When you think YouTube, what comes to mind? Cute animal videos? Kids chattering on webcams? Susan Boyle? Although most of these things are entertaining, none of them evoke images of brand management, business relations, or credibility. Yet, there are thousands of smart individuals and companies that are using YouTube and online video to their advantage. Here is an overview of how online video can build authority and trustworthiness.
Explaining your brand
Even the simplest product can confuse users. Make it easy to understand by using online video to explain and brand your product. If it’s a social media service, record a YouTube video explaining how it works. Make sure to show the product in action and show examples whenever possible. When users want an explanation, video is a medium they are comfortable with.
The other key point to remember about information videos is tone: whichever tone you use, whether it is quirky, happy, or serious, will be a major influence on how people see your brand. For example, if you want customers to associate your brand with fun, make sure it’s a humorous video.
Establishing expertise
Another method for building authority is to use video to create a sense of expertise. Talk about what you know – news about your industry, programming, social media, etc. – and share that video with your Twitter followers, your blog readers, and your web customers. If you are teaching viewers something new and displaying appropriate knowledge, the credibility associated between you and an industry or your brand and an industry will develop.
Increasing visibility
Lastly, online video is a strong platform for spreading influence. Blendtec, a company that produces blenders, received millions of YouTube views and great press for blending objects like iPhones and wood blocks, proving its product was durable. Not a bad way to establish your product’s credibility and get attention, right?
You don’t have to blend objects or perform insane stunts, though – you just have to build compelling content and use video to spread the word to the community you want to target. If it’s compelling, and you promote your videos through social media channels, you can increase your product’s visibility and influence.
Think about how people react to video – it’s a richer experience than a blog post or a press release. By using video to create simple explanations or create brand identity, you will be able to promote your brand as credible and reliable. It’s all about associations.
Explaining your brand
Even the simplest product can confuse users. Make it easy to understand by using online video to explain and brand your product. If it’s a social media service, record a YouTube video explaining how it works. Make sure to show the product in action and show examples whenever possible. When users want an explanation, video is a medium they are comfortable with.
The other key point to remember about information videos is tone: whichever tone you use, whether it is quirky, happy, or serious, will be a major influence on how people see your brand. For example, if you want customers to associate your brand with fun, make sure it’s a humorous video.
Establishing expertise
Another method for building authority is to use video to create a sense of expertise. Talk about what you know – news about your industry, programming, social media, etc. – and share that video with your Twitter followers, your blog readers, and your web customers. If you are teaching viewers something new and displaying appropriate knowledge, the credibility associated between you and an industry or your brand and an industry will develop.
Increasing visibility
Lastly, online video is a strong platform for spreading influence. Blendtec, a company that produces blenders, received millions of YouTube views and great press for blending objects like iPhones and wood blocks, proving its product was durable. Not a bad way to establish your product’s credibility and get attention, right?
You don’t have to blend objects or perform insane stunts, though – you just have to build compelling content and use video to spread the word to the community you want to target. If it’s compelling, and you promote your videos through social media channels, you can increase your product’s visibility and influence.
Think about how people react to video – it’s a richer experience than a blog post or a press release. By using video to create simple explanations or create brand identity, you will be able to promote your brand as credible and reliable. It’s all about associations.
