Imagine you walk into a restaurant you’ve been dying to try. You’ve read the reviews. Your friends rave about it. You’re starving. Game on. You reach for the menu with palpable excitement, but it’s all over the place. Main courses mixed in with drinks. Appetizers thrown in on the dessert section… this should be simple! All of a sudden your hunger and excitement turn to anger and frustration. Next thing you know you’re walking out the door and on you’re on your way to a venue where you know what to expect.
Before you start wondering how any of this relates to video. Let me tell you, this has to do with more than video. It has to do with the way we need to think about serving up content and organization.
Think about it. When it comes to video, your audience is more likely to hit play, watch and take action when it’s served up in a way that’s simple and enjoyable to consume. What sort of videos, whether it be product-based/ company or industry related depends on your specific goals. Mad Bear Productions CEO, Glenn Zimmerman says there IS a rule of thumb we can all follow when it comes to our YouTube video collection.
” How-to/demonstration videos are a great way to increase your brand awareness and develop that trust with your prospect. Entertaining videos of shareable moments or amusing experiences are also great for YouTube. While, it is important to also drive a stake in the ground with an About Us video to say this is who we are and what we stand for, a business should not expect those type of videos to get high numbers on YouTube. YouTube is all about how do I do something and entertainment. If you are using YouTube for About Us Videos then understand you are purely using YouTube as a hosting platform for your video and not as a marketing platform. There are certainly exceptions to this rule (e.g. if an About Us video is particular amusing or memorable) but for the most part this is the rule of thumb.”
Too Much of a “Tube” Thing
Too much of anything will tip the scales negatively at times. Mind you, this is NOT a knock on YouTube, but let’s face it, there is just so much content to consume. And one of the downsides is getting viewers to watch branded content has become more difficult. Think supply and demand. But there is a way to keep your videos in check. The proof is in the pudding. Your videos effectiveness lies in the metrics.
- YouTube certainly does its part to provide useful analytics. Take note of the hard data from Google and YouTube Analytics. They will quantify which content of yours is working and lead the way for making more of it in the future.
- Another great analytical tool from YouTube is Brand Lift. Google’s Brand Lift solution measures the moments that matter—from initial impression to final conversion—with the metrics that matter, like brand awareness, ad recall, and consideration. You’ll glean insights within a matter of a few days, so you can adjust your YouTube campaigns according to what’s working in near real time.
The Icing: Think VR
Don’t miss out on dessert. VR is the sweet spot. And if it’s any indication of how quickly Virtual Reality is sweeping the content world, YouTube is now investing in creating an awesome virtual reality (VR) platform.
VR offers an immersive way to reach your audience. Standing out with distinctive content can be difficult, but VR makes it possible. (See our blog: Virtual Reality Success for Business)
- Health care, real estate, architecture, military and education are clear fits for VR content.
- Industries such as entertainment, travel, automotive, beauty, fashion and consumer technology should all be thinking VR. Wherever the product or service is visual or experiential, or where the market skews younger; then VR makes sense.
VR is still relatively new for marketers, and it presents both opportunities and pitfalls. To get the best out of VR content creation, Zimmerman says:
“Since 360 video/VR is gaining traction, it is good to also produce some “regular” video (i.e. 1080 or even 4K). So capture some memorable behind the scenes moments (heck, even use the camera on your phone) and then use that content to get people excited about the new technology. You have to educate people first before they can dive in to something different.”
Think of your Content Strategy as a restaurant would its menu. Consider your audience first and then serve up the freshest and most relevant videos. Today’s consumer is a tad spoiled, so feeding their appetite and keeping them interested requires a strategy that is always one step ahead. And THAT is a recipe for success.
About the Author: Roshni Hannon
Her name means “light” and that is what she is… high energy, bright and fast. And yes… she does run regularly. While we’re not sure what she is running from (perhaps her two young kids) we know she’s covered a ton of ground. She was the Executive Producer for an award winning and number one rated morning show in Tampa for years. And now, she uses her unique blend of organization, storytelling and curiosity to help Mad Bear clients find their stories. Think of her as an architect, a story architect.