Why you need to do video? The answer is in the ethymology: watch and be watched.
To date, the social macro-scenario is this:
- Facebook confirms the boost to the video-first, on all its channels: Facebook Live, IG Stories and adds 2 new features, AI Style Transfer and New Camera
- Vine has closed, sadly tied to Twitter
- Twitter is like the friend of constant crisis, that you’ll never know how he will come out
- Snapchat and Musical.ly are fighting for live videos
There are good prospects for a video-oriented 2017 and any large or small business, corporate or individual, will have fun thinking about how to integrate video into their brand strategy.
Let’s think about how we behave when we look at the videos: usually, we look for them when we have a need, being it educational, entertaining or inspiring.
And usually, we’re more likely to remember a product or service that we’ve seen working well, right?
Now let’s go on the other side, the one of business-owners.
If we want to add video to our strategy and offer value we must know the people we want to achieve and think like them.Con empatia, cerchiamo di immaginare di cosa hanno bisogno – un tutorial? una recensione? una pausa divertente? – e come possiamo aiutarle.
With empathy, let’s try to imagine what they need – a tutorial? a review? a fun break? – and how we can help them.
That’s why it’s crucial that we stay focused on the utility we’re offering instead of just telling we are “the leader of the market and master of the universe”
When in doubt, follow the rule: “Show, don’t tell”.
Videos create a deeper contact because they add the non-verbal elements of body language, tone, facial expressions, eye contact, which is excluded from writing.
The human factor gives more strength to the message because it activates our emotions, the most powerful engine of each relationship influencing our daily life and purchasing choices.
But be careful, a lack of language awareness can destroy the message
Videos build reputation and credibility, in the long run.
These are long-run results because they require time, perseverance and, most important, listening to the feedback to understand what works, what does not, and why.
A single video doesn’t reach the goal, instead a strategy that includes also videos helps you to move toward your goal.
Videos work in every business.
I imagined some starting point examples.
- Traditional shop. Show me see what products you sell, why, and explain how to use them.
The choices you make are your big difference from an online retail and make you special.
If you explain to me how to work, you’ll win my trust, and it’ll be worth crossing the city to come into your store.
At this point, the competition won’t be longer on the price but on the human touch that you – and only you – will add.
- Restaurant, catering, bakery. Show me how you make desserts, your toppings and decorations. Let me see you sell really good things … I’m hungry just thinking about it and can’t wait to visit you 🙂
- Freelance. Guide or tour leader, tell me a hidden jem of the town you work in, do the same in a foreign language you most congenial, you’ll be seen and understood from abroad. Financial advisor, explain what happened in the markets last week, show me you are worth my money.
- Company, B2B or B2C. How can I use your products? Show it and simplify my decision process. And what your customers say about you?
To make videos delighting watchers, there are 3 extra tips to consider.
- 85% of Facebook video are watched silent
Insert subtitles to maximize the chance your message reaches its destination in maximum 7/2 of user’s attention – the time of a scroll.
- Manage time properly. Unless it’s a new episode of Daredevil you MUST give me a very bold reason to make me watching a video longer than 30 minutes.
- If you make long videos, over 10 minutes, think about making a podcast with the audio extracted.
With a podcast, you reach your audience and she’ll be very grateful because can listen to you, when commuting, for example, and save mobile data.
I close with a summary infographic on the power of video and why they deserve to be included in your marketing strategy for 2017.