Creating content that draws viewers into a video channel and makes them come back for more is the key to building a community of consumers.
In the past B2C brands targeting a mass audience pioneered investment in high quality design and advertising and expected to control the interaction, but social media has changed the parametres.
It used to be all one way, happily in the hands of the brand manager. No longer.
Nowadays the customer is right in the mix commenting, interacting and sharing. As a result the consumer is shaping new relationships with business.
Whilst this is an opportunity, some might perceive it as a threat.
But it’s what social media is all about, including a major network like You Tube. And it’s here to stay.
Making content that viewers engage with and more importantly share with friends and colleagues is now a fundamental of consumer marketing.