How to Use Video Content to Create a Loyal Audience

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?

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?

For example, 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.

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Source: MarketingProfs