Ensuring that Your Online Video is 100% Unique
With online video, imitation is the sincerest form of flattery. While that may be true, imitation certainly won’t help you create or maintain brand loyalty. Consumers have very specific expectations when it comes to your brand and if you don’t stay true to your original voice, they will send you and your company packing. Remember the New Coke debacle?
However, staying true to your brand doesn’t mean you have to be stuffy, or formal with your online video content. Knowing your audience, their tastes and what type of story appeals to their sensibilities – before calling “action!” – can ensure your online video is both original and effective.
What’s Your Online Video’s Value?
With over 300 hours of video uploaded every minute to YouTube, and Facebook users watching 1 Billion videos per day, ReelSEO poses some very legitimate questions about video content in their article, 11 Guaranteed Reasons Why No-one is Watching Your Video Content. “We’re all very busy people, so give potential viewers a reason to take time out of their day to watch what you have to say.”
You’ve got to give consumers a reason to watch. If your online video looks like everyone else, and there’s no obvious value other than your company’s sales quota, watchers will simply shut off your video and turn on something else.
That Oh-So-Important “Tone”
The purpose of content marketing is to attract customers by creating relevant content to directly impact consumer behavior. In short, telling a provocative and well-structured story is the new path to your consumer’s heart. The outdated method of disruptive, in-the-nose marketing has gone by the wayside.
A sister element to your content based storyline is your online video’s “tone.” From professional to irreverent, how you say something is just as important as what you say. Seeking out the help of an experienced script writer, or video production company, is a great way to make sure your video conveys the right tone for your business.
Who’s Your Audience?
You’ve made the decision to hire a professional video production company; assisting with the scripting and tone of your piece, the team has helped you create a solid storyline. You’ve also set clear goals for your online video regarding your branding and messaging. The next step to ensure your video is unique: know your audience.
You need to know exactly who your customers are. Without this information your online video will likely be too broad and end up coming off as inauthentic. A video focused on attracting middle-aged stay-at-home moms will need to tell a very differently story than a video geared towards retirees.
Knowing your audience helps you create an even tone, tell a clear story and remain true to your brand. Being clear about what you want your viewer to do, what story you want to tell, and to whom you are marketing, will ensure a more original and effective online video.