The Humanization Of Brands Through Social Media Marketing

The Humanization Of Brands Through Social Media Marketing

Most people have a smartphone, laptop, and/or desktop computer connected to the Internet, social media, and email. 

As a result, consumers have immediate access to a wide range of content and online communities that provide valuable information, resources, and connections.

The Internet has changed the game. Consumers can learn about – and connect with – brands and companies in ways never before possible. And it’s opened up a world of opportunities for businesses.

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The Rise Of The Social Media Influencer

You might be familiar with influencers and their massive impact on brands and marketing. People with large social media followings – either through their own channels or partnering with brands – can help bring in millions of dollars in revenue for those partnering with them. Let’s take a quick look at the numbers.

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The industry is booming, and brands are heeding the call for increased engagement, amplified reach, and higher conversion rates.

The Rise Of The Virtual Influencer

Thanks to influencers, brands can now engage with consumers virtually. Video content is becoming more important to audiences, and nearly everyone has a smartphone that can capture video content easily.

Thanks to platforms like Instagram and TikTok, content creators with large audiences can collaborate with brands to develop content that fits their needs. And as a result, the industry has shifted to emphasize video content marketing.

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While traditionalists may question the value of video content, the truth is that engaging with consumers in a rich media format is more effective than ever before. 

Video is becoming more important to consumers, and it’s becoming more important to marketers as well. It’s not a passing fad. It’s not going to go away. Video is here to stay.

As a result, video content marketing is an important part of any digital marketing plan.

Video Content Marketing Is Here To Stay

Suppose you’re not actively engaging with your audience through video content. In that case, you’re losing out on a valuable potential traffic source and, more importantly, an opportunity to establish trust and credibility with your audience. Video content marketing is here to stay – and it’s becoming more important every year.

The trend is clear – video content is important, and it’s only growing in popularity.

Thanks to the growth of platforms like TikTok, where users can upload and share content in seconds, brands can now create short-form videos to highlight their products and services. In addition, consumers have more ways than ever before to discover brands and businesses they love – and want to share with their friends.

The bottom line is that video content marketing is here to stay. If you want to be able to connect with your audience, create video content.

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Getting Started With Video Content Marketing Is Easy

If you’re new to video content marketing and wondering where to start, consider these five steps to getting your feet wet.

  1. Define your video content strategy. Before you begin creating videos, decide which platform you’ll use and what format you’ll use.
  2. Research popular video topics. Once you have a platform in mind, you can begin researching topics that are currently popular and can help you decide what type of video content to create.
  3. Use keywords and hashtags in your video’s description.
  4. Measure the success of your video marketing campaign. At the same time, you’re busy creating videos and setting up automated tasks to track the performance of each video you make. Without these tasks set up correctly, it can be difficult to know how effective your video content marketing efforts are and if they’re worth continuing.
  5. Promote your video content on social media.

With the right information and tools, creating video content is easy. Using platforms like YouTube to distribute and measure the success of your video content is also simple.

These tools make it easy to automate key elements of the video content creation process, such as marketing, scheduling, and research. Simply find the right platforms for your target audience and begin creating content that will engage them.

Marketing Through Video Content

Thanks to tools like Google Analytics, you can track the performance of every video you create and determine the most successful ones.

Google Analytics lets you see how often a video was watched, how often it was shared, and which versions of the video performed best.

This information can help you determine the value of various components of a video marketing strategy and guide your decision-making process when developing future content.

While these metrics can provide valuable information, a comprehensive look at your video’s entire audience can provide even more insight. Using platforms like Facebook Analytics, you can track a video’s performance across all channels and better understand how different elements of a video marketing strategy work together.

The traditional three-to-five-minute video creation limit no longer constrains you with video content. Thanks to tools like YouTube’s Storyboard, you can now develop and publish long-form videos covering various topics with interactivity and depth. Of course, this doesn’t mean you have to limit yourself to five minutes. The length and content of your video don’t matter as much as the value you provide to the viewer.

This value could be in the form of information, education, entertainment, or a combination of all three. Whatever the value is, you can rest assured that YouTube’s algorithms will drive traffic to your content.

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Educational Videos

Thanks to video content, consumers can access information and resources they might not normally have had the opportunity to see or hear about. In addition, educational videos can be a great way to impart knowledge and show how much you know about a particular subject matter.

Consumers value learning about new things through short-form videos that are easy to consume and retain information in.

Consumers also want to see how products work in real life before buying them, so they can have an idea of how the features of those products function in practice.

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The trick is developing video content that will not only engage your audience but will also provide them with valuable information and resources they need to succeed in life.

Entertainment Videos

Suppose you’re primarily creating entertainment videos. In that case, you’ll want to use a camera that focuses on the face of the person viewing the video, as it makes people feel more engaged.

This is particularly important if you’re using a smartphone camera, as it will enhance the emotion you’re trying to convey.

Consumers want to laugh or be entertained while learning about new things or expanding their knowledge base. This is why comedy and drama videos tend to do well on social media – people want to laugh or cry (or both) while learning about the world around them.

The point is that if you want to market a product or service, you’ll want to create entertaining or funny videos, as these videos tend to do well on social media.

How To Videos

If you’re uncomfortable creating comedy or drama videos, you can also create how-to videos to teach people about specific products or services. In this case, you’ll want to use a camera that is focused on the hand of the person teaching the video’s audience.

Why Is Marketing Different Now?

For years, the role of marketing and advertising was to convince consumers to buy a particular product. Today that has changed. Now marketers must establish emotional connections with consumers and build trust by being more human.

The way we consume media has changed. Back in the day, consumers would look at a magazine or watch TV to learn about a product. Now they use Google, YouTube, and other platforms to learn about brands and products from the inside. Moreover, these consumers tend to share their opinions on social media. They want to be part of the conversation and establish a connection with the people they’re following.

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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