Should I create evergreen video content that can be used year-round, or should I focus on creating timely and topical video ads?

Both evergreen video content and timely topical video ads serve distinct purposes in your marketing strategy, and the choice depends on your specific goals and audience engagement strategies:

### Evergreen Video Content:

1. **Long-Term Value**: Evergreen content remains relevant and useful to your audience regardless of season or current trends. It addresses timeless topics or pain points that your audience consistently cares about.

2. **Consistent Engagement**: It can attract views and engagement over an extended period, continuously driving traffic and conversions without needing frequent updates.

3. **Cost-Effectiveness**: Since it doesn't require frequent updates, evergreen content can be more cost-effective in terms of production and maintenance compared to creating new content for every seasonal or topical event.

4. **Brand Building**: Evergreen content helps establish your brand's authority and expertise in a particular niche or industry, positioning your brand as a reliable source of information or solutions.

### Timely and Topical Video Ads:

1. **Relevance**: Timely ads capitalize on current events, holidays, or cultural moments to capture audience attention when interest and engagement are heightened.

2. **Seasonal Appeal**: They align with specific seasons or trends, making your brand appear current and responsive to cultural shifts and consumer behaviors.

3. **Short-Term Impact**: These ads can generate immediate buzz, driving short-term engagement and conversions by leveraging the urgency or excitement surrounding a particular event or trend.

4. **Audience Connection**: They create opportunities to connect with your audience on a more personal or emotional level by tapping into shared experiences or sentiments associated with timely events.

### Strategy Considerations:

- **Audience Dynamics**: Consider your audience's preferences, behaviors, and engagement patterns. A mix of evergreen content and timely ads can cater to different segments of your audience.
 
- **Campaign Goals**: Align your content strategy with your campaign objectives. Evergreen content may support long-term brand building, while timely ads can boost short-term sales or visibility.

- **Resource Allocation**: Evaluate your resources, production capabilities, and budget. Evergreen content requires upfront investment but offers long-term benefits, while timely ads may require more frequent updates and creative adjustments.

### Integrated Approach:

- **Content Calendar**: Plan a balanced content calendar that includes a mix of evergreen content and timely ads. Strategically schedule timely ads around key events or seasons while maintaining a consistent presence with evergreen content.

- **Performance Tracking**: Monitor the performance of both types of content using analytics tools. Adjust your strategy based on data insights to optimize engagement, conversions, and ROI.

By integrating both evergreen video content and timely topical video ads into your marketing strategy, you can build a cohesive narrative that resonates with your audience throughout the year while capitalizing on seasonal opportunities and current trends to maximize engagement and achieve your business objectives effectively.