Without giving the audience a reason to watch, social content is as good an ashtray on a motorcycle.
Sure, you can inform, educate or even ‘sell’, but above all you must entertain. Don’t worry, this doesn’t needs to be outrageous funny or endorsed by celebrity ‘influencers’. Instead, beautiful colours, imaginative image compositions, interesting facts, how-to videos or real-world product shots will do the trick nicely. It just has to entertain, and therefore engage. It has to appeal to your audience and give them a reason to stop.
People love to be associated with brands. It means that you need to create links between your product and your audience.
The reason why people buy is not always straight forward maths. Saying that people buy because they like the product doesn’t fully explain the ‘why’. What really matters is what the product means to the buyer. Using the product is different from the product itself.
For instance, a skateboard is cool, but using a skateboard is much cooler. So, content which showcases the design of the skateboard will only get you so far but selling the dream of skating like a pro- now that’s great content.
I see an amazing skater. The amazing skater skates an Arbor board. I’m not silly enough to think that owning an Arbor will make me pro, but wouldn’t it be great!
The same goes for makeup, camping equipment, guitars, fashion, and of course services.
This is selling the dream.
Audiences on social doesn’t want to be overwhelmed. They love simple messages. Oddly, this is a tough one for filmmakers who love crafting a complex work. Instead, the focus must be relatability, and the KISS principle is at its heart. Keep it simple stupid.
Let’s look at some types of video content marketing. Of course, these categories are really broad. Your videos can be a combination of these, but knowing the fundamentals helps in putting together a great content plan.