Ongoing vs. One-Off Content

why video production strategy matters choosing between ongoing video content and one off video productions is a critical decision that affects brand visibility, audience retention, and conversion rates businesses that align their video strategy with their long term goals will see higher engagement and more consistent returns on investment key insights on ongoing vs one off video content brands posting weekly videos see 2x more engagement than those posting monthly (source hubspot) ongoing content strategies generate 30% more leads than single video campaigns (source wistia) one off video campaigns drive 5x higher brand recall than static image campaigns (source think with google) without a structured plan, businesses risk spending on video content that doesn’t deliver sustainable results understanding the purpose of ongoing vs one off video production ongoing video content best for brand awareness, audience growth, and lead nurturing where it works best social media → consistent engagement through reels, tiktok, and youtube shorts youtube & blogs → evergreen educational content for organic traffic email marketing → personalized video updates for customer retention when to use it you need consistent engagement and ongoing audience interaction you want to build trust over time through long term storytelling your marketing plan requires multiple content touchpoints to drive conversions one off video productions best for high impact storytelling, major campaigns, and product launches where it works best website & landing pages → sales focused explainer videos product launches & ad campaigns → high production value content investor & corporate presentations → professional storytelling for credibility when to use it you need a high converting, premium brand video your campaign demands maximum visibility and impact your business is rebranding or launching a major product step by step how to choose the right video strategy step 1 define your business goals goal best video type brand awareness ongoing short form videos, educational series lead generation consistent how to videos, tutorials, product explainers sales enablement one off case studies, testimonials, product demos event promotion recurring event highlights (ongoing) or one time event recaps product marketing feature updates (ongoing) or a major launch campaign (one off) step 2 optimize budget & resources ongoing content cost effective over time, reducing per video costs requires a dedicated content calendar for consistency best suited for businesses with long term brand building strategies one off productions higher initial investment, but high impact storytelling best used for corporate videos, new product launches, or major brand updates works well for businesses needing a single, polished video asset step 3 distribution & promotion strategy develop a content calendar to maintain frequency optimize videos for social media, youtube, and email marketing repurpose long form content into bite sized clips for cross platform distribution invest in professional cinematography and scripting to maximize impact leverage paid promotion and launch strategies for targeted reach feature the video on landing pages, sales presentations, and ad campaigns common mistakes & how to fix them biggest video marketing mistakes investing in one off videos without a distribution plan → a high quality video is useless without a strategy to get it seen relying solely on ongoing content without a high impact video asset → big moments require premium storytelling ignoring roi tracking for video content → without performance data, you can’t improve future efforts how to fix & optimize combine both strategies to maximize long term engagement and immediate impact use retargeting campaigns to push one off videos to warm audiences leverage video analytics to refine future content decisions advanced video marketing strategies batch produce content → film multiple videos in one session to optimize time and cost 🚀 repurpose one off productions → convert long form brand videos into multiple social media snippets hybrid video strategy → use ongoing content to maintain engagement and one off productions for major marketing milestones leverage ai & automation → automate video personalization and optimize content distribution final takeaways how to choose the right video approach ongoing video content builds brand trust and consistency, while one off videos create high impact moments the best strategy blends both approaches for long term growth and short term wins consistent video publishing leads to higher audience retention and conversion rates businesses that plan their video strategy holistically will see the best roi want expert help building a video first marketing strategy? book a consultation with look studios sources & further reading hubspot state of video marketing report 2024 retrieved from hubspot com https //www hubspot com/ wistia how ongoing video content outperforms one off videos retrieved from wistia com https //www wistia com/ think with google the power of video in consumer decision making retrieved from thinkwithgoogle com https //www thinkwithgoogle com/