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6 steps for creating engaging video content

by | May 19, 2023 | Public Relations

In today’s digital age, video content has become an essential tool for brand promotion and engagement. A lot of customers find videos helpful when making purchasing decisions and many have also been convinced to buy a product or service after watching a brand’s video. As a result, brands need to create compelling and engaging video content to capture their audience’s attention and convert them into customers.

Define the audience and goals

The first step in creating engaging video content is to define the target audience and what the brand wants to achieve. Companies should consider what problems the target audience is facing and how the brand can solve them. They also need to identify the goals of the video, such as increasing brand awareness, generating leads, or driving conversions. Once the company has a clear understanding of the audience and goals, it can create content that resonates with them and achieves its objectives.

Keep it short and sweet

In today’s fast-paced digital environment, attention spans are shorter than ever. Therefore, it’s crucial to keep all video content concise and engaging. It’s ideal to aim for a length of two minutes or less, focusing on the key message and providing value to the audience. Companies should use attention-grabbing visuals and storytelling techniques to keep the audience engaged from start to finish.

Plan the video script

Before a business can start filming, it’s essential to plan out the video script. This includes outlining the key points the company wants to cover, determining the structure of the video, and creating a script that includes the brand messaging and key call-to-actions. The script should be concise, clear, and engaging, focusing on the value that the brand provides to its target audience.

Use storytelling techniques

Storytelling is a powerful tool for engaging an audience and creating an emotional connection with a brand. Companies should consider incorporating storytelling techniques into their video content, such as using a narrative structure, including customer testimonials, or highlighting the brand’s values and mission. This will help the audience connect with the brand on a deeper level and remember the message long after they’ve watched the video.

Optimize videos for SEO

To maximize the reach of video content, it’s essential to optimize it for search engines. This includes using relevant keywords in the video title, description, and tags. It also includes adding a transcript to the video to make it accessible to a wider audience. Additionally, businesses can share their video on social media platforms and embed it on their website to increase visibility and engagement.

Promote the video content

Creating engaging video content is only the first step. To ensure it reaches the target audience, companies need to promote it effectively. That means sharing the video on social media channels, email newsletters, and other digital marketing channels to increase visibility and engagement. Paid advertising options, including Google Ads and social media ads, may also be beneficial for companies looking to expand their audience and increase conversions.

Mike Paffmann
Mike Paffmann is CEO of Virgo-PR.

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