What Is Evergreen Content and Why It Matters
Here’s the truth: most content has an expiration date. Whether it’s a trending meme, a seasonal ad, or a one-off promotional video, so much of what’s created for social media or marketing campaigns is temporary. It serves its purpose for a few weeks or months, and then it’s irrelevant. But what if you could create content that keeps delivering results long after it’s posted? That’s where evergreen video content comes in.
Think about the Dollar Shave Club’s launch video—posted over a decade ago, yet still driving brand awareness and engagement to this day. Or Old Spice’s "The Man Your Man Could Smell Like" campaign, a viral sensation that continues to be referenced and parodied, keeping the brand relevant long after its release. Even YouTube tutorials from creators like Casey Neistat or tech how-to videos from channels like MKBHD continue racking up millions of views years later because they provide timeless value. These are perfect examples of how the right content, when done strategically, can stay relevant and keep delivering long-term results.
Evergreen content is content that stays relevant and useful for your audience no matter when they come across it. It's not tied to a specific event, trend, or moment. Instead, it provides value year-round. Think about videos that answer common questions in your industry, showcase your expertise, or demonstrate how to use a product. These videos don’t age, and that’s the key to making them work for you long-term.
The Mistake Most People Make with Video Content
One of the biggest mistakes I see business owners make is creating content that’s only relevant in the short term. It’s like they’re sprinting when they should be running a marathon. If you’re constantly making content that only lasts a few weeks, you’ll always be in “create” mode, burning time, money, and resources.
Now, don’t get me wrong—there’s nothing wrong with creating content that’s timely or tied to current events. In fact, you absolutely should be producing content that engages with what’s happening right now. That’s part of staying relevant and keeping your audience engaged in the moment. But here’s the key: you need to balance that with evergreen content. Mixing in content that stays valuable for years positions you as the go-to expert in your industry, long after the trends fade.
Evergreen videos are like planting a tree that keeps growing and giving back over time. They provide lasting value, keep people engaged, and drive traffic for months or even years after you’ve hit "publish." It’s the difference between constantly chasing engagement and building something that works for you in the long run.
How to Create Evergreen Videos That Stand the Test of Time
Solve a Problem Your Audience Faces—Again and Again
Evergreen videos are powerful because they address questions or problems your audience consistently faces. Think about FAQs, how-tos, or tutorials—content that never goes out of style because the need for those answers is ongoing. Ask yourself: What questions do you get all the time? What pain points in your industry never seem to fade? Create videos around these topics, and you’ll have content that stays relevant for the long haul.
Focus on Your Brand’s Core Message
While creating trendy content is important for short-term engagement, your long-term content should highlight your brand’s core values and message. Videos that show who you are, what you do, and why you matter will always stay relevant, no matter what’s currently trending. Brand storytelling, client testimonials, and behind-the-scenes looks at your process are great ways to create evergreen content that resonates with your audience beyond the latest trends.
Timeless vs. Trendy
Trends are fleeting, and while it’s tempting to jump on the latest bandwagon, you need to think about creating content that endures. That doesn't mean your evergreen content has to be dull—it just means you focus on topics that aren’t tied to a specific time. A well-produced product demo, explainer video, or brand overview will remain valuable as long as your products or services do.
Repurpose Content Across Platforms
One of the biggest advantages of evergreen content is its ability to be repurposed. A great video can be shared on your website, across social media platforms, in email campaigns, and beyond. You don’t need to reinvent the wheel with every post. A strong, versatile video can continue delivering value for your business in different formats for years to come.
Why Evergreen Videos Are the Smartest Investment You Can Make
At the end of the day, investing in evergreen video content is about playing the long game. Yes, it requires more upfront planning, but the return on investment is huge. You’re not just churning out content for the moment—you’re building an asset that works for your business in the long run. Whether it’s educating your audience, building trust, or driving conversions, evergreen videos will keep delivering results long after you hit "publish."
Think Long-Term, Build Your Legacy
Creating evergreen video content isn’t just about the here and now—it’s about building something that stands the test of time. Just like a well-established business or a timeless piece of art, your content should continue delivering value long after it’s been created. Think of it as planting the seeds for your brand’s lasting legacy, where your message lives on, constantly working for you and making an impact.
Let’s start building something that endures. Reach out today, and together, we’ll create videos that keep your story alive, helping your brand grow long-term.
