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How-to: Create engaging video content

Being easily digestible, and memorable, video content is becoming an advertiser’s go-to form of content. As per HubSpot, 80% of customers remember the videos they have viewed in the past month. As per Forrester, one minute of video is worth 1.8 million words. Still not convinced that video content is where you need to be? Read more stats on Forbes, Hubspot, Forrester!

The video content you create, however, needs to be thumb-stopping. The main aim is to have a conversation with with your audience through this video, and that is how you can drive engagement on the newsfeed.

But how do you create it? Here are some tips for creating engaging video content that stands out:

1. Understanding the type of video content you need to produce

Video content can be of various types: testimonials, brand films, animated videos, educational videos, documentary style, tutorials, FAQs, to name a few. It is very important to understand which type of video content is required for your communication, and the stage you are in in terms of the marketing funnel.

2. Understanding your audience

It is very important to know who your target audience is. What is their persona? Why are they watching your video? What needs are you addressing? Also, understanding your buyers' position in your sales & marketing funnel can help you formulate the right content for them.

3. Understanding your own marketing goals

"What do I want to achieve through this video?" This should be the first question you ask yourself. Whether you want to increase brand awareness, create a viral video, convert leads to sales, or anything else, this is something you need to be very clear in your mind, before you begin creating the content. And post that, it is imperative to stay focused on this goal.

4. Having a Call-to-Action

Once you know your audience, their needs, and your own goals, you know exactly what you want your audience to do. So ask them to do it. Do you want them to watch another video? Ask them to! Do you want them to subscribe to your channel? Ask them to! Do you want them to come to an event? Ask them to! A lack of CTA, or an improper CTA, is one of the main reasons that your video might not be successful. To have an appropriate CTA you will need to know which next-stage action will be the most appropriate.

5. Appropriate length

People are living the fast paced life now. So do not expect your customers to sit for 20 minutes and get the information they need. Human don’t have the attention span for this any more. Wistia tells us that the highest engagement on videos is less than 2 minutes. After 2 minutes, the engagement drop is significant, so every second counts!

6. Choose a style, and stick to it - consistency is key

While short-term goals are not to be ignored, always keep your long-term goals in mind. Being consistent is the best way to maintain a customer, in the long run. And this applies to the style of content you put out there. This includes the logo, the font, the theme as well. This increases your recall value to the consumer, when you’re posting regular content.

7. Tracking the metrics

Once the video is ready and out there, it is important to track the response that the video has received. Firstly, you need to know if the video was successful, did you achieve what you set out to with this video? Secondly, it is a learning process. Once you know how your previous video did, you will know what you did right and what you did wrong, and you can re-build your strategy thereon.

This, by no means, is an exhaustive list, nor does one size fits all. However, if you are new to video content creation, this will work as a checklist to help you stay on track, and put out some amazing content!

If you are looking for someone to help you with creating some top quality content, come connect with us at CX Unicorn!

We are a full-service digital customer experience & marketing agency. We connect brands to customers through creativity, data science and technology.

About the Author:

Shailika is a Digital Marketing Executive with CX Unicorn. Extremely passionate about the digital space, she constantly strives to keep up with the dynamic landscape, keeping the consumer in the center. She also really likes croissants.

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