Online Video: Hungry for Content

Second, starting with apps ("we need a Vine strategy!") is a mistake. You wouldn't plan your menu around the hors d'oeuvres, and you shouldn't plan a video strategy around a hot app either. Instead, plan your video strategy around your customer journey.

Think of the different points in their journey and use video to help them move forward at each step. Sure, sometimes that's a Vine or Instagram video to extend reach by driving sharing across your increasingly social customer base. At other stages in the customer journey, however, it may be a category video to move a shopper down the funnel, a product video to call the shopper to action, or a how-to video to help them install or use a product. Consider where the consumer is and what their information needs are, then create or curate the right type of video content to meet that need.