As all StrategyJQ clients can attest to – we are absolute believers in the power of social video for a company’s (both large and small) content strategy. While it may be intimidating to get started, video enables the creation of deep connections and relationships with your audience/customers through this very personal medium. Mark Yoshimoto Nemcoff is an award-winning and best-selling author, composer, podcaster and occasional TV host who’s worked with StrategyJQ on a number of different initiatives – all focused on online video. He was the perfect person to give us some perspective on building your brand’s online audience.
How are you fighting the war for attention? What are you doing to get more eyeballs to your brand?
Smart brands realize they don’t just have customers anymore, they also have audiences. What you say is still as important as how you say it. However, in our ever-expanding universe of social engagement, you can’t just rely on all the same old channels and still expect exponential results.
Recently, Jane wrote about how the new social video app, Vine could be utilized as part of an overall content strategy. The beauty of Vine is not only in its brevity and ability to put a “moment” in your audience’s face, but also in the fact that it’s new and popular — and also not a medium currently oversaturated with branding. A Vine video, when used right can be its own art form in the way that a great cup of coffee is an art form. Vine of course, is not a complete solution in and of itself, but instead another piece of a well-rounded content strategy that includes both produced and social video.
Produced and social videos each have their own merits. A sound marketing and branding battle plan is made up of both types.
Ken Fleischer is not only the founder and managing partner of dmWorks, a creative services company that develops and produces high impact videos, motion graphics, and dynamic content for marketing, advertising, and entertainment campaigns, but also a holds a degree in Mechanical/Aerospace Engineering which makes him a certified rocket scientist. According to Ken, types of “produced videos” include: commercials, marketing videos, interviews and product demos. Here, let him tell you more.
Ken makes some very strong points about the value of “produced” video, especially in relation to showing your audience how much you value them. While it’s true that produced videos will most likely require more resources and more time, the use of them in your overall content strategy doesn’t exclude you from also incorporating social video’s relative ease of creation to expand your brand’s voice.
Social video pioneer Steve Garfield has been making videos on the Internet back since Mark Zuckerberg was still living in a Harvard dorm room. Steve has advised Fortune 500 Companies and some of the largest brands in the world. The guy practically invented the social video.
Steve is absolutely right when he says, “When you do social TV, it’s more personal.” It’s just part of our human conditioning to be compelled by watching someone speak when it appears that person is speaking right to you. The informality of social video even blurs some of that line that separates the speaker from the viewer’s personal space. There is no doubt social video often offers a type of personal connection with the viewer.
In the deep blue sea of the Internet, commanding a video content strategy is like commanding a navy. You’ll need your battleships and aircraft carriers, but you’ll also need the kind of quick-strike capabilities a destroyer has to offer. Let’s not forget submarines for the element of surprise. In the end, the best chance you will have to win the war for attention will rely on keeping your strategy fluid in order to capitalize on opportunities as they arise. A well-rounded video content strategy that includes produced and social video, as well as little secret weapons like Vine, will help you not only create, but also expand the separation between your brand and your competition.