Branded ContentVideo Content: Making it Work for Multiple Platforms and Engaging Your Brand

Rebecca Shipley5 years ago

Nowadays, it seems like everyone is starting their own business. Your friend opened a new hair salon, your sister started promoting her graphic design skills, even your grandfather decided to invest in a woodworking business. Next to all of the other new entrepreneurs, what makes you stand out? What makes you different?

Raising awareness of your brand and promoting it in a positive light will be at the forefront of your marketing goals. Ask yourself if creating a video will encourage this. If your content needs visual and sound, rather than just words on a screen or piece of paper (do we even remember what that is?!), then making a video will be helpful toward your objectives.

It’s time to explore your brand, your video-making skills and where you should be promoting yourself.

Become an Expert at Storytelling

Creating a decent video starts with informative and engaging content. You need to have a unique niche and some great ideas. Pick topics for your videos that will engage your customers/viewers. Within your video, you should strive to educate yet entertain. Think about these questions as you are brainstorming for your next topic.

  • Who is my target audience?
  • What does my audience care about?
  • What are my motivations?

Let’s assume you have fantastic culinary abilities. Your goal might be to show people your cooking methods in an entertaining way that would make them want to try your dishes. If your concentration is vegetarian food, you could choose a topic that would enthrall such appetites, like “Veggies on the Grill” or “Tofu for any Time”. Having a good solid idea can help build your promotional tactics.


To keep topics from falling flat or getting bad reviews, try asking your viewers what they’d like to watch. Google Keyword planner or Answer the Public are great places to go if you need some keyword help. Keeping up with your audience and their wants is crucial for success.

Utilize All Available Platforms

Once you’ve discovered your topics, it’s time to think about which platforms are best suited for your needs. Ask yourself some questions first.

  • Which sites will improve my chances of getting my story seen and heard?
  • Would an e-commerce site benefit my brand?
  • What design/layout would best accommodate my needs?

Check out where your audience likes to visit the most. If you seem to get more views on Youtube, start there. After that, you can share your video to all of your other platforms.

Keep in mind that having multiple outlets will increase your chances of exposure. Your goal is to expand views and receive tons of traffic. Social media sites like Facebook, Twitter, Instagram are all options. You can also connect them through a social media managing site such as Buffer or Hootsuite. If you don’t share, there’s no way to guarantee discovery.

There are so many handy tools you can use online. You can even schedule your videos to post, say once a week for three months at a time, so that traffic will constantly be coming in. This also means you won’t have to stress about posting every single day.

Remember to remain consistent. Make your brand contain the same color scheme and design throughout your videos. Changing it up too much can be frustrating or confusing for viewers.

Check Out Influencers

It’s critical to market your product or service. You want people to see your videos and explore other aspects of your brand. If you want a little, or a lot, of help advertising, an influencer might be what you need. Let’s explore your options.

  • Would an influencer benefit my brand?
  • Which platform should I use to find an influencer?
  • Will they last long?

Before technology grew and the Internet became dominant in all aspects of life, the category of influencers was limited to celebrities, athletes, and musicians. These are the people who are able to successfully promote brands, get others to think about a brand and eventually purchase from a company that sells said brand.

Now, influencers range from YouTube vloggers to Instagram photography stars. Thousands, even millions, of viewers flock daily to some of these people. With the right person to help promote your brand, you could really boost revenue.

Unfortunately, in some cases, these are short-lived celebrities. You don’t want to fall into a trap of needing another influencer in a couple of weeks. Finding the right person to help your brand is important and can be taxing, so make sure to do your research before contacting them or their agent.

Call People to Action

Remember that personal stories can get people listening and wanting to participate. If you’re making vegetarian dishes, you’re going to want people to use your recipes or methods. Give them optional instructions of what to do and when to do it. To engage the viewer, ask them for comments.

  • What would you like to see in my videos?
  • Did you enjoy my latest topic?
  • What feedback do you have for me?

If you are establishing your culinary techniques, you could direct them to your local place of business, or your Website. Having a decent site in place will really generate revenue and boost your sales. When it comes to making online conversions, everything from the domain name you choose to the tone of your blog content can affect conversion rates. People, who can’t visit you in person, will love seeing everything you have to offer.

If you need help with funds, tell them your story and mention your Go Fund Me account. You can direct them to your other social media pages as well.

Think about including annotations in your videos. These are the little bubbles of text that occasionally pop up during a video reminding you to subscribe to the channel, comment, or view another video. These small tic-tacs of information can seep into your viewer’s brain and move them into action.

Don’t limit yourself when it comes to promoting your brand.

Videos are among the most versatile tactics content marketers can use. They can be cooked, loaded, chopped and served in a broad variety of ways. Making and sharing videos can help you live up to any promise of value and service your brand makes to prospective customers. So get out there and start filming!


Rebecca Shipley

Rebecca Shipley is a marketing analyst turned writer who loves covering small business marketing, sales, and branding topics. A self proclaimed "data nerd" Rebecca loves digging in and finding trends that can be used to improve marketing and sales strategies.

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