Use Employee Advocacy Videos to Build Authentic Relationships and Brand Awareness
You already know that user generated content is a great way to generate brand awareness and build authentic relationships with your audience.
But you don’t have to wait for your audience to create the content for you. You have built in “users” that can generate video for you - your employees!
So it’s no surprise that a major B2B trend that we’re seeing now is companies featuring their employees in their official videos.
There are many benefits to featuring your employees in your videos including:
Content shared by employees can receive up to 8x more engagement than content shared by the company channel
Customers have a stronger belief in information about a company when it comes directly from the employees themselves.
Resource: For more information on the advantages of employee advocacy videos, check out these 10 stats by Sociabble: https://www.sociabble.com/blog/10-stats-impact-employee-advocacy/
But the benefits of featuring your team in your videos aren't only external, there are internal benefits as well.
Branded company videos that feature employees offer opportunities for employees to:
Be seen as experts in their fields
Build up their own personal reputation and branding
Gain confidence that they have your trust
And the best part is that the process of creating employee advocacy videos does not have to take up a lot of time or effort by the team.
In just 4 steps, you can create value packed content that features your team.
1. How to choose a topic for your video
Choosing a topic for your video can be seen as one of the hardest parts. But it really doesn’t have to be! Each one of your employees is the expert in what they do and have a lot of information that they can share.
You can ask each employee to write down 3 topics that they feel they would be able to convey most clearly and concisely. Even if they think they can only come up with one topic, chances are that that topic can be broken down into niche topics.
If your employee is struggling to come up with topics, have them look at what content they have already created. White-papers, reports, guides and live presentations are all pieces of content that can easily be repurposed for videos.
Pro tip: Videos on social media should have just one point. Show your viewer how this content is relevant to them, make your point and finish up to get the most retention on the video.
Videos don’t only have to be about the technical side of your company, they can also serve the purpose of humanizing your brand.
Topics for videos that show your people can be:
Behind the scenes/ A day in the life
Productivity hacks your employees like
Interviews of each other where they share books, podcasts, other people who inspire them
For more ideas for topics for your employee videos, check out this video:
2. Content Differentiation Factor (or, what makes this video unique)
When you approach your employees to get in video, chances are they are going to beg off, saying “I’m not funny enough” or “I’m not good at public speaking” but because you’re reading this blog, you are going to know exactly how to respond to them.
The truth is that each person’s personality is their video creative. You could just tell them to “Just be yourself” but we both know that won’t work. So instead, they ARE going to just be themselves, they just don’t know it yet.
Why is this important?
Because the more authentic and real your employees are in their videos, the more relatable they’ll seem, the more they’ll gain the trust of their audience.
Here are some ways your employees can show their perspective and personality on camera, without having to be an Emmy winning actor:
1. Pick a location that is unique to them: You don’t need a fancy set or studio to film your video. You just need a location that shows me a bit of who you are.
Does your team work from home? Have each employee film from their home office so their viewers can get a peek at who they are outside of work (but make sure they clean up a bit first :)
If your team is filming from the office, have each employee sit at their actual desk so that the background shows their workspace and individual style (but also cleaned up a bit)
2. Use language that they would use in everyday life: Don’t use overly technical language in the videos. Have the employee speak as if they were speaking to a friend. Explain terminology with words that everyone can understand and make it sound as conversational as possible, as these are the videos that are the most engaging.
3. Act like yourself: Most people are going to freeze up when the camera light is turned on them but we need to reframe the situation. Instead of talking to the camera like its a camera, have your employee pretend that they are talking to their friend and they shouldn't be afraid to act like it too. If they usually move their hands a lot when they speak, then they should move their hands. If they make a lot of facial expressions when they speak, then they should make those faces. The more genuine they look when they are in a video, the more authentic they'll be and the more the video will be engaging (are you starting to see a pattern here?)
Resource: To learn more about "content differentiation factor", check out Julia McCoy of Express Writers:
3. The technical stuff (How to easily script, film and edit the video)
Scripting: For quick and easy scripting of the videos, use the following template:
1. Introduction: Hook your audience with a relevant question or polarizing sentence that is going to get your viewers to stick around.
2. Relevance: Tell your audience why this video is important and relevant to them.
3. The Meat: Get to the point.
4. The CTA: what do you want your viewers to do now?
Filming: How can your employee film the video with only what they have around and still have it look like it was filmed professionally?
Use the back camera: The quality of the back camera is better than the selfie camera.
Stabilize the phone: Prop up the phone, horizontally, against a stack of books or their computer.
Light: Use a desk lamp to light the room. Make sure the light is shining at the person, and not behind them so they don’t be in a shadow. If they don’t have an available light, use a room that is well lit by the sun.
Noise: They can get good audio even without a mic. Shut the door if possible to keep out any outside noise, or ask everyone to be quiet. You may need to turn off fans or air conditioners to keep out ambient noise.
Editing: If you don’t have a video editor in-house, you can have a designated person edit the videos, or even have each person edit their own videos. There are many editing software and apps available, everyone just has to find the one that they are most comfortable with.
For more tips for filming professional looking footage with just your phone, download this guide.
4. Content Distribution
Content shared by company pages has limited reach across platforms, but content shared by your employees, that features your employees, has much greater reach.
In addition to the benefit of the content featuring your employee being more engaging for your audience, it also has the added benefit of reaching a completely new audience that wouldn’t see your content that is shared from the company page.
And, as we know with social media, the more people engage with the employees content, the greater the reach will be.
Resource: Your employees aren't also social media managers but they can quickly and easily build up engagement on their posts. Check out this blog for more: https://www.twoheadsil.com/post/embrace-commenting-to-encourage-engagement-on-social-media
For all of the TwoHeads videos about how brands can use videos, check out our playlist on YouTube: https://www.youtube.com/playlist?list=PLLQiRFiCOt744s9SkCrt7SIBIoCUK1SOO