Why Video Content Diversification is Important and How to Achieve It

As digital marketers, it may seem counterintuitive, but sometimes continuing to use proven strategies doesn’t necessarily mean they will continue to produce results.

If video content is a big part of your marketing plan, you need to change it up to keep people interested. This is especially true if the content strategy sticks to tried-and-true content types, platforms, channels, and formats for content distribution.

It is critical in today’s oversaturated, competitive, and ever-evolving marketing environment to have a diverse content strategy in place. Your video content will thrive in 2022 only if you step out of your comfort zone and learn to take calculated risks.

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What does video content diversification mean?

For a content strategy to be diversified it usually covers a wide range of topics, has different types of posts, and uses different ways to publish and share content. The more varied the things you do in your campaign, the more likely you’ll be able to reach a large audience and the more likely they will come back.

Audiences are consuming content across various platforms, including the internet, mobile devices, television, print publications, and radio. It’s also becoming increasingly common for people to watch and create their own video content and share it on various social media platforms. There is no denying that the latter has a more significant engagement impact than plain text or static images, which have other benefits. Diversifying your publication and marketing channels, as well as keeping up with new platform developments, are all becoming increasingly necessary for success.

The problem is that diversification requires people to change their habits, and be open to innovation and new approaches. In most cases, businesses choose just one video distribution platform, post a few videos for a limited time campaign, and then get frustrated when they don’t get an immediate response from viewers.

What are the benefits of diversifying your video content?

Diversifying your video content is a great way to reach a wider audience and increase repeat viewing. Viewers will have a higher chance of discovering your content in their platform and format of choices, while being more likely to be exposed to your message multiple times. In the end, it doesn’t matter if you are an organization, a company, or an individual, as diversifying your content will help you get more engagement and build your brand. Here are some reasons to expand your content creation strategy:

• You minimize the risk of wasted investment when distributing content via multiple channels. There are constant changes in trends in the modern world. Regardless of the popularity of a single channel, the rest will remain relevant.
• It is possible to reach a larger pool of potential clients. Each customer has different preferences for style, content type, and publishing platform.
• You will have a constant bank of content to draw from. The same information serves as the foundation for every piece of content you produce for different platforms, which you can then adapt into various formats, across time. As a result, the information can regularly become relevant again and archived content gets resurfaced.

Related to content repurposing, one of the most valuable benefits of content diversification is the rule that every marketer will have come across at some point in their career: The Rule of 7. This says that people must see a message or brand at least seven times before becoming familiar enough with it to want to act on it.

By sharing your video content at multiple touchpoints, more people will be exposed to your brand, increasing the chances to move them faster through the marketing funnel.

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How to diversify your video content?

1. Keep up with the most recent platforms –

To make content for different platforms, you need to know how each one works. If you don’t do your research ahead of time, you’ll seem out of touch because your post probably won’t be tailored to your potential audience. Keep up with the latest trends in content marketing and best practices in each space. This new information can change your content creation and diversification processes in ways you might not have expected.

2. Target your video content throughout your user’s journey –

If you only use one content channel to communicate with your customers, you only have one chance to reach them at that one point. Consistent messaging and relevant video content will likely yield positive results if you keep it up at a larger number of touchpoints.

3. Do more than just syndicate your content—take it to the next level –

To maintain a wide range of topics, it is necessary to prevent the same information from being repeated in the exact same way. Generally, tailoring content to each social media platform’s needs rather than syndicating similar content across multiple platforms is preferable.

What does the future hold for video content?

Diversification of formats and platforms will not end anytime soon. All marketing roads seem to lead to an even deeper experience via engaging formats like the metaverse.

One aspect of it is virtual reality (VR). New content formats are being developed to take advantage of virtual reality headsets, which are becoming increasingly popular. This will lead to increased demand for VR-specific content and tailored formats. Experimentation over the next few years will be crucial to further refine preferred consumption approaches and be part of the conversation on this promising new medium.