As more people now prefer consuming video content over reading long articles, businesses are upgrading their strategies to make fun and engaging videos that will attract attention to their brand. The age of social media and the Internet has paved the way for promotional materials and marketing messages to be shared to millions with just one click. It doesn’t really matter whether your business is based in bustling New York or laid back Kansas City; video production has taken a big chunk of sales and marketing teams’ time, effort and resources.
What are the elements of successful video content? Here are five tried-and-tested strategies that have worked for many brands:
1. Entertaining
One
of the main reasons people take their attention to the Internet is to
be entertained, especially when they’re trying to spend some time away.
Many businesses make the mistake of wanting their videos to go viral,
but expert marketers advise against this. Viral videos have a very short
life span, and you want your videos to be popular but not short-lived.
Entertaining
video content does not always have to involve pranks, jokes,
compilation fails, and other funny stuff. As a business owner, you want
your videos to make your viewer feel good without losing the message
that you want to get across.
2. Engaging
Different from being entertaining, your video should be able to retain a viewer’s interest up to the very end. Some videos get attention during the first few seconds, but then see drop-outs midway. To make sure your viewers stick with you all throughout, consider these four things:
- Make your videos load fast and easy to view on mobile
- Don’t use click-bait headlines or images
- Don’t sound patronizing or obnoxious or have distracting music
- Stick to your topic (ramblings are a recipe for high bounce rates)
3. Informative
Educational
and informative content establishes your brand as an authority in its
niche. It also gives your viewer a clear understanding of what your
business is about, what you can deliver, and what your potential clients
can expect when they start working with you. These types of videos can
include product reviews, Q&As, infographics, interviews, how-to’s,
behind-the-scenes coverage, webinars, and more. If you’re unsure where
to start, you can seek the advice of a professional video production
company to save time.
4. Motivational
So,
your video has delivered your message — what do you want your viewer to
do next? The imagery projected from your video should be able to
influence emotions while helping viewers realize that your brand is
aligned with their goals. Videos can be used to generate excitement
prior to the launch of a new product or service, or simply to make
people look forward to trying you out.
5. Shareable
Viewers
should be able to share what they just enjoyed watching with their own
networks. This is how your business will get a wider reach online. The
four elements mentioned previously are important for driving your viewer
to share your content online. That said, you need to prepare with the
right buttons that will make it easy for them to share the video through their email accounts, social media networks, messaging groups, and other channels.
Your video marketing campaign does not need to be so elaborate and expensive to succeed. You just have to understand who your target market is, what they like to see and watch online, and how they want to consume information.
