Over the last few years, vlogging has become a huge phenomenon. So much so, it has caught the attention of businesses keen to diversify their content strategy to better connect with their target audience. 54% of consumers now want to see video content from brands/businesses they support, per statistics from marketing software company ‘HubSpot’.

Interested in the rise of video content, online marketplace OnBuy independently consulted social media specialists, branding experts and marketing professionals/consultants to find out the best ways in which businesses can get started on their vlogging journey in 2019.

Alex, a Marketing Consultant from a leading digital media agency commented: “Vlogs are fantastic gateway into the inner workings of an organisation. They give clear context as to what a business does and all the faces working tirelessly behind the scenes. Likewise, vlogs add a layer of character by capturing how their personalities and perspectives are actively contributing towards the results and growth of a business. Simply put, regularly vlogging should be in the arsenal of any business serious about producing captivating content”.

Top Vlogging Uses

Document employees working – 74%

Give people a ‘behind-the-scenes’ look at the daily responsibilities of an employee (senior or junior). This will allow others to see the processes and hurdles they must go through to get an idea/product/service to market. In turn, such insights will reveal the work ethic and passion embodied by the employees.

Simplifying complex industry topics/issues – 68%

This is fantastic way for a business to showcase their expertise. It could involve an employee simplifying or explaining common industry jargon. Similarly, providing a concise five-minute vlog which breaks down an industry topic to make it more digestible and less confusing will make it more appealing.

Industry and non-industry influencer/personality ‘sessions’ – 65%

Identify prominent as well as less established influencers and invite them in to have an informal chat. Give them the opportunity to talk about their career and share their expertise on a range of topics/issues. The aim should be to create a relaxed environment, where both the host and guest can have a free-flowing conversation.

Product/service demonstration – 57%

Don’t turn this into a promotional video. The whole point of the vlog will be for someone from the company to demonstrate the product/service and highlight its features. By the end of the video, the consumer should feel confident enough to take full advantage of the product/service in question. If they are still unsure or forget, then the video adds further value by becoming content that they can refer to at any point.

How Businesses can start vlogging?
How Businesses can start vlogging?

Employee roundtable discussions (about industry opportunities, threats, trends etc.) – 52%

Facilitate a relaxed environment where a group of employees can get together and express their opinions on a variety of industry-related topics. This could include discussions about the imminent threats facing the industry or how emerging technology could transform the industry for the better or worst. The vlog could also set-up an opportunity for employees to reflect on their existing projects and gain constructive advice from their fellow colleagues.

Weekly recap/take on impactful industry news – 40%

On a weekly basis, go through as many stories as possible and then make a vlog which shares the most significant industry insights. Furthermore, businesses are open to give their view on any news which they strongly feel/predict will develop in a certain way.

Most of the experts do agree that businesses should aim for a combination of these vlogging methods rather than striving for a specific one to broaden appeal and establish a strong following.

Wrapping up, Cas Paton, the Managing Director of OnBuy.com concluded: “The rise of social media has blurred the lines between brand and customer interactions. As businesses invest more time and resources into their marketing activities, vlogging needs to become a priority. It allows a business to display its talent and expertise in an authentic as well as cost-effective manner. Also, the exposure through such a direct and authentic format will make the business more human and allow for quicker distribution of informative content. Overall, carefully thought-out vlogs can only be a win-win for any organisation”.