Together casa - Content
Types of video content:
1) Vlogs
2) TikTok videos
3) Promo videos
4) UCG
5) Photos
Vlogs
In my opinion, Vlogs is the best type of content for Together. Not every business can have a vlog due to the nature of their product, which means this is where Together will stand out. There's a lot of different houses filled with different people. It would be very interesting, from the potential customer perspective, to see what the life in each of the houses looks like. And what are the personalities of people who live in these houses. Vlog will also establish the brand voice and offer personalised message for different target groups (Tech, Gen Z, Female founders, Vegans, etc.). Pretty much the Together Vlog would be a series of videos posted on youtube and IGTV.
The 2 main building elements for a Vlog would be professional, dynamic editing and high-energy, unique personality of the person recording the vlog. And I think the more important part here being the Vlogger personality. This person needs to be fun and expressive, so the content is fun to watch. I think finding the person who already has experience vlogging is the optimal way of doing it. On the other hand you can also hire a videographer who has an outgoing and friendly personality.
The videographer would be touring the house, recording what's going on in the house (Behind The Scenes), recording any fun activities and asking questions to tenants to show the personalities of the people living there.
1) Tour the house
2) Ask questions to the tenants
3) Record the in-house activities (Behind the scenes)
4) Take drone shots of the house
Again, the most important part of the Vlog is that it is fun to watch.
Examples:
TikTok videos
Obviously you can't skip TikTok content, because this platform is one of the most effective growth drivers for businesses right now (due to low saturation compared to Instagram). TikTok video can be really easy to make, although they need to be informative. At some point it can even be the Vlog content, just repurposed and cropped for TikTok. I think Launch House and their TikTok content is a great example of what it can look like.
The most time here will go towards planning on what information the video can convey. because unlike Vlogs, TikTok videos need to be planned before shooting.
https://www.tiktok.com/@launch_house?lang=en&is_copy_url=1&is_from_webapp=v1
Promo videos
Promo videos always need to have great visuals and editing. The whole point of it is to grab the attention of a person scrolling through Instagram/TikTok feed and make them want to watch/read more about Together. This Launch House video is a great example of a promo video:
The first video we did for together, I think, is even better example of a promo video. One big thing that Launch House promo video is missing is a short pitch, explaining what Launch House is.
And you don't need a promo video for each of the houses you launch (the vlog serves the purpose of promoting each individual house). You can create one video that will live on your homepage and will be also used as an ad on social. This video would show content from all houses mixed together. Then there will be a short part of Tom explaining what Together is in 3-4 sentences. Something like: "Hey there! Welcome to Together, where we are changing the way people live together. Together is..."
So for Together the Promo video will serve 2 purposes: Explaining what Together is on the homepage, as well as getting potential tenants interested to watch more Together content and follow on social.
UCG
This one is really easy. Just ask the tenants in each house to record content inside the house. The UCG content will be posted on customers TikTok and other users' socials (IG stories) and Together will repost them. UCG content can be something as simple as, let's say, me recording how we play pool at the current Together house. Key point here would be that it is posted on user's social media. And then Together reposts it, it will serve as social proof for people following Together on social (just like Fast reposts people wearing their hoodies).
Photos
IG is still a thing so it would be great to post photos from the houses. Just hire the videographer that can also take good pictures. + you will be able to use it on the website as well. Just make sure to come up with decent captions.
Photo content is easier to produce than videos, so you can get a lot of it and post every day.