There is an abundance of content on the internet, so marketers who think outside the box will succeed.
With engaging videos, you can reach the proverbial peak. If you have difficulties in creating videos because of technical issues, you can consider using software such as VideoCreator.
Take a look at our five top tips on how to create engaging video content for your brand.
1. Engage your audience’s curiosity
The drive for human progress, innovation, and development is the result of human curiosity. It is human nature to always want to know why, how, when, and where things happen.
The creator of engaging video content would do well to consider this human trait.
By creating a sense of a gap in the audience’s knowledge, you can get them to watch your video content as there is a payoff at the end.
Many methods are available for achieving this. An enjoyable way to begin a video is to select the most interesting portions and synthesize them. In this way, the viewer will become interested.
2. Know and hold the attention of your audience
Based on Facebook’s analysis of video consumption data for 2016, viewers who watch the first 3 seconds of a video spend at least 30 seconds watching it.
To ensure your audience isn’t distracted from your message, you must nail step 1 thoroughly.
Since you are unable to see real-time visual cues that indicate your viewers’ reactions, you are best off understanding your audience and analyzing engagement signals.
The next time you post a video, adjust the content accordingly.
Engage the viewer by analyzing the following factors:
- Comments
- Number of new subscribers
- Likes
- Audience retention rate
Polls or direct interactions with the audience in the comments section can also be used to determine what the audience wants. As a result, viewers will feel appreciated and engaged.
3. Make engaging video content by using eye-catching visuals
People today get most of their information and entertainment from video. That is why YouTube is so popular.
Over 85% of US internet users watch videos monthly, and 54% of consumers expect their favorite brands or companies to provide them with more video content.
Video content that is aesthetically appealing and fun to watch is right on trend in an age when people are pressed for time.
Videos for marketing can take many forms, such as:
- Explainer videos
- Tutorials
- testimonials
- Interviews
- Live streams
- Product videos
- Vlogs (Video blogs)
Tell your story visually so you can convey your message quickly. To create engaging video content, incorporate text, narration, animation, etc.
Want to promote your explainer video? Discover the best ways to achieve this here.
4. Engaging video content requires storytelling
Video content that engages viewers requires a compelling storyline. Advertising can be transformed from product-driven, in-your-face tactics to something more subtle.
The commercial for Sainsbury’s “Christmas is for sharing” for 2014 is an example of great storytelling. Viewers around the globe and in the UK were moved by this video. Moreover, it became the UK’s most-viewed advertisement.
In fact, it is currently viewed more than 20 million times on YouTube and even helped the grocery store to reach second place in its industry.
If you decided to make a video storyline, you could use one or more plot lines. Several story styles are available to choose from, you may think. It’s not a very overwhelming number.
It has been noted by various authors that there are essentially 7 types of plots for stories.
As a marketer or advertiser, you can utilize at least one of these to create a compelling narrative for your video content.
5. For persuasive content, integrate ethos, pathos, and logos
These three rhetorical appeals are known as the “modes of persuasion” in Aristotle’s writings. In writing speeches and advertising, these are used to get the audience to empathize with a point of view. Here is a brief description of each appeal:
- Ethos: appeal by ethics
- Pathos: appeal by emotion
- Logos: appeal by logic
i) Provide facts and establish your company’s credibility
Ethos allows you to establish trust with your audience. Credibility is established by successfully establishing your credibility.
Engaging your audience can be made easier if they regard you as a reliable source. Don’t forget to include facts and figures as well as logos. Don’t be shy about checking references, backing up claims, and giving credit where it’s due.
Creating engaging video content can also be accomplished with the help of influential personalities. This helps establish a particular image and boosts credibility for your brand.
Keep your brand’s reputation in tact so that damage control won’t be necessary in the future.
Due to the current politically correct climate, brands and companies may take a step in the wrong direction and upset the general population.
It is most likely best in extreme cases to apologize, address grievances, and rebuild the reputation of your company so your audience knows you’ve improved.
Without attention to this aspect of rhetorical appeal, your brand will suffer.
ii) Appeal to the emotions of your audience
We discussed ethos (the appeal to ethics) in the previous section. In this section, we examine pathos (emotional appeal).
In the present day, there are endless amount of content and oversaturation of advertisement. The brand or company should reach their audience and communicate its message without seeming intrusive.
The key to creating engaging video content is to create content that evokes an emotional reaction.
Viral videos evoke hope, happiness, excitement, and intrigue in their viewers.
The impact of content that appeals to the emotions is greater and more memorable. By doing so, the brand creates a bond with the viewer and keeps him or her engaged.
Your audience will share your video content with their friends and keep coming back if you create engaging video content that makes them feel good. Rethink your video strategy and start incorporating these tips.
