Differentiation

Today, everyone expects to see video content. It used to be advised to brands to connect with their audiences via video content, however what happens when every other brand received this piece of advice, too? How do companies distinguish themselves among the new status quo?

If you were to google social media strategy on behalf of your business, it is apparent that videos are the new dominant force to reckon with. It seems that all articles say the same thing. Simply put, establish your company goals associated with your video content, tell a story; be authentic, reach out to your audience, and spread your strategy across all accessible platforms. This is advice is stale and predictable. 

All competitive companies are aware the steps that need to be taken to adapt to their users beloved applications; standing out among one another seems to be the problem. Despite the repetition of the general layout for digital media strategy, they are in fact the general steps, but let's take them a little further.

Communication is key with target audiences, thus the need to tell a story. Users have claimed themselves as visualists, so we must give the consumer what they are asking for. The videos that resonate with a majority of users are videos that tell a narrative and are open to personal interpretation to each user. Users who can form a connection with the content they are consuming, they're more likely to be drawn to that company.

Consequently, it is vital to create inherent shareability. Users who connect with videos are likely to share their experience with their followers and spread the content on other platforms. They will simultaneously helping your strategy to amplify itself on social. 

Finally, collect results on each video and measure in what users clearly like and dislike. Emphasize your likes and continue through the creative process to successfully separate and identify your brand among other competitiors.