Is Vlogging for Your Business?
Video has been a vital part of any marketing strategy for some time now, but with the changes that the recent Covid-19 restrictions have made to the way we are living and working, video has become even more of a must-have for any business looking to survive and thrive.
So we thought we’d share a few key tips on how to make a successful VLOG.
What is a VLOG?
You might asking, ‘What is the difference between a VLOG and a Corporate Video?’ And it’s a good question, because there can be a fine line between the genres, depending on the industry and individual businesses concerned.
A lot of individuals who are self-employed, as well as micro companies, are now looking at creating ongoing VLOGs, which is similar in content to a Blog but on video. VLOGs are best used for educational or informational content and the aim of the VLOG is to increase brand awareness and help the Vlogger to connect with a like-minded audience.
In other words, the audience for VLOGs usually has an existing or potential interest in the VLOG content, and probably expects to get either some useful information which they can use themselves, or to get a perhaps slightly voyeuristic insight into a person’s daily or weekly life. Whilst it may seem a little odd, there is no getting away from the fact that people watch VLOGS, and can become avid watchers.
Whilst many business VLOGs focus on specific areas such as IT, HR or indeed filmmaking, they are also usually offering personal insights. The person doing the Vlogging has a passion about what they do and just loves to share it. VLOGs are not trying to build huge audiences, but rather select audience who are interested in their content. The audience may include other professionals from the same industry, or keen semi-professionals, or just people who have a particular interest in the subject matter.
Here are some of the key factors for creating a successful VLOG:
The first thing to consider is the subject of your VLOG? This should be something that has life to it, something that moves in and around the Vlogger’s home or business premises. Often the VLOG will be recorded in a workroom, bedroom or at the kitchen table. It’s not meant to be a static studio-based production.
VLOGs are usually recorded by 1 person, sometimes 2 people but very informally. There will be some techy Vloggers who have several cameras linked together, lighting and sound all set up, whereas others will simply be using their iPhone or iPad. Either is fine.
A key common denominator with VLOGs is passion; Vloggers care passionately about their subject and want to share their experience with other interested viewers. For business, VLOGs are used to let the audience into the inner workings of their subject. So for an accountancy firms for instance, a VLOG might take viewers through the basics of working out profit margins, the impact of raising prices or a demonstration of some accounts specific software. Accountants can get quite excited about these sorts of things, and some business owners are definitely interested in the subject too.
An essential point on VLOGs is the same for any video or indeed marketing communication tool; know your audience. You need to have a grasp of who they are, where they are, and what they’re looking for. Is your audience on Facebook or Twitter or Instagram? Are they on YouTube or Vimeo? When are they there? How long will they stay there to watch a VLOG? All these elements can be researched and monitored via Google to hone your presentation and ensure your audience is waiting to hear from you.
One other thing to remember is, consistency is vital. If you say you’re going to VLOG every week, then you must do it - otherwise, it will be very difficult to build a tribe of regular followers. Once a month is probably not enough, or will make very slow progress, but every day is probably too much.
Ideally, pick a day that works for you and stick to it – we’ve found that Sunday is a good day for Vlogging, and indeed many promotional messages too, because people are getting ready for the working week and frequently spend time online on Sunday afternoons or evenings. Generally, they seem to like to watch 3-5 minutes of content, though more in-depth educational pieces can be longer. It’s vital to look at the metrics from your channels; check out what it is that people like to watch and adjust your content and style to suit.
Many Vloggers start off doing all their own recording and editing, or live streaming and then editing out any bits that didn’t quite work out. It can be quite a time-consuming exercise, which is why at some point they find our services for post-production useful because we can add consistency to the content and manage their digital library, freeing the Vloggers up to do more of what they really enjoy - sharing their passion for the subject matter.