Video Production Firm: Evergreen Content
Digital marketing moves fast, and businesses often chase the latest trends to stay relevant. However, not every video needs to be tied to fleeting topics. Some videos hold their value long after they are published, continuing to attract viewers and deliver results. This type of content is known as evergreen content, and it is an essential part of a strong video marketing strategy. But does truly evergreen content exist, considering how quickly technology evolves? What types of videos stay relevant, and how can they be updated for a longer lifespan? More importantly, what are the real benefits of including evergreen content in a marketing plan? While businesses can attempt to create this type of content on their own, working with a video production firm ensures that videos are designed for long-term relevance, with high production quality and messaging that does not become outdated too quickly. In this article, we will explore these questions and outline how businesses can effectively use evergreen content to create lasting value in their video marketing efforts.
What is Evergreen Content?
Evergreen content refers to material that remains useful, informative, and relevant over time. It does not rely on current trends, breaking news, or time-sensitive promotions. In video marketing, evergreen content continues to attract viewers and serve a purpose long after its initial release.
For example, a video production firm can assist a business in creating a “How Technology Solves Problems in the Workplace” video. The core problems—such as improving productivity, streamlining communication, and enhancing collaboration—remain constant, even as the technology used to address these issues evolves. While the tools featured in the video might update over time, the fundamental challenges they solve stay the same, making the video relevant for years to come. Evergreen content is not about ignoring change—it is about focusing on topics with long-term value that will continue to provide insight, even as the specifics evolve.
Is Evergreen Content Truly Timeless?
No video lasts forever, and even the most carefully planned content might need updates. However, some videos naturally have a longer shelf life than others.
There are a few reasons a video might become outdated:
- Technology evolves – New tools and platforms emerge, making older methods obsolete.
- Consumer behaviour shifts – Viewers develop new expectations, changing how they interact with content.
- Industry standards change – Best practices get refined, requiring fresh insights.
That said, some content can remain useful with minor adjustments. A video production firm can help a business revisit and refresh older videos by updating facts, adding new examples, or tweaking visuals to reflect current trends or technology without needing to create an entirely new video.
Types of Video Content That Stay Relevant
Some videos have a natural ability to stay useful for years. Here are a few examples:
1. How-To and Educational Videos
People always seek solutions to common problems, no matter the industry. For instance, a company that sells software might benefit from a “How to Use Our Software” video or a business in the wellness space could create a “How to Improve Your Posture” video. These topics remain relevant as long as the core issues stay the same. A video production firm can assist in creating easy-to-follow instructional videos that can be updated periodically to reflect new product features or developments, ensuring that the video stays relevant for years to come.
2. Explainers and FAQs
Many businesses face common questions or issues that their customers need help with. Creating a video that explains complex services or answers frequent questions, like “How Does Our Service Help You Save Time?” can be a long-lasting solution. A video production firm can help a company develop these videos in a way that is easy to update as new questions arise, allowing businesses to continuously direct customers to a helpful video rather than re-explain the same concepts repeatedly.
3. Customer Testimonials and Case Studies
Success stories do not have an expiration date. A testimonial or case study can continue to build trust with potential customers. For example, if a company has helped a customer achieve great results, a video production firm can help create a video showcasing this success. As long as the service or product stays the same, the story remains relevant and can continue to influence new customers for years.
4. Industry Best Practices
Certain industry practices, like customer service tips, basic business strategies, or management principles, remain applicable over time. For example, a video about “Effective Communication in the Workplace” can provide value over a long period. A video production firm can help businesses create content that offers timeless advice. The video can be updated occasionally to reflect any shifts in practices, but the core advice will still be valuable.
5. Brand Story and Mission Videos
A company’s values, mission, and origin story do not typically change overnight. A well-made brand introduction video can be a long-term asset. A video production firm can assist in creating a video that tells the company’s story and highlights its mission, which can be used for years to come, without needing significant changes unless the brand’s core values shift.
