Tips for Creating Meaningful Video Content Online

It’s no secret that online video consumption is massive and continues to skyrocket. Online video is now one of the easiest ways for brands to connect with consumers on a more personal level. But how can your brand stand out in the sea of other content online? Whether you’re a globally known brand, a media outlet, a small business, or an individual uploading your own videos, there are a few strategies that can help you create content that keeps consumers coming back for more.

Choosing the Right Type of Content

Brands know they have to create meaningful content in order to keep viewers’ attention, but every audience has different needs. In order to keep viewers watching, you must cater to those specific needs. Earn your audience’s viewing time by creating the content they want rather than the content you’re inclined to create. A vlog, how-to, interview, viral concept, or web-series will all have different meaning and value to different audiences. For example, a beauty brand like TRESemmé or a home improvement brand like Home Depot will find great value in how-to videos, whereas an entertainment brand might not.

Consistent Branding

Having clearly packaged and branded videos will help your content stand out from the competition. Give viewers something easy to recognize all of your videos by. This can include a logo, graphic intro, website, or end cards that reinforce your brand. Some brands even use a watermark of their logo throughout their videos. No matter what you do, as long as there is something consistent in all of your videos, viewers will be able to identify your brand and content.

Know Your Platform

Online video is not the same as TV. The digital world is far more interactive, and people go online to learn, communicate, share, and engage with others. By creating places for consumers to be heard, you can build brand loyalty among your audience. Make comments more visible on your site, include users in your content, or give them a place to virtually interact with your product. You will find that this creates an interactive community of consumers who are more likely to advocate for your brand.

Have Experts Endorse When Relevant

Building trust is also an important aspect of creating meaningful content. Featuring experts is a great way to gain clout with your audience. This will connect your brand with their expertise, and can position your brand as a knowledge expert by association. Choosing the right experts will require thoughtful consideration, but when done well, this strategy can immediately create more value for your video and website.

The more you know about how to create meaningful video content online, the more successful your brand will be in the digital space. With improvements to consistent branding, knowing your platform, choosing the right type of content, and partnering with experts, you can completely transform your image with consumers and strengthen your brand.

Originally published at on April 29, 2015.