These days, if something isn’t binge-worthy, is it even worth it? Media users have an insatiable appetite to consume an entire season of a TV show in one sitting and no longer desire to wait an entire week to get their next bite.
A show (or any sort of content) must be pretty good if people are willing to sit for hours staring at the same screen. So, is your content that good?
Being “binge-worthy” is a term that circulates around brand strategy meetings, but achieving this doesn’t happen overnight.
Keep reading to learn about binge-worthy content and tips you can apply to your brand.
What is Binge-Watching?
Even if you don’t know what binge-watching is, chances are you may have done it before. As defined by Oxford Living Dictionaries, binge-watching is to, “Watch multiple episodes of (a television program) in rapid succession, typically by means of DVDs or digital streaming.”
While your business may not be able to create a TV show to attract viewers, your brand can write blog articles, social media posts and create short informative videos to grab their attention. Keep reading to learn how to make your brand binge-worthy.
How Your Brand Can Become Binge-Worthy
Have you ever started watching a show and couldn’t stop yourself from one more episode? Check out these tips from PR Daily that explain how to make your brand irresistible:
1. Start with the Murder
Think of a television show that hooks you in right away. It starts with something big that grabs your attention. Within the first several minutes, it has you thinking “Holy cow, where is this going?” At that point, it’s got you. You’re going to sit there for hours and days, following the story to find out what happens.
• What is your brand’s hook?
• What immediate experience can you provide that will have your audience coming back for more?
2. Follow a Compelling Storyline
Every good show follows a logical storyline from the beginning to a satisfying conclusion. Although there may be surprises along the way, they’re in line with the story and add to the development of the plot. It’s generally obvious when a show has jumped the shark, with events and characters that are so outlandish they’re only there for shock value and tend to veer the story off course. This typically signals the beginning of the end.
• What is your brand’s storyline, and how are you telling that story?
• Is every customer experience telling the story you want to tell?
• Are you consistent with how and when you’re telling the story?
• Are you making any “jump the shark” moves?
3. Have the Right Cast of Characters
The cast brings a story to life. The actors know how to tell the story, they have great chemistry with other characters on the show, and they form a connection with the audience. They make us want to tune in for countless hours to see how their lives, situations and challenges unfold. We care for these characters, and in some cases, relate to what they’re going through.
• Who plays the lead and supporting roles in your brand story?
• Are they making an emotional connection with your audience that’s in line with your brand story?
• Have different employees write blog posts on your website to add a variety of ideas and personalities on your page.
4. Realize it’s OK if Not Everyone is a Fan
Even the biggest, most popular shows don’t appeal to everyone. And that’s just fine. How many people have told you to watch “Breaking Bad,” “Mad Men” or “Cheers” and just couldn’t do it? You may not be able to hook everyone in, but you have snagged many more. While it’s good to look into what’s working and not, don’t kill yourself trying to make everyone happy; focus on your engaged audience and cater to them.
• Do you know who your target audience is?
• Is your brand story speaking to that audience?
• How much and how often is my target audience engaging with my content?
The best brands (large and small), like the best shows, keep you coming back for more. They get you hooked, draw you in to be a part of the experience and tell a story that resonates with you.
Creating Binge-Worthy Videos
Videos are one of the easiest ways to get people to “binge.” If your content is a minute or two long, people can watch a few at a time and absorb your tips and information (check out the Three Girls Media YouTube channel here).
Forbes called video marketing “The future of content marketing” and they picked up on the trend. Here are some facts and projected trends they predict for the future:
• Adding a video to marketing emails can boost click-through rates by 200-300%.
• Embedding videos in landing pages can increase conversion rates by 80%.
• 90% of customers report that product videos help them make purchasing decisions. According to YouTube, mobile video consumption grows by 100% every year.
• 64% of customers are more likely to buy a product online after watching a video about it.
• 87% of online marketers are currently using video content in their digital marketing strategies.
• A third of all the time people spend online is dedicated to watching videos.
• Video ads now account for more than 35% of all ad spending online.
