As smartphone ownership and internet access continues to grow, so does video consumption. In 2014, videos made up 64% of the world’s internet traffic. According to Cisco, it’s predicted that in 2019, video content in the United States will make up 85% of all online content. Consumers are looking for their favorite businesses to produce videos that will keep them entertained and educated.
You don’t need a big budget or a lot of experience to make videos that will appeal to your audience. People know that you are the owner or manager of a small business in their town, not a Hollywood film director. You can create videos that are short and enjoyable with just your smartphone and a tripod. Here are three examples of videos that you can use to engage with consumers.
1) The Box Open
The Box Open style of video has become more popular as businesses offer subscription box services. If you aren’t familiar with the style of video, it’s a simple one camera shot where the subject on screen opens a box full of merchandise and explains what each product is and why they are excited, or not excited, about it.
These videos are normally shared by consumers, but as a business owner you can produce them too. If you have a subscription box service, you can show your customers what they will be receiving in the mail. You can also use this style of video to promote items for sale. Pulling products out of their box, and demonstrating how they work can help build consumer interest. This is a great way to showcase your personality and educate your audience on the type of merchandise your business offers.
2) The Ask Me Anything
“Ask Me Anything”, or AMA, is a popular type of digital storytelling to introduce and educate people about a particular person, job, or topic. The subject of the piece answers questions from the audience in real-time. Made popular by the message board community on Reddit.com, “Ask Me Anything’s” have been used by global brands for promotion and engagement.
There are two ways you can create this audience participation video. The first way is to collect the most popular questions that you receive, and answer one question per video. This way the videos are quicker and, depending on how many questions you are being asked, you can generate more content to be shared over a longer period of time.
You can also broadcast the video via the streaming services provided by Periscope, Meerkat, or Facebook. Personally, I’ve noticed more companies and personalities I follow on Facebook using the streaming function for exactly this purpose. It’s a great feature because a notification is sent to your followers letting them know that you are streaming video and answering questions. However, it requires you to be quick on your feet and be prepared to respond to positive and negative questions. There is no time or opportunity to edit, but you are making yourself available to your fans.
3) The BIG Announcement
Use a video to share news or announcements about your business. These videos convey excitement and energy and don’t need to be excessively long or complicated. However, the announcement video should not be spontaneous. It needs to be promoted. People need to know that you are going to reveal big news at a certain date and time. Sure the video will be available on social media once you post it, but creating this buzz around an event increases the value of the announcement.
As a business owner, you need to be aware of the growing trends in marketing. Growing internet accessibility is a great opportunity for you business to be seen by more potential customers. However, you must create the content that consumers are looking for and will want to engage with. By producing these short videos today, your business becomes a part of a growing trend, instead of struggling to catch up with it.
Nick Pizzolato is the Marketing Content Manager at Wicked Local Media Solutions. For questions, topics for future blogs, or to share your favorite moment from the film “Back to the Future,” email him at email@example.com.