Can you name a day, in the past couple of years, when you didn’t have to show up for a video meeting, you didn’t go to YouTube to watch a video, or check out video courses on a learning platform, such as LinkedIn Learning to increase your skills and knowledge?
When was the last time you were completely video-free?
Well, if you’re like me, then I can’t remember that day. If anything, in the past two years, I’ve increased my Zoom meetings and “Get to Know You” video calls. My YouTube video consumption is still on the uptick. I’m always accessing LinkedIn Learning (DISCLAIMER: I’m a LinkedIn Learning Instructor), and even the amount of video I’m creating and sharing online and through my social media channels continues to climb.
Although the “Great Return” to the office is in progress, after COVID had us working from home, do you think video will be any less of a communication touch point? Will we go back to video consumption in the days pre-COVID?
Understanding Relatable vs. Un-Relatable Video
My prediction is that video is here to stay and will continue to be a main source of news, information, and communication. Thank goodness for the technology that allows us to connect, share and tell our stories, whether personally or professionally.
When it comes to using video for storytelling, here’s where you see the biggest differences in what’s being shared. I often look at the numbers behind video consumption, which is about 1 hour and 45 minutes of video content on digital devices daily, and apply a simple approach. Your video content may fall into one of two video content “buckets.” They are the Relatable video bucket and the Un-relatable video bucket.
In other words, there are many videos available for you to watch, from different authors, and through a variety of channels. The Relatable videos are the ones that get attention and speak to a part of us that matters. Relatable gets us excited (happy or even angry) and pique our interest further. These videos have us sharing with friends, family and colleagues we know.
On the flip side, the Un-Relatable bucket is where the videos land that don’t resonate and have no appeal. They are the ones you click on for less than 60 seconds, and you don’t bother watching the rest. Or maybe it’s a video about drugs you don’t need. Perhaps, they are the videos you watch once and then don’t subscribe to the author or company’s YouTube channel. These are the videos that flow through your social media and that’s the extent of your relationship with them. You give them a quick glance and then they are gone. They are also the videos you see and you find yourself saying, “Maybe I’ll take a look at this later,” and then never do.
Why? Because you don’t have an instant connection. They are unrelated to you personally and/or professionally.
Tips to Move Forward with Less Un-Relatable Content
Now ask yourself, if you’re creating videos for your brand, then where do you think your videos land? Are they in the Relatable or Un-Relatable video category?
When LinkedIn Learning approached me about creating a video course, I was excited to develop one that focused on Relatable vs. Un-Relatable video. Companies and their communication teams invest resources yearly on video production, with little return.
Here are some of the reasons:
There was no audit of past video content and previous outcomes to see what worked and what did not work. Unfortunately, videos were created without an understanding of past engagement and the kind of content that created impact through a clear Call-To-Action (CTA).
The resources were not thoroughly considered, from people and process to technology and equipment that would have produced your video on time and under budget.
The role of the Video Director was not filled. No one on your team (including yourself) stepped up to fill this position. Every good video, even the informal ones, needs a director. On the surface, filling the role requires someone who is flexible, decisive, a creative storyteller and a good communicator.
Your video messaging did not pick up on what your customers were thinking and feeling. They were geared toward what the company leadership wanted to convey. The messaging did not help to solve customer problems or make their work lives better and happier. As a result, you didn’t spark their passion.
You didn’t identify and involve your internal brand champions (employees). Taking the time to uncover these colleagues and what they care about in your content creates instant alignment with your brand. When there’s employee involvement, there’s investment and the external sharing ramps up.
There was no thought process behind what creates momentum and the channels where it would occur. There was no consideration of the content people are looking for, need to know, interested to learn, and where they want to receive your content that has an emotional and a relatable appeal.
If you’re creating videos at your company and not getting the enthusiasm you want to see, then it’s time to put yourself in the Director’s chair and think “Relatable” to produce videos your audience enjoys, and, as a result, they take action.
Of course, if you need some extra help, then you may want to check out my new Marketing Strategy: Relatable Video course on LinkedIn Learning.
What strategies are you using to make your videos more relatable?