Over the past decade, a single mantra has plagued internal marketing teams around the world: “We need to be doing more on social media”. In today’s digital age, video content has emerged as the medium of choice for brands to connect with their audiences with 91% of consumers stating that they want to see more video from companies.
But here’s the problem: When every brand is posting videos online, how do you make content that stands out?
And now for the good news: After spending years obsessing over this same question; and based on capturing and editing hundreds of hours of video content and tapping into consumer trend research, we have landed on three surprisingly simple guidelines:
- Provide Value
- Don’t Sell
- Be Consistent
Provide Value to Your Audience
Providing genuine value to your customers is the cornerstone of any successful business, so why should the video you produce be any different? This goes beyond promotional offers or discounts; it’s about providing content your audience finds enjoyment in watching. You can do this through informative content (like this blog), emotionally compelling stories, or viral-style videos that are just fun to watch! Whether you’re sharing expert insights, showcasing behind-the-scenes moments, or sharing a meaningful story, focus on delivering video content that enriches the viewer’s experience instead of spouting off your latest offerings.
For instance, educational videos that offer practical tips related to your industry establish your brand as a thought leader while emotionally resonant stories can forge a deeper connection with your audience. By consistently delivering value, you position your brand as a trusted source of relevant and engaging video content within your industry. According to a comprehensive study by Wyzowl, 90% of brands see ROI from video.
Don’t Sell!
One of the common pitfalls in video content creation is the urge to incorporate a direct sales pitch. We’ve all seen brands inadvertently alienate their audience by overtly pushing products or services. Instead, aim to build goodwill and credibility through content that informs, entertains, or inspires.
Viewers engage with videos that address their needs or interests without feeling pressured to make a purchase. This could account for the uptick in videos that demonstrate product attributes and podcasts that explore topics adjacent to services versus direct sales content creation. Not sure if your content is following consumer, industry, and technology trends? Check out this insight report by Wistia of over 100K businesses and 90 million videos.
Our takeaway: by focusing on delivering value-driven content, you nurture a positive perception of your brand and cultivate a community of loyal followers who actively seek out your videos.
Be Consistent
Finally, a key element to building a sustainable video engagement strategy is consistency. Establishing a regular publishing schedule not only keeps your audience engaged but also signals reliability and professionalism. Social media algorithms favor consistent creators, making it easier for your content to reach a broader audience.
Whether you commit to a weekly series, monthly updates, or daily snippets, maintain a predictable rhythm that aligns with your audience’s expectations. Consistency enhances visibility and reinforces your brand’s presence over time. See our post about ineffective video marketing for tips on getting started.
Wrapping Up
We have all seen small businesses outperform much larger brands through a deep understanding of their audiences and by producing content that creates a meaningful connection. While your plan will likely look different than other companies, every video strategy must be intentional and authentic to your brand. We challenge you to look for ways to deliver value, avoid the sales trap, and consistently publish. We’ll be looking for your video … or possibly helping you create it!
