Today, video content rules the Internet. It is extremely versatile and engaging. Besides, it’s also the best way of storytelling, which has proven to be a very effective marketing strategy.
Statistics show that video content consumption rates will continue rising, as videos have proven to be the most effective way to engage a customer. Forbes reports with the reference to SmallBizTrends that by 2019, global consumer Internet video traffic will reach 80% of the general consumer Internet traffic.
Moreover, the same source claims that only Facebook generates 8 billion video views a day and YouTube video consumption increases by 100% each year.
With such a dynamic rise, many companies started to invest in video marketing. With each month, there are more and more new YouTube influencers trying to reach huge audiences and monetize their videos. However, the laws of video content are strict and if you don’t follow them, you risk not being noticed at all.
Viewers prefer valuable content. According to the survey by Clear Voice, 60% of millennials report watching videos to keep up with the news and 47% claim they regularly watch videos to learn something.
So it’s not just about having fun and creating a random video, you cannot expect great feedback by just relying on these factors. Creating a video requires following certain rules, which we’re going to discuss in this article.
Here are 7 laws for perfect video content you must follow by all means. It doesn’t matter if you’re creating a marketing video or trying to build your own YouTube empire, these laws are universal and work for everyone the same.
Of course, you can try and create videos that will target everyone. However, it’s not the best idea. Your videos will get the necessary attention but will be forgotten soon after you’ve posted them. Even if you decide to create cooking tutorials, you’ll still have a major focus group and the rest of your audience who will watch your videos for their own purposes.
Identifying your target audience is crucial. Without having someone to target, your videos will look sloppy and not put together. Having a target audience will help you create a focus for your videos, which, of course, needs to be addressed in every video you create.
“Before you even start the video production process”, says Martin Gates, a marketing specialist at MyAssignmentWriting, “it’s crucial to conduct the full research and thoroughly study your audience.” He gives the following tips on how you can do this to make your videos more engaging:
1) Study the generations. As you know, there exist several generations of people with different characteristic features and consumer habits:
Image credit: Housing Quality Network
2) After determining which generations you want to target in your videos, create an audience persona. You can do this by asking the following questions:
These are basic questions that will help you understand your target viewer. They will also help you determine a suitable time to post videos.
3) Study your social media channels. There, you can ask your existing audience what they prefer to watch. Based on this information you can put together a consistent analysis, which will help you identify the type of video content you will create.
Speaking about the type of video content, it should reflect the level of your expertise. Yes, you understood it right: filming videos on the topic you know nothing about is absolutely out of the discussion.
Today, you don’t have to invent anything new, you can use already existing types of video content to deliver your message to wide audiences. The most popular types of video content include:
Image credit: BBC
Don’t know how to choose the format that suits your creative needs? Martha Jefferson from AussieWritings recommends starting from choosing a category. YouTube, for example, has over 15 video categories, including Family Entertainment, Comedy, Education and Beauty & Fashion. From that, it will be easier for you to understand, which format of the video content will fit your category best.
According to this HubSpot’s report, each platform has a different “perfect” time for the video content:
Choosing a perfect length for your video also depends on the format of video content. For sure, the perfect combination of these two factors will have college students procrastinate and skip on writing their college papers, as they will want to binge-watch all your videos.
As you can see from the HubSpot’s report mentioned above, each platform has its own requirements when it comes to the perfect length of videos. However, this goes for the specific formats of video content too.
According to this report by Veed.me, the most popular social media platforms have the following requirements:
Of course, you can choose multiple platforms to post your videos. However, specialists warn that one and the same video will not always deliver the same result on two different platforms. “If you decided to post your videos on Instagram and YouTube, tailor them according to the requirements of each platform”, says Harry Durant, a researcher at ProEssayWriting.
You can post full-length videos on YouTube and short clips from them on Instagram to tease your followers.
Despite your desire to be creative and spontaneous, it’s not the best idea, if you’re serious about creating video content. That’s why you need a script which will serve as a blueprint for your video production process.
As we’ve already figured out the key components for the script (audience, format, and length of the video), it’s also necessary to point out some tricks that will help you create killer video content. Animaker lists 3 following core elements of the video script:
However, you need to be careful with the last element. “CTAs have gotten so cliché and boring that people just mentally block them”, says Clara Richardson, the head of marketing at A-writer. “Instead of using clichés, invite your viewers to put your recommendations to the test and let you know in the comments about their experience.” Indeed, be more creative with your CTA, and you’ll see the difference right away.
The story engages a viewer from the very beginning of a video. That’s why it has become one of the most powerful strategies in marketing. According to Medium, large amounts of information get more digestible in a narrative.
Effective video storytelling must include the following components:
Good storytelling always wins attention. When I was a student, I came across P&G’s “Thank you, mom” campaign that had me watch all the videos they created during the previous years. The videos were so touching that I spent the whole night watching them and didn’t even do my homework and write my essays on time. A good story always awakes the right emotions and makes a viewer watch from the beginning till the very end.
And lastly, consistency is one of the crucial factors for keeping your audience engaged. The consistency of a video itself depends on how well you create a script for it. It’s absolutely important to make sure that events in your video follow each other consistently.
However, consistency also means planning your video content and posting it on a regular basis. Rebecca Stephenson, a customer support representative from BestEssayTips, says that viewers often positively respond to the content if it’s posted regularly and on time.
How often should you post your video content? Robin Kamen from Newscred Insights says that it depends on how long you work with content. If you’re a beginner, it’s enough to post two videos a week, and as you develop your video production skills, you can post more often. However, it also depends on the length of your content. But no matter how much content you want to post, you need to keep it coming according to the schedule.
Perfect video content is all about effort and your desire to improve. Keep following these 7 laws of perfect video content and you’ll definitely catch the attention of online audiences.
Author bio: Tom Jager is a professional blogger based in London. He covers topics related to digital marketing, blogging, social media and business in general. He is always seeking to discover new ways for professional and personal growth.