Vlogs are all the rage today.
I’m not saying that vlogs will somehow replace all written content (content is still king, guys!), but I do think it’s clear that vlogs fill in the gap where written content simply cannot reach.
With that being said, should your business invest time and resources into creating a vlog?
Introduction to Vlogging
Vlog, essentially a video blog, is super hyped in today’s society. But what is it really?
When you look up the word “blog” on ye old Oxford dictionary, it will define blogs as a website that is regularly updated, and which is usually run by either a single person or a small group. Often, these sites also have an informal style. Rather vague indeed.
However, Oxford is actually hitting the nail on the head here because this is quite possibly the most clearly written blog definition out there. You might say it’s too broad, but blogs differ from entity to entity, meaning no one should really limit blogging too much these days. Essentially, blog are flexible – and that flexibility carries over to vlogs. Blogs and vlogs are what you make them to be.
And depending on how well you execute them, it could be one of your key generators of customers.
What are the Advantages of a Vlog?
Did you know that by the time 2017 rolled around, nearly 75% of all online content were videos? Additionally, Facebook experienced an increase of over 200% in regard to the number of branded videos uploaded to their platform between 2016 and 2017. This is a sign of the times, mate.
Just to be clear – I’m not saying that written content is going out of style (far from it). However, an increasing amount of consumers are now more willing to watch a video rather than read a block of text. This is also reflected in digital marketing strategies, as 67% of marketing professionals admit to thinking video is an essential part of their business.
If you’re new to the vlog scene, you might think that vlogs are for 14 year old girls. But trust me, it’s not. Although vlogs might be a relatively uncommon tactic for most businesses, it has still been widely used for quite some time now.
Two examples of such are Microsoft and Google, arguably two of the most influential and largest tech companies today. They make use of vlogs on YouTube, and they cover a wide variety of topics regarding their industry, including SEO. However, they don’t do it the same way. Google started doing it by videoing one of their heads who gave advice about certain topics. Microsoft used a podcast format that played over animation. It just goes to show varied vlogging could be, and how different strategies can achieve similar success.
Search engines love video just as much
Here’s the thing about SEO—if people love it, search engines are bound to love it too. Understandable considering how search engines rank websites through how valuable and helpful it will be for their users. The goal of a search is to look for answers right? Search engines have been providing answers to people for decades, and today, we are at a point in time where the answers can be put into a medium where it’s easier to digest.
Humans are inherently visual creatures, which means most of us learn through our eyes more than any other sensory organ—and video doesn’t just cater to seeing, it also lends to hearing. Google noticed this, and it has resulted in 62% of its universal searches showing video results.
How to Start Vlogging in 2019
So, how do you and your business actually get started with vlogging? It’s not all that complicated, but to get you started we put down a few tips for how you can get started vlogging. Let’s take a quick look!
Start with a goal
Before you even think about making your first vlog entry, you need to ascertain the overall direction your campaign is heading towards. Thinking of a goal will keep you focused, and it’ll help you out in times where you’re not sure what to do.
Even something as simple as increasing your visitors will do. However, once you do reach it (and you most likely will with vlogging) you should expand it. Make it another goal to reduce bounce rates, or to increase time users spent on the website.
However, if you can, make it detailed. A good goal would be “to increase trust in my brand by providing quality vlogs regarding topics within our industry” or something like that. The more detailed you make it, the easier it will be for you to move forward.
You know what you want to achieve with your vlog. Next is to figure out how to get there. So going with the earlier example of increasing trust, a great way to do it is to make vlogs that inform your customers about what you provide.
Target some of their common problems or tasks, and highlight how they can use what your business provides in order to make it easier for them to surpass it. As long as you know your target audience, you will be able to easily find out what they want to see.
Consistency is Key
Despite the variety and flexibility vlogs allow, one thing that needs to remain constant is the uploading schedule. Keep the pace regular, and never waver. You can choose how often you post, but as soon as you made your choice, make sure to stick to it.
Oh, and make sure your videos have quality too. That’s another thing that needs to be consistent.
Don’t be Surprised by Roadblocks
There are going to be things blocking your path, such as technical difficulties, and times when you just can’t think of great content. However, the key to this is to go back to your goals, and continue on the path to achieving them.
It’s Time to Start Vlogging
So, should your company make a vlog?
Totally. It’s by no means easy, but even if you were to add this to your current marketing efforts, it won’t take too much extra time and resources. It’s not like you need to shell out money for a complete studio with a professional crew to handle your vlogs – clients like authenticity, they like to see something real behind all the glossy marketing efforts. And that’s what a company vlog can provide.