Loake Shoemaker
A master craftsman at Loake Shoemakers

“Wow, I’ve just fallen in love. I have to get my hands on a pair of those brogues!”

This is one of many great Youtube responses we received to the Loake Shoes Film and an example of how video and social media can help you connect with your clients.

Never before has it been so easy to reach your audience. Pre-production and crowd-sourcing has been much improved through social media tools like Twitter and Facebook, but it’s in the actual broadcasting and hosting of video content that we have seen the biggest revolution. TV campaigns aside, in years gone by films were produced, perhaps shown at an event and then mastered to DVD or (cast your mind back) even tape. Youtube, Vimeo and others have changed all that. It’s possible to broadcast a film to a worldwide audience, without even leaving your comfy office chair.

When we begin production of a new film or project, our first question is always “WHO IS OUR AUDIENCE?” The answer to to this question should shape the content, length, tone, pace and even the medium or platform chosen to show the final piece. We talked about this in an earlier post but having made those decisions, to craft a film you are proud of, how can you be sure you really hit the mark and truly connected with that audience?

morris minors in a line
Morris Minors on parade at Charles Ware

“Enjoyed that tremendously – makes me want to rush out and buy one!”
YouTube comment for our Charles Ware Morris Minor Film

Knowledge is Power

Viewing figures are a good starting point, but Youtube offers so much more information. You can look at geographical information – where is your audience? Demographics – who is your audience? You can find out how they watched it – on their desktop computer or, more likely in recent times, their phone or tablet device. The Audience Retention section tells you how engaging your film was – did they switch off half way through? See how many times your video has been shared and which other sites it’s appearing on – this can be a fantastic way to reach new clients.

You can drill down as much or as little as you like, but posting your video online allows you to measure the success of a film in real terms and to build that in to your next Marketing Plan.

Get Social – Just Ask

Every time you post your content, proactively ask for feedback. Twitter and Facebook are great tools for this – but it’s Youtube that really excels when it comes to video. There, waiting directly beneath your film are those little comment boxes, ready to be filled with the feedback – good, bad and sometimes downright bizarre – of your viewers. Some content providers make the decision to turn off comments, shutting down an entire communication channel for fear of negative  responses. Don’t make this mistake. Learn from the comments made and use the feedback to develop and improve future projects.

Don’t Just Take Our Word For It . . .

We don’t just preach this stuff – we practice it too. We always proactively promote our clients’ projects and monitor their progress through social media. Many of our films have large YouTube viewing figures, but more importantly, they have produced feedback that lets us know we have achieved what we set out to do. It can be as direct as the comments above for our Loake and Charles Ware films – a viewer becomes a potential customer – which is great for us and our clients.

Artist, Adebanji Alade, from our 'Life of an Artist' film
Artist, Adebanji Alade, from our ‘Life of an Artist’ film

“I watch this video again and again, whenever I need to get motivated! Thank you!”
YouTube comment on our ‘Life of an Artist’ film

Sometimes, though, it’s as simple and rewarding as a film touching your audience, inspiring them and building your brand.

How do you use video and channels like YouTube, Twitter and Facebook? Are you using them as effectively as you can? Let us know in the comments below, or get in touch to see how MGL Media can help you build a better online video presence that will really connect with your audience and customers.

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