Yesterday I was talking with @mone_Knows about innovation in PR. I mentioned how very few companies have worked out how to use video as part of their public relations, marketing and online customer service activities, and she showed me a video that glasses retailer Warby Parker had made for her when she was looking for a new pair.
I tweeted the company that I liked what the company was doing and they made me a video to say thank you. Very cool – and not just because they made me a video. They could have made it about them but they didn’t – it was about me. It’s not a sales video, there’s no hard sell… it’s friendly, personal and – because it’s video – it shows a little of the personality of the brand. It also demonstrates that using video as part of your PR, marketing and customer service activities can be quick [their video came just a couple of hours after my original tweet], cost-effective and builds a relationship with an audience – whether its customers, prospects, journalists or influencers.
Check out Warby Parker’s YouTube channel to see how they’re doing it. None of the videos has a huge number of views – and that’s OK. It’s not the point. The videos aren’t about viewer numbers, they’re about building a personal relationship with their audience. And, before you think that it only works because Warby Parker is a consumer business, think again. Video works for B2B businesses too – you just have to figure out how best to use it for your target audience.
So, next time you’re wondering how to differentiate your business, and build a relationship with a target audience, think video.