There are three tried-and-true forms of communication: the written word, video, and audio.
Today, we’re diving deep into what feeds the eyes and ears to make your content powerful and unforgettable.
You hear it every day: You should create video. But…video of what? And where?! You have no doubt heard of podcasting, but how and why should you start your own? The simple answer is that both types of content are more accessible to produce than ever before.
Nobody needs a studio or a sound booth to get started. These days, having a social media profile or writing blogs isn’t enough. Your audience and your customers want to connect and understand your brand in a more personal way. In turn, you can build a better relationship with your clients that fuels a higher level of trust.
To succeed in today’s digital world, your company must become well-versed in using vlogs, podcasts, and social stories. Here’s the inside scoop for each of these strategies.
Vlogs
Chances are, you already use blogging as part of your content strategy. Maybe you’ve considered the idea of introducing video marketing into the mix. Why not enjoy the best of both worlds by vlogging? Entice your users with blog-worthy content in video form!
Vlogging has become popular because it helps humanize your brand. It gives viewers insight into your process and provides clarity as to how your business approach is different or unique. It takes your “about us” section on your website and turns it into a living, breathing, and evolving piece of content. Try vlogging consistently once a week. This ongoing collection of vlogs will become a running story that viewers can use to better understand your business. Consumers like to see the faces and hear the voices behind the companies they do business with. In turn, you’re viewed as more trustworthy, relatable, and accessible.
While it might sound easy to sit in front of a camera and record, vlogging is more than just putting your face on the small screen. Coming up with interesting vlog topics can be challenging and finding the time to create vlogs can be even harder. But, if big name companies like Google and Microsoft can do it, so can you! On YouTube, the Microsoft UK account has a wide variety of vlogs.
In 2015 Microsoft UK ran a vlog series called Be Your Future. The vlogs took users inside of Microsoft buildings, including headquarters as well as offices in London. Most recently Microsoft started its #DoAnything series which promotes the new Surface 3 tablet while showing consumers how the product has helped people just like them.
Unsure of where to start in the vlogging world? Consider topics such as an FAQ video, a product introduction, or a behind-the-scenes view of a day in the life at your company.
Podcasts
Podcasting has been around for more than a decade, so why the recent surge in popularity? It boils down the simple fact that people are consuming more media in transit. Unlike video-based content, podcasts can be listened to anywhere at any time. Consumers can’t easily watch video content while driving or cooking but a podcast offers information and entertainment without the need to be visibly attached. Listenability is the name of the game.
Around 67 million Americans listen to a podcast at least once a month. This equates to around 24% of the total population. Beyond this, 42% of podcast listeners have been shown to listen to the entirety of their chosen podcast. Why is this important to note? Considering the average length of a podcast is around 30 minutes, this is a substantial amount of time for your audience to be listing to your content.
In a world of heavy video content, some consumers are seeking a reprieve from their screens. Let’s face it, staring at a screen can be exhausting, especially on the eyes. Plus, it’s not always convenient to consume video content (i.e. while on the road, hiking, at the gym, etc.) Podcasts allow consumers to soak in information without being confined to a screen.
Just a few places to host your Podcast…
To reach a broad audience, your podcast should be entertaining, helpful, and most importantly, it should tell a story. As a tool, podcasting works best when there’s momentum behind it. Don’t expect high success if you launch just one episode. Prepare to release a few episodes at once so that listeners can get an idea of what your content is like. There are even apps such as Anchor that let you create podcasts right on your phone! Open the app and start your podcast.
Remember, the better your podcast is – the more your listeners will crave your next episode. We call this “binge listening” (take that Netflix!). If you only have one podcast episode available, you risk losing listeners. Just like vlogging, the name of the game is consistency. Building an audience can take time, but being consistent and planning for the long haul is a better recipe for success.
Social Stories
While traditional social media marketing works on the idea that what you publish is available forever, social stories encourage more authentic, in-the-moment sharing. Social stories are literally here today but gone tomorrow. Successful marketing is all about being where your audience is, and these days, consumers have a sound fascination with social stories. This content is only available for 24 hours – then POOF! It’s gone.
Snapchat started the movement behind social stories, but it wasn’t long before Instagram and Facebook followed suit. Instagram Stories has around 300 million daily active users, accounting for around 75% of the apps total users. Additionally, Facebook has updated Instagram settings so that users can push stories on both platforms instantaneously.
But what’s the point in creating content that’s only good for a day? The popularity behind social stories is due to the “bite-size” format. It’s informal, personal. This content is unrehearsed and entirely raw, unlike most video content. This allows consumers to create a real connection.
Social stories are also a great medium for testing new ideas, such as a one-day promotion, posing questions, or announcing an upcoming event. If your story gets good reception, you can create more of this type of content on your social media platforms. On the flip side, if the reception isn’t so great, you didn’t spend hours of time and effort on something that floundered. Either way, in 24 hours your story will be gone and you can keep on testing!
As a business, you want to leverage social stories in a way to drive visibility in hopes of gaining new leads. Unlike personal social stories users, you’ll need to do more than just share videos and pictures. You should have a purpose and context behind your stories. Think outside of the box! Create a story to share a product sneak peak with your followers or to reveal informal glimpses into your brand and team. If your Instagram account has over 10k followers you can add swipe-up and site-linking capabilities to your stories, unlocking even more marketing potential.
Need a Digital Marketing Boost? We’ve Got You Covered
Keeping up with the ever-changing trends and understanding the ins and outs of digital marketing isn’t easy. Let our marketing specialists tackle the hard work while you focus on running your company. Contact our team today to inquire about our marketing services to build your leads, visibility, and ultimately, your success.
