Tag: video marketing
As a video creator, your client or boss keeps changing the scope.. what do you do?
Always remember: You’re creating for the audience of the client or boss, not to please them. When the audience is happy, everyone is happy – all stakeholders, the client, the boss and you.
There must be razor focus on providing value in every second to the audience. The video is made for them, and the purpose is for it to be worthy of sharing, not just watching. Sharing is the highest order of engagement for your work and skills.
So If you have a client or a boss who keeps changing the scope, align your direction with the audience because, in the long term, your skills and creativity in service of the audience will make you rise exponentially in your career.
If you keep pleasing everyone else, you’re just part of the rat race – maybe a faster rat.
You’re working on a video project: how to stop pleasing your boss or client?
Always remember: when you’re creating content, you’re not creating for yourself or the client, but for the audience of the client. Be obsessed about figuring out what’s in their interest first.. walk in their shoes, do research, deep dive into their pain points and micro moments.. make sure you have a lot of dots to connect for that one killer idea.
The goal of the video isn’t just for them to watch it. The goal is to make it so compelling that they share it. Make it worthy of sharing first.
When your audience is happy, & content is being organically shared.. stakeholders are happy. It’s win-win-win. If you start focusing solely on your client, you’ll be stuck in the race of pleasing them.
Stop pleasing your stakeholders, stop pleasing your clients & start creating genuinely authentic content for & about your audience. When you give them value for every second they watch, you’ve cracked it.
Viral : gimmick vs method
If you look at viral as a gimmick, it will always be out of reach… but if you look at it with a method… it’s the best way to market your brand.. :)
Everyone loves a viral, the uptick in engagement, talk of the town, 15 sec of fame… but loving the outcome and not the process is a dangerous path in my experience.
It’s not about viral, it’s not about the outcome; it’s about the process. The goal is driving engagement regularly, so we are part of our audience’s life as often as we can because branding today is about relevance.
How many conversations can we start? How many are we a part of? It’s not about recall, where we keep yelling at the user.
With the goal of engagement, the way we look at content becomes crucial—the only thing that matters is “share-worthiness” in my experience. If the content is not worth sharing, it just dies down, or you need to spend a lot of money to bring it in front of people.
Viral is just an outcome; like laughter on a joke is an outcome, But what’s the process? Are we obsessed about if people will laugh or do we work on our setup and punch line?
It’s the process of creating shareworthy content, the creative culture to enjoy the game and not be under pressure to hit a six on every ball… so we can focus to create ten pieces hoping two will work.
I feel everything a brand creates, any marketing communication must be shareworthy, period.
Learning from the trenches over 10 years has taught me to focus on only one thing which matters in all of marketing mumbo jumbo :)
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Thanks for the poke Sandeep Balaji on Arindam Paul ‘s post.. suno fir ;)