When online video content gets very interesting to brands is when consumers take it upon themselves to share it. Shareability equals credibility and all important eyeballs on your content with potential to redirect to your website.
The growing popularity of micro video apps like Vine and Instagram Video is facilitating a trend for real-time video sharing. And regular Facebook users will doubtless have noticed that videos in their news feeds are now playing automatically. Video is here to stay: the trick now is to create video content that people are inspired to share among their communities.
There’s an art to creating brilliant video, but the real mastery lies in producing work that compels people to hit share. Here are some tips:
Keep online video short
To create shareable, even viral video – think 30 seconds good, 90 seconds bad. Any longer than that and people won’t reach the end, let alone share.
Offer an interpersonal, human angle
People only share what they know and feel a connection with. Above all, make it relatable.
Create rough video content that feels authentic
Avoid over-produced content – people generally prefer a behind-the-scenes feel to a slick, edited product, even from brands.
Make it something that people can engage with
People want to engage with content, not passively consume it. Invite viewers to interact with your video. Where budgets allow, this might involve high-tech interactivity (as with this introduction to the Rolls Royce Wraith) but a simple call to action for viewers to comment can also be effective.
Consider your users’ reputations as well as yours
If your video content is potentially embarrassing or likely to cause offence, people will be less willing to share it. Stand in your target viewer’s shoes as a guide to what’s acceptable.
Social platforms are doing their bit to facilitate sharing between users. Instagram, for instance, launched a video messaging service in December instagram-direct for its 150 million users to share images and videos. Now Twitter-owned Vine has added a private messaging feature allowing users to send videos as well as text directly to their friends. Even at their most creative, Vines are low budget and quick to create so may be worth considering for your brand – just be sure to keep videos entertaining, useful or engaging – or even better, all three.
