Attract Attention and Increase Engagement with Your Video Marketing

Why is Digital Video Marketing Important?

Internet users are inundated with content and advertisements daily, often scrolling for hours without recalling anything they encountered. This is primarily because most content lacks uniqueness. Therefore, if you don’t differentiate from the rest of your users’ feed, you will simply be forgotten.

Consumers are far more likely to watch a video about your brand than read lengthy text content. According to HubSpot, “users spend an average of 17 hours a week watching videos online.” An article by Lemonlight states that “digital video marketing has become a $135 billion dollar industry.” This is because companies have realized video marketing’s true potential and how beneficial it can be to their overall marketing mix. But making your media easy to consume isn’t all it takes; your video must be compelling and hold the viewer’s attention to be remembered.

According to the Search Engine Journal, consumers’ attention spans are dwindling, so it’s important to grab their attention within the first few seconds they see your content. Remember that most online users are passive, meaning they are not actively seeking out your video. Crafting content that captivates their attention is crucial.

How to Plan an Effective Video Strategy

To develop good video content, you first need to establish an effective strategy. In doing this, there are a couple of things to consider:

1. How do you want your brand to be perceived?
   Start by reviewing your brand’s core values, mission and key messaging. How will the video support these brand elements?
2. Who is your audience?
   Get specific about whose attention you are trying to attract (e.g., leaders at potential client firms, prospective employees, etc.). What language and visuals will resonate with them and stand out?
3. What do you want to accomplish with your video?
   With your team, establish actionable goals for your video content (e.g., sales conversions, brand awareness). Video marketing can serve several marketing purposes, and choosing an overall goal helps narrow down creative options. Consider what you want the viewer to do next – how will this translate into a compelling call to action?
4. Where will this video live?
   Today, there are so many digital video marketing platforms available on the internet. The length and style of videos required for these different mediums can vary depending on your target group so make sure to choose the right platform for your audience.

How to Create Engaging Digital Video Content

Once you have developed a strategy, executing your content ideas is next. Your video should captivate attention within the first few seconds, ensuring it is unique and engaging. An effective hook at the start is a crucial first step to maintaining viewer interest. Embrace creativity and originality to stand out in today’s digital landscape.

A few steps to consider when executing your video content are: 

Pre-Production

• Decide on the best shooting location to support your content – will you be indoors or outdoors? What’s the best time of day based on your choice? Are there any requirements for permitting or special equipment/furnishings that will need to be addressed ahead of time?
• Plan out your video to identify the shots needed to support your message. A storyboard is a helpful tool consisting of a sequence of images partnered with some directions and ideas of dialogue.
• Identify your video crew – will you be handling this in-house or working with a production team? If it’s being produced internally, ensure you have the necessary equipment and supplies so your shoot is seamless.

Production

• Have a plan for the production time so you can be sure to capture everything you need efficiently.
• Be open to capturing things outside your pre-planned shot list – sometimes, it’s the unplanned moments that create the most compelling videos.
• Shoot multiple takes when possible so the best clips can be used in the final edit.
• Enjoy the process.

Post-Production

• Edit your video to create a cohesive story. How and where you’ll use the final product should inform the overall length. As a rule of thumb, videos under 60 seconds receive higher engagement online than longer formats.
• Add captions to support ADA-compliance.
• Upload to the best platform based on your audience’s preferences and your tech needs.

Remember that Creating Engaging Video Content Takes Time and Dedication

Developing engaging video content is essential in the digital age, where users are constantly receiving information.

By establishing a clear strategy that aligns with your brand’s values and resonates with your target audience, you can create unique and compelling videos that capture attention within the first few seconds. Effective planning and thoughtful, well-executed content will ensure your videos stand out and make a lasting impact on your target audience.