Your Audience Is Waiting for Subscription Based Video

Have you ever considered some different ways to engage with that audience you’ve spent years cultivating on social media? What if there was a way that you could offer quality content to a hungry audience and make more than the pennies per hundred views that alternatives, like YouTube, offer? Well, if you answered yes to either of those, I have three words for you:

Subscription-based video.

OK, maybe that was two words, but you get the picture. These days, Subscription-based content is all the rage with brand audiences. As advertising data shows a steady decline in responsiveness, subscribers are spending more and more every year—with the latest numbers showing consumers paying as much as $200+ a month on subscription services alone. Your customers are voting with their wallet, and they want consistent, well-produced, and personality-driven content from their favorite brands and products.

Differentiating Your Brand With Your Content

One of our clients—Rescued Furnishings—recently approached our team to develop, produce, and release a series entitled Power Tools and Pretty Things with Nicole Genz. The goal was simple. Leveraging their 40,000 Facebook followers, they wanted to create eye-catching DIY instructional video content that provided value, personality, and education for their craft-focused and hands-on audience.

By using Nicole’s unique style as the driving force behind the series, we enabled Rescued Furnishings to stand out from their competitors. We used high-quality production standards, design flair, and visual consistency to deliver quality that audiences can’t get with user-generated YouTube tutorial videos. Rescued Furnishings built a brand on in-store classes and information sessions, so we produced new material to give existing customers an option to sign up for a new, subscription-based model—in the process bringing greater convenience and quality to RF fans.

It certainly helped that Nicole’s background as a full-time engineer turned independent business owner really helped us drive home her own experiences getting messy and making mistakes—which helps when the core focus of your video series is helping your customers avoid the same pitfalls in their own projects. Part of the magic is exploring what makes you, your brand, and your team unique, and then sharing those stories with your audience. They want to get to know you! So why not let them?

Turning Your Audience Into Lifelong Fans

While there are elements to crowdsourced unscripted instructionals that big brands could learn from (being more informal, casual, and friendly), one thing that we wanted to avoid was that iPhone/iPad or web-cam look to the content. To maximize their position as thought-leaders in their industry, we had to propel the look and feel of the series to a standard that the audience would immediately find to be compelling and professional.

Our package of moving camera set-ups, a wardrobe lookbook, and generous professional lights and audio equipment put Rescued Furnishings in a position to excel. Nicole and her team loved the work that went into their custom-tailored program, and it shows. Your audience can tell when you enjoy the product as much as they do. Roll out the red carpet for them!

There’s a lot of wisdom in this approach. Customers get a chance to engage with your brand in a whole new way, and you’ll have created a brand-new revenue stream through generating compelling video content. It’s a win-win!

And by the way …

Did we mention that Power Tools and Pretty Things with Nicole Genz is an award-winning series?! That’s right –– our work has won the prestigious 2018 MarCom Gold Award! We couldn’t be more proud!

So What Are You Waiting For?

It’s easy to think that you can compete with Netflix by shooting a weekly cellphone video to upload to your Facebook page for a handful of likes and reactions, but building something that becomes a part of your network’s weekly media diet takes time, expertise, and consistency.

While those things may sound intimidating, the best part is that unlike Rescued Furnishings, it doesn’t have to be DIY. At StoryTrack, we take care of the creative and production so that you can focus on growing your business (and answering fan-letters from your new avid viewers). All it takes is a discovery meeting to learn more about your goals, your audience, and your timeline. We’ll guide you through selecting the correct subscription-based content platform that best suits your needs, your budget, and your end-users, too.

If you’re ready for your close-up, let’s schedule a call!

About the Author

Lori Dowd

Lori Dowd is an award-winning filmmaker and founder of StoryTrack Studio. For over 20 years, she has directed and produced programming for a range of corporate, non-profit, online and broadcast partner/client.