Just as important as coming up with good content is composing it in a way that makes sense. Utilizing video editing software to simply piece together clips is not all there is to it. Have a strategy in place for how you want to impact your viewers. This will help you when working with a videographer and editing team to reach your video goals. High resolution videos and quality editing go a long way in maintaining the viewer’s attention, and most importantly, getting your point across.
Have you taken notice of your own internet use habits? Would you rather read large paragraphs if a video is also available that explains the same thing? It’s not meant as an insult, but people online are somewhat lazy when it comes to getting information. It’s not a bad thing, humans are wired to try to use the least amount of effort required to get something done. So, communicating through video is effective when your audience has a short attention span.
Create content your audience want to see. In a broad sense, people like to engage with video content that is informational, inspirational or entertaining. For example, if you’re have a product to sell, you could create quality videos that aim to solve your audience’s problems. It could be a how-to or tutorial involving your product. E-commerce sites improve their users’ shopping experience and generate more leads by having video right on the product page that demonstrates the uses and features. Don’t forget the emotional connection factor. You will be more likely to make an impression on someone if you share an inspirational story that aligns with your brand’s image and mission. The opposite may occur if instead you make video content that goes on and on talking about the company itself. A large part of internet users are there for entertainment. Producing a video for laughs and diversion is another effective way to connect with your audience through videos.
The name of the game for modern day marketing with content is people’s attention. In fact, the average attention span of online users, including the 191 million watching video content (source), is 8 seconds. Your audience expects information to be quick and clear. Marketing experts will reassure that traditional methods of online advertising are ineffective because they don’t hold your audience’s attention span for long enough.