ensure the success of our video marketing strategies.

Final Tips for Planning an Effective Video Marketing Strategy

Creating a standout video marketing strategy requires more than just a great video.

It involves staying current with trends and committing to continuous improvement.

Below are some tips to ensure your video marketing efforts hit the mark.

Stay Updated with Trends

Keeping up with the latest trends in video marketing is crucial. It helps you stay relevant and keeps your content fresh.

The digital landscape constantly evolves; what worked yesterday might not work tomorrow.

  1. Follow Industry Leaders: Keep an eye on what big brands and successful marketers are doing. Subscribe to industry newsletters, follow influencers, and join relevant forums.
  2. Use Trend Tools: Utilize tools like Google Trends and social media analytics to understand what’s currently popular. These tools can help you identify trending topics and keywords, which you can incorporate into your video content.
  3. Experiment with New Formats: Don’t be afraid to try new video formats. Whether live streaming, 360-degree videos, or virtual reality, experimenting can set you apart from your competitors.
  4. Monitor Social Media: Social platforms are often the birthplace of new trends. By actively monitoring social media, you can pick up on emerging trends early and adapt your strategy accordingly.

Staying updated with trends is like keeping your finger on the pulse of the industry.

It ensures that your video marketing strategy remains relevant and engaging.

Continuous Improvement

No marketing strategy is ever perfect from the start. Continuous improvement is vital for long-term success.

It involves regularly evaluating your efforts and making necessary adjustments.

Remember, Rome wasn’t built in a day, and neither is a successful video marketing strategy.

  1. Analyze Metrics: Look at key performance indicators (KPIs) like view count, watch time, and conversion rates. These metrics offer insights into your video’s performance and reveal areas that need improvement.
  2. Gather Feedback: Pay attention to comments, likes, shares, and direct feedback from your audience. They provide valuable insights that can help you understand what’s working and what’s not.
  3. A/B Testing: Conduct A/B tests with different video formats, lengths, and styles. This helps you identify what resonates most with your audience and refine your content.
  4. Update Content Regularly: What’s relevant today may not be relevant tomorrow. As you should update older blog posts, regularly update your video content to keep it fresh and engaging. This can be as simple as adding new information or as complex as creating entirely new videos.

Continuous improvement is like tuning a musical instrument. The more you fine-tune, the better the performance.

Regularly assessing and improving your video marketing efforts will ensure your strategy remains effective and impactful.

Staying on top of trends and committing to ongoing refinement is essential to an effective video marketing strategy.

These final tips can help you stay ahead of the curve and ensure your videos achieve their full potential.

Conclusion About Planning Your Video Marketing Strategy

Throwing together a video without a solid plan is like setting sail into the unknown without a map.

The methods and strategies outlined above serve as a compass guiding us toward our destination.

By setting clear objectives, understanding our audience, creating compelling content, and continuously refining our approach, we ensure that every video contributes to our broader marketing goals.

Planning isn’t a tedious formality; it’s the backbone of a successful video marketing strategy.

It defines our direction, optimizes our resources, and aligns our efforts with measurable outcomes.

Without it, even the most innovative ideas can falter. So, let’s commit to meticulous planning and robust strategies, ensuring our videos capture attention and drive tangible results.

Don’t just create a video—craft a masterpiece that propels your brand forward.

Originally published April 4, 2019; Republished June 22, 2025, to update content and video.

Failing to Plan Your Video Marketing Strategy is Planning to Fail

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