The New Age of Content Creation
As social media has become more and more ingrained into our culture, it seems that there are many brands that are struggling to keep up in creating valuable content online that their audiences want to engage with. The ability to win the attention of an audience becomes more difficult and strategies that may have worked a year or two a go, heck, months ago are becoming less and less effective.
On another note, this is all happening during the age of “cable cutters”, people that are leaving their traditional cable/satellite TV plans behind and consuming more and more online streaming content, whether that be Netflix and Amazon Prime TV or YouTube. The way I see it is that there is a opportunity for brands to create their own branded content in the form of shows (audio or visual) that capture the attention of their audience on a regular basis. Not only can they create entertaining content that provides value to their customer, which will skyrocket their brand reputation, but also feature products and people that encourage sales as well.
Here are a few examples of brands that have already taken this step and created a one or more series of content that go above and beyond your run of the mill promotional video.
Pastry Chef Attempts
Bon Appetit is an American food and entertainment magazine providing recipe ideas, restaurant suggestions and much more. They have one of the best YouTube channels that I have seen in a long time, creating consistent and extremely entertaining, yet educational content that holds the attention of their viewers. One of my most loved series that Bon Appetit publishes is called “Pastry Chef Attempts”. In this series pastry chef Claire attempts to make gourmet versions of some of your favorite snacks and treats. These episodes are roughly 15-20 minutes long and take the viewer through the entire journey, beginning to end, as Claire finds her own unique way to create Skittles, Twinkies, Snowballs, Lucky Charms and more.
This is a perfect example of how a company, although an online magazine, can create value added content for their customers and viewers. This is only one example of the type of content that they create on a regular basis. To see more of the content that Bon Appetit creates, visit https://www.youtube.com/user/BonAppetitDotCom
BMW has one of the most active and most successful YouTube channels of any brand on the platform right now. Continuously uploading relevant, entertaining and educational content for their over 831,000 subscribers, BMW has not only created a massive following on YouTube but they have also created valuable content for the brand’s dealerships all over the world.
Their “How-To” series walks new vehicle owners through the impressive features that their newest models possess. This not only can be used as promotional material for the brand, but also as a tool that dealerships can use to educate their customers reducing the amount of time sales staff spend on getting their customers comfortable with their new vehicle.
BMW also includes videos outlining their design concepts, history, technology, culture and association with sport. This content creates a holistic perspective of the brand all in one, nicely organized place online.
Checkout BMW’s channel here: https://www.youtube.com/user/BMW
Chanel Beauty Talks
Chanel, one of the world leading fashion brands, has established itself on YouTube as one of the most interactive brands on the platform. With over 1.3 million subscribers Chanel has created a digital presence on YouTube that not only does an incredible job of posting exceptional promotional content, but also producing immersive content around it’s products and the people that wear them.
The Chanel “Beauty Talks” series features Chanel Global Creative Makeup and Color Designer, Lucia Pica, and special guests including film star, Kristen Stewart. During each episode Pica and her guest talk about Chanel makeup products and the life of her guests. This gives a behind the scenes look at a world class makeup artists, the special guests lives and also is an opportunity to feature Chanel products in action. The content is created with enough investment in the guest that they would be incentivised to share the content on their own platforms, extending the reach and the effectiveness of each episode.
To see more of Chanel’s incredible content visit: https://www.youtube.com/user/CHANEL
Now more than ever, brands should be looking to create unique, inspiring and creative ways to keep their audience engaged and invested. Creating valuable and entertaining content that not only features the brand and it’s products, but also the people that use and them is a strategy that will pay dividends in the long run. Many brands are concerned with a direct return on investment on each and every post that is created. Although that is something that should be considered when creating a content strategy, the importance of building a brand that is personable and easy to connect with is something that is often overlooked. The value to building a brand that is adored by it’s fans and customers is something that takes hard work and creativity. Building content with the goal of creating raving fans around your brand is something that is sure to set you apart from your competitors.
Note you don’t have to be a global brand like Chanel or BMW to reap the rewards of a digital content series like the ones outlined here. We live in 2019, where anything is possible! All you need is a creative idea, a resourceful team, and the guts to give it a shot. 👍🏻
Have an idea for a content seried for your brand but need the team to help make it a reality. Look no further! Click the button below and let’s chat! I would love to help make your vision a reality!