• 59% of company decision makers would rather watch a video than read an article or blog post
If you want to start using the video marketing tactic for your brand, here are some tips and insights to help you get started.
1. Come up with Strong Content
As you develop your content, make sure you take the extra time to do some keyword research. By knowing which words and phrases are strong for SEO purposes, you’ll be able to integrate them into your content so your video description and tags are a natural fit later.
2. Create a Road Map
Either write out a script or jot down the bullet points you want to cover. You want to come across in a way that makes sense in your vlog, without seeming scattered and all over the place.
Run through what you intend to say a few times out loud. Make sure you incorporate any gestures you want to include so you can tie them in seamlessly.
4. Record Your Video
Whether you use a handheld camera or webcam, make sure it’s as clear and steady as possible. Also, think about what you’re wearing and the background behind you; the overall appearance you’re portraying will play into your viewers’ opinion of your brand.
5. Upload and Share
YouTube is a fantastic site for uploading your vlog. Make sure the description shares what the video is about in addition to keywords and a link back to your site to increase website traffic! You can also embed your vlogs into blog posts and share them on your social media channels for maximum exposure.
Lessons from Binge-Worthy ShowsWatching episode after episode doesn’t have to be a total waste of time (which it isn’t); there are lessons that can be learned from great shows. Take a look at some public relations, marketing and social media lessons the Three Girls team has taken from our favorite shows.
3 Social Media Lessons from Unbreakable Kimmy Schmidt
“Unbreakable Kimmy Schmidt” follows the adventures of Kimmy, a young woman who had been kidnapped underground for the last 15 years. After her release, she takes New York by storm with her colorful wardrobe and bubbly personality.
1. Get Out of the Bunker
After spending 15 years underground, secluded from society, Kimmy Schmidt was grossly out of touch. She was still spouting out “not” jokes as if it was the 90’s. If you are new to social media, personally or professionally, it would be beneficial to do research and see what is popular. Get accustomed to trends and use them on your accounts to stay visible and active.
Besides having a stellar cast, one of the best aspects of the show was the cameos. From Jon Hamm showing up as a cult leader to Tina Fey as an incompetent lawyer, these surprise appearances were exciting. If you are looking for something special to add to your social media content or blog posts, consider using guest contributors. Guest writers can offer new and interesting information that can add credibility and visibility to your sites.
3. Be Yourself
If there is one thing Kimmy Schmidt never did it was change for anyone. She never lost her spirit while underground and did not let New York City beat her down. If you have a sense of humor or love to share interesting tidbits in your social media or blog posts, do it! Readers love to read content and information from people who are genuine. Being yourself is one if the best ways to attract and engage with your audience.
3 PR Lessons from Netflix’s “Making a Murderer”
Was it a set up or an actual crime? You decide.
1. Take All the Time You Need
“Making a Murderer” wasn’t created by Netflix on a whim; it was filmed over the course of ten years. By following one of the most notorious cases in Wisconsin’s criminal history for more than a decade, Netflix shows taking the time you need really does pay off. A public relations campaign is very similar; it often takes months or even years to see noticeable results or experience a change in public perception.
2. Create a Hook
The name of the show is a bit misleading, but does the trick for piquing viewers’ interest and teasing them to watch further. From the title, you are led to believe there is some sort of education or teaching to turn the main character into a murderer. This is not the case, however, as the show is a documentary-style trip through several famous criminal cases in Wisconsin and the arguably suspicious police work involved.
Create a hook to draw your audience in. Use a catchy title, a teasing headline or ask a thought-provoking question. Fascinating and intriguing your audience can be a great way to get them to pay attention.
3. Add a Human Element
The most riveting aspects of “Making a Murderer” are the personal interviews and real-life narration from Stephen Avery and his family. Showing the intense emotions and impact on the families surrounding these cases made this show impossible to stop watching.
What Hooks You?
There’s no doubt that binge-consuming is popular and isn’t going anywhere anytime soon. Customers want to gobble up content and soak it all up at once. Making your brand binge-worthy and creating videos for customers and learning from popular content can help your business become irresistible.
What are your favorite shows or content to binge? Share below!