How to Create Serial Video Content That Captivates and Converts
In a world where attention spans are fleeting and content is endless, producing effective serial video content can set your brand apart. Huckberry’s DIRT series offers valuable lessons on how to create episodic content that resonates, engages, and builds lasting connections with your audience. This article will guide you through the essential steps for crafting serial video content that works.
Tune into the full episode with Kate West, Director and Producer of Huckberry presents to hear the full story
Why Serial Video Content?
Imagine having an audience that not only watches your videos but eagerly anticipates the next episode. Serial video content offers brands the opportunity to build deep connections, inspire, build trust, and transform casual viewers into loyal fans. Whether you're aiming to boost engagement, grow your community, or drive sales, a well-executed video series can make your brand unforgettable.
Build Trust Before Diving In
Effective episodic content isn’t built overnight. Huckberry’s Dirt series is the culmination of a decade of trust established through curated newsletters and editorial content. As Kate West notes, “DIRT is the result of 10 years of foundational editorial work that the brand put in. I just was able to capitalize on it.” This concept can’t be overstated enough. Every brand has to earn the trust of their audience. Subconsciously every viewer is asking themselves: “why should I care” This initial objection is bridged by hard-earned trust.
Know Your Audience Inside Out
Huckberry’s success with DIRT stems from their intimate understanding of their audience, personified as “Jack.” They know what Jack loves: travel, food, culture, and adventure. As Kate West explains, “We know their interests on a human level. Jack is curious, educated, and loves to explore. This deep understanding allows us to create content that resonates with them.”
- Detailed Demographics: Huckberry collects data on their audience, from their age to their geographic location.
- Behavioral Insights: Beyond demographics, Huckberry focuses on understanding what inspires and excites Jack. For example, their team discovered that Huckberry’s audience resonates deeply with Anthony Bourdain’s storytelling style, leading to a similar blend of food, adventure, and culture in DIRT
- Personalization: They’ve even named their target persona to keep the creative process personal and relatable.
Define and Lean Into Your Brand’s Point of View
Huckberry’s content stands out because it’s rooted in a clear and consistent point of view. Their voice is authentic, trustworthy, and multi-dimensional. As Kate West explains, “Huckberry isn’t just a brand; it’s a trusted perspective on travel, home aesthetics, style, and more. People return because they know we’ve done our homework, and they trust us to curate experiences and products that resonate with them.”
How Huckberry Leverages Their POV:
- Consistency Across Channels: From email campaigns to YouTube videos, Huckberry’s voice remains colloquial, honest, and focused on discovery.
- Expanding Beyond Outdoor Gear: Huckberry’s content teeters into lifestyle spaces like food, music, and culture, appealing to a broader audience.
- Human-Centered Storytelling: The brand’s sincerity shines through in every project, from showcasing internal team members who live the Huckberry lifestyle to highlighting unique, relatable stories.
Steps to Define Your Brand’s POV:
- Identify Core Values: What does your brand stand for? Let these values guide your storytelling.
- Develop a Unique Voice: Create a tone that feels authentic to your audience and consistent across platforms.
- Curate Experiences: Go beyond your product offerings to provide a curated perspective on related lifestyle elements.
- Be Human: Showcase real people and stories that align with your brand’s ethos.
By leaning into their distinct point of view, Huckberry creates a sense of trust and authenticity that keeps their audience coming back for more. This approach transforms their content from mere marketing into a meaningful extension of their brand identity.
Build an Amplification Strategy
Creating great content is just the beginning. Huckberry ensures its episodes reach the right audience through comprehensive amplification efforts. According to Kate West, “There’s so much thought that goes behind this. It’s not just a cool piece of content that we drop on YouTube.” The amplification engine is vital for ensuring the success of serial content.
Steps Huckberry Takes:
- Email Campaigns: Huckberry’s email newsletters promote each new episode of Dirt, driving traffic and building anticipation.
- Social Media Cutdowns: “We create a series of social cuts leading up to and following the episode release,” Kate explains, emphasizing the importance of keeping the content top of mind across platforms. These short-form edits help maintain visibility and engage different audience segments.
- Editorial Features: Each episode is supported by articles and journal entries that offer deeper insights, such as travel itineraries tied to the episode’s location. As Kate notes, “For our Ireland episode, we created an itinerary that built out the journey. People loved having a starting point to plan their own adventures.”
- Landing Pages: Dedicated landing pages connect episodes to featured products, making it easy for viewers to explore Huckberry’s offerings. “We’re always trying to find creative ways to connect the dots between the episode and the products featured,” Kate shares.
- Extended Content: Huckberry uses extended edits, such as Dirt Uncut, to repurpose unused footage and showcase deeper character or scene moments. For example, additional footage from Texas included a segment with Liz Lambert visiting a flea market that didn’t make it into the main episode but found new life in these extended cuts.
- In-flight Entertainment Partnerships: Huckberry collaborates with airlines like Japan Airlines to feature Dirt episodes as part of in-flight entertainment. “It’s a great way to reach a captive audience and spread awareness globally,” says Kate.
- Social Platform Experimentation: Beyond traditional methods, Huckberry tests new approaches to maximize reach and engagement, from experimenting with thumbnails to optimizing distribution timing.
Be Patient and Persistent
Building an audience for serial content takes time and dedication. DIRT is the result of years of experimentation, learning, and refinement. While deciding to invest in a venture like serial content can seem overwhelming amidst the digital noise in the world - there are truly endless possibilities once you understand the ingredients necessary to find success.
