Three Video Content Tips to Humanize Your Brand
Block that spam.
This describes the attitudes of today’s consumers. 80% of consumers say they mistrust half of all advertising, wearied by the half-truths and junk ads assaulting them daily.
Today’s marketing, sometimes called “The End of Control,” marks a revolt against technology-driven ads and marketing messages. People block them from inboxes, browsers, and social media feeds. They’ve disconnected landlines and screened robo-calls, rejecting nearly all that’s left.
Humanized marketing that adds human-to-human (H2H) elements across all touch points a customer has with your business.
People crave inspiring experiences and authentic interactions with others.
You know that establishment in your neighborhood where people greet you by name, know your favorite special, ask about your hobbies, or offer amenities that make your day? That’s H2H at its best.
While you can’t touch everyone physically, video is one of your next best options. Globally, according to 2018 survey, 54% of consumers say they prefer to see video from a brand or business they support over other types of content. Through video, you can increase H2H contact and continually reimagine your business, demonstrating expertise, and sharing a vision in consistent, personable ways.
Intel harnessed this influence during a five-part “Meet the Makers” series, highlighting relatable stories of people around the world who used Intel products to create amazing experiences and new technology.
In one video, a 13-year-old named Shubham Banerjee shared how he used the technology to prototype and build an affordable braille printer to help blind people learn to read. By exposing viewers to inspirational technology stories, Intel sparked interest in a way product-centric advertising never could.
Want to grow your video presence and put humanized marketing in front of your viewers? YouTube strategist Trena Little has several content tips to help you grow your video niche:
Just Get Started.
Most people think they can’t do videos.
Perhaps they think they don’t have the right equipment, or don’t have a video strategy, “figured out.” Little says you don’t have to be an expert: “What people really connect with is when someone is just two or three steps ahead of them,” she said.
Remember, even when you know a little, it’s more than someone who knows next to nothing about a topic. Also, perfect backgrounds or cameras are non-essentials. “Just start posting videos!” Little says. After all, you have to start somewhere to get data to build on.
Mix it Up.
There are three main types of videos you can use: discoverable content (like tutorials and how-to videos), sales videos (featuring products, solutions, or directions to your landing page), and community videos (which connect with your audience even through things that don’t directly involve your business.
Remember, your goal isn’t primarily to sell products. Your “win” is establishing credibility and building relationships. Check out Android’s “Friends Furever” video for inspiration – this was the most shared video ad of 2015!
Hone Your Hook.
People don’t want to buy your product; they want to buy your solutions!
And they want to watch stories of people who understand their challenges. Little says it’s critically important to start videos strong. If you don’t address someone’s pain point or drive curiosity in the first 10 seconds, people will move on. Unpredictable story outcomes keep people engaged, as do value pitches and emotional words like “secrets” and “hacks.” Content that empowers the consumer is some of the most effective marketing you can generate.
Want to personalize your message and make your brand more human? You don’t have to be an expert in video to try combining it with your print marketing strategy. Stretch yourself today and give video content a try!