Make your customer the hero of the story.
I’m sure you’ve heard this before, and it’s certainly just as relevant for video as it is any other medium or marketing channel. Perhaps it’s even arguably more important for video. When you put the customer at the centre of the video, whether they’re simply at the forefront of your mind when you’re writing the strategy and objectives for the video, or whether it’s literally making them the ‘talent’ in the video, you’re going to get better engagement with your video when you share it.
Why? The two main reasons are:
- It’s the old marketing adage, think about the ‘whats in it for me?’ from the customer’s perspective. Nail what motivates the customer and tap into that on an emotional level, and you’ll hit a sweat spot of relevance and interest. Your audience will watch longer, be more likely to like or comment on your post and as a result, you’ll get more traction regardless of the platform.
- People are driven by status and ego. They love seeing themselves and friends on video. Ever watched the footy or news and while they’re doing a live broadcast they’ve got jokers trying to jump into the shot or wave from behind the reporter? People want bragging rights, they want to impress their friends, or want to be seen as having amazing experiences and living a full and fun life. Get your customers into the shots and more often than not, they’ll want to share, tag and generally engage with it or to let their friends know they’re simply pretty awesome people!
Show, don’t tell.
Don’t tell your potential audience how awesome you are, or what a perfect fit to solve their problem you are – show them. Examples:
- You run a ferry service, and you’re making a video for social media. Don’t: make the video about the process itself of getting on, travel and off again, with boring shots of the vessel, cars, cafe and a voice over that sticks to the facts and figures. Do: show them how relaxing it is, what they’ll see and do while they’re on board – the dolphins, being able to get work done which sipping a delicious macchiato – focus on the benefits the solution offers. Heck, if you want to be adventurous, do a video of them at the other end enjoying more quality family moments at the fun park, which they wouldn’t have otherwise had if they were still driving the long way.
- You run an accommodation venue. Don’t: simply have a gallery of images of the venue, the bed, the lounge, the TV, the desk, the gym, the pool. Do: show people using the venue, mums and dads relaxing while kids are safe off playing, families enjoying the pool, the business person getting a morning yoga session or gym workout in before kicking off the day. Focus on the benefits your venue offers – provide a little inspiration through the story.
You get it, right? Make the customer the hero and highlight benefits that inspire them, don’t simply tell them about features of your product.
This is a simple one, but VERY important. Timeliness is CRITICAL when it comes to video.
- If you can release the video the day of the event, you’re going to get the best traction.
- The day after the event – a little less traction, but it’s still super relevant and in their minds.
- One week later – you’re doing OK, but starting to stretch the friendship.
- One month – you’ve missed a great opportunity that may otherwise have been fruitful.
The further away from the event featured, whether that’s promoting something coming up, or sharing after it happened, the less reach you’ll get with the content. Period.
If it’s a case of either/or, you’re better to compromise some quality to achieve timeliness. If you can nail both – good for you. But if content isn’t relevant, contextual and timely no one will end up seeing your video, regardless how well produced it is.
Tim Davies, Director, Hyper Social
A Geelong local, Tim is a serial SME business leader with a proven record in digital marketing and business growth.
Tim’s experience includes taking an Australian company to triple digit annual growth worthy of a place on BRW’s fastest 100 growing private companies list (2007-2009). He holds a Bachelor of Technology, has marketing agency experience and a deep passion for business growth.
Most recently, Tim helped local investors create and open one of Australia’s biggest indoor trampoline and climbing parks. The park has quickly established itself into one of the must-do tourist experiences in the Geelong & Bellarine region.