The importance and role of video channels has been increasing remarkably in the past years. Burson-Marsteller, a leading global PR and communications firm, recently reported that the average number of channels (accounts) grew from 2,7 (2011) to 8,1 (2012) per company (Fortune Global 100 Companies). It shows, that companies and brands are embracing online video as an important medium and that they clearly are offering content for a variety of target auciences. But still a lot is built on content, which is published infrequently and represents a style that is not built to live.
Infrequent publishing results in channels, that are more like campaign dumpsters. Campaign videos are not bad – they can build peaks to viewership, which usually results in more subscribers, but the again there has to be more interesting content to watch to keep the audience’s attention.
What matters is continuity. Not many of the best performing channels today were built on viral-style content, but by continuous programming, testing new styles and by learning from the data and community they have been able to build real and interested audiences.
Successful pieces of content can bring the channel to the next level. But relying only on a couple of videos an audience is hardly satisfied. After a success the viewers want more and here’s where the bold companies and brands do things right: they produce more, are willing to take risks and are keen to serve their audience on a continuous level. The value of a channel is in it’s audience. And it doesn’t watch the same episode repeatedly all year long even if the episode is brilliant.
If building an engaged and interested audience is of importance to a company or a brand, they should
* Produce content continuously and try out new styles alongside the already successful ones
* Learn what works best by analyzing the available data and community responses
* Repeat what works best but never stop testing and being curious about new possibilities