We all know that video is the #1 online media form. From engagement, to reach, impressions, and more – video is the king of content! Since this is true, we all want to harness the power of video to reach and engage our target audiences. Unfortunately, that means there is more video content being created than ever before. So, how do you create videos your audience will want to watch? Great question!
We are breaking down 5 steps to help you create videos your audience will want to watch and drive conversions for your business. Read on!
Step 1: Know Your Why
This goes for all marketing campaigns, but it’s especially pertinent for videos. Why are you creating this video? Don’t make videos just to have something to post. The video format is a potent combination of audio, visuals, and texts. Leverage this unique format to deliver value to your audience.
This should align with your brand’s value proposition. Do you want to make campers’ lives easier with your outdoor gear? Do you promise to help aspiring writers finish their novels? Whatever core “why” lies at the heart of your product or service, you can create videos that serve that purpose.
For example, your camper audience might enjoy videos about how to waterproof their tents or start a campfire. Your writers may enjoy an easily digestible video overview of basic story structure. More often than not, your marketing videos should be concise and value-driven rather than overly detailed and sales-y.
Step 2. Know Your Audience
If you haven’t already, map out your target audiences (aka personas). This should be a well-defined yet broad group of people, e.g. tech entrepreneurs under 30, medical professionals aged 30-55, etc. You should understand which images, language, tone, and core story resonate with each persona before you create a video for them.
For example, your young techpreneurs are hungry for information, fond of details, and eager to pounce on opportunities. They’ll respond well to expert interviews, trend overviews, and listicles. Meanwhile, your middle-aged medical professionals are passionate problem-solvers with little time to spare. They’ll want to see bite-sized, pragmatic videos that stick to the facts.
Step 3: Know Where You’ll Release the Video
Videos can now be published on YouTube, Facebook, Instagram, TikTok…the list is nearly endless. Each platform has its own behavioral trends, formatting requirements, and target audiences.
As a rule, feed-based social apps (e.g. Facebook and Instagram) are often browsed on silent mode. Users’ attention is split, and they’re often looking for quick entertainment or inspiration. Your videos should be captioned, short, and ultra-engaging: explainer videos, funny clips, impactful product overviews, etc. Keep in mind that users will scroll away if your video doesn’t sustain their interest, so front-load your script with the core offering or CTA.
Video-centric platforms such as YouTube give you a bit more freedom. Videos can be longer and more detailed, and most users watch with the sound on. This is where you can release listicles, how-tos, interviews, etc. People do not like to see promotional content on YouTube, so always craft these videos to lead with value, and save the CTA for the end.
TikTok (and the Reels on Instagram and Facebook) are a bit of both. Users have their sound on, but these videos are very short. Reels are ideal for quick brand-building videos, helpful tips, customer spotlights, and so on.
Step 4: Know What People Want to See
Hollywood producers do tons of research to ensure a movie will perform well. While you likely aren’t spending millions of dollars on your video, you should still do your homework. In Step 2, you considered what types of videos your audience wants to see. Now, determine what story they want to watch.
This follows from your brand’s core story. Let’s go back to the campers who want an easier experience. Why do they want that? Campers are certainly used to facing challenges. Their real pain point is that they want to embark on more adventures. If each camping trip is a bit more convenient, they can achieve their dream.
So, the story you sell may not be a castaway survival drama, but it’s more than your rainproofing kit and easy-light charcoal. It’s the overall journey you empower for your audience! Your campers don’t want to see a dry, technical video of how fireworks. They want to see pragmatic survival skills with big, beautiful images of cozy campfires.
Keep your target audience in mind while crafting your script, refining your tone, choosing your assets and voice-over actors, etc.
Step 5: Know How You’ll Promote Your Video
If a video plays in a vacant forest, does anyone hear it? Nope — not even your camper persona! Before you start creating your video, figure out how you’ll find your audience.
Knowing where your target viewers spend time is the first time. As mentioned in Step 2, some people will spend more time on YouTube, while others will scroll through TikTok. This information not only determines your video format and positioning but also how you engage potential viewers.
For example, TikTok and Instagram are all about discoverability. People will only see your video if your keywords align with their interests. Often, they will have never heard of your brand before watching your video. You can use these platforms to build brand awareness and drive them toward engagement.
By contrast, on YouTube, people will be overtly searching for certain keywords or key phrases, e.g. “how to start a campfire.” So when they encounter your video, they’re primed for answers. This means you should focus on providing solutions first, CTAs later. Always empathize with your viewer here. Your goal is to validate their concerns and position yourself as a wise guide — not inundate them with sales pitches!
Once you’ve completed Steps 1 through 5, you can start crafting an engaging video. There is an entire science to good video editing and scripting, but that’s a topic for another time! Remember, even the most beautiful, perfectly edited video will be a waste of time and money if it doesn’t resonate with your target viewers. To create videos your audience will want to watch, lead with their core desires, problems, and the story they want to see most.
Do you need help to create videos that your audience will want to watch? We can help with that! See our full line up of video capabilities and services here.