Use Video Content to Create a Community

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.  The key is understanding what content gets people engaged.

Video content works when it provides value, asks questions and interacts with the audience in a meaningful way. In short, video content isn’t about making a sale. It’s about creating a conversation through education. It doesn’t mater what kind of video you would like to create, making sure they’re consistent with you brand voice is the first tip.  This means your content should be honest, genuine and true to your brand.  Clients and consumers are savvy and won’t engage if they feel the content is inauthentic or forced. For example, if your business was fast food, making a high quality cooking show video series might not resonate with your audience.

HACK 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 and figure what works and what doesn’t. You can get good insights just by looking at the comment section.

As with business social, 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 (“😄, travel!”), but what if you’re a dishwashing liquid brand? (“🙁 cleaning up.”). The key is to get a laser like focus on 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 could look at making a series of how-to-videos, anything from “the 8 things you can clean in your dishwasher,” to a cooking show. By focusing on themes, you’re not only offering practical value to the audience, but your brand message becomes a natural part of the narrative.

LISTEN UP – not everyone is interested in your entire video library. Some just might want to see a specific video, so keep in mind how your content works for those interested in the wider theme of your channel, and those who are interested in just an individual video.

Got your idea? Ready to make some videos? Check back for some more tips or give us a call for some free advice.