Online videos are as common as photos and texts. Video content has become an integral part of the Internet. But it’s important to not only create content that causes someone to push play. You want to create video content that will improve your business and help it grow. Below are ways to approach video content—and how each method can help boost business.
You Could Create Something That Could Go Viral
Every company wants to create a video that is shared by millions and becomes part of the cultural zeitgeist. It’s a great way to get people talking about your brand—who can forget the Mentos and Diet Coke experiment? Although not all brands lend themselves to creating hilarious and fascinating DIY science experiments, people want to share positive Internet videos. There are two ways to create positively through your video content:
Create Something Funny
One of the most successful ad campaigns in the last few years is the Old Spice campaign. The series of silly videos featuring the Old Spice Man was quoted endlessly and shared millions of times. Hilarious and nonsensical, it struck a cord with people in a way that very few commercials have in the last few years. Clearly, if you are willing to take a risk and create something a little bit nutty you can relaunch your brand and capture the love of a whole new audience.
Create Something Meaningful
Although many viral videos are funny, sometimes laughter isn’t a part of the message you want to get across. If you pack an emotional punch, people will want to share with their friends. Take, for example, the video for Australia’s Get Up! campaign. The wordless video shows a sweet and romantic montage showing a couple meeting and falling in love. The twist? At the end of the video, we learn that two people falling in love are men—not the heterosexual couple we are used to seeing in the media. The video was an Internet sensation and helped make Australia’s gay rights campaign a topic of discussion around the world.
Videos Help Consumers Make Informed Shopping Decisions
If you’re selling a product online, consider using videos to help your customer make informed shopping decisions. It doesn’t matter what you are selling or what ecommerce platform you are using. People want to see your product in action. Zappos is one good example of an online retail outlet that utilizes video. The website sells a variety of shoes. In order for the buyer to see the product in action before entering their credit card number in their small business shopping cart, they can click on a video to see the shoe. A Zappos employee explains details about the shoe and then walks a runway in the footwear. It’s like having your own personal salesman inside your computer.
Amazon utilizes video in a slightly different way. The site often features exclusive interviews with authors to help boost book sales and get readers to click “buy.” A book doesn’t need to walk the runway like a shoe does. But a good book trailer can help entice the reader to want to learn more. You might not create a viral sensation with an informative video, but you can help boost the number of products in a buyer’s online shopping cart.
Jessica Reedy lives and works in Washington, D.C. She writes on the side and has a full time job with NPR.