When Snapchat popularised disappearing photos and videos, it made way for a trend in content marketing: DIY. Then came Instagram and Facebook Stories. With the freedom of creating 15-second videos that only last 24 hours, brands that had been delicately arranging flat lays for Instagram leveraged the new format to show the human side of their brand with selfie videos from influencers or team members, behind-the-scenes footage of their workspace or a customer’s unboxing reveal when the product arrives.
It was a leap forward in demonstrating brand authenticity, transforming the way marketers engage with their customers and talk about their products. But this becomes problematic when a brand begins to believe that authenticity on social media is only tied to raw content. There’s a place for DIY, especially on Stories or live videos, but there’s still a huge need for the credibility and expertise that comes with engaging professional video services for social media content. Here’s why.
In 2016, Mark Zuckerberg told Buzzfeed News, ‘I wouldn’t be surprised if you fast-forward five years and most of the content that people see on Facebook and are sharing on a day-to-day basis is video’. Think about when you noticed that most of your Facebook feed was video. It didn’t take five years. Realizing that the future of content marketing is video, many brands scrambled to include videos in their marketing outputs, but approached this format with a check-the-box mindset. Video, check – we’re doing that. The thing is, everyone’s doing that. How will your brand stand out?
It’s a myth that budget, low-production videos look and feel more authentic, and as a result, are more appealing. A good video makes you forget that you’re watching a video. You’re not distracted by hiccups in audio or lighting, or put off by the length. You’re captured by the story it’s telling – if it’s done right. (Head here for more on the expertise, scripting, and quality that professionals can offer.)
Authenticity is about being genuinely customer-centric and aligning what your brand values say and what you’re actually doing. When it comes to posting a video, authenticity will be obvious in your approach and tone whether it’s DIY or not. But credibility may not. A cheap-looking DIY video solution on a Facebook ad, for example, where users are used to seeing quality (remember, everyone else is posting videos, too), could directly reflect on brand perception – a potential customer’s belief that you have the ability to deliver a quality solution.
No one knows your brand, product or service better than you, but having an outsider’s perspective is always helpful to make sure that the message you are communicating through your video is clear. Having a professional’s input takes your ideas and the ability to deliver the video’s objectives to the next level. There may be aspects where you could show through action, rather than tell through the script, what you’re trying to get across, which could help shorten the script and keep the video engaging without losing key messages.
Users watch 85% of Facebook videos with the sound off. That’s why it’s important to engage with professionals who have a broader understanding and skill set to communicate what you’re trying to say not only through the script, but also visually through captions and graphic overlays.
Facebook suggests getting to the point within the first 3 seconds of your video, as that’s when people decide if they want to continue watching. By 10 seconds in, if the video is not clear or engaging, most people have moved on. Given that your audience’s attention span may only be 3 seconds, rather than cramming all the key messages into one long video, a professional team can guide you through creating a series of videos that tells the story of your product, service or brand mission over time.
Incorporating video into your content marketing strategy means that your first video production isn’t going to be a one off. Working with professionals can ensure that you’re portraying a consistent look that is in line with your branding no matter the time of year, location or team limitations.
With Stories and live video features popular on social media platforms, it’s clear that DIY is here to stay in your content marketing plan. But that doesn’t mean that DIY should be your only approach when communicating key messages about your product, service or brand through video. When a customer’s social media feeds are filled with videos, how will yours stand out? It’s the credibility, creativity and consistency that working alongside a professional video team can provide that will help attract potential customers and keep followers engaged.
Want to find out how we can help you up your video game on social media or any other platform? Use the form below (or here) to schedule a free consultation to discuss where you are and how video can help you reach your goals.
Still want to learn more? Check out some of our related content:
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- 3 Reasons to Rethink DIY App Videos