It’s no secret that there’s more competition than ever when it comes to video production and marketing and that if you can’t manage to produce high-quality video content, there’s really not much of a point in trying.
However, high-quality video isn’t enough anymore either. High-end equipment is now more accessible than ever and more and more video makers have caught on to the fact that telling stories works a lot better than straight-up selling, so you need to do more to set your videos apart. One way to do that: Use video to build communities.
We know, it’s confusing because you can’t build communities without high-quality content, but the point is, you need to decide where your energies should be directed, and take it from us as longtime NY and NJ video production pros, it may be time to start shifting your focus toward ensuring your video content is conversational first, entertaining second.
Why it can’t just be about consumption anymore but discussion too.
For so long, when it came to getting ready for a video project, whether it was a corporate or commercial video production or not, most of your focus would be directed at all the things you could do to make the video more informative, persuasive, or entertaining, but there’s more to it now.
You need to also factor in the capability of the type of video you’re planning to produce to encourage discussion and engagement on the part of the viewer nowadays. Why?
Well, first off, your competitors may be, but also because people want to be able to talk about the topics they find emotional, interesting, or amusing. Everyone loves to be the person who spots the cool or interesting video first and shares it with their friends and families these days.
And think about it, if they’re watching your videos, then you know they find the topics they’re about stimulating in some way, so it’s up to you to encourage the discussion. Because make no mistake, video is one of the best ways to prompt interaction and that’s become one of the best ways to set your videos apart from the rest.
How can you encourage discussion with your videos?
First off, there is such a thing as interactive video and it’s something more and more big brands are diving into. For more on that, check out this post, Why Interactive Video Is so Important and Tips for Folding It into Your Production Plan, but videos don’t have to be clickable to encourage interaction, and like any aspect of any type of video production, having a firm understanding of your target audience can go a long way.
You need to do what it takes to learn what kinds of questions the viewers you’d like to watch your video are asking and what kinds of topics they’re having discussions about, whether you do it via in-person meetings, through your social media activity, monitoring your FAQ page, surveys, etc.
The point is, while you always want to build your videos around topics potential viewers will likely find interesting and attractive, you may want to start thinking about building some videos around topics that your target audience is actively discussing as well.
From there, the way you interact and are open to discussion will go a long way toward encouraging that kind of behavior in your viewers. That means that you need to make sure you have an efficient response strategy in place before posting your videos.
When people do take the time to discuss your videos with you and each other, you need to let them know you’re listening. Respond to their questions and comments and get involved in their discussions as quickly as possible, when appropriate of course.
Also, you can’t underestimate the power of surprise when it comes to encouraging discussion. Yes, learning from other video content that’s attracting the kind of audience you’re aiming for is always a good idea, but a carbon copy won’t give viewers anything new to talk about. You need to make a new and lasting impression yourself.
And another great way to promote conversation is to connect the different parts of your audience together and encourage discussion. Trust as, we’ve been in video production in NY and NJ for long enough to know that if you notice an ongoing dialogue about a video on Twitter, you need tell your Facebook community about it and encourage them to join the conversation or start their own. It could make a huge difference.
Thoughts = Conversations = Communities
The bottom line is that, unless you’re like YouTube and are completely satisfied with your viewership, allowing you to keep all your focus on the quality of the video content itself, you could benefit, in some way, from shifting at least some of that energy toward encouraging interaction, starting discussions, and building communities.
Even if the videos people discuss don’t directly promote your product, service, skill, etc., the conversations themselves will ensure you’re not forgotten. People will remember videos that made them think, that prompted them to express their thoughts, and that made them want to hear what other viewers thought too.
So, you need to do everything in your power to encourage that kind of reaction. Because trust us, if your videos get people thinking enough to get conversations going, those conversations will then lead to communities, and communities built around your videos is all you could ask for.
About KVibe Productions: A full-service film & video production company in NJ / NY, KVibe can handle every aspect of the production process. Whether it’s a corporate video production, a commercial, or a feature film, at KVibe, we create to inspire.