How Episodic Content Marketing Can Boost Your Video Advertising Efforts
Content marketing can help businesses create long-term connections with consumers via branded content, and video has proven to be the not-so-secret weapon. But how does one decide what to show in a branded video? Keep in mind that attention spans are short, and that viewers are a click or scroll away from something else. The solution lies within episodic content marketing.
Forbes defines episodic content marketing as a way of splitting long-form content into smaller chapters or “episodes.” Each episode shares a little more with its viewer, ultimately developing a storyline that keeps viewers captivated. Ever finish a series on Netflix within a few days because you were so hooked? Your video marketing, if done well, can have the same effect on consumers.
What does it take to make episodic content marketing work? Consider the following:
Follow a storyline – With characters and a plot, businesses are able to get their message across and position themselves as experts in the field (and in their characters’ day-to-day lives, whatever they may be doing!).
A social media following – If your consumers are already following you, then you won’t have to search for an audience when the time comes to click “post.” However, using hashtags and cross-posting on various social media outlets will assist with drawing in new viewers and future consumers.
A target audience – Your message should align with the culture and persona of your audience. Forbes points to Kate Spade’s successful “Miss Adventure” video series, starring Anna Kendrick as a character experiencing her own misadventures while living in New York. Matching their key demographics and using a well-known actress helped the brand reach viewers in a fun yet authentic way.
Keep it real – Plots can jump the shark quickly, but if you provide a behind-the-scenes look at your company or an inside look at your products, episodes will build trust with your viewers. But remember: This isn’t a commercial, so keep the sales talk to a minimum.
You may also want to ensure that your videos include captions for the hearing impaired or those watching while their phones are on silent. And don’t forget about adding a call to action. If your viewers are interested in what your brand or these videos are promoting, make it easy for them to subscribe, follow, or learn more information.
Video marketing continues to grow, and shows no signs of slowing down – especially on social media. According to Business 2 Community, 83% of businesses are using social media to distribute video marketing content. YouTube, Instagram TV (IGTV), and just about any other social media platform that allows for the uploading of videos represents a great opportunity for brands. This is your chance to share your industry expertise, and reach out to consumers in a way that goes beyond traditional radio and television advertising.
Today’s brands must keep up with their consumers’ expectations or risk being left behind. While the occasional video might be appropriate for a holiday or promotion, producing a series of videos will keep consumers engaged and coming back for more, ultimately benefiting the brands producing the content. Be sure to keep episodic content marketing in mind for your next series of videos.