Video content is the easiest way for users to digest information, but people’s attention spans are getting shorter.

Online video is quickly becoming a go-to source of information and entertainment online.

It has morphed into a great way of simultaneously being in control of your brand’s message and connecting directly with your audience, says Video Works Productions executive producer Vicki Bobotis.

But with billions of different videos viewed each day, getting your brand’s content noticed is a challenge. As well as capturing potential customers’ attention, videos should make your brand unforgettable.

If you want to build a video presence that gets noticed, keep in mind some practical advice:

Getting started

Before you do anything, you must register your YouTube channel using your business name as your channel name, advises Bobotis. “These days, it’s just as important as registering a domain name.”

Target the right audience

Video content is the easiest way for users to digest information, but people’s attention spans are getting shorter. Always consider the audience you are trying to reach to ensure the video is relevant to them.

To zone in on your audience and stay on track Bobotis recommends asking yourself the following:

1.    What is your message? 

Are you aiming to promote and position yourself as an authority on a topic?

2.    Who is your target market?

Are you looking to target SMEs or a specific industry?

3.    What information are your customers looking for online? 

Can you create a how-to series?

4.    What blogs or websites are your audience already reading? 

Can you become a contributor to these sites?

5.    What social media sites are they using and what time of the day are they likely to engage? 

Can you create a campaign to include the social site culture?

Define your content

A good starting point is a ‘Welcome’ video on your website, which you can promote across relevant social networks, suggests Bobotis.

Secondly, think about what your business can offer your customers in video format. Educational videos and helpful tips will help build a rapport with your audience, as well as develop your company’s credibility as an industry expert or thought leader.

If you’re stuck for ideas, you can check your feedback section and share advice by answering some of your customer’s burning questions.

Know your tools

Production costs have dropped significantly in recent years and you no longer need to be a technical wizard to distribute and promote your videos.

Although there is much to be gained from having an expert on your side. Sensis has substantial experience in creating videos for small businesses no matter what sector you are based in. 

In terms of distribution, YouTube is an obvious but important platform to upload your videos to. It is the second largest search engine in the world, beaten only by Google, meaning that people are searching for the majority of their information on YouTube, says Bobotis.

“The average time spent on YouTube is more than 22 minutes… with the May 2013 Nielsen Australian Online Landscape Review reporting that 12.5 million Australians streamed a total of 1.75 billion videos in just one month in 2013. But don’t just upload your videos to YouTube and embed them onto your website. The ‘set and forget’ method doesn’t work in this instance,” warns Bobotis.  

Don’t neglect your social media accounts either. Frequently post and share content across multiple channels so people can interact with your brand.


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