Business web series, the new Netflix?
Author
Roland Guijs
Date
June 24, 2022
Reading time
6 minutes
Themes
The average Dutch person watches 46 minutes of online video on-demand series per day, for example on Netflix, Disney+, and Videoland (SKO). And that's not only in the evening on the couch; 16% also does this during work hours.
Watching series is thus fully integrated and therefore also offers many opportunities for business in the Netherlands. Because besides being a form of entertainment, it is also an excellent way to inform and inspire. To throw in a cliché: 'A picture is worth a thousand words.' It is no coincidence that the number of companies using video for marketing purposes increases annually (Depositphoto). There is enough potential, but how do you create a successful business web series?
Shorter is better?!
For online videos, such as on LinkedIn, the general thought is; shorter is better. The science is clear: our attention is getting shorter and the viewer is constantly looking for new stimuli. And a new stimulus is always one swipe away. For video marketing purposes, the recommended length for a video is 20 to 40 seconds. This length is ideal to interest the scrolling social media visitor from start to finish.
Shortform vs. longform
But what if the (potential) viewer consciously seeks interesting content? In that case, the principle described above no longer applies. Therefore, we speak of the difference between shortform and longform online video. Shortform videos last a maximum of one minute, while longform videos have a length of more than three minutes. While shortform videos are primarily aimed at activating the viewer, longform videos focus on informing and inspiring. A corporate web series will always consist of various longform episodes, in which the viewer is taken through a specific topic. Since this is a smaller, but engaged group of viewers, more information can also be processed in the video.
5 Advantages of a Business Web Series for the Technical Sector
Engaged viewers. Viewers of longform videos generally have a higher level of engagement and are interested in the subject. This makes the audience a valuable (target) group, and the level of information can be adjusted accordingly.
The power of repetition. The mantra in education: things only stick after being discussed multiple times. By delivering your message several times and in different ways, it will have a greater impact on your target audience.
Choose your own format. With multiple episodes and longform content, choosing a suitable format is essential for a business web series. Look for a format that fits your target audience, such as a report style in which you visit various partners, or a documentary style, where the expert is central.
Highlight multiple perspectives. Because a web series has multiple episodes, it’s a suitable way to highlight different perspectives. Each episode, with a different perspective, can also be targeted to a specific subgroup, thereby addressing the viewer even more precisely.
Build your brand identity. Due to the high engagement of viewers, who choose to watch (opt-in), longform is ideal for developing your brand identity. Since the story is central, this is the way to position your brand correctly and take the viewer along in your narrative. Not the sales, but the brand is central (Fonk). For example, profile yourself as the guru in your field or emphasize the generational expertise.
And the algorithm?
There are plenty of reasons to use a business web series as a marketing tool, but what does the algorithm think about it? The best video is, after all, one that gets viewed. Social media platforms are increasingly shifting their algorithm's focus towards longer videos. Even on TikTok, which became famous for ultra-short videos, videos of up to ten minutes can now be uploaded. With this, TikTok aims to compete with YouTube, which is still the leading online video platform. On YouTube itself, videos longer than ten minutes perform very well. This may also be due to the opportunities for adding ads halfway through the video. Additionally, long-form videos also perform well in the statistics. While short-form performs better in achieving click-throughs, long-form is the best format to achieve a high engagement from the viewer (Huffpost).
Building a campaign around it
It is, therefore, an art to combine short-form and long-form into a successful campaign. Both formats serve a different purpose and can strengthen each other in that regard. The right moment in the customer journey is crucial. Create interest among your target audience by launching different short clips leading up to the various (long-form) episodes. These teasers often contain short snippets from the longer episodes, for example, a call-to-action to encourage the viewer to follow the channel. This uses the power of short-form; activating the viewer. The short clips can be used as ads, as dark posts (ads targeted at a specific group that cannot be found organically), or actively shared on other platforms. This can be supported with, for example, press releases or copywriting on the website and blogs. For the distribution of the episodes of the series, especially make use of organic reach. The best viewer is the one who is intrinsically motivated to learn more about the subject. Engage in the comments and actively share it in your network. This way, you reach the truly valuable group of viewers.
Tips for a successful business web series
Make it binge-worthy. The power of a series is that you can engage your audience for a longer period. Make your viewer curious about the next episode, for example by ending with a preview of what’s to come.
Think beyond one episode. Build a complete campaign around the web series to reach a large and motivated audience. Consider shortform variants of the episodes, announcements in newsletters, and advertisements.
Ensure recognizability. Provide a clear line that is carried through in all episodes. Do this not only in the graphic elements, but also in the format and visual style. This way the viewer immediately recognizes that it is part of the larger whole.
Put yourself in the viewer's shoes. Ensure an open door where the content of the series resonates with the viewer. What do they want to hear? Additionally, LinkedIn uses auto-play, so the video starts automatically when scrolling. Subtitles and a catchy beginning are therefore crucial.
