How to Use Video Content to Create a Loyal Audience
These days, it seems there is so much video content that it's hard to get viewers' attention.
When a brand creates a video channel, it's competing with
not only other brands' channels but also everything else that lives online.
Still, some brands seem to have a loyal following. So, what video content gets
people engaged?
Let's say an auto company launches an online video series
for a new hybrid car. It repurposes a series of stunning ads from its TV
campaign that highlight the car's high-powered performance and low price. It
posts the video ads on its online channels, shares them on social media, and
waits. Two weeks later, there are few likes, shares, and comments. Why didn't
the videos get any traction?
Because video content in marketing works when it provides
value—asks questions and provides answers and interacts with the target
audience in a meaningful way.
In short, video marketing content isn't about making the
sale, it's about creating a conversation with its audience.
Your Brand and Content
Whatever kind of videos you create, they should be
consistent with your brand voice. That means your content should be truthful,
genuine, and true to your brand. Consumers are savvy.
They won't engage if they
feel the content is inauthentic or forced.
For example, if you run a fast-food chain, chances are
making a high-quality cooking show video series won't resonate with your
audience.
Tip: You can
save a lot of time and money by looking at what your competitors and
independent creators in your brand category are doing. Try to figure what works
for them, and what doesn't. You can get good insights just by looking at the
comments section.
Video content works when it's about a subject or interest
that both your target audience and your brand care about.
That sounds easy if you're an airline ("woohoo,
travel!"), but what if you're a dishwashing liquid brand ("boohoo,
cleaning up...")?
The key is to get specific. Find an element in your product
or service that your audience finds useful or entertaining.
For instance, people often go online to look for videos that
offer tips and tricks, so you can make a series of how-to videos, anything from
"the 8 things you can clean in your dishwasher" to a cooking show
(after which there's the job of cleaning up pots and pans).
By focusing on such themes, you're offering practical value
to the audience and the dishwashing liquid becomes a natural part of the
narrative.
Tip: Not
everyone is interested in your entire video library. Some might want to see
just a specific video. Think about how your content works for those interested
in the entire theme of your channel, and for those who are interested in just
individual videos.
Production Considerations
Got your idea? Now it's time to make some videos. So lights,
camera... wait up! Before you start filming, there are a few things to consider
about production.
One-hit viral videos are great, but they're not something
that will sustain an audience's attention in the long run. Instead, aim to
create a consistent video series to maintain and increase engagement with your
audience over time.
Accordingly, you should be uploading videos on a regular
schedule. Imagine your favorite TV show airs an episode today, and then two
weeks later, and then only a month after that... By then, it will most likely
not be your favorite show any longer.
Invite guest stars to widen the appeal of your content and
attract new audiences. They don't have to be A-list celebrities. You can
feature bloggers or key influencers in your industry—anyone who can present
your brand in a positive light.
Decide how many episodes to produce, and how long the
content would be relevant on the channel. A series can only run so long before
the concept gets old, so think what future content will help to maintain
audience engagement.
Get the most out of your video production. All those lights,
camera, action, and people don't come cheap. Try to shoot multiple
episodes/videos at a time to maximize resources.
Tip: To
get eyes on your videos, publish on popular online video platforms, such as
YouTube and Vimeo. You can also embed your videos on your social media
channels.
Once you have your content ready, it's time to launch. But
before you hit "publish," lay the groundwork.
Prepping for Publishing
Before people see your video, they see a thumbnail. It's
helpful to think of a thumbnail like a movie poster. It should be eye-catching,
it should show an exciting moment in the video, and it should look good on
desktop and mobile.
The first thing people read is your title, so come up with a
catchy name for your video to draw them in. Research keywords and tags that are
popular with your audience to make sure your titles can be found easily on
search engines.
Viewers see the top 2 sentences in your video description
area before having to click to see more, so this is prime real estate for
highlighting your call to action (CTA), such as a link to your website, social
channels, or related videos or playlists.
After you publish the video, show you're listening to your
audience by replying to comments. Treat your most active users like VIPs.
Highlight their comments, give them rewards, and invite them to appear in your
videos.
In the end, understand that what people value most is
entertainment, utility, and personal interaction. By engaging with them and
talking about what's important to them, you increase your brand affinity and
build a loyal audience.
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If you need help with your email, web site, video, or other presentation to promote your company, product, or service, please give me a call at 440-519-1500 or e-mail me at john@x2media.us.
X2 Media can help you target your content and get your message to the audience in a way that it is not only seen and heard, but remembered.
Until next month….remember, “you don’t get a 2nd chance to make a 1st impression”. Always make it a good one!
From X2Media I would like to thank you for your time.
John E. Hornyak
X2Media, LLC
******
If you need help with your email, web site, video, or other presentation to promote your company, product, or service, please give me a call at 440-519-1500 or e-mail me at john@x2media.us.
X2 Media can help you target your content and get your message to the audience in a way that it is not only seen and heard, but remembered.
Until next month….remember, “you don’t get a 2nd chance to make a 1st impression”. Always make it a good one!
From X2Media I would like to thank you for your time.
John E. Hornyak
X2Media, LLC
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