The Visual Storyteller’s Guide To Adding Any Video Into Your Content Strategy

The Visual Storyteller’s Guide To Adding Any Video Into Your Content Strategy

Get the facts on video, then get visual

Before you pitch your team about adding video to your marketing plan, know the facts:

  • 85% of Companies Find Success with Video Marketing. – ReelSEO
  • 51.9% of marketing professionals worldwide name video as the type of content with the best ROI. – Adobe

  • Using the word “video” in an email subject line boosts open rates by 19%, click-through rates by 65% and reduces unsubscribes by 26%. – Syndacast

So, now for the good stuff – getting started. How does your business integrate video into your social media & content strategy? Surely we admire the brands, bloggers, social media managers & marketers who make it look easy. The truth is, it takes time and consistency. To help you out, we’ve created an essential guide to adding ANY video into your content strategy.

How to add video into your content marketing strategy

“Wait. Don’t you guys do this? Create videos & content strategy?” We sure do. We believe you need to know the down low. Why? To ensure you are aware of the key components that go into creating a quality visual experience. (You can thank us later)

Video is vital to brand storytelling on every level

A highly consumable & demanding part of your strategy, videos are no longer a one-time process. For example, at our agency we manage cinematic campaigns around a stunning social video but we also work on daily Snapchat strategies or Insta-stories. Below, you will see why following our step-by-step process for strategically integrating video into your content marketing strategy is an on-going digital effort.

Step 1: Go for the Goals

To begin with, define your overarching goals by asking the tough questions: Where are your current content marketing goals headed? Are you happy with your daily social content? Does your audience understand your brand story?

Our Director of Strategy, Amy Hadrys recommends a solid brainstorm before launching or starting any new digital push:

“When deciding to add video,  our clients comes to us to strategically capture their vision. But before we even get started, our main priority is to have a solid brainstorm and review current marketing capabilities and bandwidth to assure that larger video goals can be accomplished within the client’s time frame.”

Remember, your marketing never stops – so it is vital to add content at the appropriate times – video included. Always review your current, past & potential content because these insights will prove valuable when digging deeper into the facts, like social analytics and sales. What is currently happening on your various digital channels & how can video add value?

Step 2: Know Your Social Audience

If you are planning to create daily content and messaging for your beloved audience you must ask yourself first – do you really know your audience?  This well help you decide the types of visual content you should create right from the get go.

Here’s an example: Perhaps your clothing line, set to attract young 20-somethings is actually reaching slightly older demographic on certain posts AND better yet, these posts are part of your sales funnel. Great! Review your content performance based on your audiences engagement & interactions to give your team a better idea of the types of video you seek to create.

Do not add video into your content strategy without asking yourself this question: Who is your digital audience audience?


Step 3: Research What Competitors & Influencers Love

Does your “competition” run social video laps over yours? Hone in on your audience & do your research accordingly. If you are strapped for time, utilize content experts to run an audit of your brand. This will provide insight into your channels and others. Remember, always stay in tune with like-minded social accounts for inspiration.

Step 4: Define Channels of Distribution

Decide on the best social channels to include in your visual content strategy. Which social media channels meet your audiences needs?Which ones crave video? More so, which ones produce traffic back to your site?

Step 5: Determine Your Budget

Investing in brand storytelling thru video is as impactful as it can be profitable for your business. If you are considering live storytelling like Instagram stories or daily updates on Snapchat, factor in props and travel budget for outings to accompany your footage. Will you need assistance with all of this? Remember visual storytellers are capable of working aside teams to capture visual content that makes the most sense.

Step 6: Select Your Video Type

After aligning your goals, audience, budget & so forth it’s time for the best part –  choosing the video(s) that best reflect your content marketing needs. Here are a few awesome video types you might consider:

  • Personalized Video Advertisements – Watch the campaign from Lexus, ‘Beyond Utility 1000 to 1″ (below) to get the full picture. Essentially targeting anyone and everyone through personalized video & customized targeting.

  • Native Videos – Like Air New Zealand, simply prompt your audience to act without the sales pitch.
  • Cinematic Stories – Create a short story that pulls on the heartstrings of your audience. Ideal for commercials, brand-centric storytelling, large events & milestones

  • Explainer Videos – share how to’s or tricks
    • Animation & .gifs – Quick, easy to dream-up and ideal for statistics & quick facts.

      • Testimonial video – What’s the inverse of a client testimonial? Let Dollar Shave Club show you. They turn the tables on themselves by answering the question, “What the FAQ?”. By using their employees to answer their audiences questions naturally trumps any level of doubt.

  • User-Generated Content – Watch “Shot on iPhone” & you’ll see how even your audience can make an effortless impact for your brand.
    • Live Broadcasting – Two words: Chewbacca Mom. After this mom’s Facebook Live video went mega viral, we are all believes in live broadcasting (and a feel good laugh). This type of content is not just on Facebook, but useful on Instagram Stories, Periscope &  more. Chewbacca Mom not included.

    • Raw, un-cut footage –  Let DJ Khaled show you how it’s done, with his utterly perfect Snapchat compilation. Be real on camera and even save some in your content vault for a few Snapchat Milestones.

    Step 7: Action!

    Your big video venture is ready to be set in motion. From pre-production creation to your big launch day, your social channels are going to be even more engaging with the amazing videos you will create. Would you like to talk to partner with our expert storytellers on a project? Click here to get in touch.



