In an age of ubiquitous viral photos and videos, 2015 is the veritable heyday of self-promotion.
Generation Y has become so adept at personal marketing — managing their personal brands everywhere from Twitter and Facebook to Instagram and YouTube — that they have turned the field into a form of entertainment and even surpassed small businesses in their ability to create a personal brand.
Despite brands’ ability to connect directly with consumers on Twitter or other social media platforms, only 22% of companies see the value of creating a personality for their brand marketing.
So why are young people so much better than brands and businesses at connecting with people online? The answer is simple: Individuals have learned to live and breathe their personal brands, whereas many professional marketers still view growing a brand as, well, a job.
Injecting personality into a company’s online presence is what sets that organization apart from the crowd. Video is the perfect venue to showcase the “you” of your company.
Video marketing is exploding in popularity, and with good reason: According to a report from Vidyard, more than 70% of marketers say that video produces conversions better than any other type of content. Additionally, an Animoto survey last year showed that 73% of U.S. adults are more likely to make a purchase after watching an online video explaining a product or service.
Your video marketing endeavors will never be successful if you think of them as a task to perform, delegate or measure according to metrics. You need to start thinking about video as a channel for making personal connections.
1. Personality is the key
To take advantage of video’s potential, you have to know how to use it. The most important way to achieve video marketing success is to make a personal connection on camera.
This point may sound obvious, but the majority of marketing videos miss it. Impersonal shots of landscapes or assembly lines aren’t going to grab a viewer’s attention in the way a real person speaking to the camera will.
Take, for instance, Michael Dubin’sDollar Shave Club. The company’s chief executive officer played up his outgoing personality and impressive grasp of Internet memes, and made himself the star of this video. In other words, Dubin used his personality and sense of humor to convey product messaging in a way that supported the brand.
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