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Building a Community With Video: The Essential ‘Superpowers’ – GM31

In this edition of Grey Matters, find out the special skills that video creators possess for building a community of online followers.

Building a Community Online: The Superpowers Every Video Content Creator Must Possess

[0:00] – Introducing this episode of the Grey Matters podcast: Building a community through online video content marketing.

  • A week before the COVID-19 lockdowns, the Social Media Marketing World event took place, where the importance of video for building communities was highlighted. 

[3:27] – Video consumption in the time of COVID-19.

  • When most people think about using video to build community, they concentrate almost entirely on the content of the video itself: how we present ourselves, how vulnerable we are, or how engaging we are in the video. But there is so much more to understand about the entire environment around video and how we, as a society, are consuming video, especially during the pandemic era.

  • It's not what's in the video that's most important, but understanding where people consume video; where they are physically, when they're consuming it, and what device they're consuming it on. The location that people are watching your video in determines the opportunity you have for engagement – and it's through engagement that we build a community. 

[9:28] – How conversation leads to comprehension.

  • If your audience members are asking you questions and you're answering those questions, you are discovering the pain that your community has, and you're able to serve that pain.

  • In answering the questions, you build trust, and you build a relationship, which is the foundation for your community. 

  • To form a community, it all starts with where they're viewing, and with you recognizing the challenges of that, modifying your content and how you deliver that content.

[10:57] – Intentional versus interruptive video content.

  • There are two different types of social video. 

  • Intentional video is the type of video content a user watches because they searched for it, likely because they’re looking for an answer.

  • Interruptive video is the type of video that appears on social media feeds, even without the user looking for such content. This type breaks the experience for the user, and leaves little potential for engagement.

  • Intentional video creates opportunity; interruptive video creates resentment. 

[16:27] – The different “superpowers” of video content creators.

  • The first superpower: Not being afraid to be polarizing.

  • The second superpower: Vulnerability, authenticity.

  • The third superpower: Affirmation.

  • The fourth superpower: Consistency.

  • The fifth superpower: Accessibility.

[24:18] – Other aspects of creating successful video content.

  • Other traits: intimacy, humor, curiosity, morality, and generosity.

  • In order to build a community, you have to pay attention to all of the technical and emotional aspects of the process, but at the end of the day, you have to be willing to take on a mantle of leadership: the final superpower that has to be put in place. 

[27:56] – The steps that ensure that you’re on the right track in your video content creation.

  • If you're solving problems and answering questions, then you're on the right track.

  • First, have the right content mix. 

  • Then, pay attention to what type of video you're creating. 

  • Engage in the conversations you generate.

  • Find your personality and the emotional connection you have with your community. 

  • Finally, you have to be willing to piss a few people off.


Resources

 

Why do some video creators have the ability to connect with their audience, to grow a community, sway opinion, teach, sell, even inspire? 
 
What are the common skills, attributes, mechanisms that are unique to video, across all platforms? 
 
Links from this episode:

 

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