Brands today are having a hard time keeping up with the demand for new content. There are so many places to share content online, and people’s attention spans are getting shorter. Plus, the competition is tougher than ever. It feels like as soon as you finish creating content, you need to start all over again. It’s like pushing a big rock up a hill, only to have it roll back down again.
Even though the need for content is so high, many brands haven’t started using strategies that keep content flowing all the time. Always playing catch-up makes it hard to focus on what works best and helps the brand grow.
In this article, we’ll look at why 5 types of content your brand should be creating.
1. YOUR FOUNDING STORY
Every brand has a beginning, and your founding story is special. It’s all about why you started and what makes your brand unique. Sharing this story helps people understand who you are and why you do what you do. Imagine telling a tale about a little bakery that started in grandma’s kitchen or a tech company born in a college dorm. When people know the “why” behind your brand, they feel more connected to the “what” you offer.
Gymshark has done a great job at not only sharing their founding stories but the stories of athletes and influencers. People connect to story and thus connect I to the brand as well
Link: Gymshark Originals
2. A VIDEO SHOW SERIES
Creating a video series is like having your own TV show! It’s a set of videos that come out regularly, like episodes. This could be anything from cooking tutorials to fashion tips, depending on what your brand is about. Having a series sets expectations and gives your audience something to look forward to. Think about how exciting it is to wait for your favorite cartoon each week! A series can create habits and keep your audience coming back for more.
Adidas has a YouTube series called “Learn a New Skill” which features various professional athletes teaching drills and techniques.
Link: Learn a New Skill
3. CREATOR AND INFLUENCER CONTENT
Working with creators and influencers is like having a friend introduce you to their other friends. These are people who already have an audience that trusts them. When they talk about your product, their audience is likely to be interested too. It’s like having a popular kid at school tell everyone how cool your new game is. This helps build a bridge between their followers and your brand, making it easier for new people to learn about you.
On teamed up with Zendaya for their recent campaign project celebrating the power of moving together.
Link: Power of Moving Together
4. BEHIND THE SCENES VIDEOS
Everyone loves to see what happens behind the scenes! These videos show what goes on in your company every day. It’s like a backstage pass to a concert. You can show how your products are made, introduce your team, or share funny moments in the office. This gives your audience a peek into your world and makes them feel like they’re part of the journey. It’s a fun way to build a deeper connection with your viewers.
Reebok has produced several behind-the-scenes videos during the CrossFit Games, highlighting the athletes’ preparation and the event’s organization.
5. PRODUCT SHOWCASE
A product showcase video is all about telling a story with your product at the center. Instead of just saying, “Here’s our product, buy it,” you weave it into an interesting story. For example, if you sell sports equipment, you could make a video about a day in the life of an athlete using your gear. This way, people can see your product in action and understand how it fits into their lives. It’s a creative way to highlight the benefits of what you offer.
We hope these ideas inspire you to start creating amazing content for your brand. Videos are a fantastic way to share your story, connect with your audience, and show off your products. Happy filming!
Whoop has done a great job in showcasing many of its products seamlessly.
Link: WHOOP 4.0