Smart Video Content Finds Audiences

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Content marketing has been around a long time but social media has really kicked it into high gear, and few organizations are producing better video content than Chicago’s Field Museum of Natural History.

Yeah… that’s right. A museum is kicking some video content butt. They’re consistently doing it better than most Fortune 500 companies.

The Brain Scoop

The video series is called, The Brain Scoop. It features Emily Graslie, who is one of the museum’s scientists and Chief Curiosity Correspondent, as she examines things you’ll find at the museum as well as the natural history and science that surrounds us everyday.

I love the series. I love the commitment to content and the passion that comes through in every video. Emily is clearly bright, but her enthusiasm for what she’s covering jumps off the screen and grabs the audience.

Good example for businesses

For me it’s a classic example that just about every business or organization should pay attention to. Many business leaders think, why would we ever create a video series? We produce bottle openers. Who’s going to watch videos about that? Or… we’re an accounting firm. Who’s going to want to watch videos about accounting?

If you’re one of those people, please watch a few of The Brain Scoop videos. What you’ll get is smart content. The series doesn’t dumb down the subject matter. It’s been created for a select audience that will appreciate its thoughtfulness.

As a matter of fact, some would probably consider the content… dare I say it… boring. That’s hard for me to write because I find the content really interesting. However, if someone glazes over at the thought of science or natural history, the series isn’t for them… and that’s okay.

It just goes to show that whatever content you’re working with, if you commit to it and do it with passion the videos will find an audience.

Video content statistics

Don’t take my word for it. Take a look at the results.

The Field Museum is open 364 days a year and boasts an annual attendance of about 1.2 million visitors. Impressive.

During it’s first year producing The Brain Scoop, they posted about 60 videos that received over 6 million views. WOW!

How’s that break down? How does it average out?

  • about 3300 people visit the museum everyday it’s open
  • about 100,000 people watch every video that’s produced

Talk about expanding your reach. Think the leaders at the Field Museum are happy with those numbers? How would you like that kind of exposure for you business or organization? Is this video content thing starting to sound a little more interesting?

Your first step to video content

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No doubt… the future of content marketing is bright, and video is going to be a big part of it. If you have an idea for a series, there are some things to think about. You need a strategy.

  • who’s our audience?
  • how will we deliver it to them?
  • how will you promote the video?
  • how will we measure success?
  • who’s going to produce the videos?

Those are just some things to get you started. If you need help, feel free to ask me some questions of your own.

I’m not going to promise that if you create a video series it’s going to explode like The Brain Scoop. They found a niche. They committed to producing quality videos. They’re doing a lot of things right.

I will say if you have a similar commitment, work on a solid strategy and develop a realistic definition of success… you’ll be on your way.

–Tony Gnau

Tony Gnau is a three-time Emmy-winning journalist. He is also the founder and chief storytelling officer at T60 Productions. T60 has won 12 Telly Awards for its work over the last eight years.