People say a picture is worth a thousand words, well then imagine how many words a video is worth. Or better yet, if you are a business owner imagine how much more revenue a video can bring.
Today, people are busier than ever and time is not cheap. With so much access to what’s happening in the world, people not only want to be up to date with everything, but they also want to absorb that mass of information in the most efficient way, which is why video is an increasingly popular marketing tactic. It is evident that it works when apps like Instragram and Vine are making millions through companies like Lowes who are using 6-second videos to attract viewers. Not only do videos educate consumers in a visual and friendlier way, they also help market and brand the company in a more memorable way.
The truth is that people don’t really read anymore. Based on a recent study, it was found that people read only 18% of the articles they choose. Moreover, viewers are only spending just a few seconds for every 100 words they read. What does this tell us? It tells us that one, our attention spans are decreasing, but also that there is an opportunity to capture a very large audience.
The strategy is to hook viewers from the start.
Videos work because they create an experience for your consumers rather that just an informational session. There are tactics that go into capturing your viewers.
The First Shot
First, it is important to make the video visually appealing. That means, understand that there are certain angles that simply work better. The rule of thirds works well with videos. Photographers use this rule when making captivating shots. Your main focus should lie in one of the thirds of the frame. If the video is of someone speaking, pay attention to the angle that is not only flattering to them but also one that feels more natural. Don’t automatically go for what’s familiar. Test out different angles and settings because that will make your video more memorable. Make your first shot captivating. A decent amount of thought should go into what the first shot should be. Just like a journalist spends time thinking of the perfect headline, you should invest time into thinking of the first shot.
Address the Audience
One of the most important things to consider when making the video is the audience. Whom are you speaking to? If you are creating an informational video, it is easy to forget whom you’re advertising to. If you are a lawyer advertising your company and explaining a certain procedure, to you it all makes sense. But to the consumer, certain terminology that you are using will not make sense to him or her. That is why it is important to address your audience and speak directly to them. Ask them questions, spark their curiosity and get them thinking.
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It is extremely crucial that you do your research. Understand what your audience likes and find the patterns that will land you viewers. Break it down to the demographics which you’re targeting. Are they younger? Healthier? Older? In college? Ask these questions that you can see what you are advertising from their perspective. That way, when you are thinking from their shoes, you will automatically know what you want to see.
If you already have a video out, look into the analytics. How many people are watching your video? Read the comments and see what people are saying. Often times they will say how they got to this video. Was it something that they saw online that triggered them to search what your video is about? Or what is it because they heard their neighbor talking about it? Know how your audience is interacting and accessing your video.
Keep Them Watching
So if you captured your audience through a fantastic first shot, then awesome! Now, you have to keep them entertained and interested. You do that by understanding how long your video should be. Nobody wants to watch a 30-minute video about plumbing. People want their information delivered quickly. So tell the viewers right away what they are watching. Make sure that your script is conversational and easy to understand. When writing it, pretend like you are talking with a buddy of yours who wants to hear what you’re saying.
Aside from the script, it is crucial that you pay attention to the quality of the video. Is the lighting okay? Is the audio clear and balanced? Is it edited fine? Polish your video as much as you can. In a way it acts as a resume for your company and what you do. You want to look your best because there is always the possibility that a better, more fascinating video will show up in the suggested tab on YouTube.
Samuel Ott is the Video Production Manager at Lift Division, who focuses on video production and marketing. Check out some of their recent video production projects.