Insights

Building and maintaining a social media presence for organisations in the UK can pose several challenges. Three problems that arise in this context include content relevancy, audience engagement, and brand reputation management. Each of these problems requires a good understanding of the target audience and consistent effort. Interactive videos can play a crucial role in overcoming these challenges.

• Content Relevancy: Creating relevant content that resonates with the target audience is essential for a successful social media presence. Without a good understanding of the audience's interests, preferences, and demographics, organisations may struggle to produce content that captures their attention. Additionally, as trends and interests evolve over time, organisations must consistently stay updated on the changing needs and expectations of their audience.

Interactive videos can address this problem by providing a more engaging and personalised experience. By incorporating interactive elements such as quizzes, polls, or clickable annotations, organisations can gather real-time feedback and insights from their audience. This interactivity allows organisations to tailor their content to the specific interests and preferences of their target audience, thereby increasing relevance and engagement.

• Audience Engagement: One of the main goals of a social media presence is to encourage active engagement from the audience. However, capturing and maintaining the attention of users amidst the vast amount of content available can be challenging. A lack of engagement can result in low visibility, limited reach, and reduced impact of social media efforts.

Interactive videos can help overcome this problem by offering a more immersive and participatory experience. Features like branching narratives, interactive decision-making, or user-generated content can transform passive viewers into active participants. By involving the audience directly in the storytelling process, organisations can foster a deeper connection, boost engagement, and encourage sharing, ultimately expanding their reach.

• Brand Reputation Management: Maintaining a positive brand reputation is crucial for organisations on social media. Negative comments, reviews, or online controversies can quickly spread, potentially damaging an organisations image and credibility. Timely and consistent efforts are necessary to monitor and address such issues effectively.

Interactive videos can serve as a proactive tool for brand reputation management. By integrating feedback mechanisms within the videos, organisations can gauge audience sentiment and gather valuable insights. Additionally, interactive videos can facilitate real-time responses, allowing organisations to address concerns, clarify misconceptions, or provide timely updates. Engaging directly with the audience through interactive video can help build trust, demonstrate transparency, and mitigate potential repetitional risks.

In summary, building and maintaining a social media presence for organisations in the UK involves overcoming challenges related to content relevancy, audience engagement, and brand reputation management. By leveraging interactive videos, organisations can enhance content relevancy through personalised experiences, boost audience engagement through participatory features, and manage brand reputation by actively engaging with their audience. This approach requires a good understanding of the target audience's preferences and consistent effort in crafting and promoting interactive video content.