As small business owners, we wear many hats. Some days our arms get tired from trying to juggle all the responsibilities that come with trying to grow our businesses. So, what do we do about creating engaging video content?
However, diving into the world of video marketing can feel like a daunting task, especially when resources and time are limited.
For more than seven years, I’ve been helping small business owners attract new business with video marketing. I’ve seen first-hand how engaging video content can attract new customers.
I put together this guide to help you create engaging video content that will resonate with your audience.
This guide breaks down four key elements that will simplify the process of creating captivating videos.
By focusing on these key elements, you’ll grab your audience’s attention, keep them engaged, and grow your business with the power of video marketing.
1. Capture your audience’s curiosity
A study by Microsoft found that humans now have an attention span of 8 seconds, shorter than that of a goldfish
source: Time
To create engaging video content, start by capturing your audience’s curiosity. Make your videos informative, visually appealing, and story-driven.
Begin with a hook that sparks interest and encourages viewers to keep watching. By making your content shareable and unique, you’ll increase the chances of it being shared and reaching a wider audience.
“Content is king, but engagement is queen, and the lady rules the house.”
Mari Smith, Social Media Thought Leader
2. Know your audience and hold their attention
Personalized video content can increase engagement by 43% (source: Vidyard).
Understanding your target audience is crucial in creating engaging video content.
By tailoring your message, production quality, and visuals to your audience, you’ll be more likely to hold their attention.
Additionally, ending your videos with thought-provoking questions can encourage viewers to engage further and think critically about the content.
“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.”
Peter Drucker, marketing expert ( Goodreads)
3. Incorporate storytelling for engaging video content
Storytelling can boost conversion rates by up to 30%
AdEspresso
Storytelling is a powerful tool for creating engaging video content. By incorporating emotion and appealing to your audience’s values you’ll forge deeper connections with your viewers.
Demonstrating credibility and charisma can also make your content more relatable and trustworthy.
“Stories are a communal currency of humanity.” –
Tahir Shah, Author Goodreads)
4. Filming and editing tips
Videos that are well-edited can improve engagement by up to 62%
HubSpot
Investing time in filming and editing can greatly enhance the quality of your engaging video content.
Utilize movement, sound effects, music, B-Roll, and graphics to make your videos more dynamic and captivating.
Ensure your content is mobile-friendly and tailored to each social media platform for maximum reach and engagement.
“The best marketing doesn’t feel like marketing.”
Tom Fishburne, marketing cartoonist https://marketoonist.com/about
Bonus Tips
Beyond the four main sections, don’t forget to create interesting titles and thumbnails to attract viewers.
- Including clear calls-to-action (CTAs) in your videos can help guide your audience toward the desired action.
- Optimize your video content for SEO to improve its visibility in search results,
- Consider incorporating customer-generated content for an authentic touch.
“Good marketing makes the company look smart. Great marketing makes the customer feel smart.”
Joe Chernov, marketing expert (source: Twitter)
Creating engaging video content doesn’t have to be daunting. By capturing your audience’s curiosity, incorporating storytelling, and investing time in filming and editing, you’ll be well on your way to producing videos that resonate with your audience and drive results for your business. Happy filming!
Key Takeaways
Capture your audience’s curiosity: Begin your videos with a hook that sparks interest and encourages viewers to keep watching. Make your content shareable and unique to increase its reach.
Know your audience:
Tailor your message, production quality, and visuals to your target audience to create a more engaging and relevant video experience.
Incorporate storytelling:
Use emotion, share your company’s culture and personality, and appeal to your audience’s values to forge deeper connections and create engaging video content.
Invest in filming and editing:
Enhance the quality of your videos by utilizing movement, sound effects, music, B-Roll, and graphics. Tailor your content to each social media platform for maximum reach and engagement.
Optimize for success: Create interesting titles and thumbnails, include clear calls-to-action, and optimize your video content for SEO. Consider incorporating customer-generated content for an authentic touch that can help grow your business.
By focusing on these key takeaways, you’ll be well on your way to producing engaging video content that resonates with your audience and drives results for your business.
Glossary of Video Marketing Terms for Small Businesses
B-Roll:
Supplementary footage used to provide context, support the main storyline, or cover transitions and cuts in your primary footage.
Call-to-Action (CTA):
A prompt within your video content that encourages viewers to take a specific action, such as visiting your website, subscribing to your channel, or making a purchase.
Conversion Rate:
The percentage of viewers who take a desired action after watching your video, such as signing up for a newsletter or making a purchase.
Engagement:
The level of interaction between your audience and your video content, including likes, comments, shares, and watch time.
Hook:
A compelling introduction or element in your video that grabs your audience’s attention and encourages them to continue watching.
Mobile-friendly:
Video content optimized for viewing on smartphones and other mobile devices, ensuring a positive user experience across different screen sizes.
Optimization:
The process of improving your video content for search engines, social media platforms, and user experience to increase visibility and engagement.
Production Quality:
The overall visual and audio quality of your video content, which can range from basic smartphone footage to professionally produced videos.
ROI (Return on Investment):
A measure of the effectiveness of your video marketing efforts, calculated by comparing the revenue generated by your video content to the cost of producing and promoting it.
SEO (Search Engine Optimization):
The practice of optimizing your video content, titles, descriptions, and tags to improve its visibility and ranking in search engine results.
Shareability:
The likelihood that viewers will share your video content with their networks, increasing its reach and potential impact.
Social Media Platforms:
Online channels, such as Facebook, Instagram, YouTube, and LinkedIn, where users can share and engage with content, including video.
Storytelling:
The art of conveying a message or information through a narrative, often using emotion, relatable experiences, or personal connections to engage your audience.
Target Audience:
The specific group of people you want to reach with your video content, based on factors such as demographics, interests, and behaviors.
Thumbnail:
A small image that represents your video content and appears in search results and social media feeds, serves as a visual preview to entice viewers to click and watch.
Understanding these video marketing terms will help you better navigate the process of creating and promoting engaging video content for your small business.
Helpful Resources for Video Marketing
Books
Vlog Like a Boss: How to Kill It Online with Video Blogging by Amy Schmittauer
One Million Followers: How I Built a Massive Social Following in 30 Days by Brendan Kane
Video Marketing for Dummies by Kevin Daum, Bettina Hein, Matt Scott, and Andreas Goeldi
YouTube Channels
Video Creators by Tim Schmoyer
Derral Eves – YouTube growth strategist
Sunny Lenarduzzi – Video marketing expert and entrepreneur
Amy Landino – Video marketing, productivity, and vlogging tips
Online Resources
Wistia – Learning center with resources on video marketing and production
Vidyard – Video marketing resources, webinars, and blog
HubSpot’s Video Marketing Guide – Comprehensive guide and resources on video marketing
Animoto’s Video Marketing Blog – Articles and tips on video marketing, storytelling, and social media
Buffer’s Social Media Video Guide – Tips and resources for creating video content for social media platforms
These resources offer valuable insights, tips, and best practices for creating and promoting engaging video content for your small business.
