Global consumer internet video traffic accounts for more than 80 percent of all internet traffic. 55 percent of people watch videos online every day. Using video is a no-brainer at this point— but simply slapping a talking-head video on your website isn’t enough.
The increasingly high amount of time that your audience spends watching video makes them less likely to accept video that isn’t engaging and entertaining. After all, there are so many available options — why waste their time with something that doesn’t interest them?
How do you create videos that will engage your audience and capture their attention? Here are some pro tips to help you make a truly memorable and effective video.
Tip #1: Elicit Emotion
If you want your video to be something that people will share with their friends and family, you need to be sure that it elicits a strong emotion. Joy, nostalgia, fear, astonishment— the most shareable videos trigger some kind of an emotional response.
How do you do it? There are a variety of production elements that can intensify emotions, including:
Music — Have you ever watched a horror movie with the sound down? The visuals don’t have the same impact without the creepy music behind them. Music cues you into how you should be feeling about what you see on the screen and triggers different parts of the brain.
Lighting — Consider the impact of one small, bright light in an otherwise darkened scene. When used properly, lighting can pack an emotional wallop and intensify audience engagement.
Color — There’s an entire field of psychology devoted to studying the impact that color has on people’s emotions. For example, yellow is associated with happiness, warmth, and optimism. Red is linked to love, romance, and blood. Blue is considered to be the most calming of the colors, evoking a sense of serenity and coolness. Carefully add color to produce a video that better engages viewers.
Tip #2: Fine Tune Your Message
You want to make a short video. That’s great! But there’s a lot more to creating an engaging video than just deciding to do it. Before you get started, there are four questions you need to answer:
a. Who’s the audience?
You must decide who you’re creating the content for. Is it an internal training piece? Is it meant to sell a product or service? If so, to whom? What value does your video add for your audience?
b. What’s the goal of your video?
What outcome do you desire from your video? What do you want to achieve? Are you promoting your brand, product, or service? Are you trying to provide social proof for your business? Is there a Call to Action (CTA)?
c. What are the “tent poles” of your video?
Take a moment to determine the key points you need to make when creating video content. If you approach it in an organized manner, you’re less likely to neglect a pivotal part of your message.
d. What are your influences?
What’s your motivation to make the video? Have you watched a video that you want to replicate? What are your favorite brands doing? What are other organizations in your industry doing? It’s important to keep tabs on your competitors.
Tip #3: Don’t Neglect the Visual Elements
A video without visuals isn’t much of a video! There are many different ways you can engage your audience, so don’t rely on the old “talking head” when you create your video. Instead, consider using a combination of techniques. Animation, photos, or text can be effective and engaging ways to emphasize your points.
Tip #4: Remember, Length Impacts Engagement
You’ve probably heard the saying, “Less is more.” That is decidedly the case when you’re making a video. After all, the last thing you want is to lose your audience before you get to your video’s CTA. People have notoriously short attention spans— if you tax them, you’ll lose them.
Ideally, your video will be no longer than two minutes. If you go longer than that, you’re risking a huge drop-off in viewership. Your viewer attention and audience engagement will also wane. Keeping your video short and sweet will not only save you cash, it will also ensure that you reach the maximum number of people. And if you’ve got more to say, you can always create another video.
Tip #5: Consider What Type of Video You Want to Create
There are various types of videos that you may be interested in creating, such as:
Live stream videos - Live stream videos are those that are recorded and shared at the same time.
Explainer videos - Explainer videos are very short videos that explain a concept.
Short videos - Short videos can be informational or promotional in nature.
Cameo videos - Cameo videos feature famous people, local celebrities, or public figures.
Social media videos - Social media videos are made to be posted and shared online and are typically optimized for mobile viewing.
Understanding the basic type of video you are hoping to create can provide direction to your video. It can also help you create a script that corresponds with your mission for the video.
Create an Engaging Video with NextThought Studios
A video can be a wonderful way to get your audience’s attention, whether you’re training your team or marketing a new product. Creating a truly engaging video might feel like an overwhelming task. The good news? We can help! Click here or call (405) 689-5486 to talk to one of our video marketer experts today.
Janelle Bevan, M.A.
Janelle has produced and project-managed a wide array of videos ranging from corporate commercials to long-form documentaries. While completing her Master’s degree at the University of Oklahoma, she served as the graduate assistant to the department chair for Creative Media. Janelle has worked with many nationally recognized organizations, creating documentaries for the National Association of Broadcasters, designing and editing instructional videos for the Federal Emergency Management Agency, and producing the 2015 Broadcast Education Association awards show in Las Vegas. Janelle is a six-time Telly Award winner and won a 2016 Emmy for her documentary featuring a collaboration from three executive producers of AMC’s The Walking Dead. Janelle served as NextThought’s Director of Post-Production and Media Management and helped facilitate over 1,000 videos during her time at NextThought.