Overcoming Your Fear of Video, Part Deux

By Tom Sellwood


Several weeks ago, I wrote about how brands can overcome their fear of video. That blog was so well received, so lauded, and so frenzied-after, that I couldn’t ignore the clamoring for a sequel.

In that post, I covered common anxieties that oftentimes prevent brands from following through with producing a video. Here, I’ll explain how video can fill the gaps of your brand and round out its personality.

Are you missing short-form, “snackable” video from your social channels?
If you’re reading this, chances are, you’re already on facebooktwitterinstagramsnapchatvinetumblr, or, you’re about to be. Certain forms of content work exponentially better when, in addition to native placement, they’re also decentralized. In other words, they live on your website, but also on other websites as well, mainly social channels. This content can be optimized to its most relevant length for a specific social channel to make it as digestible as possible for that audience. Video is the perfect medium to “translate” into different “social languages.”

For instance, let’s say you have a shiny new two-minute brand origin video. You and your team have put countless hours (and dollars) into conceptualizing, planning, producing, and editing the video. If you only post it to your website, that’s like stockpiling your savings for years, buying a brand new Lamborghini, and parking it in the garage. Sure, you can show it to your friends when they visit, but in the meantime, it’s collecting dust. Get it out in the streets and show the world your new toy.

In video terms, you can easily post short trailers from your full-length video to social channels to publicize its launch, send an interesting excerpt through an email newsletter, or recycle older videos by creating GIFs, short snippets, or refreshed teasers to continue to drive traffic back to the full version on your website.

Is your brand not connecting with your audience on a personal level?
Brands, especially big brands, can come across as, well, “big brands,” which can translate into many different adjectives: robotic, out of touch, stale, tone-deaf, millennial-repelling (… just go with it). These perceptions can make it difficult for you to connect with real people out there in the real world, and they make it even harder for you to show your authenticity. You know you’re authentic, and we know you’re authentic, but they (the customers you want) don’t know you’re authentic.

Video can help show your authenticity. Whether it’s a humanizing brand-origin short, a funny animation explainer video, or a documentary-style piece on a legacy employee, video can accomplish what text or images cannot.

And we get it, you want, nay, need to turn a profit. We do too. But that doesn’t negate the amazing, genuine, and philanthropic endeavors of your company. People crave these types of stories. In a paradoxically more connected but less communal world, holistically wholesome and valuable stories are food for our souls. Video is the silver platter that serves up a four-course meal.

Are visitors leaving your site before exploring the content you really want them to see?

Websites nowadays are chock-full of content—great content. From blogs to resource centers, to infographics and downloadable materials, diverse online features reflect that many brands have realized that traditional advertising doesn’t build the same equity with consumers that valuable, audience-focused content does.

But sometimes the audience hits the road before they can feel the full effect of that focus. Maybe they “bounce” to another site within 10 seconds of landing, or, despite your web development team’s best intentions, they simply have trouble finding the great content on your site, get distracted, frustrated, or bored, and leave.

An engaging video explaining how to navigate to the content, laying out the site’s offerings, or even simply welcoming users to the page can build enough rapport to get them to stick around and explore, rather than hitting the “back” button.

If the idea of producing a video had been inducing migraines around your cube farm, I hope that Part One and Part Deux of this series have eased the pain. As you can see, video can actually solve many of your marketing issues, and bring your brand to new heights.

Viva video.