Social Video Marketing, youtube, branding“Show, don’t tell”

These three words from a Mashable article I just read sum up the current state of marketing. In today’s marketing environment brands that are able to engage customers through some type of visual experience are giving more traditional companies, that rely on catch phrases and slogans, a run for their money.


Video: The Latest Tool In Social Media

One way to keep up with this new visual trend is social video marketing. Creating a presence on social media platforms like Twitter and Facebook are key to a good online marketing strategy but great marketers are going beyond that. Consumers today seem to be looking for sites with some form of active engagement. 


Video: The Latest Tool In Social Media

One way to keep up with this new visual trend is social video marketing. Creating a presence on social media platforms like Twitter and Facebook are key to a good online marketing strategy but great marketers are going beyond that. Consumers today seem to be looking for sites with some form of active engagement. 


Step Aside Lady Gaga, Lady Antebellum’s Got Social Media Figured Out

lady antebellum, social video marketing, youtube

To give an example I turn to country music group Lady Antebellum and their YouTube channel. Lady Gaga and her Twitter following are nothing compared to what Lady Antebellum has done using Social Media Marketing (SMM). You may think that Lady Antebellum being a singing group with celebrity status makes their marketing tactics irrelevant to your business but a lot of the same marketing principles apply to any marketing strategy.

Even back in 2007 when the group was just starting out they documented their life out on the road. After they became a more established group they started posting weekly webisodes (mini TV episodes) called “Webisode Wednesdays”. Other videos are posted on their channel that offere a behind-the-scenes look at the making of music videos. Each time the group holds a fan contest they make a video announcement as well. 

So Why is This All So Important? 

For one it provides transparency for the curious people out there. Fans of the group can see how the three members interact daily and what it’s like to be on a headlining tour. No one has to wonder “do they really get along off stage”? Different businesses can provide different levels of transparency but the more information you can give to customers the better. By taking customers behind the scenes to see how a product is made or tested you can give the consumer confidence in the product they are getting.

Another great reason to use social video marketing is to give personality to your company and liven up the brand. Branding is all about consumer perception and simply placing a fun logo on an item most likely will not convince the consumer to buy your product. Lady Antebellum has got their branding down. They have created a personality for the group that to their fans conveys approachability and realness. This fits into our “show, don’t tell” idea. A business can talk about how great their brand is until they are blue in the face but showing customers how great a product is does much more for a brand.

net promoter score, brand equity, consumersOne way to gauge consumer loyalty before making changes is Net Promoter Scores. By asking customers to rate their experience and whether or not they would recommend your company to a friend a score is produced that lets you know if there are consumers out there spreading negative feedback. following up with consumers after the survey can give you additional insight into the key areas to focus on to improve the consumer experience.

Customer appreciation is extremely important to a brand. Creating brand equity through consumer trust is possible without reaching out to the consumer but every consumer wants to be told how much they mean to a company. Going back to our example once more, Lady Antebellum does not just tell their fans how much they appreciate their support, they show their fans. From fan club parties, to fan competitions for poster designs, to holding a prom where the group will perform for a town devastated by a tornado, the group is actually giving back to the fans that helped them get to where they are today. 

Make Sure You Have Something To Say

One thing to keep in mind with social video marketing and while trying to engage customers is that creating a video for the sake of creating a video is probably not the best use of your time. Before investing time and resources in your effort to actively engage consumers make sure you have run your potential video content through “quality control”. Ask yourself if the video fits with your brand image and company values. Things like humor and parodies can be really effective ways to draw in consumers’ attention but use them wisely.

Wrapping Up

Now that you have seen a great example of the ways in which social video marketing can help create a personality for your brand and establish consumer trust it’s time for you to give it a try. Not sure where to start? We are here to help. Consumer perception is key to branding and we want to help you move your brand in the right direction.