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.