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Marketing has become more competitive than ever. Attention spans are declining, and brands only have a few seconds to catch someone’s eye. According to HubSpot data, 45% of people watch more than an hour of Facebook or YouTube videos per week. Posting video content on social networks grabs an audience’s attention and increases the chances they’ll hear the message through the noise. In addition to branding opportunities, video can also help increase traffic and grow the business.
Entrepreneurs not taking advantage of video content are certainly missing out. Here’s how brands can use video to help drive their branding efforts.
Share customer testimonials.
Written reviews are excellent, but visual testimonies are even more powerful. People trust people, so seeing an individual share their experience on camera is more personal and adds credibility. Although it takes time for brands to gain consumer trust, video can be a quick way to bridge that gap.
Contact regular customers or clients that have left positive reviews. Look through emails to track down the feedback, and ask that customer if he or she would be willing to share their experience on video. Video testimonials carry extra weight and help build trust with consumers.
Serve quick tips.
Add value to viewers’ lives by offering videos with helpful tips. These tips should focus on the industry — more specifically, customer pain points. Be sure to keep these video tips short and sweet to maintain the attention of the viewer.
My company uses our Facebook group, Future of Real Estate, to post a variety of videos about topics related to our target market. From tips on Snapchat and personal branding to work hacks, we share video content that informs and benefits our audience. This gives value to our viewers because it helps them with their real estate marketing campaigns and addresses specific pain points in the market.
Offer behind-the-scenes access.
For those getting ready to launch a new product or service, a video can be the customer’s first look. Get the word out about a new solution and build anticipation. Offering exclusive video content will also make the audience feel special since they’re getting a first look before the official launch.
Live streaming is an area that’s quickly gaining traction, but I believe it isn’t yet overpopulated. Cisco forecasts that live video will grow 15 times from 2017 to 2022. Now is the time for brands to take advantage of live video to reach their audiences.
Use social networks such as Facebook, Twitter and Instagram to broadcast live video. Interview industry experts, stream live conferences and events or host an informal conversation related to an industry topic. Viewers can ask questions and interact with brands in real time during the live video. Streaming live increases user engagement and allows you to connect with an audience on a deeper level. Also, be on the lookout — LinkedIn is launching a live video version as well.
Post short, daily footage.
It’s not necessary to plan and execute video perfectly all of the time. Give your audience the unpolished version by sharing videos of a typical day. Bring the audience along while commuting to work, grabbing lunch at a favorite spot or meeting with potential clients. It’s a good idea to ask questions and engage with them. Short, day-in-the-life videos give viewers a taste of who you are. Transparency builds trust and deepens your connection with an audience.
An audience likely has questions brands haven’t covered yet. Although some questions can be tricky to answer in a FAQ, video allows companies to provide in-depth answers about their brands.
Get ideas for questions by looking through emails, reviews and social media comments. Brands can reach out to followers on Facebook, LinkedIn, Twitter or Instagram and ask them if they have any questions they’d like them to answer. Let them know when someone plans to answer their questions on camera. Brands that feel particularly confident can answer questions on a live Q&A on Facebook, Twitter or Instagram Live.
There are numerous ways entrepreneurs can leverage video content to promote their brands. As attention spans decrease and video views increase, it will be crucial for brands to make video an essential part of their branding strategies.
May 14, 2019 at 08:06AM
Forbes – Entrepreneurs