If you consume content on platforms such as YouTube, TikTok, Hulu, or Netflix, you’ve experienced or even been influenced by video marketing. Video marketing is a way of marketing or advertising in video format rather than text or image.
With the time people spend on these platforms daily and how much internet users' attention spans have shortened, you’d be making a mistake by not utilizing video marketing for your business!
With those kinds of numbers, video marketing could very well be the thing that launches your business to its most tremendous success yet! Here are a few tips for creating engaging content for your business.
Get Them Hooked!
As previously stated, internet users' attention spans are shorter than ever. To overcome this obstacle, you must grab your audience’s attention enough to keep them watching within the first few frames of the video.
You can do this by starting the video with an intriguing visual or with a phrase relating to the content of the video. Examples of these phrases include “Did you know…?,” “Here’s how to…,” and “What if I told you…?” You can also reduce your viewer’s chances of scrolling away by including an attention-worthy title and caption.
The first three seconds of your video are enough to make the viewer decide whether or not to watch the whole thing. Make those seconds count!
Keep it Short and Sweet!
No doubt, due to TikTok’s massive global influence, internet users now prefer short-form content as opposed to longer videos. Many TikTok creators have agreed that their best-performing videos with the highest engagement rates are just 7 seconds long.
Even if you don’t use TikTok, you can likely understand that lengthy videos that keep their message from the viewers for as long as possible are not clever or captivating—they’re just annoying. Keep this in mind as you plan out your videos!
Tell a Story!
Adding a narrative to your video with a beginning, middle, and end is incredibly effective for keeping your audience engaged. Human beings are naturally attracted to stories and the patterns they follow.
Let’s say you own a business selling shockproof phone cases. You could post a simple video of someone holding the case up to the camera, or you could instead post a video showing a person walking with their phone, dropping the phone, showing visible anxiety as they pick the phone back up, and then finally showing relief when they see that the phone has not been damaged since they were using your cases.
Which of these videos would have a better chance of convincing you to look further into the product?
Listen to the People!
Your audience is one of your greatest sources of insight, so don’t just create content - engage with the people watching it! Pay attention to their comments, likes, shares, and even the moments when they stop watching. These reactions provide valuable data about what resonates with them and what doesn’t.
If your audience is excited about a particular style, format, or topic, lean into it. If they’re pointing out issues, don’t ignore them - see it as an opportunity to improve. Respond to comments, ask questions in your videos, and encourage direct feedback. The more you involve your audience, the stronger their connection to your brand becomes.
By continuously refining your content based on actual audience engagement, you’ll create videos that attract more views and drive meaningful interactions, build trust, and, ultimately, convert viewers into loyal customers.
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