How to Create Engaging Video Content

Creating engaging video content may seem like a walk in the park, because from your point of view, any content you post on social media will be engaging content. This is not always the case however; you must look at what you’re going to post from the perspective of the consumer. Below are a couple of tips to take into consideration when creating a plan of action for your video marketing structure.

What’s the title?

Before the video even begins to play you need to think about how you’re going to spark curiosity amongst your viewers. Picking an eye-catching, yet simple title to raise questions in the viewer’s mind is a great start to attracting their attention.

How about the theme?

Are you showing off a new product? Want to celebrate a recent success? Perhaps you haven’t got anything to shout about right now, but you’d like to show the world what your office culture is like. Whatever you decide, make sure it’s going to interest the wider audience.

How will you showcase your integrity?

Without trust your viewers won’t consume your product, so think about what you can add to the video to give it credibility. Using the concept of the office culture idea above, presenting your values, beliefs and rituals shows your consumers the human, relatable element to your company. Employee ‘interviews’, birthday celebrations and traditions are a great way to show the world a slice of your company’s life.

Can it work without sound?

With a reported 85% of videos watched in silence on facebook, it’s unsurprising that viewers prefer to opt-in to audio. Most viewers will react negatively when sound starts automatically and will probably swipe down the page to get away from it, rather than watching all of your content. So, bear in mind when creating a video that it can work well without sound, either adding captions or subtitles where needed to keep the viewer interested. Your call to action needs to be clear, but not off-putting.

How long will the video be?

According to facebook, 65% of people who watch the first three seconds of a video will watch for at least ten seconds, and 45% will continue for thirty. This being said, it’s important not to make a viewer wait until the final few frames to understand what is going on, because otherwise far less than 45% of your viewers will get to see that point made. We recommend keeping the first few seconds very visually eye catching, as these are the crucial moments that will hook the viewer into your content.

So..

Before you get started with planning your engaging content, put yourself into the shoes of your target audience.  What would they want to see, hear, find out?  Whilst we might think that it’s interesting to hear we are an established business of over 10 years, actually what they want to see is Millie the office dog strutting her stuff around the office. Why? Because this shows personality, this shows we are human, and therefore a company that they might actually want to work with.  The best content out there, isn’t selling something, it is positioning you for who you are and what you stand for.