Video content is one of the most exciting innovations being utilized in the digital marketing space. Facebook has already taken notice as video posts are generating some 59% more engagement than other post types. Adding sugar to the honey is simply the fact that watching video content allows for more layers of nuance, emotion, intrigue, and humor to be embedded within your brand, all while showcasing your company culture.
No doubt, it’s a win-win strategy, and here are our top five ways to kick off your company’s video content.
Behind the Scenes (BTS)
One of my favorite indulgences is the TV show, The Office. So much, in fact, I proudly declare bankruptcy I have seen the entire series over a dozen times. That being said, I am certain I am not the only mega fan in existence, largely in part to the documentary-like structure of this cult-like hit. The formula that makes this TV show so addictive is the feeling that the audience gets an exclusive sneak peek at behind the scenes footage of a run-of-the-mill paper company. Although it is a fully-scripted mockumentary comprised of a talented cast, the storytelling empowers the audience to identify with these characters that have us whispering to ourselves amidst laughter, “Man, that happens to me, too!”
A great way to showcase your company's culture is with behind the scenes (BTS) footage. BTS content humanizes your brand in a way that connects with your audience. While technology is in constant evolution with no end in sight, it’s still vital to not discount the importance of true human connection (shared emotions, obstacles, and experiences).
Get to know _______!
Another way to put your company’s personality and values on display are with quirky, personality-filled staff interviews. Having video content of your company’s employees is a great HR tool when recruiting top talent for your company. It allows the audience to self-assess the work environment through an unadulterated lens by reading their body language. And, why team members? Because they’re an authentic and genuine face of your brand. While employee spotlights are excellent short-form biographies, they simply can’t convey Ruth’s infectious laugh, John’s sarcastic #humblebrags, or Lacey’s warm and deeply West Texas southern accent that makes up the core of your company’s culture.
Showcasing your knowledge on products and services is a great way to stand out in a world where everyone feels as though they’re an authority on XYZ. However, what makes someone a bonafide expert? I’d argue it’s simply time amassing knowledge in a particular field. Better yet, if your company has done it’s due diligence in hiring individuals passionate about your industry, you undoubtedly have a field of experts on hand, ready to offer up opinions and insights.
Not only can you review your own company’s offerings but by reviewing products and services that align with the needs of your audience, you acknowledge the options and choices your consumers must choose between. Your audience will thank you for taking the time to review products that are relevant to their needs and interests. The more time spent speaking to products your consumer finds useful, the more trust and value you bring to your brand.
We’ve all heard the saying “a picture is worth a thousand words.” So, why not combine the power of a two-dimensional image with the potency of a video? By combining multiple images into a slideshow, your company can create an innovative and one-of-a-kind story particular to your brand. Perhaps better yet, enhancing what once might have been a still image with graphics, animation, voice-overs, and more allows your brand to spark to life.
Helpful tips and tricks
One of the best ways to showcase value is by contributing industry tips and tricks to your consumers. Not sold? Let’s look into the booming world of YouTube influencers, in particular, makeup artist Michelle Phan. As someone with nearly 9 million subscribers and over 1 billion lifetime video views to date, it might come as a surprise to some that Michelle’s beginnings are what most would consider humble. Initially offering free tutorials on her personal blog, Michelle gained her initial following purely based on word-of-mouth and genuine interest. Through a consistent release of industry-relevant value, Michelle’s expertise eventually went viral with a Lada Gaga makeup tutorial, further empowering her career and her reputation.
Not in the makeup industry? No problem. Any business is capable of identifying its brand and where its industry finds value. Not sure where to begin? Asking your audience what they want to see is a great starting point. Enjoy the process of teaching your consumer the hidden tips and tricks you’ve acquired through time in the industry. Just remember to film it!
The beauty of video content is that the limits are really only confined by the scope of your imagination. Discover what makes your company uniquely you and tell your story through the medium of video. Not exactly sure where to start? No problem!
Schedule a free consultation to get you on the fast track to more brand engagement through the art of video.