A lot of business owners are turning to content marketing and video blogging, and rightly so.
Content marketing is the perfect way to demonstrate expertise and build a following of people that are interested in what you do (and what you sell). The model allows businesses to speak to their customers, to establish their authority, and to build a website that ranks well on search engines…
…and video content is some of the most valuable content a business can create.
Videos are easy to ingest and have huge potential to go viral. While reading an article or a how-to guide can seem a bit daunting to the time-poor consumer, watching a video is always a great way to kill some time. It’s wise of businesses to capitalise on this.
…But many videos, even those with beautiful production, just don’t collect views like they should. We’ve seen branded videos containing invaluable advice with fewer than 100 views.
Why does this happen?
There are a lot of factors that can inhibit a video’s potential for reach, but Emotive’s strategic partnerships & audience director Jamie Crick has a pretty strong theory behind the biggest reason.
Essentially, too many brands are losing sight of one of the most valuable and ancient fundamentals of advertising:
Tell a story about the consumer, not about the brand.
He states in this article that “people have a genuine appetite for content that emotionally connects, and video has the power to do that like no other medium.”
Marketers can’t define what people are looking for. They can’t create trends in buying behaviour, nor can they create mass desire.
But… they CAN gather insight about a brand’s audience, learn what trends and mass desires already exist, and then tailor the brand’s content to connect with that audience so viscerally that they share, comment, promote, and spread your brand’s message.
So don’t risk spending thousands on your own videos without the key insights behind what’s going to make them work–get in touch with us to handle your video production, and let’s make content that your audience loves before they’ve even seen it.
