5 Ideas for a Branded Video Show — and Why You Need One to Grow Your Business
Here’s the secret to improving your video engagement… 삼숭
Create ongoing content around the same general topic. Position it as an online show or video series. Make your audience look forward to each new episode. Aaand you’re done!
Consistent video content boosts engagement more than anything else for one simple reason: it sets long-term expectations for your viewers. They watch an episode, they like it — and they know that more is coming.
But with a video show, your viewers take one look at each new episode and think, “Cool, another one! Let’s watch it!” They liked the previous video, so it stands to reason they will enjoy the next one. You have continuity and audience expectations on your side!
Bottom line is, if you have the ability to do video marketing, then you definitely want to create your own ongoing video series.
Now, the real question is: how do you come up with a video show that people want to watch in the first place? That’s exactly what we’ll talk about in today’s article, as we examine 5 video show ideas that will help you grow your business…
1. Host regular Q&A sessions
If you interact with your target audience (and you should), then you’ve probably noticed something interesting…
Different people ask you the same questions over and over again.
Maybe those concerns keep your customers up at night. Or maybe they haven’t seen a good enough answer anywhere else yet. Or maybe they just want your perspective on the issue, specifically.
Whatever their motivations, those questions make for the perfect fodder for an ongoing video series!
Q&A videos are super-relevant to your target market. They are also valuable and engaging — and if you’re diligent about communicating with your audience, the topics will always keep coming!
Plus, making a Q&A video series is ridiculously easy. All you have to do is:
- Create a list of questions your audience wants you to answer.
- Tackle one question per episode, on camera.
Keep your Q&A show as simple as possible: introduce the question, give your answer, finish with a call to action. You don’t need anything else. Just let the content speak for itself!
For a good example of an existing Q&A-type show, check out MarieTV by Marie Forleo. She puts her own unique twist on the format (like inviting guests on the show), but the basic elements are all there.
Another one that’s more “down to earth” in terms of production values and scripting is this Instagram Q&A series with Ramit Sethi. This goes to show that even a regular talking head video can be engaging if the content is good enough to stand on its own!
2. Share lessons and ideas
There’s one type of content that doesn’t get enough love online… and your customers are starved for it.
We’re talking about short, instantly applicable tips designed to solve one problem as fast as possible.
Now, you might be thinking, “Wait, isn’t the internet full of small lifehack videos that do exactly this?”
Dear reader, have you seen those? Most of those lifehack videos are either misleading, useless, or both! And the truly valuable content has morphed into these long-winded, super-exhaustive pieces that demand a ton of time and attention from people.
Don’t get us wrong: it’s amazing that this kind of ultimate, insanely valuable content exists… but it’s very much a “sometimes food.” So if you can manage to produce short and extremely valuable videos for your target market, they will notice.
And here’s the most reliable way to hit this sweet spot between length and value:
- Write down everything you’ve learned or discovered in the past few months that surprised you. These lessons and ideas will be your topics.
- Regularly share what you’ve learned and/or tried to solve specific problems in your business or life. Challenge yourself to do it in as little time as possible.
- At the end of each episode, give your viewers action steps to complete as “homework.”
This video format works really well if:
- You are your own target audience and the problems you find relevant matter to them, too.
- You have a personal presence within your brand as CEO or Founder, and people want to hear from you.
- There’s someone else (or someones) on your team who can be the “face” of your content.
OK, we have to confess: we had huge trouble tracking down a good example for this video show format. Like we said, not many people produce this type of content, which is a shame! The closest thing we’ve seen is this podcast by Bryan Harris from Growth Tools.
Every episode, Bryan shares one or more lessons he’s learned or tested as an entrepreneur. They are super-practical, extremely specific, and very quick. Something like this could easily work as a video show — and we hope to see more content like this in the future!
3. Create “unrelated but relevant” entertainment
Of the 5 formats we’re discussing in today’s article, this one is the hardest to define. And here’s why…
Let’s face it: not all content can, or even should be helpful and valuable. If you want to create an engaging, memorable video show, sometimes your best bet is to ditch education in favor of entertainment.
That means you could produce videos about anything — as long as it’s something your target customers would get a kick out of!
To pull this off, you need three things:
- A strong personal presence as part of your brand… or the desire to build it (see #2).
- Humor and levity as part of your messaging — or some serious storytelling chops.
- Deep knowledge of your target market: topics they love and want to know more about.
And, of course, you have to be interested in those topics, too — otherwise, your show will turn out jaw-wrenchingly boring!
Now, how exactly you entertain your viewers is up to you.
