If you have not tried Video Marketing, then you should. All digital marketers want to have the most compelling video content possible for their brands. But what does it mean to have great video content? The starting point is to have an engaging and authentic video. The best video content will keep the target audience interested. Here are some of the things that will tell you that you have a great video.
1. Know the Reasons Why you are creating the Video
The mistake that most people make is treating the video content as an afterthought. If you want good video content, you should plan for it. Think about how, when, and where your video will be used. The other thing to keep in mind is the purpose of the video content. The video could be for education, building brand awareness, among others. Knowing your target audience and the platform you will upload on the video will help you to customise it to meet your needs.
2. Focus on the Human Factor
Viewers have more trust in human beings than those elaborate productions. The internet is full of online reviews and ratings. As a result, your target audience prefers to hear from other people and not companies or brands. A simple and passionate appeal from a previous customer will help you build trust and increase sales. It is good to display your products or services but developing engagement will call for something that is more than a voiceover. Buyers would like to see a person like them who are benefiting from your products or services. Therefore, paying close attention to the human factor will result in excellent video content.
3. Be Strategic
The best video content should have a team focus. All the people who are part of creating the video content should have it at the back of their mind. Identify the people who will be part of developing the video, the goal of the video, how often you will be meeting them, and the subjects you will be covering. Engaging and authentic should also be strategic.
4. Make Sure There is Consistency and Quality
The best video content thrives on consistency and quality. People who come to view your video expect high quality. You cannot engage your target audience unless you meet their expectations. Consistency allows you to develop a long-term relationship with the viewers. These two qualities will make your target audience to follow your videos in the long run. You have to make sure that your viewers are getting what they expect from the video. It takes a viewer to see your product or video 7 times before they trust you.
5. Don’t Make it All About You
You need to understand that stories revolve around human beings, your story is great – make sure you illustrate the WHY and also the benefits for the watcher. Therefore, you need to identify the human element in your story and take advantage of it. Video content is a powerful tool for anyone who nails the human part of the narrative. For example, if you create a video about a brand uniform, you can make it more emotive and powerful by focusing on why people like to wear them.
6. Determine the Pain Points
You should never make assumptions if you want to have great video content. Create an email list and send them a questionnaire that asks them about their biggest struggles. Use the common responses that you get to create your video content.
To increase the number of feedback, you can give incentives like gift cards, discounts, or gated content among others. It may come out that the video you initially intended to create will not address the main concerns of your target audience. Discovering the pain points of your target audience will help you to create excellent video content.
7. Include Customer Testimonials
One of the best ways to engage your audience is to incorporate customer testimonials. It will give the prospect a clear understanding of how to use the product or service. Customer testimonials come with real-life stories, and you should outline them in the script appropriately. It will help you in building authentic credibility for your business.
8. Screen the Testimonials Early Enough
The best practice is to screen and interview the testimonials before you start shooting. It will help you to tell how engaging and comfortable your prospective audience are. You will be able to identify their ‘dramatic arc.’ It will allow you to know the type of story you will be capturing in advance. This exercise will enable you to cultivate trust and good practice. It will help you when you begin to take the video content. If you cannot have a face-to-face interview with the person, you can use Skype of FaceTime or Zoom.
9. Do Not Trust Your Video Script Fully
Video scripts are excellent tools that will make sure that you focus on the vital points you want to pass across. However, over relying on scripts when creating video content may end up hurting the authenticity of your video. When you check your script after every few seconds, you may come out more of a robot than an authentic person who has a tip or message. Study the main points in your script but put it aside once the camera rolls.
10. Film Authentic Videos
Apart from having unscripted video content, it should also control the narrative. You will not achieve your digital marketing objectives unless you have authentic videos. Make sure you are filming your content all the time. An excellent example would be mounting cameras in your office ceiling to allow you to take videos all the times. You can edit the raw content into a perfect piece of work later on.
11. Don’t Allow Perfection to Get in the Way
Some people still believe that video content cannot tell a good story unless it broadcasts quality. You can still shoot a video from the phone and use it to create great effects as long as you have the right strategy. The most important thing is to have a well-edited and clear message. Therefore, don’t think that all the videos that you produce must be new TV spots. Some of the DIY techniques create video content that is highly authentic to your viewers.
These tips will help you to create highly engaging video content that will increase conversion. The guiding principle is to have videos that add value to your target audience. Your competitors are also using the same strategy, and you have to make sure that your content stands out from the crowd.