Consumer demand for digital video content is and has been on the rise for a decade now. At least 65% of users and "internet browsers" want to see much more video content then they are seeing now. However, poor marketing and low quality and "silly natured" marketing can turn potential clients and customers away indefinitely. One danger is that under-produced or overly elaborate storytelling or "slick" videos can leave potentials feeling talked at, rather then talked to. This can defiantly lead viewers to feel the social "disconnect" from the content and create a perception that the company, brand or presenter is inauthentic. Other troubles with video include purely focus on hard sales and direct call to action videos. While these have been know to work in the 80's and similarly the early 90's when the internet was just getting its "groove on", they also create a sense of product pushing rather then providing something with value. Life has changed a great deal since the rise of the web and people seek value, authentic natured brands and something that is going to improve their quality of life. And hopefully stemming the all powerful "pay it forward" to where they do the same for others.
So how do you create amazing videos or produce a video that speaks with authenticity to your target audience, demographic and or potential clients? We shared our suggestions on creating authentic video content in the new digital age.
1. Share Authentic Value With Each and every video.
One of the best ways to ensure that branded videos are authentic and meet the demands of the brand's target audience is to share value with each video. Find something useful, original or unique to share. Make sure that each video has a purpose and brings value to your consumer, whether through laughter, practical advice or creative insights.
2. Set Goals!
First, it is important to consider audience needs and set a goal for content being created. Without these considerations, the effort required to create high-quality video is wasted. To work toward authenticity, it's crucial that the content aligns with audience perception of your brand. Also keep in mind the intent or placement of video content: discoverable versus shareable or helpful versus entertaining.
3. Create Informative E-commerce Videos
People want to be educated and informed in a short period of time. Brands should take advantage of that by creating entertaining and informative content that helps people truly understand things they didn’t know quickly. It’s the best way to come across as natural and authentic without constantly using video to oversell a product or service. - Nicole Rodrigues, NRPR Group, LLC
4. Let Your Audience Hitch A Ride On The Content Wagon
Video content created by fans unboxing a product or talking about it is significantly less expensive and more valuable than promotional content. Creating an incentive for fans to share is the way to go: A recent example being Starbucks varistas and their response to the Unicorn Frappuccino, which created an enormous viral response online. - Gil Eyal, HYPR!
5. Put Your Focus On Video Production Value
Some say "the public has shown that they care very little about video production values"; and perception is that videos that go viral are often taken with a phone. Don't let this fool you. This is a thing of the past and quality and authentic trumps iPhone videos that are becoming so overused its silly. If you have a solid brand presence and are a good quality product, your productions should match your branding. Think about it this way, Nike or Pepsi isn't putting out online videos showing cats climbing walls. If you get my point!
6. Don't Forget About Captions
It may seem counterintuitive, but many videos — over 85% of those on Facebook, according to 2016 reports — are watched in silence. So not only do brands need to create authentic, compelling videos that speak to their targets, they also need to take into account how their audiences will be consuming that content. Platform is important, device is important and so are the senses. Captions could be key.
7. Embrace Your Culture
Social media, online and websites are a great place to promote your business to customers and prospects, but it’s actually a pretty great place to target potential employees, too. Think about the things that make your company a great place to work – what are they really? Don’t just force a montage of people laughing and high-fiving (unless you can nail it like Twitter did); capture genuine moments and find ways to share them without feeling forced. Whatever you do, don’t be afraid to tell the story of what makes your company a great place to work.
8. Tell A (Real) Story
If you can put your customer at the center of your video content and have them share a story that will resonate with others, you’ve landed yourself a gold mine. But… everyone does testimonial videos. The key to doing them well is finding and sharing the stories that echo your purpose and your customers’ experience. When you find people who are willing to be ambassadors for your brand and can speak to what they value, people are destined to feel something.
9. Be Memorable
If you have a crazy idea that you’ve been holding back on – stop! Some of the best ideas are the ones that make you the most uncomfortable. If you’re really going to own your market, you can’t be afraid to do things differently. One of my favorite campaigns this year is the Secret campaign called “The Pitch”. It features two young female professionals in an elevator, getting ready to deliver a client pitch. Of course no woman ever wants to admit that they sweat (we “glisten”, duh), but the reality is we all get put in positions that make us feel this way, and so why not talk about it? It’s relatable, different and authentic.
Whatever type of video you decide is best for your company, make sure it’s authentic. If your goal is to use it as a marketing tactic, people will be able to see right through it and you’ll get lost in a sea of what everyone else is doing.