Content is king… and video is the king of content.
Through great video content, brands and businesses have a huge opportunity to engage with their audiences and build brand loyalty.
But how can you make video work for you?
Authenticity is the foundation of great video content. In an age of digital distrust, audiences want genuine brand experiences. So before you start production, consider:
Knowing the ins and outs of each platform is key to getting engagement:
There’s a lot of heat on AI production at the moment. The AI-created end product often comes under fire. But that doesn’t mean there isn’t a place for AI in your pre-production.
Use AI to speed up your video production in the following ways:
Example: if you’re looking for examples, inspiration or source material. You could spend mindless hours in Google, or the right prompts in a site like Perplexity could yield faster answers to your questions. Freeing up much more time to commit to the creative process.
Example: A travel agency creates a virtual tour where viewers can choose their path through a destination and the content they see next.
Example: A furniture retailer creates an AR app where customers can see products in their own homes through their phone.
Example: A B2B software company creates a weekly 60-second tip series, each one focusing on a different feature of their product.
Example: A tech startup documents its journey from idea to product launch, posting weekly updates on social media.
Example: A fitness app asks users to share their transformation stories and compiles the best into a video series.
Making content is one thing. But putting it to good use is another thing entirely.
You could spend so much time and effort in production, only to let your efforts fall at the final hurdle, by failing to effectively activate your content. So consider the following implementation and activation tactics:
Multi-Form Content: Create different versions of each video for different platforms and purposes. Not all content is made equal, different ideas and different themes will perform better, or worse, on different channels.
Live Streaming: Where applicable, you can seek to create a regular cadence of live content to engage with your audience in real time.
Video SEO: as video content becomes increasingly more present in search, it’s important that your online assets are properly optimised. This means optimised video titles, descriptions and tags to be discoverable on search engines and video platforms.
Localisation: consider how you can adapt content for different regions through subtitles, dubbing or culturally relevant versions.
Accessibility: consider how you can also use subtitling and dubbing to increase the overall accessibility of your content.
Ultimately, you’ll want your content to yield results. Use advanced analytics to track:
But note that not every piece of content needs to result in a sale or a conversion. Building brand loyalty and engaging with your audiences in a way that isn’t overly commercial or transactional is the way to go here.
That means pulling back on the amount of sales-driven content and publishing more content that engages, entertains and informs.
So when you do hit your audiences with a CTA, they’re far more likely to convert, because they’re more bought into your brand and your ethos.
AMBITIOUS by name and by nature, we are a PR led communications agency that delivers integrated strategic communications - online, offline and everywhere in-between. Proud to be crowned winners of The Drum Magazine's RAR Best PR Agency of the Year.
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