If you’ve paused while scrolling through your Facebook Timeline to watch the making of chicken parmesan stuffed garlic bread or a happy shopper showing off her Chewbaca mask, you’ve contributed to the eight billion video views, which Facebook experiences daily. And that matters — a lot.
A recent Demand Metric survey found that 74 percent of B2B marketers are reporting higher conversion rates from video than any other form of content. But while businesses of all shapes and sizes are blindly boarding the video train, most entrepreneurs still struggle to make sense of marketing’s most influential form of content.
Video may seem intimidating, expensive and cumbersome, but if you ask yourself the following three questions during the production process, you’ll create something that’s not only watchworthy, but shareworthy.
1. What are my competitors not doing?
Theodore Roosevelt once said, “Comparison is the thief of joy,” but I beg to differ.
Let’s not kid ourselves. For as much as you want to play your own game, you can’t ignore the competition. You have to pay attention to your rivals; it’s simply smart business. But this time when you watch them, put on a new set of lenses, and notice them not for what they are doing, but for what they are not doing.
There is joy to be found in doing what the competition doesn’t.
When you imagine video in the software industry, your mind zaps quickly to a product walkthrough or generic demo. So when my company decided to make a video, we did something that we noticed no one else had done. None of our competitors were incorporating humor or storytelling into their brand videos so we snagged that whitespace and brought our story to life. We also won a Telly Award.
As video becomes increasingly popular as a medium, consider capitalizing on the spots where you see your competitors aren’t.
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