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How to Create Engaging Video Content
Did you know that according to Hubspot, 54% of consumers want to see more video content or that videos are a consumer’s favourite type of content? Even more interesting is the fact that internet users will spend 88% more time on a website if it includes video content.
But it’s not enough to take the old ‘build it and they will come’ approach. The fact is that with so many businesses using various types of video content in their marketing efforts, the onus is on you to make yours stand out from the crowd.
So how do you do that?
How do you create good video content that won’t bore your audience to tears?
We’re glad you asked.
Here’s how we do it for our clients and how you can do it for yourself.
Define a goal
You need to be specific as the end goal defines the approach you take when creating video content. Ultimately, you want the audience to take action either during or at the end of your video. Knowing what this action is will help you create video content that flows in such a way that when the time comes to take action, the viewers are fully engaged and ready to do so.
The last thing you want to do is surprise them with a ‘BUY NOW’ call to action when they least expect it.
So define a goal and build your video content around it.
Know your audience
It’s easy to say ‘ I already know my audience’ but you must ask yourself, ‘do you really?’
Knowing your audience covers a great deal of data and often, it’s not information that you just know off the cuff.
Ideally, what you want to create is customer or client personas which are sometimes called avatars. These are profiles of your typical customers or clients that your video content targets.
These profiles will have as much data as possible and include information such as their age, location, gender, job titles, and possibly their level of income. You’ll also need to know what kind of language they use online and how they interact or engage with video content.
Do they react well to humour? Do they want longer videos? What platforms are they most likely to use?
Once you have conducted some audience/market research you’ll discover which platforms your target audience are most likely to use and when they will use them.
This data is crucial as it can set the overall tone for your video content. For example, if you’re promoting an automated cat feeding bowl, you’ll probably find your target audience on Facebook and Instagram. However, if you need investors for the same product, you may have more joy on LinkedIn.
The video content you create, though it’s for the same company, will have two completely different tones as you are targeting two completely different personas.
We really cannot overstate the importance of this particular step as it allows you to create video content that is in line with your audience’s likes and preferences. In other words, it helps you to create engaging video content.
Psychology has its place in marketing and no one understands this better than the content creator. Whether it’s written content or video content, it’s imperative that you use subtle psychological triggers to get your message across and to nudge your audience towards taking action.
Here are some basic guidelines to follow.
Get their attention
The studies on this are inconclusive. Some say that you must grab the audience’s attention within the first three seconds while others claim you have ten seconds to spark their interest.
However, we can say with absolute certainty that you must get their attention as soon as possible. Spark their interest, give them a hook, and reel them in.
The best way to do this is to have a compelling title and start with some engaging imagery, a question, a bold statement, or an interesting fact or statistic.
Tell a story
People like stories. They always have and always will.
Your video content doesn’t have to be something from the Brothers Grimm, but it should tell a story of some kind.
It could be how your product or service can help solve the audience’s problems or it could be the brand’s origin story; whatever it is, ensure that each step of the story makes the viewer want to know what happens next.
Make it personal
This is one of the most effective psychological tricks in the book; make your video content personal.
If you want to create truly engaging video content, make it all about the viewer.
What their problems are, how it affects their lives, and how you have the perfect solution.
It really is as simple as that.
Use visual imagery
Humans are visual beings and the right imagery can make even the most mundane of topics compelling and intriguing. So take this opportunity to experiment with imagery through graphics, live video, or animated video.
In our many years creating explainer videos for our clients, we have discovered that the videos that truly resonate with their target audience are those that use the right imagery.
Of course, the right imagery will depend largely on those personas you created earlier and the tone of your video, but get it right and your visuals can be the hook that your video content needs.
Caption that video
Have you ever watched a video with the sound off? Well, if you have then you’re in good company. 85% of Facebook users watch videos with the sound muted while a survey by Verizon found that 92% of internet users in the US do the same when watching video on their mobile devices.
So if the audio of your video is essential to the message you are trying to deliver, that means that you’ve just lost pretty much everyone on a mobile device.
With this in mind, adding captions to your video could be a pretty good idea.
But it doesn’t just benefit those who watch with no sound. Adding subtitles makes your video content accessible for those who are hard of hearing while it also helps people who speak English as a second language understand an accent they may not be familiar with.
Of course, subtitles aren’t essential, but if you plan to share or promote your video on social media, they are definitely a little engagement tweak worth considering.
And there you have it. We tried to keep it as short and sweet as possible, but there really are no shortcuts when it comes to creating engaging video content.
Our team of experts have years of experience when it comes to creating engaging videos for clients of all sizes and from different industries. Getting the right message across the right audience can have many benefits. If you need any help with your video content, just get in touch and we’ll be glad to help.
Don’t let the competition beat you!