Lots of beginner and seasoned entrepreneurs tap into the power of videos to attract potential customers, boost their sales, establish their brand image, grow their business website traffic, and much more. But what actually makes a good video? What distinguishes an average boring marketing video from an eye-catching masterpiece that hooks the audience’s attention instantly and makes them engage with your brand? Let’s find out from today’s article.
It’s all About Telling a Story
Experienced digital marketers can quickly devise an effective strategy directed at establishing your brand awareness or growing your sales. As an important part of this strategy, they can put together an effective promotional or product demonstration video. Another effective type of marketing video is a branded mini-documentary, where you can tell your potential clients about the long way you’ve come since the creation of your business. And exactly this type of video, according to experts, tends to receive maximum attention from your target audience. This testifies to the fact that the success of your marketing video is largely contingent on your ability to tell a story about your company’s success, share some fun facts about inventing new products, pitching your ideas to investors, and other things your customers might be genuinely interested in. Make no mistake, though the primary goal of your marketing video is to grow revenues, you should always focus on creating videos that provide real-life value to your customers. People nowadays are tired of ads popping up at the most inopportune moments or overly promotional videos that aim to sell something. So, it would benefit your business greatly if you invest not only time and money but also a small part of your soul in your commercial videos.
Make it Eye-catching
Putting together a great video that helps your brand establish a meaningful connection and interaction with your audience might not be enough to score the desired amount of organic traffic. People that use the Internet are mainly visual. And you should take this fact into account when making your commercial video projects.
To make the desired effect on your viewers, you’ll want to spruce up your videos with some special effects, fun memes, etc. You also may take advantage of royalty free stock videos, which can be found in abundance at the dedicated websites. Such resources as Pinterest, Shutterstock, and DepositPhotos host a wide variety of curated images, musical works, and videos you can include in your own project completely legally.
Grab Your Viewers’ Attention from the Very Start
You’ll have only a couple of seconds at the beginning of your video to convince your audience that it’s worth their precious time. Now that the attention span of an average Internet user has fallen from 12 seconds in 2000 to eight seconds today. These statistics are quite eloquent. They tell you that if you fail to capture your viewers’ attention within this timeframe, your video will likely fail. And you should bring your story to life as quickly as possible and let your audience know that your video will benefit them in some way. To this end, take care to craft an attention-grabbing hook in the form of a thumbnail, which is a quick preview of what you’re going to discuss in this particular video. This will let your viewer decide for themselves if your video is worth a shot and thus won’t leave them disappointed. Consider using thumbnails to tell your unique story and tell your potential customers what is coming up in your video.
Don’t Aim to Target too Wide an Audience
Of course, you might be tempted to create a video that will rock the whole world with its message, impressive effects, captivating narrative, etc. But in reality, you should know for sure whom to target to maximize your chances of success. You can target your audience by age, interest, gender, and other parameters. This will help you get through to the right people that are most likely to engage with your brand. That doesn’t mean that you shouldn’t strive to make your content appealing to a wide audience and ensure that users outside of your interest group can still see your videos, though. But you will definitely want to make sure that your new video resonates with those categories of customers that are most likely to buy from you.