How to Create Engaging Video Content

Humans are visual creatures by nature, so it comes as no surprise that video content has continued to grow in popularity within the past decade. Video content is any type of content that features video. It can come in many forms such as vlogs, GIFs, live videos, testimonials, presentations, and more. The demand for this sort of content continuously surpasses all other traditional content types, and many American consumers prefer video over live TV.

In fact, the average person watches more than an hour and a half of online video content per day. Videos alone have become the most popular source of information and entertainment for people today.

What can Video Content do for Your Practice?

Virtually everyone is pressed for time, leading to limited attention spans. Aesthetically appealing and fun to watch videos tend to reign supreme. After all, watching a video is like being told a story. Storytelling in business is key when it comes to creating engaging video content. With video, you can also appeal to specific segments of your audience who wouldn’t otherwise relate to your brand. For example, people who are averse to reading and may be able to consume the content easier through video can be a new targeted audience.

Video content is both easy to consume and share plus it’s typically interchangeable across platforms. At the end of the day, sharing a link to your favorite video is much easier than sharing a whole blog.

Creating and sharing your video content can also have a positive impact on Search Engine Optimization (SEO). With the technology available today, search engines assume the content is much more relevant to the user’s search when collecting data from an embedded video on a website.

A business is much more likely to have great search results placement if their website makes use of embedded videos. Also, it is much easier to boost your SEO efforts through video content because it can increase the time spent on a website which in turn can be a factor in the rankings. The longer and more engaging the video is, the longer a user will stay on the website.

Types of Video Content

There are a few different types of video content available for creators and marketers to use. Some of the most popular include:

1. Live Video – Many audiences would rather watch a live video than read a blog. Also, all major social media platforms have implanted a means to produce live videos. Typically, you want your content to be fun, interactive, and raw, giving viewers an inside look at your practice.

2. Tutorials – One of the most effective types of video content, tutorials create value for readers by capitalizing on industry expertise to educate on desired skills. Also, it is so much easier to watch a step-by-step video on how to do something than to read about it. 

3. Behind-the-Scenes – This is a great way to humanize your company by showing off your company culture, the creative process, any fun bloopers, and highlighting personalities around the practice.

4. Explainer Videos – These are short videos your practice can create to explain your brand or a product/service. This can be a great tool to connect with your audience and give them an idea as to what your practice offers. 

5. Q&A’s – These videos provide interesting topics because they allow the business the opportunity to address and answer questions posed by their audience. They also create a lot of engagement because you need to have your audience ask questions before the Q&A and then come back to the video to listen to their answers. Q & A’s allow a business to build credibility while also serving a genuine purpose.

Tips for Creating Video Content

The internet is saturated with content. Marketers that manage to think outside of the box are those who will come out on top. 

Engagement is the key to making an effective ad and, in this case, it is the same with video content. Typically, if you make an audience sense a gap in their knowledge it is easier to get them engaged because there is a payoff in the end. For example, if you create a great video on how easy it is to whiten your teeth at home on a budget, many people will want to stay and watch it because it is relatable.

People who watch the first 3 seconds of your video will often continue watching through the video or at least up until 30 seconds. Make the first part of your video the most interesting, introduce your subject, and include funny content.

Understanding your audience and using signs of engagement to determine whether or not the content is engaging is important as well. A great way to do this is by getting the audience to empathize with a point of view using ethos, pathos, and logos as follows: 

• Ethos: Establish trust between the business and the audience by establishing credibility. 
• Pathos: Evoke an emotional response to increasing audience engagement. 
• Logos: Incorporating facts and figures, double-checking references, backing up claims, and giving credit all play a part in your content’s success.

The most important tip to creating video content is to be genuine. People want to connect with their brands and find ways that they can relate even more. The more genuine you are in your content the more support you will receive.

 

Understanding the different types of video content and how to create appealing videos is the key to developing a new marketing method that appeals to existing and new audiences. If you have any questions about creating videos for your practice please feel free to reach out to us. 

 

—Marie Dubray, Social Media Specialist, Sesame Communications