It’s no secret that video is now an essential tool in a marketer’s arsenal. People love videos, and they spend most of their time online watching them. That’s why businesses are starting to promote their products and services using video marketing. And if you’re still not using videos, you’re getting left behind by the competition.
If you’re ready to make the most out of this fantastic source of leads and revenue, you need to know how to create high quality videos. There’s pre-production, shooting, and editing—it’s not easy to master content creation. But today we’re going to talk about some of the qualities and elements that videos need to have in order to be successful. Let’s take a closer look.
What Makes a Successful Video?
A successful video is one that can utilize the highly visual quality of the medium. Someone who’s scrolling their feed is bound to see a couple of videos every now and then. Naturally, their eyes are going to be drawn towards these videos. But only a high quality video can actually keep their attention for a long period of time.
People have short attention spans, particularly online where there is no shortage of video content. If your video is boring or uninteresting, they won’t hesitate to click off to another page. Creating videos that are solely focused on brand is a good way to drive viewers away.
So for a video to be successful, it needs to be worth their while. Make sure your content gives value to your viewers. You can entertain, educate, build relationships, increase awareness, etc. On top of that, your video needs to have something to do with your industry or niche, so that viewers would see that you are an industry leader.
Here are some of the qualities that make videos successful.
It focuses on the Story and not the Sale
If your goal is to reach a wider audience, you need to use videos as a way to introduce yourself and your brand to more people. They’re not going to pay much attention to your videos if you’re only trying to sell to them. In fact, people hate being sold to. They can usually tell right away if you’re just interested in selling instead of actually giving value.
One good way to make people pay attention to your video is to tell a story. Every brand has one. The more you incorporate your story into your videos, the easier it is for viewers to relate to you. They will also appreciate your authenticity, which will help you earn their trust.
Trust is very important when you’re building your community online. Use stories to connect with your viewers on an emotional level and remember that most people use emotions to make their purchase decisions. The more you tell stories about yourself, the easier it is for people to understand what your brand is all about, including what you’re offering.
Since video length is very important, consider basing it on how long it takes to tell your story. Your sales video shouldn’t be longer or shorter than it takes to tell your story well.
It Has a Strong Opener
As we’ve mentioned previously, people have short attention spans. Video is already one of the most interesting and engaging forms of content out there, and yet people can still lose interest in a matter of seconds. That’s why you need to use your first few seconds very wisely.
Experts agree that your video should begin with your best 8 seconds. If you’re making an educational video, start with a cool fact that your audience doesn’t know yet, or a question that will get them curious about the rest of the video. If you’re making a vlog or an entertaining video, you can cut an interesting part from the middle and use it as a hook right in the beginning of your video.
Feel free to get creative with it. As long as you can get people hooked on the idea of your content, your opener can be anything you want. One safe way to open your video is to just tell them right away what it’s all about. But since you can already do that with your title and description, this is often a wasted opportunity to really get your viewers invested.
On top of using your titles, descriptions, and first few seconds of content wisely, you also want to create an interesting thumbnail. The thumbnail is the first thing people see when viewing your video, particularly on YouTube. You can use text and images to make your thumbnail pop and show people what the video is all about.
Some marketers go the clickbait route, but this is not always a good idea because if your video fails to deliver on your promise, you lose your audience’s trust. Make your thumbnail interesting, make it relevant, and make your video stand out. You can’t make another first impression.
It Targets the Right People
Targeting everyone with every single video is a good way to leave an impression on no one. You should always know your target audience every time you produce a video. As a marketer or business owner, you probably have a solid idea of who your target audience is and where they are hanging out online.
But you can break them down further into specific groups based on how far into the sales funnel they are. For new leads and prospects, you should target them with short videos that are focused on value more than anything else.
For people who are closer to the middle or the end of your sales funnel, you can target them with longer videos because they are already interested in your products. You need to give them all the information they need so that they can decide on their purchase.
Target the right people with the right type of content and your video will be a lot more successful.
It Has Captions and Subtitles
Some content creators don’t realize the importance of adding captions and subtitles to their videos. On some platforms like Facebook, people actually prefer to watch videos without sound. Reports say that around 85 percent of video views of Facebook happen with the sound off.
This means people can easily scroll past your video if it does not have captions or subtitles. Your video should be able to deliver your message with or without sounds.
That said, audio quality is still very important, especially for those who prefer to watch with sounds. Use a separate microphone to get the clearest audio possible. Because when people do watch with the sound on, they are very particular about audio.
Viewers will often forgive a video for not having the best image quality. But if the audio makes everything hard to understand, they will not watch for more than a few seconds.
You can improve your video quality with beautiful visuals, transitions, effects, and text-based descriptions. Think about how you can ensure your video is engaging no matter what their viewing preferences are.
It Has Calls to Action
Once you’ve published a video that’s exciting and educational, people are going to start engaging with it. But after that, you need to lay down the next step for them. Since they’ve completed your video, it’s safe to say that they are interested in what you have to offer. Now it’s time to bring out your call to action.
When it comes to video content, calls to action are best when they are placed at the very end of your video. Some marketers place it at the very start, but this is only effective if you already have a significant following and you have your audience’s trust. Again, people don’t like being sold to. Plus, we need to make sure you’re making a strong impression with every single video.
Your best bet is to save your CTAs for the very end of your video, so the most engaged viewers will see them. Keep in mind that not every single CTA should be promoting your products and services. It doesn’t always have to lead to a sale.
Sometimes it’s better to give simple instructions like asking them to subscribe to your channel, or telling them to share your video with their friends. A simple follow or like can go a long way in terms of increasing your reach, so don’t underestimate it. When people comment on your videos, this can boost your rankings in search results, which brings more traffic to your page or website.
Sometimes people need to be reminded what to do next. So if they enjoyed your video, a well-placed call to action can lead to a conversion, a follow, or some extra engagement.
It is optimized for Search Results
Speaking of search results, videos are perfect for SEO. You can optimize them for search engine optimization by using relevant keywords. Putting important keywords in your title and description will help your target audience find your video online. This ensures that the people who want to see your videos will actually find them.
YouTube is its very own search engine. And it’s the second most-visited site after Google. If you want your video marketing campaign to do well, you should optimize your videos for YouTube. Aside from your title and description, you can add proper tags so YouTube can easily put it in the right category.
These are some of the things you need to remember when making a successful video. You can use a lot of different tricks and techniques to spice up your content, but these are the essential tips that you need to incorporate into your video so that it gets the attention it deserves.
Start optimizing your video marketing campaign today!