Are you making enough video?
The Technorati Media’s 2013 Digital Influence report has highlighted yet another gap between consumers’ behavior online and what brands are doing. Brands are not fully aligned with how and where consumers are seeing value and being influenced, says this report.
“YouTube, and video in general, allows its users to see the action, to see someone using a product they might be thinking about buying,” Technorati Media CEO Shani Higgins said. “Consumers trust what they can see, and they trust people who have used the products they’re looking into.”
For brands YouTube comes in at #3, after Facebook and Twitter.
Brands need to increase production of interesting and useful video content and improve the distribution of their videos so they get viewed more often, recommends the report. One way to close this gap is to train your PR and/or social media team to script, storyboard, shoot and edit great short-form videos and learn how to connect and distribute the video through a network of digital influencers.
