Video is Hot, Hot, Hot! And stats prove that it is in high demand by digital users.
A recent Comscore survey found that user-generated and professional videos increase brand engagement by 28%. Additionally, it found that millennials trust user-generated content and video twice as much as other brand campaigns, with 80% reporting they would rather watch a live video than read a blog. We will walk you through creating online videos that ultimately engage your audience. The first step is to remember your ABCDs.
Attention, Branding, Connection & Direction.
Capturing your audiences’ attention from the beginning is key. Considering everything we are exposed to online throughout the day, the first five seconds of your video is crucial to get people to stop and pay attention. To help yourself and your videos, remember that consumers love a good story. Good storytelling is achieved with quality audio, great visuals, exaggerated reactions, sound effects or voices that cut through the clutter.
Imagine you are telling a story to a family member or close friend; you need to captivate them from the beginning for them to be interested in what you have to say. Focus on what you have to sell, whether it be a product or service. Using multiple angles and close-ups are easy ways to keep the user engaged.
Making sure your video conveys an accurate picture of your business and brand is imperative. Accomplish this with consistent logo usage, colors and text. Similarly, include consistent music, voices and/or jingles. If you have not established these standards yet, make conscious decisions to carry your brand across all creative messaging. You want them to remember your brand and set the tone for what your brand is.
If you have ever met someone for the first time or have gone on a first date, you know how important it is to connect from the beginning. First impressions are meaningful. In this case, remember after you hook them and grab their attention, you want to keep their attention. Make sure your video is not too long, is fluid and follows the flow of a heartbeat with nice highs and lows. You can do this by repeating visuals and ensuring the story is not complicated.
Lastly, direction. What is it you want the consumer to do? Remember a special offer? Call a number? Visit a location? Feel a certain way about your brand? This should be woven into the video and included at the end as a reminder to DO WHAT YOU WANT THEM TO DO. Try not to overcomplicate things by having them remember too many steps. The call-to-action should be simple and concise.
Okay, now we have covered the A, B, C, and Ds. You are ready for the action!