Sometimes the answer will be obvious. For example, let’s say you make healthy pet food. Then you can produce short cartoons full of animal shenanigans (like Simon’s Cat) — it’s a safe bet that your customers will love those!
But other times, the answer won’t be so obvious. It’s hard to define this style of video without using real-life examples. So here are two that (we think) can get your creative juices flowing:
First, there’s “Raw Craft.”The brand behind this web series, Balvenie, make single malt Scotch whisky, which itself takes a ton of time and skill to create.
So Balvenie teamed up with the late Anthony Bourdain to create mini-documentaries about businesses and people from around the world who are obsessively devoted to their life’s work.
These videos are incredibly well-produced and entertaining. With this show, Balvenie seem to say, “We talk about these people because we’re also masters of our craft!” And guess what? We believe them!
Second, a very different example of this style is the “Random Show” hosted by Tim Ferriss and Kevin Rose.
As the name implies, it is truly random! Episodes release whenever Tim and his co-host feel like recording one. There’s no structure and no unifying topic. The whole thing is basically a series of tangents: often surprising, sometimes useful — but always fun to watch and learn.
4. Document and share your business journey
Entrepreneurs love to pretend that they’re perfect. That they have it all figured out. And if anyone asks, they were born with a business plan and an investor pitch deck all ready to go!
But nobody’s perfect. And there’s a lot of value in being honest, vulnerable, and transparent about it. Specifically, you can use those qualities to create some truly memorable video content!
- Reveal your business goals to your target audience. It could be a revenue goal, like $1 million a year, a number-of-customers goal, like 1,000 paying customers — or something else entirely.
- Share your progress through ongoing videos: vlogs, video presentations, conversations with employees — you name it. Celebrate each win, but be honest about all the challenges and setbacks.
Videos like these make for engaging, dramatic content. Entrepreneurs don’t usually show behind-the-scenes struggles and tough decisions they face daily. If you choose to do this, you’ll instantly separate your business from the crowd.
This video show format turns your potential customers into spectators. It makes them emotionally invested in your success. And if they are rooting for you, that means they are more likely to buy from you!
That said, you will only benefit from this content if your target audience is other business owners. Because your B2B customers also want to grow their businesses, they will relate to your goal — whereas consumers won’t.
There are lots of entrepreneurs who choose to document their business journeys for a wider audience. For example, Pat Flynn built his entire brand around being “the crash test dummy of online business.” And some companies like Buffer practice radical transparency, putting their business numbers out there for everyone to see.
Should you go down the same road and share absolutely everything on your business journey: the good, the bad, and the ugly? Not at all! It’s up to you to decide where the line between sharing and oversharing is. Experiment and find out what works for you.
5. Shine a spotlight on your customers
Storytelling is powerful. It’s especially effective if you can resist making it all about your brand…
…and instead focus on the stories of your customers.
No, you want to use the power of video to tell your customers’ stories and celebrate their lives.
Don’t even mention your brand — well, maybe with a logo at the end. Dedicate 100% of your video runtime to the customer. Make them the hero.
What could this look like in real life? Well, you could…
- Film a customer’s day and put together a slice-of-life video. Or ask them to send you a few short clips and edit them together.
- Tell the story of their struggle: starting a business, becoming healthy, finding love — anything that’s relevant to what you do.
- Capture/reenact/retell a single important moment: a family dinner, a job interview, an important conversation — anything that relates to your brand and can be dramatized.
(Tip: if you can’t show the customer directly, you can animate their story or hire actors to bring it to life — as long as the heroes of the story are OK with it, of course.)
You can use videos like these to show how your product or service fits into your customer’s life, or how it has helped them overcome a major challenge. Once again, don’t make your brand the focus — just help your viewers to connect the dots.
One example of this video show format is “Tiny Empires.” This mini-series by GrowthLab (a business education company) tells inspirational stories of different entrepreneurs.
The show presents those stories in a raw, emotional, and dramatic way. It’s meant to show that starting and growing a business isn’t always glamorous, but messy and complicated. Mission accomplished!
Of course, you don’t have to create anything as sophisticated and well-produced. Focus on the smallest possible story you could tell about your customer — and go for it!
Let us help you dig up some storytelling gold for your videos!
We hope that these video show ideas have inspired you to come up with a few of your own.
If you want to ride that inspiration wave as far as it can go, we’d be happy to brainstorm some more concepts with you!
Get a free, no-strings-attached audit of your video marketing strategy from one of our in-house experts here at The Draw Shop. We can help you come up with a winning video show idea, or show you other video marketing strategies that will help grow your business.
Sound good? Then click the link below, fill in your name and email, and we’ll reach out post-haste to book a time!