I’d like to share a bit of knowledge with all the creators out there that would like a new outlook on branding their content/products. I’m writing about the importance of Video within your content to help build brand loyalty. Now I’m no big expert, and don’t have a ton of fancy graphs and numbers to pitch this concept, but in all of the projects I’ve worked on, I have seen incredible relationships formed through video content.
This idea has been brewing for a couple days. I knew I wanted to share my knowledge of video production within branding, but I was missing a piece to the story. Then, it fell in my lap while listening to a recent episode of Entrepreneur On Fire. Dave Munson was a guest on the show. Dave stumbled into his business by creating leather handbags and selling them out of his car around Mexico for 3 years. Now he owns an incredibly successful leather company that is often compared to Apple for its impeccable branding. (listen to the podcast here)
The entire interview was filled with great knowledge, but what spoke to me was the segment where he was asked what his “ah-ha!” moment was within his business, and Dave answered with, “Video”. This is where my ears started ringing because that is my line of work.
I work full time filming content for FiXT music, which is an independent record label founded by Klayton of Celldweller, with the help of his manager James Rhodes. I produce content for the whole label, but I mostly shoot and manage Klayton’s personal content. His YouTube channel is just shy of 150,000 subscribers at the moment, and his content ranges from music videos, to gear reviews, Q&A’s, and behind the scenes footage.
Since I started managing his channels, I learned what an incredible fan base he has. They are all very engaging and genuinely love his content, and his brand. I didn’t have a lot of business background coming into this position, but very early on it became apparent that by putting himself out there online in video format, while engaging with his audience, he has created very loyal followers.
Audience retention is one of the number one things to look out for while creating video content on YouTube. I learned right away his video content wasn’t being used to gain views for Adsense revenue , it was more so a networking tool to acquire the fans that will consume his content and support his brand. That’s where it all started to come together. It is so important to build trust with your audience, and the audience that consumes your product.
Let’s take a step back now to Dave Munson, founder of Saddleback Leather Corp. With all of his experience in building a brand such as traveling the world, riding the ups and downs of business, I found his “ah-ha!” moment as “hiring a video producer” to be very interesting. Knowing how YouTube Adsense works, he doesn’t have the kind of views to cover the cost of a full time videographer. Just like Klayton’s YouTube revenue wouldn’t cover my salary. What it does do, however, is personalize his brand.
“It made me into a real person. Im not Saddleback Leather Corp. I am a guy who has a leather bag business, and his name is Dave”
Personalizing your brand creates trust amongst consumers. I have met many minds behind many products, and putting a face to a brand makes you that much more connected to the brand. I often work side by side with the brand, InkAddict. People may think I wear InkAddict because I have tattoos, and that is the brand I would identify with, however this isn’t the case. I wear InkAddict because I know the owners and team over there really well and support what they are doing. I see their business behind the scenes. I see the blood, sweat, and tears that goes into creating a brand, so it makes me want to support them.
There have been so many films, albums, and miscellaneous works of art that haven’t meant much to me, but as soon as I watch some behind-the-scenes content, the hard work that goes into each project can make me a fan for life. Some folks are sloppy behind the scenes. There can be a lot of errors, or failed projects that they would rather not let out to the public. However, consumers want to know brands on a personal level. They want to see the behind-the-scenes, so, let them.
I don’t claim to be a writer. I said, above, that my specialty is Video, not writing. I leave the video descriptions and press to our manager, James. I create the video, and he does the rest. I felt it was important to tell you that. That was for all the brand developers out there, that want to gain more loyal customers. Let them into your world. Document some behind-the-scenes footage, let them see that your whole team are people, just like them. Build that trust, and you will have loyalty for life.
I’d love to hear your feedback on this. Ask questions in the comments. Let’s start a bit of dialog! Do you hire or acquire a videographer to capture behind-the-scenes in your company?