Google knew video was going to be big when it bought YouTube in 2006. In the last 10 years, the rise of video as the preferred vehicle for getting information – whether it be “news you can use” or brain candy – means that video is a powerful way to create connections with consumers.
At the annual conference for the National Association of Real Estate Reporters, held in New Orleans June 7-10, a panel of social-media savvy journalists talked about how they are tapping into the medium to reach and engage with readers.
Be You
At NOLA.com, which is the online version of The Times-Picayune, Social Engagement Producer Kiri Walton uses Facebook Live to extend her stories with a local focus, providing a first person feel to her reporting. She believes that engagement is driven first and foremost by being “a human”- that is speaking in your own voice rather than a stoic, corporate tone which lends itself to greater engagement.
Tip: Keep this in mind when posting to Facebook and in responding to comments. Are you being authentic? Will the on-line you be the same off-line you when you meet a prospect in person?
How –To
The dramatic rise in popularity of “how to” videos creates a significant opportunity to reach consumers in a format they turn to regularly for all aspects of their life. In fact, last year there was a 70 percent increase in views of “how to” videos on YouTube, which is the second largest search engine and the third most visited website worldwide, behind only Google and Facebook respectively.
Dan DiClerico, multi-media content specialist at Consumer Reports, uses “how to” videos to anchor a package of content that includes a long form video about 30 seconds long, a shorter 10-15 second video for Facebook, plus a longer article for the publication’s website.
By grabbing the attention of visual learners, who comprise 65 percent of the population, how to videos provide a branded entry point that can lead consumers to deeper, more robust content. And even better for real estate professionals, “how to” videos about home improvement are among the top searches on YouTube.
Tip: Most Facebook videos are watched without sound so including closed captioning can deliver more content to viewers.
How about YOU?
Asking readers for feedback has become a valuable way to generate content for publications. Surveys, comments, email solicitations – all provide first-person accounts, tips and advice that can be compiled into credible, reader-focused content that resonates with broader audiences. This approach also helps to build a community on your Facebook page.
“Facebook is changing the way we tell stories that are more consumer-focused,” said DiClerico. “Social media has paved the way for two-way communication.”
Tip: How can you create content that invites conversation? Crack that code and you’ll build an active, engaged community that won’t just be talking with you, but talking about you.
