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It’s time to shorten the message.
If you’re active on social media, it’s no secret that short-form video has become a mainstay in the marketer’s toolkit. With consumer demand steering all things content more towards mobile platform, marketers are starting to rethink their video methodology.
While music brands have long enjoyed the benefits of long-format video it’s time for marketers to embrace the “snackable” format that has become so popular on platforms like Facebook, Vine, Instagram and Snapchat.
What you need to know.
The purpose of this post is to talk about videos and not ads. If you don’t understand the difference, you will miss an opportunity. Completion rates for short-form video are steadily rising, and it’s specifically because the marketers who are doing it properly are not creating ads; they’re creating content. If you want to ensure engagement and enhance the shareability of your messaging, you’re going to have to steer clear of the sales pitch.
So what are you going to say?
In my previous article, I pointed out some of the ways you could kick-start your content strategy. Here are some quick ideas to help you build your short-form video arsenal.
1. Show how to do something.
Most MI brands house a lot of knowledge that players crave. From shaping sound to gear tweaks and mods, if you teach your audience something of value they’ll show your brand love.
2. Showcase an event.
Are you headed out to NAMM or Musikmesse? Doing a clinic roadshow? Got a new product build in progress? This is gold. The player audience is always trying to get an inside look/scoop on what’s happening in the industry. Make sure you’ve got a camera with you wherever you go. Capture. Document. Repeat.
3. Reveal a new product.
While I’ve listed this as idea #3, it should most certainly be #1 in your playbook. For a player nothing is better than getting the word on a new product before it hits MI media or the stores. The next time you release a product, be absolutely sure you’ve got video to go along with it. Sit back and watch your fans spread the word.
4. Take them behind the scenes.
Players are passionate about their MI brands, and they want to know what’s happening behind the door. Not just what you make but what you stand for. This is your opportunity to showcase the culture of your brand- from the people who make up the company to the things your brand does to make the world a better place. Humanizing your brand will quickly turn fans into ambassadors.
Even though the music manufacturing industry can seem pretty saturated with “me too” products, much of what your brand says and does is exclusive to you. Take every opportunity you can to broadcast via short-form video just what makes you special.
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