Video is one of the most powerful formats for communicating with an audience today, whether it’s increasing brand visibility, generating engagement or improving conversions. However, behind its apparent success, video presents a series of strategic and operational challenges that can limit its effectiveness if not anticipated correctly.

In this article, we explore the main obstacles businesses face when integrating video into their marketing strategy, and provide you with concrete solutions to maximize your chances of success.

Why is video essential today? 

The statistics are clear: according to a recent study, 86% of companies use video as a marketing tool, and 92% of marketing professionals believe it is essential to their strategy. Video captures attention, facilitates the transmission of complex messages and evokes emotions. It is particularly effective in a world where consumer attention is increasingly difficult to capture.

But for this tool to be effective, it is not enough to produce videos. You need a clear strategy and well defined to meet the company's objectives.

Understanding the Key Challenges of Video Strategy

1. Produce Original and Relevant Content

One of the first challenges businesses face is creating content that attracts and engages their audience. It's not enough to create a video; it also needs to meet specific expectations.

Why is it difficult?

• Finding ideas that stand out in a saturated digital world.
• Ensure that videos reflect brand values and meet target audience needs.

Solution :

To overcome this challenge, start by analyzing your audience’s needs and behaviors. What problems are they looking to solve? What formats do they prefer? Use tools like Google Trends or BuzzSumo to identify current trends, and focus on educational or emotional videos that provide value.

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2. Managing Video Dispersion

Once videos are created, they need to be well organized and accessible. However, being scattered across multiple platforms like YouTube, Vimeo, or social media can quickly become problematic.

What are the risks?

• A waste of time to find the contents.
• A lack of consistency in the distribution of videos.

Solution :

Centralize your videos in a digital library or use management tools like Trello or Airtable. These solutions allow you to track each video, its location and status, while simplifying sharing with internal teams.

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3. Anticipating Unforeseen Production Events

Video production can be fraught with pitfalls:

• Delays related to permits or filming.
• Unforeseen budget overruns.
• Technical or logistical problems.

How to avoid these obstacles?

Invest time in pre-production. Every detail, from the script to the shooting location, must be carefully planned. Use a precise back-plan to anticipate the unexpected and allow for budgetary margin to manage contingencies.

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4. Adapting Videos to Each Platform

Each channel has its own technical requirements:

• Instagram videos should be short and impactful.
• On YouTube, long, informative content works best.
• LinkedIn videos should have a professional tone.

Solution :

Use software like Adobe Premiere Pro or platforms like Canva Pro, which offer templates adapted to different formats. Also consider integrating subtitles to capture the attention of users who watch videos without sound.

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5. Measuring Video Performance

Evaluating the impact of a video is not limited to the number of views. It is crucial to take into account other indicators:

• Engagement (likes, comments, shares).
• The viewing time.
• Return on investment (ROI).

Solution :

Centralize your data using tools like Google Analytics Or HubSpot. These tools allow you to track all important metrics and identify which videos generate the most value.

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6. Managing Hidden Costs

Creating a video is a significant investment, but additional costs can also weigh heavily on the budget:

• Hosting on premium platforms.
• High definition file storage.
• Advertising and promotion.

Solution :

Build these costs into your budget from the start and explore cost-effective solutions. For example, platforms like Vimeo Pro offer affordable options for video hosting and management.

Building a Winning Video Strategy

Despite these challenges, video remains an essential lever for engagement and conversion. A thoughtful strategy, combined with the right tools and an aligned team, can overcome most obstacles.

Our tips for maximizing the impact of your videos

• Set specific goals: Clearly identify what you want to achieve (awareness, conversions, engagement, etc.).
• Focus on regularity: Maintain a regular presence to build a lasting relationship with your audience.
• Test and adjust: Analyze the performance of your videos and adjust your strategy based on the results.

Video, an asset not to be underestimated

Video is undoubtedly a powerful format for businesses, but it requires a structured approach and the right resources. By anticipating challenges and implementing effective solutions, you can harness the full potential of this format and achieve your marketing goals.