Experts Reveal the Best Vlogging Strategies for Businesses in 2019

Over the last few years, vlogging has become a huge phenomenon. So much so, that 54% of consumers now want to see brands/businesses they support actively create video content.

Interested in the rise of video content, OnBuy.com used the latest findings from YouGov, who surveyed 616 American vlog enthusiasts, to identify the types of vlogs they like the most.
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Additionally, OnBuy independently consulted 34 different social media specialists, branding experts and marketing professionals/consultants to find out the best ways in which businesses can get started on their vlogging journey.
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Experts reveal the best vlogging strategies for businesses in 2019

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• Educational vlogs in the form of ‘how-to-videos’ (85%) and ‘product reviews’ (67%) are the most popular among Americans
• Contrastingly, entertainment-based vlogs seem to be less appealing to Americans - with less than a half watching vloggers who focus on ‘gaming’ (40%) and ‘gossip’ (35%)
• 74% of marketing experts believe ‘documenting employees working’ is the best content strategy for businesses to get started with vlogging 
• Thereafter, 68% think companies can centre their vlogs around ‘simplifying complex industry topics’
• Interestingly, a significant proportion of professionals think ‘influencer sessions’ (68%) and ‘employee roundtable discussions’ (57%) are worthwhile vlogging ideas for businesses

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Vlogging is where an individual or group of people create regular videos to give their opinion on a topic they are passionate and knowledgeable about.

Over the last few years, vlogging has become a huge phenomenon. So much so, it has caught the attention of businesses keen to diversify their content strategy to better connect with their target audience. Those with this desired approach are certainly on the right track, as 54% of consumers now want to see video content from brands/businesses they support, per statistics from marketing software company ‘HubSpot’.

Interested in the rise of video content, online marketplace OnBuy.com used the latest findings from YouGov, who surveyed 616 American vlog enthusiasts, to identify the types of vlogs they like the most.

Additionally, OnBuy consulted 34 different social media specialists, branding experts and marketing professionals/consultants to find out the best ways in which businesses can get started on their vlogging journey.

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The most popular type of vlogs?

From the analysis of the YouGov data, OnBuy.com found that educational vlogs in the form of ‘how-to-videos’ (85%) and ‘product reviews’ (67%) are the most popular among Americans. Thereafter, a considerable amount enjoy viewing ‘travel’ vlogs (56%).

Contrastingly, entertainment-based vlogs seem to be less appealing to Americans - with less than a half watching vloggers who focus on ‘pranks’ (49%), ‘gaming’ (40%) and ‘gossip’ (35%).

How businesses can start their vlogging journey?

According to 34 different social media specialists, branding experts and marketing professionals/consultants’ businesses can:

Document employees working – 74%

Give people a ‘behind-the-scenes’ look at the daily responsibilities of an employee (senior or junior). This will allow others to see the processes and hurdles they must go through to get an idea/product/service to market. In turn, such insights will reveal the work ethic and passion embodied by the employees.  

Simplifying complex industry topics/issues – 68%

This is fantastic way for the business to showcase their expertise and make life easier for their audience. It could involve an employee simplifying or explaining common industry jargon. Similarly, providing a concise five-minute vlog breaking down an industry topic to make it more digestible and less confusing.    
  
Industry and non-industry influencer/personality ‘sessions’ – 65%

Identify prominent as well as less established influencers and invite them in to have an informal chat. Give them the opportunity to talk about their career and share their expertise on a range of topics/issues they are knowledgeable about or specialise in. The aim should to create a relaxed environment, where both the host and guest can have a free-flowing conversation.

Product/service demonstration – 57%

Don’t turn this into a promotional video. The whole point of the vlog will be for someone from the company to demonstrate the product/service and highlight all it’s features. By the end of the video, the consumer should feel confident enough to take full advantage of the product/service in question. If they are still unsure or forget, then the video adds further value by becoming content that they can refer to at any time and place.

Employee roundtable discussions (about industry opportunities, threats, trends etc.) – 52%

Facilitate a relaxed environment where a group of employees can get together and express their opinions on a variety of industry-related topics. This could include discussions about the imminent threats facing the industry or how emerging technology could transform the industry for the better or worst. The vlog could also set-up an opportunity for employees to reflect on their existing projects and gain constructive advice from their fellow colleagues – thus, shining a light on the collaborative nature of the company.   

Weekly recap/take on impactful industry news – 40%

With a lot happening in each industry every day, it can be an overwhelming task to keep up. So, on a weekly basis, go through as many stories as possible and then make a vlog sharing the most significant ones. Furthermore, businesses are open to give their view on any news which they strongly feel/predict will develop in a certain way or have a telling impact on certain parties.
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Most of the experts do agree that businesses should aim for a combination of these vlogging methods rather than striving for a specific one to broaden appeal and establish a strong following.

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Alex, a Marketing Consultant from a leading digital media agency commented:

“Vlogs are fantastic gateway into the inner workings of an organisation. They give clear context as to what a business does and all the faces working tirelessly behind the scenes. Likewise, vlogs add a layer of character by capturing how their personalities and perspectives are actively contributing towards the results and growth of a business. Simply put, regularly vlogging should be in the arsenal of any business serious about producing captivating content”.
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Cas Paton, the Managing Director of OnBuy.com commented:
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“The rise of social media has blurred the lines between brand and customer interactions. As businesses invest more time and resources into their marketing activities, vlogging needs to become a priority. It allows a business to display its talent and expertise in an authentic as well as cost-effective manner. Also, the exposure through such a direct and authentic format will make the business more human and allow for quicker distribution of informative content. Overall, carefully thought-out vlogs can only be a win-win for any organisation”.

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