When you think of a vlog, you might first think of individual YouTube stars teaching viewers how to apply makeup or performing funny skits. So what does this have to do with your brand?
Vlogs have proven highly successful on YouTube for a number of personal and organizational brands. Why? YouTube alone has over 1 billion users, generating billions of views each and every day. This presents an incredible opportunity to grow your content strategy to the masses. Plus, this doesn’t even include other channels that can also host vlogs, like Facebook and personal websites.
Why Your Brand Needs A Vlog
A vlog is a video blog. You can vlog about pretty much anything, from how-to videos to product reviews to lifestyle videos and beyond. If it’s related to your brand and your customers want to see it, you can likely put it in a video vlog format.
Vlogs are fruitful for brands looking to connect to the modern consumer. Brands can use a vlog channel to put a face on an otherwise faceless company. Customers can better relate to and engage with the individual in the vlog who shows them how this brand impacts his or her own life. Vlogs show your brand’s personality, values, and culture “from the inside” in a personal, intimate way.
Vlogs help connect with the audience to build a community around the channel. With more channel viewers comes a higher engagement and impression rating of related prospects. When you have a strong community of viewers, you can then create a strong batch of customers who are loyal to your brand’s mission, lifestyle, and products or services.
Moreover, vlogs are a great opportunity for strong SEO. The more quality content you put on the web, the more likely you’ll be found in searches. This is amplified if you use your vlogs on a variety of channels, back-linking between your vlog and other web pages. Basically, vlogs can help create an interwoven map of backlinks that can strongly boost your brand name’s search optimization. Plus, people will like and subscribe to your videos; search engines also take into account social proof in their optimization algorithms.
Vlogs are a striking opportunity to build a strong video content strategy.
So what do you need to incorporate in your brand vlog to see strong results and a large return on investment?
1. Personal Branding
Vlogs should not be focused on selling your product or even selling your brand. Rather, they are meant to provide information or entertainment for your viewer.
But that doesn’t mean you should stop selling to your audience. A vlog can increase your brand awareness and loyalty… but only if your viewers are acutely aware of the brand putting out the vlog.
So how can you create this subtle, soft-sell branding in your vlogs?
The purpose of a brand vlog is to differentiate your brand from your competitors. You are providing value and a unique viewpoint on certain topics.
Be sure that your vlog personality is directly aligned with your brand philosophy and culture. A luxury jewelry brand likely wouldn’t have a goofy vlog, and a gag gift shop wouldn’t have a serious or informational one.
Think of your favorite TV show. You could probably sing its entire theme song (down to the very last drumbeat). This intro is the ultimate branding for television shows. The second you hear that music, you know what show is coming on and want to stay on the channel.
Successful vloggers employ the same technique. Create a strong, memorable introduction that will instantly engage your viewers. This should be fun and unique while also related to your brand.
The intro should be no longer than 3-5 seconds. (The average attention span is 8 seconds, so you don’t want to lose your audience in your intro.)
A great example is TED’s Idea Worth Spreading Series. Any TED talk watcher will recognize that droplet and gentle 7 seconds of airy music:
Don’t be afraid to exhibit your logo throughout your vlog. You can display your brand on signs, cups, clothing, and laptop stickers. If you’re not directly speaking about your brand or products, showing your company is a great way to soft-sell and make an impression.
Don’t be afraid to embed your logo as an on-screen graphic as well. In a vlog, the key is to show your brand rather than actively discuss it. (There are some exceptions, as vlogs are also a great way to provide behind-the-scenes looks, hidden company secrets, special brand events, and more.)
You need a Call To Action that keeps the audience with you. Whether your vlog is informational, lifestyle-based, or product-related, a call to action engages your viewer firsthand. What is the purpose of this vlog? What does it provide to the viewer? How does it benefit your brand?
Think of these benefits of the video for your customer and brand in order to create an appropriate call to action. What will be the next step that the viewer should take in order to further interact with your brand?
This boosts engagement and loyalty, pushing your viewers into a sales funnel—without them even realizing that they’re being directed that way. In this way, your CTA should be directly linked back to your company in some way. When your audience takes action with your brand, it increases your marketing reach and impression.
Examples of CTAs include:
• Request that viewers subscribe to your vlog.
• Ask for their feedback and opinions in the comments.
• Request ideas for your next vlog topic.
• Check out other vlogs, blogs, or content from your brand.
• Ask them to share your vlog with their friends on social media.
• Direct them to appropriate products or services on your website
One of the strongest call to actions for vlogs comes in the form of social media. This extends your reach through word-of-mouth marketing, community building, and social proof.
Ask viewers to comment, tweet, and post your vlog. Be engaged with their social efforts by responding to comments and using their suggestions. It’s crucial that your videos are engaging and interesting so viewers will want to share your vlog.
Vloggers succeed by creating their own microcosm within he YouTube world. If you have a loyal set of viewers and subscribers, you’ll in turn grow the community around your brand; this ultimately leads to brand loyalty, conversion, and sales.
Give a name or catchphrase to your channel’s community. For example, Lady Gaga fans are her “monsters” and Jimmy Buffet fans are Parrotheads. Naming your community helps to engage your followers on a deeper level while boosting a sense of exclusivity.
Be sure to acknowledge your community often. “Thank you, True Filmies, for sharing our last vlog 20,000 times!” These shoutouts show your audience that you appreciate them as a part of the family. It also shows new viewers how appreciative you are of your fans, which will then spur them to want to be a part of the community too, thus leading to subscribers and customers.
Link your vlogs back to your social media pages and website, and vice versa. You can share additional “behind the scenes” footage on your social media to supplement your channel, like bloopers, trailers for upcoming vlogs, brand updates, news, and behind-the-scenes secrets. This is a great way to keep your viewers engaged and develop a deeper relationship.
It’s also recommended to write corresponding blogs to go with your vlogs. This helps appeal to more types of viewers and boosts SEO.
Your brand needs to remain professional despite the fun and excitement of a vlog. You want to show your company in the best possible light at all times. If it is not professional, you won’t get viewers.
You can invest in high-end film equipment, lights, sound devices, editing software, script writers, and more… Or you can work with a production company who already has the equipment and know-how. A company like True Film Production will ensure the lighting and sound are high-quality, with professional editing, location scouting, and more.
Moreover, you need to consistently upload vlogs in order to stay relevant and maintain your viewers. We recommend uploading at least twice per month, although weekly is preferred. This can take up a significant amount of time, especially for companies that don’t have the hours or manpower to devote to a separate video strategy. Save time by choosing to go the professional route.
The Bottom Line
If you want to create an effective video content strategy, you should consider the fast-paced, community-centric vlogging trend. A vlog puts a face to your brand to help engage with the audience, build a community, and show off your company personality. It can also help you rank higher in search results, increase conversion rates, and widen marketing impressions and reach.
Working with a professional company makes it easy, cost-effective, and time-efficient to see high returns on your vlog investment.
Request a quote right now to find out how True Film Production will build a consistent, engaging, optimized vlog series for YOUR organization. Hop on the vlog trend train to access billions of viewers just waiting to hear from you.
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Whether you want to launch an idea, spark a movement or simply get people talking about what you do, you have one shot at delivering your message in a way that matters. Let’s make sure you do it right.