At the highest level, the defining factors between businesses that succeed and those that don’t are relationships. Both internal and external relationships build the foundation of companies. The best companies extend the importance of relationships into every aspect of business.
Trusting, mutually beneficial relationships are the hardest to foster, yet reap the greatest rewards.
Social video marketing is a relatively new and immensely powerful tool for building this trust. It takes the personal touch and charm of the the door-to-door salesman of yesteryear and combines it with the scale and ease of performance media. Social video marketing is changing the face of business in a variety of ways.
The following is my assessment of the two most challenging areas that marketers often struggle with and how they are best solved with video marketing.
Trust and relationship building at scale
Developing an interpersonal connection with a customer used to be as simple as knocking on their door and whipping out a vacuum cleaner. But the world has changed. In the digital age, personal touch often gets eclipsed by digital infrastructure including websites, emails, banner ads and customer service centers.
In fairness, these digital solutions are successful in building some relationships; however, not the types that today’s consumers really engage with.
The evolution of social video marketing allows businesses to develop relationships with exponential emotional impact and scale. It creates a connection between brands and people through a voice and an intimacy that rivals face-to-face conversation.
With innovations in video workflow, business people can increasingly create many different versions of video creative to speak to a specific audience, a specific stage of the sales funnel or even a specific individual. As such, social video has the ability to make the viewer feel as if the person in the video is speaking to them in real time, including them in the businesses narrative, inviting them to be a part of the story and creating nuanced authenticity.
Speaking to the change generation
There are two factors to conquer when trying to communicate with cord-cutters and millennials, or the Change Generation: where and how.
Cord-cutters aren’t watching TV and most millennials are not reading The Wall Street Journal. Social media has altered this generation’s perspectives on everything from news to sports to relationships, advertising and spending. Social platforms allow them to be in constant communication with their world, part of which includes the businesses they interact with.
In the digital age, getting consumers to read an article is a much bigger battle than getting them to watch a video story. A one minute video can deliver more useful data than a 1,000 word article. Video is easy to consume on mobile devices and highly visual, making it the preferred medium of millennials; but having been surrounded by so much media for so long, the majority of this group turns a blind eye to video with the blatant intent to sell.
Millennials have an evolved way of interacting with the world, which changes the way they interact with businesses. The social contract between brands and consumers has progressed beyond broadcast advertising and now places more value on conversation. Businesses now sell through the digital content they create and the voice they use.
Companies can become personable with video. By putting a face to the brand, they can fill the blank corporate slate that millennials are wary of. The issues of trust and authenticity emerge once again, and once again, are solved by video.
However, posting content that is too heavily produced or comes across too ‘sales-y’ diminishes authenticity and decreases your relatability to this crowd. Having come of age in the digital world, millennials are blind to flashy ads and sales pitches. The voice has to be familiar. Something as simple as putting the call to action in the text below the post can make a big difference in ROI. Video also tends to spread organically more than other mediums.
As marketers, we face a lot of challenges. There’s no faster way to build trust and report with people online than through video. Learning how to correctly use video can give you more advantages over endless competition, increasing brand recognition and highlighting your competitive edge.
This post is part of our contributor series. It is written and published independently of TNW.