'Netflix-ifying' Your Brand’s Video Content Strategy
The way we consume content has been in flux for years. The pandemic has only accelerated the move away from traditional television, with 31 million Americans cutting the cord on cable.
However, that doesn’t mean people aren’t consuming content, particularly video. It just means they’re not getting it through a cable subscription. That’s where you come in. With people looking anywhere and everywhere for content, you have the chance to position your brand as the go-to place for programming.
The key is to create content that looks a little like traditional television, with episodes and seasons. Podcasting has already proven this concept — more than half of all adults in the U.S. report listening to podcasts.
Now is the time to do the same thing with your video content. Here’s how to make your video channel the ultimate source for information and entertainment.
Lay the Groundwork
Back in the day, each cable channel had its defined audience. Sports lovers tuned into ESPN. Policy wonks enjoyed C-SPAN.
In today’s world of disparate content, you must establish your brand as the authority in its given area of focus. Otherwise, how will people know to seek out your content?
It all starts with creating a community where your biggest fans can gather.
For example, Nike created Nike Run Club, a free, app-based community for runners to connect and track their miles. During the pandemic, Nike used the app to push out videos featuring indoor workout routines. By sharing its content on the app, Nike tapped into an audience it knew was invested in staying fit.
The community you create for your brand doesn't need to be a fancy, branded app. Instagram pages, Facebook groups, and Slack channels all work, too. What matters most is that your audience can gather and connect in a space you’ve created and curated.
Produce Content Consistently
Once you’ve assembled your audience, it’s time to start sharing content. Again, this is a place to take your cue from traditional television. Aim to create seasons with a set number of episodes.
There are both practical and psychological factors at play here. First, seasons and episodes set an expectation for your team and your audience: this won’t run indefinitely. Your audience might be more likely to watch if they know it’s a limited commitment, and your team can anticipate costs and test concepts with some guardrails in place.
Seasons and episodes also keep you in the rhythm of creating content. Once you’ve established yourself as an authority with your audience, you can’t ghost them. Creating seasons ensures everyone’s on the same page about when new content will come out.
King Arthur Baking Company is an excellent example of a brand that’s mastered this approach. A quick look at its YouTube channel reveals several baking-focused series. The videos aren't super sleek, but they’re informative and entertaining. Ultimately, that’s what matters most.
Focus on Education, Not Selling
There’s a reason infomercials run in the middle of the night: No one wants to watch a program that’s overtly selling to them. That’s why the video content you create for your brand should be about education, not pushing your products.
Nike isn’t selling yoga pants; it’s offering viewers workout tips. King Arthur isn’t selling flour; it’s providing delicious baking recipes.
This focus on education over selling is what sets content marketing apart from advertising. Be sure to toe the line carefully. The goal here is to build trust with consumers. If you’ve done it correctly, the sales will come when people are ready to buy.
Expand Your Audience
Once you’ve established a substantial audience of your own, you can begin your expansion plans.
Partnering with another brand or creator allows you to double your audience. See the example of this collaboration from Andrew Rae of Binging With Babish and Maker’s Mark.
Rae has amassed nearly 2 billion video views on YouTube. Maker’s Mark is an established brand with its own loyal following.
By teaming up, Rae expands his reach to fans of the household name brand. Maker’s gets a creator with a cult following to share recipes featuring its product, giving viewers a practical reason to purchase Maker’s over another whisky.
The era of traditional television may be over, but people’s hunger for video content is as strong as ever. By creating fun, informational content on a regular cadence, you can supplant cable — and even streaming services — in your audience’s eyes. Want to brainstorm your brand’s break into serialized video content? Contact FATFREE at fatfree.co.
As senior strategist, Amy M. Litt has been pivotal in the development and strengthening of FATFREE clients' brands for over six years.
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As Senior Strategist, Amy M Litt has been pivotal in the development and strengthening of FATFREE clients' brands for over six years. Her experience in highly regulated industries, such as life sciences and law, has been particularly valuable to our clients McDermott, Will & Emery, Roche Diabetes and Omnicell.
A multidisciplinary strategist and strong team leader, Amy has developed 360-degree marketing campaigns and specialized programs for a wide range of clients—from restaurant groups to Fortune 500 finance, pharma and telecom brands. Skilled in drawing insights from data, she partners with FATFREE clients to identify points of entry within consumers' online and offline habits, then leads creative, media planning and development teams to drive conversion and long-term loyalty.