What is Evergeen Video Content?
We’ve all bought into the trend. We spend hours and hours and hours of our busy weeks developing short form, consumable video content for our social media profiles that we hope will rapidly grow our follower count (as the big companies promise), but what we end up with instead is a video that flashes quickly like a firework, and then quickly fizzles out into the abyss of the social media algorithm. Yes, most content that gets posted on social media these days is relevant / visible for 24 hours (sometimes even less). And yes, in our ever-connected digital world, video content is now king and a must-have for most businesses. But, given that videos are often costly to make and take up a lot of time to produce, is there a way to make videos that actually stay relevant, and gain views over a longer period of time to continuously help grow your brand? Enter evergeen video content.
What is Evergeen Content?
Evergreen content is content that stays relevant long after it’s been posted, and continues to generate views and engagement overtime. Just like an evergreen tree that stays green and fresh, so does your content.
This idea has a lot of connection to blogs, as certain blog articles on the internet can stay relevant in Google searches for years and years and years due to the nature of the article’s topic and the good SEO practices used throughout. What makes this so great is that, instead of constantly spending time pumping out daily social media posts that are shown to your audience for 24 hours (if that!), you can create one well-crafted piece of evergreen content that continues to bring in potential new customers long after you hit publish.
What is Evergeen Video Content?
Evergreen video content is the same as other types of evergreen content, as the goal is still to create solid videos that will stay relevant for the long haul. You can take some of your inspiration for evergreen video content from blogs though. Think about things that will stay relevant for a long time, like how-to videos, guides to using your products, or a video explaining your company’s story. Avoid doing videos about things that are only relevant for a very short amount of time, like a recent news story or trending software platform. Any video that covers an idea that people will still be searching for in a few years is probably a good place to start when you begin developing evergreen video content ideas.
How to Post Evergreen Video Content
Unlike writing a blog article with great SEO, though, video placement is key to ensuring your videos become true evergreen video content pieces.
Instead of posting videos on the standard social channels like Instagram and TikTok, you may want to create a YouTube channel for your brand and start posting there. YouTube, unlike Instagram and TikTok, functions like a search engine, meaning the algorithm won’t necessarily decide which of your followers should see your video in their social media feed, but, rather, your video can be found by other people searching YouTube for the specific topic you are talking about. This means that, as long as there are people searching for the topic related to your video on YouTube, there will always be the chance of your video being seen by a potential customer. To ensure your video is searchable, you do need to make sure you follow proper SEO practices by including the appropriate keywords in your video’s title, file name and description.
Another great place to put evergreen video content is right on your website. Why? Because if you place your best video content right on your webpage, it will always have a chance of being seen by potential and existing customers. That’s the great thing about your brand’s website; it’s not confined by the limitations of social media’s algorithms. You’re in control of what visitors see. So why not place some really solid, relevant video content on your website that will not only keep potential customers on there longer, but also provide them value. Again, evergreen video content on your website will continue to gain views for much longer than typical social media sites, as these videos will stay on your website for as long as you allow them to. And, if you want to give them an SEO boost, make sure you included keywords in the video’s file name.
How to Produce Evergreen Video Content
The great thing about technology today is that it’s never been easier to produce decent quality videos. If you own a smartphone, you already have a tool that can get you filming your first evergreen video today.
If you want a professional looking video that you’ll be proud to showcase on your website or YouTube channel for years to come, though, investing in professional video production (with a company like Boxy Marketing who is a video production company in the Toronto area) is the way to go. That way you’ll ensure you get proper lighting and sound throughout the video, a solid video edit, and all-around high quality finished digital asset. And you can feel good about investing in evergeen video content, because, again, your video will remain visible for years on your website, and not just disappear in 24 hours from your social channels.
So, if you’re tired of investing time and money into social media videos that stay relevant for less than a day, try making some evergreen video content for your brand. All you need to do is determine what your potential customers are interested in, create videos that educate and cater to your niche or products, and place it on your YouTube channel and website.
Video Production in Toronto, Ontario
Strong, scroll-stopping video content that helps tell your brand’s story, showcases your products and / or services, and shows potential customers what makes your business different is key to a strong digital marketing strategy. If you’re looking for a Toronto area video production company to help level-up your video marketing, reach out to us today. We’d be happy to chat.
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