Top 5 ways to reach your audience with fresh video content

21 August 2020

When publishing your video content it’s important that you try to keep it current and up to date. Depending on the content your video will have a fairly short shelf life – this is mainly due to the rate at which it is consumed and the sheer volume of content online. The numbers are truly mind boggling! Globally by 2021 3 trillion minutes (5  million years) of video content will cross the internet in each month! That is 1.0 million minutes of video streamed or downloaded every second! (Cisco). Here are a few things you can do to make sure you keep your audience engaged.

1. Think about your audience.

One of the first questions we ask when starting a new project is who is the target audience – who are you trying to reach. This will set the tone of the content, the platform, the way we voice and film the work, the style that we use and even how we position the brand. You are making the content for your audience and so you need to try and get inside their heads. How they will view the work and why they will view it or why they might share it are key questions that will help you keep them engaged.

2. Try out different formats and platforms.

Keep it fresh by working with different formats. For example, you might be able to incorporate Vlogs into your news feed or blog. How about creating a team video that introduces and personalises a team? Don’t just stick to short form. Mix things up by experimenting with longer form episodic content that can keep viewers coming back each week or month. Use short form versions of content to promote the longer form. Maximise your return on investment.

3. Do it Yourself!

Don’t be afraid to try creating content yourself. It is likely if you work in a large organisation that there will be someone already creating content, or indeed someone who already knows their way around a camera and edit software. In organisations large and small budget is always a concern so if you can produce some content yourself then why not give it a go? Of course, there will always certain projects and things which you need to call in a production company for but having some form of in house capability is essential to your video strategy. Try to be consistent with your DIY work. Get a title sequence or branded titles made by a production company so that you can use these on all your videos. Finally, make sure that you invest in good sound equipment. People will forgive a less than perfect image but you need to make sure that the content can be heard otherwise your audience will switch off!

4. Go Live

It is easier than ever before to live stream video. There are many platforms that enable you to do this, Facebook, Instagram, YouTube, Twitch, Periscope and more all have the ability to go live straight from your mobile device. Once you are live you want to encourage your audience to interact. Why not share a show hashtag and make sure to encourage a conversation amongst your audience. Audiences love to influence the outcome of a stream so think about how you can give them a way of interacting with what is going on.

5. What’s the story?

As important as the first point is the narrative. What narrative are you trying to create? What is the story? This could be the brand’s ethos, how your event was the best one ever, or something deeply personal and moving that becomes a call to action. People engage with stories. Period. The easiest way to make sure that you have one is to think about creating a beginning, middle and end. It may sound like a completely obvious point but the way to maintain engagement is to keep the whole content relevant and engaging. If it is not contributing to the narrative then it shouldn’t be there.