Keys to Creating Compelling Video Content
Video is no longer just an option for your marketing efforts; in fact, it can play an essential role in telling the story of your business. Cisco has predicted that 82 percent of all consumer web traffic will soon be through video. That’s likely because well-made video content not only enhances your brand and builds engagement, but it can also potentially help you convert leads into customers.
Captivating videography can engage and inspire your audience, but it’s not always easy to figure out how to manage the production process in an impactful way. Thankfully, a little planning can have a major impact on the quality and effectiveness of your videos.
Here are some key steps for creating compelling video content.
Start with a Plan
As with just about anything, the most helpful way you can prepare to create a video that truly shines is to start with a plan. Think about the overall impact you want to make with your video, the goals of your campaign and who you are trying to reach with your messaging.
What are the types of actions you want viewers to take after watching your video? Should they be enticed to sign up for an event, make a purchase, download a whitepaper?
Who do you anticipate you’ll be sharing this video with, and where will you be reaching them? Are you emailing a link to your close connections, or making a post for your entire Facebook audience?
How will video support the overall goals of your marketing campaigns? How will a successful video help you achieve your business goals?
What types of resources will you need to produce, film and edit your video?
It’s not always the best idea to dive right into filming if you’re not sure the direction you’re looking to go with your video. Feel firm on your plans, and on your team’s ability to execute on them, so that you don’t waste any time.
Keep it Short and Sweet
While different mediums support video content of various lengths, in many instances, the shorter, the better. Whenever you feel like you truly need a certain amount of time to get your point across, you can usually condense your messaging to something half the length without losing your purpose.
Customers, partners and colleagues are pulled in many directions nowadays, and you want to make sure that your video will be memorable, but not distracting. Don’t say more than you need to just for the sake of filling up a few minutes of someone’s time.
Tell a Story
When it comes to video content, keep in mind that you can be compelling without making a full fledged commercial. Think about how to build a story into your video, whether that’s by sharing a customer testimonial, a how-to, or a message from your founder.
While visuals are certainly important to captivating your audience’s attention, the narrative and arc of your story are much more important than having a glossy video. Viewers can often see beyond the overall production value of your video, so long as the meat of your content resonates with them.
Don’t Forget About Accessibility
As you’re making your video and preparing to share it with your audience, don’t forget about the importance of creating accessible content. The majority of videos on Facebook are watched without sound, and keep in mind that not everyone has the ability to see or hear. Consider supplementing your video with copy that a content reader can understand and project to those who are visually impaired, and adding closed captioning for those who cannot (or would prefer not to) listen to the audio.
Telling Compelling Stories With Video
Video is a truly powerful tool that you can use to tell stories, and inspire conversions. While many people are totally capable of managing the video creation process on their own, sometimes it can be helpful to have some strategic support. Whether you’re looking to use video to educate, engage, offer a little comic relief, or inspire, the team at Doukas Media can support you through every step of the production process.
Have you used video to tell stories about your business? What steps did you take to create the video? How did it work out for you? Did your customers appreciate it? Let us know in the comments!