How to Maximise Your Video Content:
I’m naturally drawn to any model that puts content marketing at the centre of a social strategy; especially when the new approach to brand storytelling goes beyond traditional campaign-based marketing. The best-practice for video content marketing encourages a 'hero, hub, hygiene' approach, discover below examples and a brief description of how to get it right.
HERO CONTENT
Hero videos are large-scale events or pieces of content that drive mass awareness – usually because of a product or brand launch. The hero content is there to build awareness at a much larger and less targeted scale to reach the mainstream. According to YouTube, Hero content is something that’s done on average 1-2 times a year and will still entertain and inspire the viewers with emotional storytelling later on down the line. The most entertaining and viral worthy example I can think of is Volvo Trucks – “The Epic Split feat. Van Damme” (Live Test) which was set up to demonstrate the precision and directional stability of Volvo Dynamic Steering - a world first which was viewed by millions.
https://www.youtube.com/watch?
HUB CONTENT
Hub videos are meant to entertain and keep an audience coming back. According to YouTube, this content should be regularly updated, valuable and engaging, and should incentivize people to subscribe – like – follow. Mr Porter’s “Improve Your Golf Game With Tips From A PGA Pro” is a golfing master class with PGA tour professional Mr Mark Raven. This content is successful simply because it has tapped into the consumers targeted interests.
https://www.youtube.com/watch?
HYGIENE CONTENT
Hygiene videos are created around the core questions the consumer wants to have answered. Oftentimes this content is specifically created to capture viewers searching key terms related to the brand. People tend to find hygiene videos through search when they’re looking for answers to a specific question. Mr Porter’s“How To Iron a Suit” is a step by step guide on something relevant to many buying off of the site.
https://www.youtube.com/watch?
Once you have put your budget into this kind of content I would suggest supporting with the following:
· Uploaded video content should be supported with paid-for advertising
· The right title, length and descriptions will help boost views, as well as sticking to – or building – brand permission in certain subject areas
· Partnerships with vloggers and YouTube talent will drive higher engagement.