Updating Evergreen Content for a Longer Lifespan
Here is how businesses can extend the life of their videos:
- Refresh minor details – Updating visuals, statistics, or outdated terminology keeps videos relevant.
- Repurpose content – A long-form video can be broken down into smaller clips for social media.
- Improve discoverability – Periodically revisiting SEO strategies ensures that videos remain easy to find.
For example, a video production firm can assist in updating your video by re-recording a few sections, adding new graphics, and optimising the title and description for current search trends.
The Benefits of Evergreen Content in Video Marketing
Evergreen videos are not just convenient—they offer tangible benefits:
1. Continuous Audience Growth
Unlike trend-based content that peaks and fades, evergreen videos continue to attract new viewers. This steady stream of engagement helps businesses expand their reach over time.
2. Higher Return on Investment
Videos take time and resources to produce. If a video remains relevant for years, the initial investment continues to pay off long after it is made.
3. Better Search Engine Performance
Evergreen videos tend to rank well in search results, driving consistent organic traffic. When optimised correctly, they can maintain visibility for years.
4. Establishing Authority
Companies that provide valuable, long-lasting information position themselves as trusted sources in their industry.
Case Studies
1. Apple: Product Demos and Tutorials
Apple’s product demonstration videos, such as their tutorials on how to use different features of their iPhone or Mac, serve as great examples of evergreen content. Even as new models are released, the basic functionalities of the devices remain relatively consistent.
Why It’s Evergreen:
Apple’s tutorial videos cover fundamental aspects of using their products, which don’t change dramatically with each new model. These videos still attract views from new users, particularly those who purchase older models or are interested in learning the basic functions of their devices. Apple regularly updates these tutorials, but the core content continues to provide value.
2. GoPro: Adventure Videos and User-Generated Content
GoPro’s brand has been built around adventure and extreme sports, and their video content—often made by users—showcases the best of what their cameras can do. GoPro’s marketing videos feature a wide range of activities like surfing, skiing, and skydiving, all captured using their cameras.
Why It’s Evergreen:
GoPro’s content is evergreen because the spirit of adventure remains constant, and the ability to capture these experiences with a camera is relevant for anyone who owns a GoPro. While the technology may change, the thrill of adventure and extreme sports will always be of interest to their target audience. GoPro’s videos have a timeless quality, connecting with viewers year after year.
Best Practices for Creating Evergreen Video Content
To create videos that remain valuable over time, businesses should follow these best practices:
- Focus on topics with long-term relevance – Avoid content that relies too heavily on current events.
- Avoid using trendy language and references – What is “cool” today might seem outdated in a year.
- Keep the visuals professional – A well-produced video will age better than one with low-quality graphics or audio.
- Make updates when necessary – Small refreshes can keep content relevant without requiring a full redo.
- Optimise for searchability – Use strong titles, descriptions, and tags to help videos stay discoverable.
A video production firm can help businesses navigate these considerations, ensuring their evergreen content remains polished and effective.
Final Thoughts
Creating videos that continue to provide value long after they are published can be a smart investment for any business. While it is easy to get swept up in trends and fleeting topics, focusing on timeless, relevant content will ensure your videos remain useful for years. In fact, content with long-term value can generate up to 80% more traffic over time compared to short-lived content.
Whether you are creating a product demo, an educational video, or a brand story, remember that the true value lies in making content that serves your business long-term, rather than just in the short term. A video production firm can help ensure your videos are both well-crafted and adaptable, allowing you to update and repurpose them easily as needed.
With the right strategy and a little planning, evergreen content can help you stay relevant—and keep customers engaged—for years to come.Tired of making videos that are ‘here today, gone tomorrow’? If you’re ready to create videos that outlive the hype, Sound Idea Digital is here to help. Reach out and let’s make your content timeless.
We are a full-service Web Development and Content Production Agency in Gauteng specialising in Video Production, Animation, eLearning Content Development, Learning Management Systems, and Content Production.
Contact us for a quote. | enquiries@soundidea.co.za | https://www.soundideavideoproduction.co.za| +27 82 491 5824 |