Last updated - April 4, 2022
There’s no denying that video content is one of the best ways for a company to take advantage of marketing in the digital age. That said, what makes some videos stand out compared to so many others? Why does it often feel like certain businesses are in luck when they release similar content?
There are quite a few reasons why some videos tend to be more popular than others, and learning the differences can help companies make their mark on the industry. Here are some of the best ways to make the most out of your video content, with the potential to have your videos go viral.
Learning what makes your video tick
Just about every company owner knows how valuable video content can be for a business. However, if the videos are an afterthought, you won’t end up with any meaningful content. So, the first order of business is to figure out what will make your videos tick. Put yourself in the shoes of a viewer, and try to figure out what you want them to learn from watching your videos. Is your content meant to spread brand awareness? Is it all about making relatable videos to try to capture the attention of your audience?
It seems like such an obvious thing to figure out the primary goal of your videos, but it might come as a surprise how many companies gloss over such facts. Creating videos just for the sake of it will likely lead to a mediocre reception overall. If you want to create video content that engages your audience, the crucial thing is to understand what your videos are trying to accomplish. Only then can you make an effort to push your videos in the right direction.
Video content realizes its full potential with accessibility
If you want to ensure that your videos get the popularity and push they deserve, one of the most crucial pieces of the puzzle would be closed captions and audio transcription. With transcription services, it’s much easier for those who might be hard of hearing to follow the content through captions. While it does not seem too big a change, it’s often the subtle improvement that makes the most significant impact.
For anyone interested in creating accessible videos, transcription services can be one of the first steps to making your content as engaging as possible. Aside from video content, it’s also a good idea to incorporate accessibility as much as possible to your business strategy. Accessibility can also include the different platforms you can use, which is explained in further detail below.
The best platforms for your video content
When trying to incorporate accessibility to your video content, the scope is not limited to your videos. It can include the platforms that you choose for your videos, as accessibility is all about making it easier for online users to find your content. For example, the use of YouTube for video content is never a bad idea, as online users enter the site with the expectation of watching videos.
In addition, many businesses and individuals use videos as a way to further their reputations and careers. You could potentially learn a lot simply by watching the videos of competitors. The same thing goes for social media platforms such as Facebook, where you could connect with your audience with the help of your videos.
Aside from video streaming platforms, it would be wise not to forget your primary website as a platform for your content. One of your biggest advantages is that services such as WordPress and WooCommerce offer a much easier way of developing a website and an online storefront, respectively. Things get even easier when you look into the help of professionals in web design to help your website or storefront feel as professional as possible.
Utilizing web optimization to make your videos pop
When building a website or a storefront, it’s easy to get carried away with creative and even inspired designs. However, if the website does not have a focused design, it can easily confuse online users. Often, the best thing to do would be to get straight to the point by optimizing your site as much as possible. The good news is that web optimization does not take as much effort to accomplish as trying to get creative, as any company would want their visitors to have clear access to what they want right off the bat.
In this case, your best marketing strategy would be to have your videos be the only thing that acts as an advertisement. Everything else can point them toward products and services, which shows online users that your company respects their time. In addition, it will make them more likely to watch your video content, allowing you to make the most out of your various opportunities with video marketing. Finally, provided you utilize services that streamline the design process, such as WooCommerce, web optimization can be surprisingly easy to incorporate into your content.
Finding the best ways to engage with your audience
While some content creators will build their careers out of videos, most companies see video content as a new avenue for advertising. Therefore, if you want to make the most out of video content, it’s crucial to be thorough when figuring out the best ideas to incorporate into videos. For example, some videos transcend the original goal of a business, like channels on YouTube where doctors react to how popular media portrays physicians.
It’s a fun way to interact with an audience and helps open up the channel to a new demographic. Even lawyers are getting in on the fun, doing the same thing, only reacting to how lawyers are portrayed in games and media. It’s the kind of idea that seems silly on paper, but it works surprisingly well. Sometimes, a bit of trial and error is necessary if you want to make the most out of video content!
