When you set out to create video content your aim should not be to make a video. Instead, your objective should always be to connect with your audience.
This means you must know your audience, what makes them tick and what it is going to take to take to tug on their emotions so they feel compelled to like, share, comment or react to your call to action. Here are some tips for using video content to tell the story your audience wants to hear.
How can you help them?
Use your video content to solve the problems of your customers. Don’t sell your products or services but instead showcase the lifestyle that comes via association with your brand. And don’t think you need to spend a fortune on professional presenters to tell the story – sometimes the most passionate talent lies right under your nose.
It doesn’t need to be shiny – it’s okay to show the imperfections
Turning a brand story into a relatable yarn is a sure-fire way to emotional connection – and it doesn’t need to be manufactured to perfection. Work off a script based on authentic real-life experiences – realising that if something happened to you, that there’s a good likelihood that happened to someone else. Before you know it, your audience is relating “yes, they are just like me” and you have content that not only promotes your business but also motivates discussion and sharing which in turn gives you more valuable intel into your audience’s psyche. Be brave to share a business challenge and how you overcame it. It doesn’t have to be saccharine sweet and Pollyanna positive – tell the story of your company by focussing on mistakes and the lessons learned. Audiences love the authenticity of an imperfect story.
Keep it simple (and short)
Some of the biggest complaints made by people who watch corporate videos is that they are too long; talk more about WHAT the company does rather than HOW the company helps customers and are just drown the viewer in a dreary sea of information-overload.
Your video content should be served up in bite-size portions and contain no more than three key messages .A series of very short videos with one solid key message each video is an effective alternative.
Let other people communicate your key messages through their stories – customers tell how your company helps them; staff tell what happens behind the scenes in the name of customer service and suppliers tell the back-story behind the products and services on offer.