Whenever you hear of something going viral, nine times out of ten it is a video. When was the last time you heard of a white paper going viral? How often do you hear of an e-book going viral? Rarely at all. This is because executives today are way too busy to actually read a written piece of content. They scan it, but how much of the valuable information do they retain by scanning?
Video is gaining momentum each year. Marketers are realizing that video is getting their message across. Even social media has jumped aboard this train as it is gaining momentum. Facebook has reformulated how it sorts your News Feed, prioritizing video over outbound links. There is an ongoing shift away from focusing on text and pictures. Things are rapidly moving toward video as the primary offering of digital media companies.
To see the movement towards video, look no further than YouTube, Reddit, Instagram, Twitter, and Facebook to name but a few. These sites allow you to publish your video content at no charge. These sites prove that video has become an essential tool for businesses of all sizes. Besides marketing content, you see videos detailing product sales demonstrations, how to use products, product assembly instructions, recipes for cooking food products. The sky is the limit for how video can better represent your company and products.
Leveraging Video for Branded Content
To do Branded Content well, the video must be more about the content than of the brand. Marketers who want to create branded content take warning. This medium requires a balance between your needs and those of the viewer. It is easy to lose viewer focus with heavy handed branding and overly salesy pitches. On the flip side, videos that lean heavily towards the entertainment or humor can lose their message by being eclipsed by the video’s entertainment value. More than anything, this type of content must be top notch in production-wise. Quality and proper placement is essential.
Forbes.com advises – “As content continue to emerge, consumers’ expectations will continue to shift and heighten. The onus will continue to be on the industry to do two things: 1) experiment with different types of content and 2) pay close attention to consumer habits and feedback. The opportunities for innovation from all parties – brands, content creators, marketers – are plentiful, and I expect to see more exciting changes in the years to come.”
Leveraging Video for Social Media Live Streaming
I first became aware of the power of live streaming, after I subscribed to Neil Ratner – Rock Doc. Neil is a Rock & Roll insider from the good old days of classic rock. He provides stories and insights that aren’t widely published. These are drawn from his associations with many, many rock stars he rubbed elbows with in the good old days. He pairs the live video streaming with a bevy of written posts, achieving a good balance of the two. It is addicting if you are a classic rock fan.
We can be learned from the “Rock Doc’s” strategy. Find a niche that people are interested in. Provide them the information that they want or need to know. They will come back repeatedly for more. This is where understanding your audience and their needs and desires comes in to play. The more you know your audience, the greater your results will be.
What does it take to get started? Prepare your message in advance and practice reading it. Select a social media outlet to deliver it on. Set up your lighting and camera. Deliver your live feed at the same time every day or week. Personality is key in your delivery, but be yourself throughout. Let them see that you are human. Leveraging your emotions will make it real. Lastly, don’t forget to invite your viewers to opt in to receive your content. Make audience first, products second your mantra.
The Hank Moody School of Creative Writing – I have never been a big believer in the whole “content is king” craze. We are collectively putting a ton of time into something that takes forever to realize a return on investment. I believe that this has a lot to do with the text based format that most content is delivered in. The video revolution will change much of that.
Famous Last Words – “The sheer cost of video production has come down to a point where there are no barriers to entry. Buyers have devices that can play videos with them at all times… [and] are engaging in 100% more information year-over-year before they make a buying decision.” – Joe Pulizzi, Why Content Marketing Needs More Video
The Big Kumbaya in CyberSpace – Humans are incredibly visual and are much more comfortable learning visually. Delivering information through video can keep your audience’s attention longer, make your message more easily understood, and significantly more memorable.
Thank you for taking time out to read this piece. To hear the rantings of other voices on the same topic, try these two out:
How to Plan Your Video Marketing Strategy by Jennifer Pepper
Video Marketing: The Future of Content Marketing by Matt Bowman