Darth Vader plays the role of the cold, unfriendly bad guy in the Star Wars trilogy. Now why would you want to be anything like him on social media, in particular video? It’s because video is becoming more and more Bloomberg recently published an article stating that Fox Sports was headed towards more video content. What does that mean for you? You need to do the same. More video. Specifically, “Fox is opting to divert those resources into producing online video that complements on-air shows and has the potential to go viral on social media.” Now if we look at Darth Vader’s behavior, you can emulate him when thinking about your social video strategy.
Vader's three distinct behaviors are: extroversion, agreeableness and opennesss. Let’s examine how you can use these traits to be better on camera.
Extroversion: Similar to Vader's tendency not to be the most sociable person he becomes very talkative especially when dealing with the rebels throughout the trilogy. Recently, a research team at the University of Alabama performed a study on people's motivation for using Instagram. After surveying over 200 undergraduate students on how often they use Instagram, 36 percent of them said because "they want to know what their friends or favorite brand are doing". Now, what are you doing behind the scenes that you can share with your followers in a live video? If you're more "talkative" on social, you show your audience who you are and what you're about. It may not be comfortable at first, but, as your audience knows more about you they gain your loyalty and want to support you over and over.
Agreeableness: Now you might be thinking that Vader is far from being agreeable. His cunning and evil spirit might not be anything you want to represent with your brand. Well, let's not forget during one of the final scenes of Return of the Jedi he sees his son in pain and comes to his aid by killing the Emperor and sacrificing himself. This action shows that he has some warmth inside his cold, dark exterior. If you're a kind and considerate brand on social, it will reflect in the audience you attract. Showcase this side of your brand with visual elements that highlight customers or conversations with your audience on a regular basis.
Openness: Darth Vader was once trained by the Jedi and then was open to new experiences that differed from what he knew. Don't be afraid of change and be yourself. With the ever changing social media landscape, it is difficult to finalize every detail of your social media presence down to the content of video you want to share. If you focus more on being yourself, your brand becomes more trustworthy and authentic. Sell yourself not what you sell.
So when you're stuck on strategy, just remind yourself to be like Darth Vader and give thanks to George Lucas. Without Lucas, we wouldn't get inspiration from a villain that was so uniquely evil and good at the same time.