Not long ago many businesses scoffed at the idea of having a presence on social media, dismissing it as unnecessary or too “out there.” But those days are far gone, and now businesses are fighting for shoulder space in the hectic social media landscape. A similar transformation seems to be underway in the realm of visual media, specifically in regard to YouTube.
Very few businesses are currently capitalizing on YouTube, but those who are incorporating it into their marketing strategies are winning big and ahead of the curve. We’re not talking about creating ads for other videos, either—although this form of advertising does have its place—we’re talking about creating your own videos, your own foothold in the visual media landscape (before it, too, becomes overcrowded).
Right now the thought of creating a YouTube page for one’s businesses is relatively novel. Many businesses believe that their product or service wouldn’t translate well to videos. “How am I supposed to make appealing video content about coffee beans?” a bean roasting company may ask—a fair question, but there is always a way to find an angle that works.
For a business that roasts beans, they could create a video series demonstrating the various and optimum ways to make coffee at home—not their coffee, granted, but coffee in general; this is an important distinction because when you are trying to gain the trust of consumers in an informational video, you don’t want to come across as a brand advertising their product (that’s what video ads are for). Instead, you want to subtly incorporate your brand into the informational videos. For the case of the coffee roaster, the obvious solution is to use their own beans in the coffee-making process, but the video should never become about the beans, themselves.
Every business, from the most mundane to the most extravagant, has an angle they can use. Do you sell fertilizer? Create videos on planting techniques. Sell clothes? Create a video-series with fashion tips. Sell water? Create a video highlighting clean-water initiatives in under-developed countries. There is always a way to tie your business into relevant and enticing video content, the key is to do so subtly so that it is not immediately apparent that you are boosting your market presence and authority.
The thought of incorporating video content into your marketing can be intimidating; after all, if it is not “good” content, it could actually backfire on you. But that’s why you don’t go at it alone. There are people out there who are experts at creating videos; it would be foolish not to utilize them. This may sound like it could get real expensive real fast, but keep in mind that your video content library does not have to be nearly as expansive as your social media content library.
The downside with social media is that to maintain your foothold in it you have to constantly create new and enticing content. The beauty of videos, however, is that you only need one successful video to maintain your foothold in the market. Of course, it can’t hurt to have multiple videos, but the point is that once a video is on YouTube, it will be out there for years on end. You can reap the benefits of content you created years ago so long as it is still relevant and useful to consumers.
That being said, the sooner you figure out how to secure your foothold in visual media the better off you will be. Businesses will start catching on eventually; it is only a matter of time.
Are you interested in building a presence for your business on YouTube but not sure how best to go about doing it? Give us a call or shoot us an email—TAE can help.