Social Media Examiner - Video content strategy...

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Video Content Strategy: How to Get Started

Which video content gets the most views, shares, and follows?

There’s an easy answer. It’s content that’s authentic, honest, and natural. The new style of vertical, short-form video is all about projecting a human image.

This means you don’t just need to figure out your ideal viewer. You also need to find the perfect face for your content. In most cases, that means just one person should be in front of the camera across all of your video content.

What are the advantages of only having one star of your video content strategy?

• When people see the same presenter across all of your content, they start to recognize that presenter and feel a connection with them.
• Even if the style or focus of your content changes over time, having a consistent presenter will help keep your audience on board.
• A consistent presenter is part of your brand messaging and image. Remember that video is the best way to get exposure online right now. And those video views will have more impact on your bottom line if people recognize and connect someone with your brand.

Not every brand with a video content strategy has a star presenter. There are a few exceptions to this rule. However, you need to think carefully before becoming one of those exceptions.

For example, some brands have built a strong online presence without a human presenter; for instance, Duolingo’s brand account on TikTok. It’s repeatedly gone viral for its videos that show the giant Duolingo owl mascot instead of a human face. But Duolingo is a special case. It’s already a massive, recognizable brand, and it’s leaning into an established joke about the mascot being just a little bit creepy.

For almost everyone else… You want a human connection over off-the-wall jokes about a creepy mascot. When people can see your facial expressions and your body language, they’ll understand your message better and feel a closer connection to you. That’s why so many podcasts have started filming their recording sessions!

Some brands feature a rotating cast or regularly have guest stars in their video content. This can be a good choice if you’re building a brand based around expertise; think about the success of online TED talks, for example. But it’s also a slow growth strategy. When you have a lot of different presenters, it will be harder and slower to build a recognizable brand through your video content strategy.

For fastest growth, you want a single recognizable star. If you’re a creator or entrepreneur, that star should probably be you!

Even if you don’t feel comfortable on camera right away, it’s a skill worth learning. You don’t have to project a perfect image. Viewers will find your video content more relatable if you show genuine emotions and share real stories about your work.

For tools and more tips to produce effective video content for Instagram, TikTok, YouTube, and beyond, click below:

• Read the Article.
• Watch on YouTube.
• Listen on Apple, Google, and Spotify.

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