In a world where business is transacted increasingly online, possessing a strong personal brand is no longer a luxury, it is a must.
Competing for the attention of millions on the web is tougher than you might realise – having a bland brand may be survivable offline, but it will sink your business ambitions online.
Putting up a website and getting on social media sites like Facebook and Twitter is a good start. However, in 2018, it is vitally important to embrace visual platforms as well.
Why is it crucial to get onto video sites like YouTube, even if the medium does not come naturally to you? We’ll answer this question in expansive detail below the fold.
Facebook is no longer a reliable social media channel for brands
As the undisputed king of social media, getting on Facebook has long been mandatory for those looking to grow their brand. With more than two billion users and an average engagement rate of 4.5% per post, setting up here was a no-brainer.
At least, it used to be.
In response to complaints from disenchanted users and the ‘fake news’ controversy which dogged the site throughout 2017, Facebook has begun to tweak their algorithm to favour content from users over pages.
Early tests in Guatemala resulted in page traffic plunging 50% on average – in light of this, relying solely on Facebook to grow your brand may be a bad strategy moving forward into the future.
Video makes your brand searchable by the new generation of web users
With a rapid improvement in bandwidth speeds over the years, a greater percentage of web users are consuming videos than ever before.
The proportion of web traffic dedicated to video reflects this trend: in 2016, 73% of all bandwidth was used up by this content – by 2021, this number will rise to 81%.
The reason for this dramatic increase: about 90% of the information our brains interpret is visual in nature. Therefore, when users are suddenly able to stream videos without buffering, they become the preferred medium of consumption for the average person.
With a greater share of potential customers spending time on video-orientated sites, you need to start creating visual content if you hope to keep up with competitors.
The good news: we are still in the early days of the video revolution. Those with an intriguing story to tell can barge in and dominate a niche.
Paired this with solid YouTube SEO techniques (relevant titles, keyword targeting, etc), and you’ll soon have a collection of videos which can be easily found via organic search.
It makes it easier for your target market to learn about you
Want to get across what your brand is all about? Video makes this task easier – as mentioned earlier, video is the most engaging form of media because of how we are wired to process visual stimuli.
Combined with audio, videos are engrossing by their very nature. That isn’t all there is to it, though – as a creator, you can tailor your message to a specific niche. When viewers are exposed to content which speaks to them, they will zero in on it, making it far more likely they will learn what your brand stands for.
People develop relationships with brands more readily through video
Users on the net crave authenticity these days. After having their trust abused for years by political figures, corporations, and other entities, anyone open about their dealings is garnering more trust compared to those who hide aspects of themselves.
As scary as this may sound, relationship building is key to success in business, especially these days. Once you get over this sticking point, know there is no better tool than video for developing a rapport with people.
When you look into the camera and share everything from inside information in your industry to your personal thoughts on the latest drama in the news, you aren’t just creating content – you’re having a heart-to-heart talk with your viewers.
Not everyone will like what you have to say. But plenty more will – over time, you’ll end up building a subscriber base which will take your brand to the next level.