Published 04 July 2018 Category: Compass Tips, Social Media, Digital Marketing

Leveraging Video Content in the Era of IGTV & YouTube

Video content has always been the pinnacle of visual treats for consumers. From TV to cinemas, YouTube to Netflix and now InstagramTV, we are constantly trying to maximize the benefit of video entertainment. For business too, video is now the next big thing to chase in order to capture the attention of the audience. More money and creative power is being invested in creating ads and video content for social media consumption as the audience move their focus from images to videos. In the midst of all this hype, how does the average business owner leverage video content and ensure that they are providing their customers with exactly what they need. Here are a few tips from the experts.

1. Understand Your Audience and the Relationship they Have with these Channels

When it comes to digital content consumption, the average user has more than one option to choose. Some love Instagram, others feel comfortable on Facebook and many others are addicted to YouTube. As a business trying to create video strategy, it is important that you identify where your users spend most time viewing videos. An essential component of visual content marketing is identifying where and when users are most likely to view videos and interact with the video creator. Once you understand where your audience base is, you can focus your video marketing strategies towards that channel.

2. Understand the Kind of Content Your Audience Base Loves

What kind of video content would do you produce? Is it product reviews? Cute babies and pet videos? Travel videos? What’s the duration of the videos? Where do your audience love seeing such kind of content? Tech geeks for example want to see detailed product reviews on YouTube as opposed to on Facebook. Travel enthusiasts would love seeing travel videos on Facebook. These are hypothetical assumptions that you need to verify based on your video genre and audience base. Understand the kind of content your audience responds to before you start creating a video content strategy.  

3. Start Small and Measure the Metrics

If you’re starting out with video content, it would be best to start small and then move on to more complex video production as you measure your audience response. In the initial phase, it would be better to have your videos available across all social channels only to measure where you’re getting the best response from. You might also want to know the perfect duration of your videos and the best time to post them. For example, people prefer watching videos at night rather than early in the morning or at tea time rather than at lunch. Remember, the more measurable metrics and parameters you have, the easier for you to narrow down your strategy. If you follow an execute, test, refine strategy you’ll eventually find something that works for you and your audience

4. Be Original and Create Helpful Content

Unlike image content, video content is costly in terms of creation, production, marketing etc. You wouldn’t really want your audience to scroll by without actually viewing the video. Therefore, when it comes to video content, the focus should not be on quantity but on quality. The more thought, creativity and research you put into your video, the higher the chances of grabbing the audience’s attention. Strive to create content that is helpful and gives your audience practical information and knowledge about the industry they are interested in. The more original and creative and flexible you be, the better your chances of leveraging content across all major channels.

5. Share Stories About People Your Audience Can Relate With

Salesy videos or generic presentations no longer perk the interest of the audience nor do they make for good content. To establish trust and credibility, you need to create videos that speaks to the audience. This could be done in the form of interviews, stories of people in your industry, struggles and inspirations and so on. To further leverage this content, collaborate with influencers who can share your content to a wider audience.
In today’s world of social sharing, content has a whole new meaning. People need to believe in what you say and relate to it before they share it on their networks. The goal of a content creator is no longer just the creation of publishing of content for traffic, but rather for the audience to consume and share within their network. True content success therefore, lies in how well you cater to the needs of your audience.