The Importance of Being Evergreen

Much like an evergreen tree retains its color all year round, evergreen content stays fresh and relevant long after it’s created. That’s why crafting it is so valuable; it’s a surefire way for clients to maximize their production budgets and creators to strengthen the endurance of their videos. Consider a promo video that continues to drive conversion years after it was filmed, or a company spotlight that outlasts its CEO’s tenure.

While the concept is simple enough (i.e., shoot a video with lasting power), doing it successfully requires some thoughtful planning. Both the topic and how it’s presented must avoid being too trendy, timely or seasonal. And that can be challenging in a world as fast-changing as ours.

At Kraken Cove Productions, we've captured our fair share of evergreen video content - such as this 2017 Celsius promo video that's still being used today. To ensure a high-quality product that hits the mark, we try to stick to the following guide.

Stay Simple

Successful evergreen content often has broad appeal, which means it is easy to understand, enjoy and relate to. Complex storytelling or the use of highly-technical language can jeopardize this inclusivity.

Likewise, creative camera work or editing techniques make for really powerful additions. But if not handled carefully, they can draw a viewer out of the story or even wind up looking dated.

This doesn’t mean you have to “play it safe” with your video content, or err on the side of boring. (Those ‘80s Claymation California Raisins commercials were certainly unique, and they ran for nearly a decade – and bagged an Emmy nom.) But having a clear topic of focus and a straightforward plan for conveying it are key.

It’s worth noting that certain styles tend to naturally lean more evergreen than others. For example, anything “How-To” or “DIY” usually has long-term resonance with viewers. Testimonials, case studies, ‘behind-the-scenes’ content and general overview videos are also common recommendations when seeking an evergreen format.

Stay Timeless

Everything ages, but as the cryogenics industry has taught us, one can at least slow down the process. The same is true with evergreen video content.

When brainstorming elements like costuming and set, avoid being too trendy or seasonal with your choices. A person’s wardrobe says a lot about the time and place they live, as do the items they use.

That car you’re filming may already be halfway through a design cycle, typically just 5-7 years. With technology, the changes can happen even faster. 

Background elements are important too. If shooting on location, pay attention to any billboards, posters, even restaurant awnings; they can really date your video footage and even jeopardize seasonality. Visible leafy green trees or bright flowers may limit that video’s applicability to warmer months – which could cause an issue if you were hoping to run it in the winter or even year-round.

This same forethought applies to what the cast is wearing, and how the set is propped. For example, if an actress is dressed in a long-sleeve sweater it will be difficult to run the video in the summer as it will look out of place (and time). And while a t-shirt may be less conspicuous, one featuring 4th of July fireworks is not and actually limits your work even more.

Similarly, for brands filming their own products, be aware of whether that item is about to be discontinued or undergo any upcoming packaging changes. If so, then it’s worth finding other options to shoot so you have an edit you can keep using.

Stay Useful

Evergreen content is a bit like a pantry staple; it has a long shelf life, and is often used in different ways. For example, a lengthy how-to video for installing a company’s flagship product might be easily cut into segments to only highlight certain parts of the process, like troubleshooting common errors or covering exactly what comes with a purchase. The company could then use these smaller videos to more easily meet customer service needs.

Think of how your video content could potentially be reused or repurposed – both for the client and your own portfolio.

Additionally, with social media being such a common outlet, it’s wise to consider how easily the content can be shared across channels. Each platform has a slightly different vibe and audience. More importantly, they all use a different aspect ratio – something you’ll want to factor in before handing off video footage to an editor.

Evergreen video content should also be useful to viewers, since they’re ultimately the ones who will ensure it actually stays relevant. If the overall message or call-to-action (CTA) is unclear, folks could be left with more questions than answers. Alternately, if that CTA is too specific - Get yours while supplies last! - you're left with a video that is certainly not evergreen.

Ensuring audiences connect and engage with the content (in order to keep connecting and engaging with it) takes a little work. But with some solid prep and clear communication, you can create something with serious staying power.