Creating Video Content that Resonates With Your Audience

By now you already know that if you’re not creating video, you’re missing out on some serious audience engagement and revenue growth. Need proof? They say a picture is worth a thousand words? Well, 1 minute of video is worth 1.8 million words, according to Forrester Research. Kind of a big difference.

Oh, and according to Axonn Research, 7 in 10 people view brands in a more positive light after watching interesting video content from them, The key phrase there is “interesting”. Just about any business can benefit from using video, but often, the ROI they’re expecting gets lost in execution, because it doesn’t communicate your key message well. Don’t waste time trying to beat the system. Know your audience. Be clear and give a reason to stick around.

Below are 4 tips on creating video content to attract and engage the right audience, pull in qualified buyers and keep them coming back for more:

1. Have a Purpose

Your product features are certainly important, but developing a creative way to communicate the benefits they’ll offer your customers is key. If you want them to listen, the concept you develop needs to be contextual to their needs. Provide value by addressing the right questions and concerns of your customers.

2. Know Your Audience

One of the great things about video is that it can easily cater to a variety of purposes. So, whether your business requires a product demonstration video, or you need content to showcase your brand to raise awareness, you can create video that suits your needs. All you need to do is establish the purpose of your video before creating it. That way, you’ll avoid having unclear, muddled messages.

3. Keep it Short and Simple

It’s estimated that after about 90 seconds, viewers start to lose interest in the video they’re watching. That’s a window of only a minute and a half to make an impact or get your message across. To make your video concise, make sure that you’re planning it properly. Create a storyboard and a timeline and marry these up with a script. This will give you the best chance at creating a video that is neither too crammed, nor lacking in information.

4. Seek Professional Help

Getting a camera-savvy employee to shoot a short video here and there can work well for some content types, and is often a fair bit cheaper than outsourcing. But video agencies offer more than just the gear and expertise — they provide valuable input in fitting the creative concept to your strategy, and help steer you away from some of the hazards that even some of the most seasoned video professionals can miss.

Final Thoughts

Let’s remember why video is important in the first place: it’s a way to connect with audiences on an emotional level. Whether you’re a B2C or B2B company, follow the tips above in order to craft the right video content to achieve measurable results.

At this point you’re either leveraging video in your marketing plan or know you soon need to. Don’t leave your video strategy to chance. Contact Original On Hold for a FREE, No Obligation Discovery Session to learn more.