We can never really escape from who we are. Though technology and the social media have seemed to ooze into almost every vein of business practice, we still and always get back to the blood and the very essence of communication: its human side.
This is the reason why businesses nowadays are reconfiguring the way they look, behave, and talk online. They peel off their structured and taut side and start to feel and act as natural and as human as possible
A simple practice that manifests this effort from companies is the use of video logs or vlog. A vlog is an element of a blog which seeks to converse with the audience through a combination of images and sound. Vlogging is deemed by social media experts as a significant tool in bringing back the human element in the way businesses communicate with the public.
In the article Video Blogging for Business by Gretchen Siegchrist, some video ideas for vlogging are proposed (which I am about to evaluate and critique).
- Company updates: Video news releases or video messages from executives will keep the world informed about your company’s latest products, projects and achievements.
But be careful not to make your vlog as another advertising tool (for your product, your company, or your CEO) or worse, convert the vlog to a hey-it’s-I-and-my-company platform. The audience would not want that. Bring back the human element in business communication does not mean you’ll literally get a human—specifically as CEO—to talk in a vlog. Though the intention may be to make the consumers feel that the man or woman behind the business actually takes time to converse with them, overdoing such may defeat the purpose and lead to irritating people and raise up a community of CEO and brand haters.
- Industry and world news: There’s no reason to limit the vlog to what’s happening within your company. Add videos on related topics that interest your customers, and you’ll keep drawing audiences to your business.
This is perhaps suggested as a video idea to break the its-all-about-me tendencies of companies. Rightly so, inclusion of stories about the industry where the organization belongs may give an impression of a business that operates beyond its walls and as part of a larger community. But pay importance to the second statement. Make sure the topics and news to be presented in the vlog are relevant and interesting to the public. A vain and irrelevant blog is but a waste of space and time online.
- Instruction: Show customers how to use the products that you sell with handy how-to videos. You can create the videos in-house, contract them out to a video production company, or find online videos that can be embedded into your vlog.
This may be a good video suggestion as it attempts to inform and help the consumers in handling a product. Instructional vlogs serve a practical use to the public. In fact, this is something that product users would actually seek out online. If as a customer, you do not get help from that text-heavy manual (for the simple reason that you do not see a human hand operating a product and therefore cannot visualize how the process is done), an easier and more interesting option is to watch the company’s instructional vlog.
Aside from these vlog ideas, companies may also be interested in trying a vlog that 1) contains testimonials (but make them sound real and be real please), or 2) tips to ensure that the gadget the customer bought would last a lifetime, or perhaps 3) share the story of how your company develops an idea to a full-blown product or service (you could make this one effective through a storytelling approach).
Bottom line of this discussion, see to it that your business vlogs are C C C—content-based, creative, and conversational. If you do this, your vlogs will not only be something that you’ll enjoy doing, it will also be creations that your audience will enjoy watching.