And if you’re in the habit of creating video content for your brand, odds are you make a few more than most. The beauty of this setting however is that all mishaps are usually caught on record, which can actually be a blessing in disguise.
Bloopers are a natural by-product of creating video content – no one gets it bang on every time. However, these mistakes shouldn’t just be swept under the rug and forgotten about immediately after they’ve happened. In fact, your first thought whenever things go wrong should be how will you incorporate them into your marketing strategy going forward.
Mistakes happen regardless of setting. Whether your brand is known for its quirks, or you’re cut from a slightly straighter cloth, things will inevitably go wrong when it comes to video content creation. Fluffed lines and misplaced fits of giggles go a long way in humanising even the most straight-laced of brands. However, people also just like to see things going wrong for others, and that is another big draw of blooper reels. Overall, they have a similar kind of pulling power to any kind of behind-the-scenes content which, as we’ve outlined in a previous blog post, is also another fantastic asset any brand can utilise.
As well as humanising your brand and showcasing the individuals behind it, bloopers also carry a handful of other benefits should you release them into the wild. It is a great opportunity to show that you don’t take yourselves too seriously, and allowing that raw, funnier side to shine through is a sure-fire way to win fans. However, the biggest advantage of bloopers is they give way to a level of authenticity when it comes to your content. They get rid of that stiff, over-produced vibe that can be a huge turn-off for viewers, instead showing that there is some personality being injected into the content.
When it comes to actually using bloopers as a part of your content marketing strategy, you have a number of options.
First up, you could feature them at the end of your regular video content, kind of like a post-credit scene that we’ve come to know and love in the Marvel films. These can be a nice surprise for viewers, and if it’s something you make a habit of, can give everyone a really good reason to stick around until the very end of the video.
You could also take an approach similar to the one we’ve been fond of, which is periodically releasing an entire compilation of bloopers. This is a great way to break up ‘seasons’ of content, and because it presents the bloopers as a standalone piece of content, it will also fill another slot in your release schedule.
Finally, you can use bloopers to help promote upcoming content across your social channels. Exporting and publishing individual clips of any description is a great way to build hype for future content and campaigns, but bloopers can go a little bit further to help build your audience’s affinity to what is coming up.