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Did you know that 82% of ALL online traffic is simply people watching videos. This statistic makes video the king of all types of content. What is the secret to creating business videos that people actually want to watch? The rise of video is due to the fact videos have so much power to invoke emotions, tell stories and engage your senses, to connect with an audience on a deeper level the written word or static imagery.
In fact, video actually generates 1200% more engagement than images and text combined. The combination of audio and visuals makes it easier for our brain to focus, which means viewers are 9x more likely to remember your message than if they’d read it in a blog like this – which reminds me, you really should be watching this on our YouTube Channel! Business videos are an amazing tool for making an impact on customers and we’ve put together five tips for creating business videos that people actually want to watch.
Now defining your target audience sounds pretty lame, stereotypical and as a business owner or marketer you’ve heard this a billion times, “who are you targeting?”. When it comes to video, think of your favourite shows… Keeping up with the Kardashians, MAFS, The Voice, Stranger Things, Heartbreak High… the footy! Why do some people stay for an hour on the edge of their seat and others leave after 5 seconds? Because we are all different, and interested in different things.
There is a reason one man might watch 80 minutes of Broncos vs Roosters, and another will watch an hour of National Geographic. They have completely different interests.
People often ask us, how long should a business video be? The real answer is – it doesn’t matter. I’ll turn off a 5 second ad if it’s not relevant or interesting. We posted a 30 minute video to a Facebook page we manage for a client in Rockhampton, Queensland, and because the video was relevant and interesting to a well-defined target audience, we achieved over 250,000 views, 1000 shares and more than 10K likes/comments. That was a 30 minute video on Facebook, where most marketers will tell you one minute is too long.
Start to think about who is watching, and build out your video based completely around what is going to appeal to them in the best way.
Our next tip is to stop thinking of your videos as ads for an ad break. Television advertising has programmed a lot of marketers and business owners to think of their business as a 15 second ad between the show. Social media and digital marketing has given you the opportunity to turn this around and be the show.
What makes a show entertaining? Each show is different – whether that be reality TV, live sport, fiction, documentaries, biopics or sitcoms. You can be sure behind each show is a board table of suits defining a target audience and game plan for the show.
As you develop ideas for your own show, think of your target audience. What kind of shows are they already watching?
A popular idea on social media at the moment are filming podcasts. Think of Joe Rogan, Impaulsive, Froomes World – there are plenty of Podcasts blowing up at the moment in different circles – each with their own target audience in mind.
Almost 30 years ago Bill Gates famously said “Content is king,” and his words still ring true today. Every piece of content you publish has the potential to drive your business forward. Above all else, the videos you make need to be helpful, entertaining, informative or some combination of the three. Before doing anything else, you need to make a plan that keeps your video on track and makes sure you are delivering something valuable that your customers will want to watch.
Keeping your videos short and to the point is the best way to convince your customers to watch. That’s easier said than done, so it’s important to make a plan that can keep your video on track during the recording process:
Good cameras, lighting equipment and editing software are far more accessible than ever before. If you don’t want to invest in buying or renting professional equipment, the phone in your pocket shoots great video, and with some preparation, you can still create an excellent result.
Video content can be a huge win for businesses of all types. It helps create engagement, customer relationships and spread information more effectively than any other form of content. But filming quality footage can be difficult, so professional help from Vidsta can go a long way! We’ve put together a network of experienced video shooters who can show off the very best of what your company has to offer. Talk to us about your video project today if you’d like to know more.