How to Use Video Content to Create a Community
- Why is video important for my marketing efforts?
- How can I create engaging video content?
- How can I use video content to build a loyal audience?
These days, it seems that there is so much video content that it’s hard to get viewers’ attention.
When a brand makes a video channel, it’s not only competing with other brands but also with everything else that lives online. Still, some brands seem to have a loyal following. So, what content gets people engaged?
Let’s say an auto company launches an online video series for a new hybrid car. They repurpose a series of stunning ads from their TV campaign that highlight the car’s high-powered performance and its low price.
They post the ads on the brand’s online channels, share them on social media, and wait. But 2 weeks later there are few likes, shares, and comments. Why didn’t the video content get any traction?
- Promote sales
- Ask audiences’ opinions
- Spark a conversation
- Offer insights for advice
- Have a message beyond “Buy Now”
- Offer new content they hadn’t already seen
Video content works when it provides value, asks questions, and interacts with the target audience in a meaningful way. In short, video content isn’t about making the sale. It’s about creating a conversation.
No matter what kind of video content you create, make sure they’re consistent with your brand voice.
This means your content should be honest, 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, making a high quality cooking show video series might not resonate with your audience.
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 and figure what works and what doesn’t. You can get good insights just by looking at the comment section.
Video content works when it’s about a subject or interest that both your target audience and 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.
By focusing on these themes, you’re not only offering practical value to the audience, but the dishwashing liquid becomes a natural part of the narrative.
Not everyone is interested in your entire video content library. Some just might want to see a specific video. Think about how your content works for those interested in the entire theme of your channel, and those who are interested in just an individual video.
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 content series to maintain and increase engagement with your audience over time.
This means that you should upload your videos on a regular schedule. Imagine your favourite TV show airs an episode today, and then 2 weeks later, and then only after a month…by then it will most likely not be your favourite show anymore.
Invite guest stars to widen the appeal of the 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 will 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 content production. All those lights, camera, action, and people don’t come cheap. Try and shoot multiple episodes/videos at a time to maximize resources.
To get eyes on your videos, publish on popular online video platforms, such as YouTube or 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.
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, show the most exciting moment in the video, and look good on desktop and mobile.
The first thing people read is your title, so come up with a catchy name for your video content to draw them in. Research keywords and tags that are popular with your audience to make sure your titles can be found easily on the search engines.
Viewers see the top 2 sentences in your video description area before clicking to see more. This is prime real estate to highlight your call to action(CTA), like a link to your website, social channels, or related videos or playlists.
Show you’re listening 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, 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.
- Video content is about increasing brand affinity and creating conversations with your target audience.
- You can create compelling content by finding themes that your audience is interested in.
- By engaging with your audience and asking for their opinions and comments, you can build a loyal audience.