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Averaging 40MM Views/Month, How BarkBox Uses Video to Engage with a Passionate Community of Dog People

To be competitive and visible in the ever-crowding world of content and social media, brands today must find ways to create content in “old” and emerging mediums at a pace that at most times can feel exhausting and unconquerable. With its expense and complexity, video can feel like the most daunting medium of all for teams with small budgets-- but this doesn’t have to be the case.

In this session, we'll discuss how the content team at BarkBox utilizes the talents of comedians and works with a passionate community of customers and micro influencers to repeatedly nail viral video hits. For BarkBox, the secret to their success rests in celebrating the stories and spirit of dog people. By walking through the steps to understand the spirit or ethos of what your brand does for your customer, it’s not difficult to develop a content and video strategy that’s focused on the more effective content goals of entertaining or educating vs. selling. 

In this session you’ll learn:

  • The importance of entertainment > selling for video content in a social media dominated world
  • Why it’s necessary to value shares over likes and views for the videos you create
  • How to inspire + reward your community and micro influencers to create video content for you  
  • Why you must consistently put out engaging content in different mediums to set your larger branded videos up for success

Stacie Grissom
BarkBox

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