New LinkedIn Learning Course: Marketing Strategy Relatable Video Content

When the opportunity to create a video marketing course surfaced with LinkedIn Learning, I was excited to develop one that spoke to?Relatable vs. Un-Relatable ?video content. Companies and their communication teams focus on video marketing strategies and invest resources yearly for video production with little to no return.

When it comes to video storytelling you see the differences in what and how people share. Video content may fall into a couple of video buckets for your customers and other constituents. They are the "Relatable" video bucket and the "Un-relatable" video bucket.

Relatable vs. Un-Relatable Video Content

In other words, there are many videos available for you to watch from different authors and through any 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 piques 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 choose not to watch the rest. Perhaps, they are the videos you watch once and then don't subscribe to the author or a company's YouTube channel. These are the videos that flow through your social media communities, which is the extent of your relationship with them. You glance at them, 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 or professionally.

Now ask yourself, are you creating videos for your brand? Where do you think your videos land? Are they in the Relatable or Un-Relatable video category?

The Reasons for Un-Relatable

If your videos land in the Un-relatable bucket, 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, you created more videos without first understanding video engagement habits and the kind of content that made an impact through a clear Call-To-Action (CTA).
• The resources were not thoroughly considered, from the people and process to technology and equipment that would have produced your video on time and under budget.
• No one filled role the role of the Video Director. Every good video, even the informal ones, needs a director. On the surface, filling the role requires someone flexible, decisive, a creative storyteller, and a good communicator.?
• Your video messaging did not pick up on your customers' thoughts and feelings. They focused on what the company shareholders wanted to convey. The messaging did not help 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 instantly aligns with brand values. There's an investment when there's involvement, 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 in learning, and where they want to receive your content with an emotional and relatable appeal.

Perhaps you're creating videos at your company and not getting the enthusiasm you want to see. In that case, it's time to put yourself in the Director's chair and think Relatable to produce videos your audience enjoys and, as a result, prompts them to action.

Of course, if you need some extra help, 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???

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