Periscope, Vine, and Instagram videos are all the rage right now - and with good reason. People love visual media and videos are a great way to amp up the power of your visual content. The ubiquity of video cameras on tablets and smartphones, along with easy-to-use tools included on most popular social media platforms makes developing video content for your brand dead simple.
One of the smartest ways to create a following is to give viewers a reason to keep coming back. Developing and broadcasting a video series is a terrific way to engage your audience and create shareable content all in one fell swoop.
Let's take a look at some things to keep in mind when creating a video series for your brand:
Create immediate visual impact
The average person spends 16 minutes and 49 seconds every month watching video content online, so you need to capture their attention immediately. You don't have to record your content in front of the Seven Wonders of the World, but do make sure every element of your surroundings are compelling and visually appealing. Pay special attention to details that may distract your viewers. You don't want anyone focusing on dirty coffee cups or oddly colored outfits instead of your message.
Consistency is key
It's not always possible or even necessary to have the same people on camera each time as long as your visual messaging is consistent. Now is a great time to break out the company-branded shirts or add your logo watermark on screen. Consider filming with the same one or two backgrounds each time so your videos have a consistent feel from episode to episode.
The key to keep viewers coming back for more is to build suspense. You can do this in several ways, from subtle to overt. A simple description of upcoming episodes can be enough to keep you on people's radars. However you can take it a step further by mentioning surprise guests or the chance for a sneak peek at an upcoming announcement. Be careful not to use too many cliffhangers or create too much suspense, though. You don't want to set expectations so high that it's difficult to deliver them.
It's okay to be human
Things don't always go according to plan, and that's okay. If you flub a word or drop something on the floor, keep the camera rolling. No one tunes in to watch a video of a talking head with no personality drone on about company news for 15 minutes. They watch your content to engage with you on a personal level and see your brand come to life, so don't be afraid to
Make social media work for you
If keeping viewers is the end goal, the starting line is getting them to watch your videos in the first place. Here's where social media can help. Use it to promote your content ahead of time and, you guessed it, build anticipation. Small contests and giveaways that can only be won by watching the video series is a terrific way to garner excitement -- and viewers.
If you're still on the fence about whether or not creating a video series is worthwhile, consider this:
According to Chris Trimble, director of content at content marketing agency Axonn Media, "With online video quickly becoming a key means for people to satisfy their information and entertainment needs, small businesses that fail to include it in their internet marketing strategies will do so at their peril."
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