If you want to create video content that sticks in the minds of viewers, you need to make sure it’s relatable.
The reason is obvious when you think about your favourite TV characters or plots. You like them, because you can relate to them; either you’ve experienced similar situations or the person on the screen has similar character traits to you.
Get relatable video content right in marketing, and it’ll ensure your message remains in the minds of your ideal audience and gradually weds them to your brand.
So, with that in mind, how can you create relatable video content?
1. Make sure your videos appeal to your demographic
Who is your ideal customer?
If you’ve already written a marketing plan, you’ve probably put together an audience persona, which is a fictional representation of a perfect customer for your business.
The videos you create need to appeal directly to that person – because there should be lots of them out there. That means their age, lifestyle and personality needs to be directly targeted within your video content.
2. Let the audience know they’re not alone
One of the best ways to create relatable video content is to play on the common fears or concerns of the audience.
You can do this by letting them known they’re not alone; you’ve been through it – or, at least, you know exactly what needs to be done in order to fix whatever the issue is.
Share their struggles and offer a safe place in which to find a solution.
3. Share only the most interesting stories
You don’t have a lot of time to engage viewers with video content – sometimes, it’s just seconds.
It’s therefore really important to only share the most interesting stories you have. In doing so, you’ll not only grab their attention early on, but you’ll come across as a friend – the sort of friend who always has a fascinating story to share.
Stories are relatable, because if you get the topic right, it’s almost a given that your audience will have experienced them too.
4. Test the videos on yourself and your colleagues
Video content can only be relatable if you can relate to it yourself. And that might sound daft, but if you can’t get your head around the meaning or point of your video once it has been produced, your audience has no chance.
This is why testing video content is so important. Do so throughout the video production process and once it is ready for publishing. Videos look a lot different ‘in the flesh’, therefore your relatable content idea might be completely unrelatable once it is committed to film.
If you can, send the video to a test audience or trusted family members and friends who you know will give you honest feedback.
Creating relatable video content is time consuming – it’s not something that will happen overnight.
However, if you use our tips above, you’ll create content that your audience warms to immediately and which paints your brand in the best possible light.