Why your videos are not connecting with customers

Have you ever poured your heart and soul into content, only to find it falls flat? Or perhaps your brand's viral success hasn't translated into sales or meaningful engagement? These scenarios aren't uncommon, and many of us have faced similar challenges. What's often overlooked is the crucial role of relatability in content creation.

When content fails to resonate with your audience, it's like shouting into the void.

Customers need to envision themselves benefiting from your products or services. If they can't, their interest—and likelihood of making a purchase—diminishes. Often, we assume we know what's best for our audience and create content based on that assumption. But reality proves otherwise.

Consider a scenario where a tennis racket seller floods their social media with product photos, videos of players using their rackets, and flashy commercials. While this seems logical, approaching content from the customer's perspective yields different results. Instead of focusing solely on the product, delve into customer concerns: beginner tips, left-handed players, price comparisons, and more.

Addressing these concerns creates content that resonates more deeply with your audience. Share your brand's story, showcase diverse players using your racket, and offer educational tutorials. This customer-centric approach not only engages but also educates and inspires potential customers.

However, crafting content is only half the battle. In today's social media landscape, quality reigns supreme. Poor-quality visuals can tarnish your brand's image, making you appear cheap or unprofessional. Investing in basic photography and videography skills—or hiring professionals—can elevate your content and leave a lasting impression.

Finally, authenticity is critical. Don't compromise your values or resort to hard-selling tactics that feel unnatural. Embrace your unique voice and approach, and let it shine through your content. Consistency, confidence, and passion are the building blocks of a successful brand presence.

In short, approach content creation from your customer's perspective. Address their concerns and frequently asked questions. Turn these concerns and challenges into blog posts and videos. Showcase your expertise in your field by creating educational content that adds value to your customers' lives and builds trust.