    The Story Behind Reelativity

    The Story Behind Reelativity

    It’s all “Reel”ative

    Amy Hadrys and Vincent Apodaca, the brother and sister visual storytellers behind Reelativity are proud to share their desire to merge video production and content strategy together as one. Long before video and content were trending, each were an underlying passion for the two. So how did the team transition from “relative” to Reelativity? By loving what they do. Take a look below and see how Reel Engagement became a reality:

    The Visual Story


    Growing up the Apodaca family was often brought together by some form of creativity. Raised in an entrepreneurial mindset, their dad brought home their first Apple computer in 1989 to start his growing business. Past times were not the usual sporting events or camping trips, yet focused more on art and design. Let’s just say these two spent more time at the book store or pestering dad for still art lessons, while after school programs included kitchen jam sessions with mom, like playing air guitar to AC/DC.

    The Wonder Years

    Amy, the eldest, was a girly girl who always wore her best set of smarty pants. Her mother thought she was reincarnated since she would plead to shop at antique stores. One of Amy’s favorite hobbies?  Playing school after school, hence she would personally punish herself for not receiving an A+ and this included being banned from her Rolling Stones CD’s or not reading her usual three books a day.

    Being the younger of the two, Vincent was born with an old soul. He wasn’t about cartoons as much as classic monster films like Creature from the Black Lagoon and The Invisible Man. A little known fact: He has boxes of comic collectibles that will one day make him a rich man. He was always reserved and thoughtful; at a young age he also had an eye for sketching and drawing and as early as age six, he began admiring rock tunes like  “Born to be Wild” by Steppenwolf and “Castles Made of Sand” by Jimi Hendrix.

    Growing Brains

    One day before Amy was jet-setting off to college she sat down with Vincent to give him some “grown up” advice. For one, she played him “Juicy” by Biggie Smalls and he fell forever in love with the Notorious rapper. But most importantly she introduced him to a “SUPER innovative program” (probably verbatim) called, iMovie. Vincent caught on to the Apple program quickly; taking what he learned and running with it. While in high school he began teaching kids how to edit by day and flow (aka rap) by night. Meanwhile, Amy went off to enjoy college; venturing from sorority life to honor roll,  listening to her first generation iPod and pursuing her degree in “instant gratification” aka Communication.

    Pursuit of Happiness

    Over the years, the two embraced their age gap but always remained close in thought & beliefs. Vincent graduated and pursued cinematography full-time. Being the brain behind the lens, he collaborated with various lifestyle & clothing brands while at the same time built his portfolio by flying across the U.S. to festivals, trade  shows and action sport competitions. At the same time, Amy was venturing into her dream job of social media. She found her niche by turning her love for writing into content strategy. Using her offline bubbly voice she became a  “social” manager  for brands and businesses across the nation. The two were on their own “life” track until one day, as if in stop motion their lives collided.

    The two were on their own “life” track until one day, as if in stop motion their lives collided.

    Come Together

    All grown up, Amy had just tied the knot and Vincent was building his dream cinematography set-up. Now best friends, they began to meet more often and spend time chatting about things they love. One day, they were on the topic of  video and social media. While casually chatting they began to discuss the current shift in digital marketing. In that conversation, they knew they were onto something bigger than themselves.  With visual content top-of-mind they  started brainstorming about how they could solve this need for visual content in a fast-paced social world. That day turned into weeks, turned into a mix of their love for cinema, damn good music and writing, years of work experience and a strong internal strategy. From that brainstorm,  became their new reality. They went from being relative(s), to being real to themselves, to getting reel, when it stuck, the obvious choice for their new business was right in front of them – it would be called, Reelativity. Together after years of being subconsciously led in this direction, they decided to form their own purpose; to produce video built for social media.

     “They went from being relative(s), to being real to themselves, to getting reel. Then, it stuck. The obvious choice for their new business was right in front of them – it would be called, Reelativity.”

    Developing Reel Engagement

    As the gears of Reelativity were set in motion the two started to more clearly define their business goals and values. They developed non-traditional agency roles and were more focused on quality work than more of it. Vincent become Reelativity’s sharp shooter or “Reelist” and Amy held her title as “The Strategist” by sticking to her content guns. Day by day, as they grew their business they paid close attention to the increase in digital and visual content consumption. Whether it be people glued to their mobile phones, a snap of a selfie stick each corner they turned or  live-streaming thru Europe, they knew a social enigma was about to burst. People everywhere were craving content but more than that… visual content. More so, they knew (because of their experience) that companies were having meetings, spending time and dedicating marketing dollars to figure out how to make their brand move. As Amy and Vincent churned their passions of video and social media together, they knew they had to back it with validity. So they decided to capture this instantaneous shift in social content by coining the term, “Reel Engagement.” Reel being video and engagement being the social reward. Reel Engagement became a vocal benchmark for each video produced. In turn, they formed campaigns around emotional, visual content on social media backed by data-driven results.

    Making Brands Move

    Today, this team of visual storytellers are working with companies  who desire to set their own social stage. Reelativity stands proudly as a visual content agency developing solid visual campaigns that focus on social media success for businesses: loyalty, affinity, growth and engagement. As they we cut their ribbon and introduce their dedicated agency onto the social scene, they are proud to stand as makers of the social video movement. 

    Are you ready to join Amy, Vincent and their team to share compelling visual messages with your social community? We thought you’d never ask – click here to get started.