We see it all the time. Company X hires Company Y to make a video. Company Y finishes the work and Company X posts the video hoping it “goes viral.” Then...crickets chirp. Friends and coworkers share it out of obligation or sympathy. It gets a couple hundred views and spends the rest of its days living in shame wondering what went wrong.
So, what went wrong? Why didn’t it get more views? To answer that question, here are five reasons nobody watches your videos:
Customers want to know who they are buying from as much as, and sometimes more than, what they are buying. Video is the best way to reveal the human side of your business, but creating authentic video content feels risky and takes a ton of time and energy. It is especially tough for businesses who want full control over their messaging because, to seem authentic, you need a living breathing human being to get in front of the camera (without a teleprompter) and be themselves!
Tone It Up is a great case study of how powerful authentic content can be. Karena Dawn and Katrina Scott built a multi-million dollar fitness brand by simply being themselves. Seven years ago, they started posting workout videos to YouTube of the two of them working out on the beach. By staying true to who they are and creating authentic content, they were able to succeed in a crowded space full of other fitness brands.
When I worked at Soderquist Leadership, we assumed our followers wanted a particular kind of video. So we produced a bunch of “talking heads” sharing their leadership wisdom. Turns out, they wanted that, but they also wanted something totally different--they wanted to be entertained. LeaderSkilz changed the game for us and became the primary lead generator for the organization. Leads started coming out of the woodwork. We got calls from the talent development teams of Facebook, Northwestern Mutual, Humana, Tyson Foods, and Walmart. We produced 18 episodes of LeaderSkilz while I was there.
Remember a few years ago when digital SLR cameras became a hot commodity and suddenly everyone was a photographer? The Mamarazzi movement was born and now every child’s birthday party is documented like a royal wedding. The same thing is happening with video. Anyone can get their hands on a cheap camera, shoot some pretty footage, edit a slick demo reel, and advertise themselves as a video producer. But pretty footage isn’t enough. People don’t share videos because they’re pretty. They share because it added value to their life in some way. The real value comes from crafting the story and telling it in a way that captivates an audience. This requires a very unique skill set and a lot of experience to do it right.
I’ll use a documentary I produced as an example. It’s called The Making of a Family and it shares the story of adopting our daughter from China. We’ve been amazed by the response it’s gotten. It doesn’t matter that most of it was shot on a tiny point-and-shoot camera. The story is what resonated with people.
People are constantly looking for ways to make their lives easier. They have problems you can help them solve. If you solve a problem for someone, you’ve not only made their life easier, you also just gained a customer. This is a huge opportunity that brands are starting to pick up on. Just look at the explosion of how-to videos on YouTube. Anything and everything you’ve ever wanted to know is in a YouTube video somewhere.
As an example, we worked with Clairol to produce a series of videos on how to dye your hair at home. Clairol realized that women wanted to dye their hair at home, but they needed some tips on how to do it. The videos have done extremely well and have hundreds of thousands of views.
Your followers want to know you’re committed to consistently providing something of value, not just a crumb every once in awhile. So often we see one-off videos that don’t create any click-throughs or conversions, and it’s tempting to throw your hands up in the air and call it quits. It is incredibly difficult to consistently create content worth watching and sharing, which is why you need a content engine that is running all the time, cranking out videos, blog posts, tweets, Instagram posts, etc. It’s also not enough to just hire an in-house “video person” unless you have a crystal clear strategy and need someone to execute it day in and day out. Otherwise, you’ll waste a lot of time and money hiring someone and buying equipment.
You really need expertise to help you find the sweet spot. That’s where we come in. Our team can work with you to develop a strategy and help you produce content that your followers and prospective customers will actually pay attention to.