Remain consistent with video content
No matter your industry or the primary goal of your videos, it would be a good idea to remain consistent with how often you release videos. There doesn’t have to be a definite date, but if you’re trying to get the attention of your target audience — and you want to keep their attention glued to your business — consistency is the key to getting the job done. Without a consistent release schedule, it will only be a matter of time before curious onlookers decide to look elsewhere.
Even companies that managed to convert online users to paying customers would still benefit greatly from continued patronage. If you want to catch their attention again, the solution is to develop a consistent schedule with released content. There’s no reason to push too hard or burn yourself out trying to create videos, but it would be wise to develop a long-term strategy about pushing your marketing campaign. No matter the industry, consistency is often one of the shining values of an ideal business. Consistency is not just something you can use for videos — incorporating it into other parts of your company ensures that your company gains a reputation for being reliable.
How trends can help shape your video content
When it comes to most guides on video content online, one of the most common tips would be to study the most popular trends when making your videos. It’s an especially useful tactic in platforms such as TikTok, where the videos are often extremely short. Learning the most popular trends can ensure that you have an edge when building videos.
Those that keep an eye on what’s trending for a certain period will often see a pattern. Understanding the pattern allows companies to be trendsetters, as business owners end up learning the right time to push a particular trend.
The power of evergreen content
For those unaware of the term, evergreen topics are those that stay relevant for long periods. It might seem like a challenge to figure out the best evergreen content, but it’s a lot simpler than some might think. For example, weight loss is an easy evergreen topic to use, and depending on your chosen industry, it could be the focal point of your videos. In addition, there are plenty of ways to take advantage of evergreen content, and adding it to videos could potentially future-proof your company’s video marketing campaign.
The use of controversial videos
While content creators can make videos about whatever they want, companies are tied to a common reputation. While controversial topics can help generate quite a bit of buzz for any company, keep in mind that it is often akin to kicking the hornet’s nest. Some would argue that bad publicity is still a good thing at the end of the day, but your online reputation could be tarnished as a result. Therefore, no matter how tempting it might be to develop videos regarding controversial topics, it’s best to stay as neutral as possible.
For example, it’s normal to have social media policies in place when trying to uphold a positive reputation in social media. That way, employees understand how to keep things professional and not get too personal when interacting with online users. The moment things get too personal, the company is likely in danger of getting into an argument online or accidentally offending one of its clients. The resulting backlash could be tremendously detrimental to a business, which is why it’s best to keep things professional and neutral.
The same thing goes for video content. It’s a great thing to follow trends, but it would also be wise to understand when a specific trend goes too far. Otherwise, you could accidentally make videos about topics that attract negative attention to your business. Researching various trends allows you to avoid accidentally kicking the proverbial hornet’s nest when looking for new topics for your company.
Passion goes a long way
As stated above, if videos are developed as an afterthought, they won’t get very far. If the company owner is passionate about the subject, it will result in video content reaching a wider audience. There’s no need to be a perfectionist when it comes to videos — your content only has to come off as sincere.
The best way to get the job done would be by ensuring that you and your staff are passionate about the topic of your videos. You could even take things a step further by contacting social media influencers and collaborating on various video projects. The more you get your message out there, the easier it will be for your company’s popularity to skyrocket.
Don’t be afraid to experiment
There are plenty of companies and content creators out there to take inspiration from, especially with video streaming platforms at your disposal.
Depending on the platform, the strategy will be different. For example, companies that want to try their luck with a new platform such as TikTok will have to use much shorter videos. Nevertheless, it can be a worthwhile experience to try different things. It can help give you the expertise to develop video content that can connect with various people.
Typically, the choice of social media depends on your target demographic. For example, some age groups prefer one social media app over the other. With a bit of research, you can pinpoint which social media platform your company stands to benefit the most. Of course, it would still be a good idea to dabble in various social media platforms as it could potentially lead to more exposure down the line.
A company can do so many things to make the most out of its videos that there are plenty of roads leading to the same destination. The crucial part is that you remain passionate about your videos and have a consistent release schedule. Taking your time learning the ins and outs of how to make the most out of your company’s videos practically guarantees that you get the attention of your target demographic.
