If you are like me, when you think of a ‘one-hit wonder’ you will remember the Chesney Hawkes’ classic “I am the one and only”.
Like a self-fulfilling prophesy, that song was his only hit. I don’t know the whole story but I imagine the record company stumbled upon this young man and his catchy tune and saw pound signs.
Apparently no thought was given to keeping up the momentum and building on his epic moment of success.
In this article, we are going to help you question your approach to video production for your business. If I wanted to give you a mantra it would be ‘don’t do a Chesney’, but I don’t want to do that. Quite simply, the goal is to switch your outlook on video from short-term to long-term. We want you to appreciate the value of video as an effective business solution and to get away from thinking of it as a fashionable must-have.
If you can relate because you made a video a while ago but have no idea what it achieved for your business, then please read on. I am going to offer some tips on how to avoid making a one-hit wonder.
1. Have a long-term video production strategy
Video is for life, not just for Christmas. To avoid being a one-hit wonder, approach online video with a long-term strategy. This involves thinking about your goals, your budget, how you will have your videos produced, marketing and distribution and last but not least, monitoring and evaluation. Ultimately, you want to be able to improve upon and learn from each and every video you make.
The issue is that this takes commitment and with a new opportunity most businesses simply want to dip their toe in the water and see. Unfortunately this approach tends to fail. It is rare that any business will hit the nail on the head first time around.
In most situations video is a more compelling way to communicate than static text or images – that is just fact, so with that in mind, how can you use video to form better relationships with your customers in the long term and how can you do it without risking too much?
Look around your business and see what types of communications are taking a lot of time or are not getting through? What do your customer service team struggle to explain, where are there misunderstandings or problems. These are prime opportunities for video to help you improve your business.
2. Reward loyalty
Is Your Video Production a One Hit Wonder?If you have one successful video, you will have garnered interest and support. Ideally, you want to stay connected to these viewers. That is why the following are so valuable:
a) Page likes on Facebook
b) Twitter followers
c) YouTube channel subscribers
d) Email sign ups
When viewers have chosen to stay connected to you in one of these ways, you should be thinking of ways to keep them interested and to reward their loyalty.
Old Spice had a video campaign known as “The Man Your Man Could Smell Like”. The video did extremely well and on the back of it they launched a ‘Response’ campaign, which went viral. They invited followers via Twitter to ask ‘The Old Spice Guy’ (AKA Isaiah Mustafa) any question they wanted. Out of these questions, Old Spice made 180 video responses. Here is one of them:
Engaging with an audience in this way is not only method to reward loyalty, it is also a fantastic way to generate original, new content that people will want to share.
3. Build on success (but don’t repeat yourself!)
One of the biggest errors any one-hit wonder can make is to try to repeat their previous success by doing exactly the same thing. It is impossible to do the same thing twice and it is obvious when that is what you are trying to do. Build on your previous success by adding something fresh.
Blendtec have achieved over 200 million views across the videos in their ‘Will it blend?’ campaign. There were rumours that their sales increased by 500% as a result of this campaign. The success of their videos is down to a number of factors. They focus on their own USP – i.e. the power of their blenders. They also make each video topical by attempting to blend an object of cultural relevance at that time.
‘Will it blend? – iPad’ has had just under 16 million views at the time of writing.
4. Sustain momentum
With online video, one of the worst things you can do is give up because you have had success with one video. If you rest on your laurels, you are wasting the opportunity to build on the momentum of your initial achievements. If you sustain momentum, you are more likely to achieve bigger success next time. Do this by keeping people interested.
This is connected to the point about rewarding loyalty. If a viewer has expressed an interest in what you do by becoming a ‘follower’ in one way or another, then you need to give them what they want. Regular output is vital. It doesn’t have to be every week, just regular and worthwhile. Relevant output is also essential. There is no point sharing video with these new followers that is unrelated to their original reason for being interested in you.
Red Bull is a giant in the world of online video. They produce new video content regularly and they give their followers something new every week. They know their audience and have built their video brand around who their audience is (i.e. adrenaline junkies!).
5. Constantly improve on your videos
If you truly do not want to be a one-hit wonder, you need to be committed to getting better at what you do. If you don’t progress with your video productions, everyone around you will be progressing and leaving you behind. You will be remembered for your one hit.
Marie Forleo is a great example of a video content producer who has a popular format (which she does repeat) but produces regular, fresh content – always adding something new to her portfolio. In the video below, Forleo features a high profile guest in her video, Sally Hogshead. Forleo is therefore benefiting from someone else’s expertise to create a new video that will be interesting to her audience.
6. Give people what they want
It sounds obvious, and I have said it before, but give people what they want. Do your research to find out what your audiences enjoy and give it to them. There are clues everywhere. Which content of yours do they like most? What are your competitors doing and what is getting the best response? Have you done any market research? If so, what does this tell you about what types of video content your target market might like?
All digital marketing is moving to an inbound strategy that leverages content… so why not give people what they want?
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