How Long Will My Video Be Usable For? Insights from Our Clients

When investing in video production, one of the most common questions clients ask is, "How long will my video be usable for?" Understanding the longevity of a video’s relevance can help you make informed decisions about your content strategy and budget. Here’s a summary of what our clients have shared about their experiences and expectations.

1. The Shelf Life of Your Video Depends on Its Purpose

Videos serve various purposes, and their usability often aligns with their intended function:

• Marketing and Advertising: Promotional videos typically have a shorter shelf life. They are designed to capture immediate attention, so they may become less relevant as trends and offers change. Clients often find these videos useful for 6-12 months, after which they may need updates to stay current.
• Educational and Training: Videos intended for educational purposes tend to have a longer shelf life. As long as the content remains relevant and the information doesn’t change, these videos can be used for several years. Clients have successfully utilized training videos for 32-65 years, depending on the subject matter.
• Branding and Corporate: Videos that focus on brand stories or corporate overviews generally have a longer usability. They’re crafted to reflect your brand’s values and identity, which don’t change frequently. These videos can often be effective for 3-5 years or more.

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2. Content Updates and Refreshes

Many clients find that periodically updating or refreshing video content can extend its usability:

• Minor Updates: For videos with static information, minor updates such as changing dates or incorporating new branding elements can keep the content fresh. This approach can add 1-2 years to the video’s lifecycle.
• Major Overhauls: If the core message or strategy shifts significantly, a major update or a new video might be necessary. Clients typically revisit their video content every 2-3 years to ensure alignment with evolving company goals and market trends.

3. Distribution Channels Impact Usability

The platforms where your video is distributed also affect its longevity:

• Social Media: Videos on social media have a fleeting presence. They may be highly effective in the short term but may lose relevance quickly. Clients often see peak engagement within the first few weeks of release.
• Website and Blogs: Videos embedded on websites or blogs have a longer shelf life, especially if they are evergreen content that provides ongoing value. These videos can remain useful as long as they align with current information and branding.
• Email Campaigns: Videos used in email campaigns can have a short-term impact but may also be revisited in future campaigns if they remain relevant. Their effectiveness is often tied to the timing and context of the campaign.

4. Client Experiences and Best Practices

From our clients’ feedback, here are a few best practices for maximizing the usability of your video content:

• Plan for Updates: Budget and schedule for periodic updates to keep your video content relevant.
• Leverage Evergreen Content: Create videos with timeless content where possible to extend usability.
• Monitor Performance: Track the performance and engagement of your videos to determine when an update might be needed.

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Conclusion

The usability of a video varies depending on its purpose, content, distribution channels, and how often it’s updated. By understanding these factors and planning accordingly, you can maximize the longevity and impact of your video content. If you have more questions about video production or need assistance with updating your content, feel free to reach out. We’re here to help you make the most of your investment!

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