We’ve all seen, heard and awed over the viral video du jour. Brands covet them, they instantly slurp up millions of views, and we’ll talk about them for as long as they’re making rounds the social network circuit. After that though, we quickly betray them for the next, newest, shiniest video in our feed. There are a few definitions out there about what data defines a viral video, but for our purposes, let’s just agree that it’s a piece of video content that’s exploded on the internet, with its popularity largely fueled by social media.
Well, we’re here to say, forget about making a viral video. That’s not to say you can’t, or that your video won’t ever go viral, but it is to say that the goal of producing video can’t be for it to go viral, unless you’re ready for disappointment. Your video objective must be rooted in something more meaningful for your business goals. We’d gladly trade viral videos for high quality video content that’s designed to drive organic search traffic. This is the type of video that speaks to what people are looking for, it provides value to them, and it’s almost always, totally unsexy. That’s where the magic happens.
It’s not the magic that will rack up millions of views overnight, but it’s the magic that happens when you answer someone’s question, when you teach them a new skill, or when you make them love you forever because they just love that you’re putting their needs first. That’s what brands need to be doing – putting their audience first, and video is the perfect way to do it.
These figures are hard to nail down, but roughly 90% of people start their research online. And specifically, on Google. Therefore, if you can be there to provide answers during this research phase, then it’s much more likely they’ll come back to you when they’re ready to buy or get more information. If you have a solid SEO strategy in place, you should already have a sense of what questions people come to your brand asking. This may be questions on returns, sizing or fit, cleaning, jobs, or some other relatively bland, but super important piece of information. There are all sorts of queries and conversations that you can tap into, but it’s a matter of knowing what it is that people are searching for, and more importantly, how to create content that authentically speaks to that need.