Can vlogging work for your business?
A video blog: a record of your thoughts, opinions, or experiences that you film and publish on the internet
Vlogging may seem like a relatively new and alien concept. For some, the idea of talking to a camera, alone in a room, is a bit bizarre to say the least. It takes a lot of guts to allow that level of personal interaction and for many, it is a step too far out of their comfort zone. In which case, blogging is most certainly the safer option but vlogging shouldn’t be entirely dismissed.
Vlogging has become a huge phenomenon amongst tweenagers (aged 8-13), which is potentially why is it often disregarded or overlooked as something a bit… silly. But with vloggers reaching 20,000+ subscribers to their Youtube channels, it would be foolish for a business not to take some interest in an opportunity of this magnitude. A recent statistic from Cisco stated that; 79% of Internet traffic from global consumers come from videos while 96% of consumers find videos as helpful mediums when it comes to purchasing decisions online. So, as video becomes more and more powerful, it seems like a natural progression start documenting our blogging information in video form instead.
Vlogging for businesses
As online shopping rapidly wins the battle of the consumer, more and more people are ‘blind’ buying on the web, unable to 'try before they buy'. Therefore, there’s an increased need for consumers to trust products or the brand itself. The power of the vloggers and online influencers are starting to dictate how and what people are buying, and ultimately which products they can trust. Although lots of vlogging doesn’t necessary bring in direct sales, it builds and promotes a brand, and more importantly it provides a brand with a much sought after tool: trust.
On a professional level, there are a few ways that vlogging can be utilised as a marketing tool. Most importantly, it needs to be interesting, engaging and relevant. The people tuning in to hear you talk about your professional field are doing so because they are interested in that topic, so veering off into the world of baking when you’re a plumber is probably not ideal.
As an example, let’s take a… video production company! A daily or weekly vlog could be used to document the process of how a professional video is filmed, edited and marketed. Another form could be the boss or CEO on camera daily, sharing business tips and knowledge. CEO’s are often very interesting subjects so, it could be how the business started, how it grew, what’s their drive- basically anything interesting about their professional journey.
As these videos begin to gain momentum, you can be sure that most those watching regularly fall into your target audience. As with any marketing strategy, as your following increases, the consistent use of your brand throughout the videos is a perfect opportunity to raise brand awareness. The idea of vlogging is to build a community, and through this community you can make your brand heard; adding value to your business. By allowing the public into your business it humanises the company, giving it an edge and welcoming in an audience that may have previously been intimidated or alienated.
Granted, there are a few drawbacks with vlogging. Firstly, the success of a vlog relies heavily on the likability and personality of the individual in front of the camera. Evidently, you can’t win over the hearts of all (unfortunately), but having charisma and a good presentable manner is much more effective than someone mumbling topic specific jargon at a camera. Vlogging creates an emotional bond between the consumer and business, so you want to come across and genuine and sincere, rather than forced and unnatural. And of course, video continues to dominate the marketing and social media scene, maybe it’s time you asked yourself- why not vlog?
Words by: Colette Kellgren-Parker