There’s no doubt about it: videos have taken over the marketing world. And if you’re still not using this fantastic source of revenue and leads, you’re missing out. In fact, your competitors are probably out there mastering their video production strategies.
It’s time for you to do the same thing. Trust us, people love watching videos. It’s what they spend the most time on whenever they’re online. People spend more time watching videos than reading text or looking at still images.
The challenge is to figure out what kind of videos to create so you can reach your target audience and make the biggest impact. A video can easily attract people’s attention because it’s a visual medium that features moving pictures. But keeping their attention for longer than a few seconds is the hard part.
So today we’re going to talk about the main qualities that make a certain video effective. You can implement these tips into your own video marketing campaign so you can gain a competitive edge over other video content creators.
How to Make an Effective Video
Although we call it video marketing, we really should forget about the ‘marketing’ part for a second and focus on the ‘video’ part. What this means is you should focus on delivering value over selling your products and services.
People hate it when you sell to them, especially when they are not expecting to be sold to. When they click on a video, they are expecting education and entertainment—not a commercial. You can make your video content more memorable and impactful by giving value to your viewers. You can teach them about certain concepts related to your industry. You can entertain them with vlogs or give them a closer look at what goes on behind the scenes of your business.
Different types of videos help you achieve different goals, so familiarize yourself with all the options that are available to you. It doesn’t hurt to check out other people’s content for inspiration.
There’s a lot that goes into video production, but the three main components of an effective video are: strategy, story, and authenticity. Focus on these three aspects of your video and you can leave a strong impression on your target audience.
Develop Your Video Marketing Strategy
While it’s important that you dive in and reap the fantastic rewards of video marketing as soon as possible, you also shouldn’t go in unprepared. A proper marketing strategy will help you create the most impactful videos. Simply put, you need to know where you’re going before you can get there.
The first step is to figure out who your target audience is and where they are hanging out online. As a marketer or entrepreneur, you probably have the answers to this by now. Once you’ve identified your target audience, it’s time to research the kind of content they are interested in.
Find out what kinds of videos they want to watch, as well as the topics they enjoy. This will help you come up with your own video topics. Always keep in mind that your videos should be relevant to their interests. Talk about things they want to know about: that’s how you get them to click on your video. That’s also how you give them the value they are looking for.
Think about your target audience, and also consider your current business goals. For every single video that you make, think about what you want the video to achieve. Do you want to establish yourself as a leader in your industry? Then an educational video or tutorial is perfect for you. Do you want them to know more about your brand? Create vlogs or event videos.
Experiment with different video types and always keep your audience engaged.
You can even take it one step further and break your audience down into smaller groups depending on how far into the sales funnel they are. With new leads and prospects, you want to target them with short but valuable videos that will get their attention.
With people who are closer to converting, target them with longer, more detailed videos about the products and services they are interested in. This is where you can start focusing on sales again.
And then once you’ve finished making your video, don’t forget to optimize it—this is a crucial step in your video marketing journey. Every video needs to be optimized for maximum engagement.
Optimizing your content with relevant keywords will help it rank higher in search engines, including Google and YouTube. Include the proper keywords in your title, description, and tags. This ensures that the people who want to see your videos can actually find them online.
Keep your title short and sweet, but not too clickbait-y. As for your description, you can afford to make that more detailed. Tell your viewers what the video is all about so they know what to expect. Use SEO here as well.
Next, develop an eye-catching thumbnail that’s aesthetically pleasing but also informative. You need to strike that balance between attracting viewers and informing them about what they are about to watch. If a person stumbles upon your video online, your thumbnail will be the first thing they see. Make sure it convinces them to click on it. Use their curiosity to your advantage.
Finally, you need to optimize your video with proper calls to action. Most marketers put their CTAs at the very end of the video, so it is seen by the most engaged viewers. This is the part where you tell them what to do next.
You can ask them to buy your product, but your call to action doesn’t always have to be a sale. You can ask them to subscribe to your channel for more videos. You can ask them to like your page or even visit your website. You can ask them to sign up for your program, or attend a webinar.
Calls to action can vary from one video to another, so put some thought into it. This is the moment you’ve been waiting for: the moment you can convert your viewers into loyal customers. This is what makes video marketing worthwhile. Use your CTAs wisely.
Tell Your Story
According to Facebook, people who watch the first 3 seconds of your video are most likely to continue watching it for at least 30 more seconds. But people can also have very short attention spans. That’s why video marketing experts recommend putting your best 8 seconds of content first.
Another way to capture and maintain your audience’s attention is by telling your story. That’s what all effective videos do. They tell a compelling story so that viewers have something to relate to.
People love listening to stories. Put that in a visual medium—something as engaging as video—and you’ve got a killer combination.
Storytelling is a core element of engaging and effective videos. It can show your audience what is unique about your brand, and why they should care about it. Your story is unique to you, and therefore can be used to set yourself apart from the competition.
Stories can make your video interesting and entertaining. But they can also build trust between you and your audience. Not to mention that stories are simply memorable.
If you want your videos to leave a mark, you want your story to be front and center. Use different camera angles, lighting, music, and effects to bring your story to life on the screen. One important rule of video marketing is to always add a dose of creativity.
Authenticity is the Key
This brings us to the most important element of an effective video: authenticity. Telling your brand’s story in video form is a good way to pull in an audience, but you want to make sure you’re sharing the real you. Not only will it be easier to speak in front of the camera as your authentic self, it will also make you more relatable to your target audience.
People don’t appreciate content that feels overproduced and fake. They gravitate towards real people with real stories. Take them with you on your journey towards success. That’s how you build a following—and also a community.
Try to give people an idea about what your company is all about. This will help you attract those who are most likely to relate with your brand. Behind-the-scenes videos, live streams, and vlogs are very popular for this reason.
No matter what type of content you create, make sure your branding is consistent. Consistency is the key. It improves brand recall because every time they watch one of your videos, they can instantly tell that it’s yours without having to look at the logo or read your description. This also gives them an idea of what to expect from future videos. Consistent branding increases your video’s memorability.
Our last tip is to keep your video concise. You don’t have to put everything there all at once. Remember that even your most engaged viewers can sometimes have short attention spans. So always think about video length and runtime before shooting it. Create a video that’s long enough to deliver your message: nothing more, nothing less. Shorter videos tend to do better for a general audience. Save your longer videos for people who are closest to making a purchase.
Videos are thriving—and they’re not going anywhere any time soon. Make sure you’re doing it right.
If your video is boring or uninteresting, people will not hesitate to click away. After all, there’s a sea of content being published every second. So make impactful videos covering topics they care about. Make it creative, concise, and authentic. That’s how you make videos that convert.