Many people think of marketing videos as one-off commercials or testimonials. They will hire a video marketing agency to shoot a few specific pieces and then move on. However, this is overlooking a massive potential to build on the success of their video content.
More and more companies are discovering the value of an informative half-promotional video series that shares exciting information on a regular basis with their customers and website visitors. A video series has the potential to become a popular monthly or weekly event for people who are involved in or curious about your industry or the content you’ve chosen to provide, creating a compelling video marketing strategy.
Here are a few tips to building your series:
1. Choose An Engaging Topic
Pick something, anything, in your industry that your customers are interested in. While you may be tempted toward product highlights or service descriptions, go for something that more directly connects to your target audience. How-to’s, day-in-the-life, and customers stories are more likely to be the kind of content you’re looking for.
When choosing your topic, also consider how long each video will be and what kind of attention span you’re preparing for. We can use two parallel examples to give you a good idea of the concept:
2. Be Casual and Genuine
Connect with your future viewers through the camera as if you were speaking to them in your living room or personal workshop. Being casual and friendly with your customers allows you to invite them to your video content.
Most modern consumers have been tuning out television and radio commercials for their entire lives and have become resistant to the ‘radio announcer voice.’ Instead, stay as genuine as possible, up to the point of keeping a few ‘bloopers’ in to show that you’re a real person. This will make you inherently more relatable to them, and they will want to learn from you because you’re not an actor hired to speak empty lines.
3. Innovate with Every Video
Don’t let your content go stale, make sure you are covering the new and interesting ground with every new video. This is what keeps viewers coming back and sharing with their friends. You want your viewers to be excited wondering what you will show next, then fulfill that anticipation with another installment of high-quality content. Strong content themes are great, but you want to avoid posting similar topics that share content too close together.
4. Keep the Formula Consistent
Once you’ve got a hooked viewership, they are coming back to see you almost as much as the content you create. This means staying yourself and maintaining the video layout and style is essential.
Feel free to improve, of course, but don’t stray too far. The formula is, in fact, the glue of your video series. It gives you a way to hold on to viewers even if you run out of good variations for a single topic. This means that if you started as, say, a camping survival guide, you could transfer into segments on wilderness sports like rock climbing by merely introducing your viewers to it from one video to another.
The Right Formula
Strong video marketing skills rely on a combination of content, charisma, and responsiveness to your audience. Make sure to read the comments on your videos and invite viewers to leave feedback. Anytime you have anew idea for your series, just run it by your videographers and let the cameras roll.
For more information about video marketing or to schedule a consultation, contact us today!