Strategies for Effective Video Content

Here are some practical strategies for creating compelling video content that will speak with your brand’s voice and increase visibility and traffic.

Strategies for Effective Video Content
Katie Metz // Adriana Lacy Consulting

Most global web traffic now revolves around one specific type of media: video. If you’re to harness your business’s marketing's true potential, you likely already know how important media is to your big picture. 

But because the web is saturated with content for users to peruse, you need to find a way to stand out in a sea of “same.” Here are some practical strategies for creating compelling video content that will speak with your brand’s voice and increase visibility and traffic.

Connecting with your audience

The savvy consumer knows when it’s being pandered to. And while you certainly want to create engaging video content that your target demographic wants to engage with, it doesn’t start and stop there. You want to create content that truly resonates with them, addresses their pain points organically, and helps them feel connected to what your business is trying to achieve.

Market research and analysis can help you better connect with your target audience. This should give you a baseline of what you should communicate through your video content. You can also conduct surveys or ask questions of your existing customers to learn more about why they connect with your business and what you could be doing more of.

Share your story

Building a solid narrative is one of the best ways to make compelling video content. Video storytelling lets the content consumer in; it invites them to have an emotional connection with your business, making it more likely they’ll learn more about what your business does and improve engagement.

The most important thing to remember when building your narrative and writing your script is that most people have short attention spans. You only have a few seconds to grasp them with your story. And even when you do, they likely won’t hold on for long, so you need to get your point across without a lengthy script. Fortunately, you’ll have visual and audio elements to incorporate that can help further your narrative and establish emotional connections with consumers.

Aim for quality

Video content can be theoretically effective, targeting the right demographics and capturing attention quickly with an exciting opening. But none of it will matter if people are immediately turned off by the video’s quality. High-quality visuals are almost a must if you want to make effective video content.

Since videos don’t need to be full-length productions, it's wise to invest extra in quality video creation software or video-making equipment. Consumers are considerably less likely to engage in video content that feels dated or old, so this is one of the best clear-cut ways to ensure you’re making content people actually want to watch.

Track your performance

You might follow each of these strategies and still realize that you’re missing something from your video marketing campaign. There’s no way to know if you’re doing the right thing if you don’t track a video’s performance. Having data to drive any necessary changes or improvements is instrumental for continually adapting to the ever-changing markets and public sentiment about various products or services.

Include a Call-to-action (CTA)

A CTA at the end of your video will encourage the person watching it to engage in more of your content, website, or business. It’s a phenomenal angle for boosting sales and generating leads. They don’t have to be long; a simple one or two-sentence CTA inviting the consumer to visit your website or download a newsletter is enough to see more engagement. The CTA is helpful to the consumer because it gives them a clear step on how to proceed if they want to learn more about your business.

Creating effective content in today’s culture

The internet is intertwined with culture, and video is at the heart and helm of this driving force. Every business should want to improve its video content and its connection with its target demographics through creative, compelling videos. It’s an absolute must for growth and provides your customers with other ways to engage with your company and learn more about what you do. 

With these strategies, you’ll have an excellent baseline for creating video content that people won’t scroll past. This will lead to more engagement while simultaneously enhancing brand visibility and driving sales. So, if you aren’t already investing in creating effective video content, consider this your call to action. 

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