It’s not enough to make a video, shove it on You Tube and then wait for it to work like magic bait to bring the sales rolling in.
Video should form part of a long term strategy that aims to plan and refresh material on an on going basis with consideration given to where it will appear in other social media channels.
As Google’s Andrew Bent says, “brands must use YouTube in the future, but they must know the type of user they are targeting; those in either browse mode or search mode. Those that are in browse mode are looking for content that’s inspirational and entertaining”.
And there’s the rub; it’s not about creating one great viral, but as Brent goes on to argue, “it’s about being regular and reliable. It’s not about cut through, it’s not about disruption. You Tubers don’t do three campaigns a year; they do three videos a week. And that gives people a reason to return”.
Producing consistent, high-quality content that informs viewers of benefits, but doesn’t sell product directly on a regular basis is a simple but winning formula for building an audience.
The process requires investment and understanding of the medium, but will translate into greater brand engagement and ultimately higher basket volume and value.