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How to Use Video Content to Create a Loyal Audience

by Ali Liaquat  |  
January 26, 2017

These days, it seems there is so much video content that it's hard to get viewers' attention.

When a brand creates a video channel, it's competing with not only other brands' channels but also everything else that lives online. Still, some brands seem to have a loyal following. So, what video content gets people engaged?

Let's say an auto company launches an online video series for a new hybrid car. It repurposes a series of stunning ads from its TV campaign that highlight the car's high-powered performance and low price. It posts the video ads on its online channels, shares them on social media, and waits. Two weeks later, there are few likes, shares, and comments. Why didn't the videos get any traction?

Because video content in marketing works when it provides value—asks questions and provides answers and interacts with the target audience in a meaningful way.

In short, video marketing content isn't about making the sale, it's about creating a conversation with its audience.

Your Brand and Content

Whatever kind of videos you create, they should be consistent with your brand voice. That means your content should be truthful, genuine, and true to your brand. Consumers are savvy. They won't engage if they feel the content is inauthentic or forced.

For example, if you run a fast-food chain, chances are making a high-quality cooking show video series won't resonate with your audience.

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Ali Liaquat is an award-winning digital marketer based in Dubai. He heads the digital services division at IT-Serve, which helps local businesses with search and Web marketing.

LinkedIn: Ali Liaquat

Twitter: @@a_liaquat

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  • by Claire Noble Sun Jan 29, 2017 via web

    Hi Ali, thanks for the great article. It's super helpful considering the push to use video for all marketers. I think it's also important to mention the role that online creation tools when it comes to the production side of video. As a small business owner, I feel like I don't have the resources or the talented to produce a video that will look as professional as I want. In an ideal world, I would hire a creative video creator but that's not always the option. I think it's great that there are other options, like Wistia, Promo (slidely/promo) and others. They can really help level the playing field for all sizes of brands and budgets and I think it's helpful to know as we continue to go forward with the video marketing push.

  • by Jon Spenceley Tue Jan 31, 2017 via web

    Awesome post, Ali! High-five for calling out the video thumbnail as the first thing you should consider. We noticed our video click-through rate wasn't what we had hoped for when deploying a few of our interview videos back in the day, and discovered it was all in the splash screen. Based on that, we put together this list of tips - hope it's useful!

  • by Nancey N Tue Jun 6, 2017 via web

    I really like that you have spoken about creating videos that are not viral in nature, but ones that are sustainable for the long-term. It is important that engagement levels are increased with the audience over time. This is a hallmark of effective video retargeting. [Comment truncated by MarketingProfs.]

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