The idea of vlogging for business purposes is nothing new. Given the sheer number of users that regularly use YouTube and social media platforms like Instagram, the concept is straightforward enough. Create video content that’s targeted straight toward your ideal consumer, then tweak the content as you gain more insights.
But when looking closely at starting a vlog and then launching it, it’s clear that it’s not for the faint of heart. To set up a solid vlog, a business must know what type of content their followers want, then provide something additional and unexpected—all while maintaining a posting schedule, aesthetic branding, tone, and more.
Vlogging sounds simple, but it takes a bit of care. If you’re still undecided about whether or not it’s worth it to launch a vlog, let’s persuade you a bit more using a few top examples.
#1 Setting Up a Community
Along with selling a product or service, your vlog will serve as a place for your subscribers and followers to gather. It should also instill some sense of community. One newly launched vlog series by PokerStars, titled Watch the Team, invites users to head behind the curtain to see how some of the platform’s top players compete against one another.
The goal is to create straightforward content that highlights the unique characters involved in most poker games, the nail-biting strategies they must employ, and, of course, offering a few laughs along the way. The vlog builds on all the hype and intrigue of poker, while also entertaining viewers and outlining what they can expect from the PokerStars community.
#2 Content Marketing Your Way
Similarly, vlogs allow you to create content marketing however you want to. There’s no template or format necessary, which means you can stick to low-budget and short videos to start with or dive into animated bits. In other words, no matter what types of resources you’re starting out with, you can always set up a vlog—just keep in simple to start with.
Additionally, creating a vlog or video content allows marketing teams to take advantage of different platforms. You can splice your video to create shorts designed for TikTok or Instagram, then delve into more involved topics on your own website. The sky is the limit.
#3 SEO Supercharge
Another great reason to invest in vlogging is that it can help supercharge your SEO. While most companies use a blog page to help boost their brand’s SEO and SERP rankings, a vlog will do the same. Simply provide a transcription of your video, then take advantage of metadata like you normally do. Without any extra work on your part, you’ve just bolstered your company’s SEO reach.
#4 Soft Innovation & Branding
A vlog is also a way to introduce followers and users to your unique branding position. When done well, vlogs even provide a way for you to outline your innovations and what separates you from competitors. This can be done subtly and simply by shifting the focus to what your brand does best.
Let’s take a look at another example. Just like PokerStars and Amazon Slots Casino, Fast Company relies on its vlog to help expand its reach. Fast Company tends to focus on tech, design, and leadership—which is a bit vague. However, their YouTube channel zeroes in on the meat of their expertise, which is working with other brands. Rather than create vlogs that highlight their work, Fast Company brings on advisors from some of its best partners, including Coca-Cola and Apple, to help educate its viewers. Instead of reinventing the wheel, Fast Company is simply shining a light on its most unique brand position: the scope of its experience.
#5 Meet Your Audience Where They Are
Lastly, vlogging lets entrepreneurs expand their reach. Above, we mentioned that vlogs allow companies to manage content marketing however it works best for them. However, it’s important to keep in mind that splicing, reworking, and rehashing videos can provide new opportunities for you to dive into new platforms as they emerge. Given the future of marketing is slated to be focused on video clips and shorts, a vlog sets you up to meet your audience wherever they might migrate digitally.
