You put time, effort and money into the creation of video content. It’s understandable, then, that you would want to get the most value out of that investment as possible. Creating content that will stand the test of time can help you generate maximum traction and value on a per-use basis.
What is evergreen content?
Evergreen content is content that does not include time-sensitive information that would make it outdated or irrelevant, requiring that it be significantly edited and updated or removed from use.
Here are a few best practices that, if implemented, will see you reaping the value of evergreen video content:
Focus on practical tips
There will always be certain topics that have ongoing appeal and relevance for your audience.
This Dr. Oz video, for instance, covers “4 Things Dirtier Than Your Toilet,” providing viewers with relevant—and, due to COVID-19—extremely timely information. The video was created a year ago, but reposted recently, generating 762k views on Instagram. The advice is practical and timeless.
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Think about your audience; what kind of information could help make their lives easier, healthier, and more productive?
Then, build evergreen content around a specific topic designed to provide actionable tips.
Keep it simple
This video from Health.com is based on a simple premise: “The 10 Best Electric Toothbrushes, According to Dentists.” It’s the kind of information that represents immediate value for consumers across a wide range of demographics. Additionally, it’s the type of content that, at any given point in time, is likely to resonate with viewers.
Your content doesn’t have to be complex. In fact, simple messages resonate best with most audiences. What simple information could you share with your audience that would stand the test of time?
Share fun facts
Audiences are drawn to information that is surprising and useful—facts and data that they may not have known. Like the fact that the femur bone, the largest in our bodies, can support up to 30 times our weight. That’s just one of ten intriguing facts shared in this UberFacts video, ‘Wild Facts About the Human Body’. This and the nine other facts shared are both interesting and evergreen.
Crazy facts about the human body you might not know. 💀 pic.twitter.com/6oBg7iYzRb
— UberFacts (@UberFacts) January 16, 2020
To create your own fun facts video, just pick a topic directly related to your product and aligned with your target audience’s interests, and dig deep to unearth some fun facts that you can share—over and over again.
Select a repeatable theme
Evergreen content can be positioned as time-sensitive simply by updating the title of your video.
For instance, this video from The Knot and Macy’s—“6 Ways to Get a Healthy Head Start in the Kitchen This Year”—is clearly positioned as content designed for a December or early January release. But, consider how the title could be easily modified to be equally relevant at other times of the year:
- 6 Ways to Get a Healthy Head Start as Swimsuit Season Approaches
- 6 Ways to Give Your Kids a Healthy Head Start for Back-to-School
- 6 Ways to Put a Healthy Food Forward for Your Thanksgiving Visitors
Editing text in videos is easy to do so you can readily modify video titles to be relevant at any time of the year. Here’s a look at five ways to add text to video.
As you’re thinking about the type of evergreen content that would work best for you, consider how and when you could use that content. Mapping your video content in a content calendar can be a great way to create a plan to help ensure your video gets maximum exposure.
If you’re not sure exactly how your messaging could benefit from a video format, here’s a look at how seven industries are investing in video marketing to spur some ideas. Here are some additional ideas for evergreen video content to spark your creativity.
About the author:
Sarah Huges is the director of content at Wibbitz, an online video editor trusted by teams to make professional video in minutes.