Whether it is live streams on Facebook, long videos on YouTube, or short clips on Instagram, video is a major part of the online experience. The number of videos being consumed grows each year, with engagement levels remaining high. Businesses are integrating all types of videos into their marketing campaigns, often combining text, images, and video to capture as many people as possible. Simply creating videos won’t be enough to capture attention, though, so consider the following methods when developing videos that are engaging and inspire action.
Use an Engaging Title and Thumbnail
The title will be one of the first things people see, along with a thumbnail image. Sites like YouTube will show the title prominently, while other social media sites might use a caption. The average viewer won’t click a video without knowing what they will be viewing, so include power words and relevant keywords. If you have the ability to add your own thumbnail image, experiment with both screen grabs and custom designs.
Think About the Purpose
Each video should have a purpose, allowing you to design a video which has a plan. You might be trying to create brand awareness, encourage subscriptions, or increase product sales. When you have decided on the purpose of the video, you can lead viewers towards your ultimate goal.
Research Your Audience
Understanding your audience will help you craft a video that resonates with viewers. You can look into customer demographic data, but you should also go further by finding out why people like your business. You might have a reputation for high-quality products, innovation, affordable prices, and many other elements. These factors can become the focus of your video campaign.
Don’t Worry About Perfection
It is easy to worry about every detail, trying to make each video perfect. Many popular videos have a casual feel to them, though, drawing in the viewers through a homemade quality. If your brand sells luxury products, the videos should probably mirror this by giving a professional feel. Many other videos, including shorter social media clips, could be filmed on a mobile device, making your business feel real and approachable.
Get to the Point
If your video starts slowly, it is highly likely you will lose many viewers. Only your most loyal customers will invest their time in your videos if they are kept waiting. Aim to make videos punchy, starting with a strong introduction and reducing any lengthy explanations to shorter soundbites. If you do need to include a longer explanation, include it later in the video when you have already captured attention.
Experiment with User-Generated Content
User-generated content can offer an authenticity that is difficult to achieve by yourself. Social media is a particularly effective tool, with consumers posting videos showing your products in action. Integrating videos created by buyers will offer social proof to viewers, showing other people who are happy customers.
Add a Call to Action
A quality video will capture the attention and make a viewer more responsive to your brand. However, if you don’t ask for any action to be taken, the attention you have gained can be quickly lost. Including a call to action tells a viewer what they have to do next to continue the journey. You could ask people to subscribe to your channel, direct them to an email list, or send them to a product sales page.
There is no single method for developing videos. Audiences in different niches will often respond to different things, so you will need to research the market and adjust based on results. Video marketing, though, does provide quick results, making it possible to analyze what is working. Quality video content can also be re-purposed across a number of platforms in different styles. Ultimately, implementing video into your approach allows you to reach a segment of the audience who are most likely to respond to visual content.