Video Engagement

How rich media can set you apart

 

Perhaps one of the most accessible and effective ways of modern storytelling is through the medium of video. By combining engaging visuals, an alluring soundscape and an emotive storyline, your audience is able to immerse themselves in the world on their screen.

In the ever-growing digital world, the need to communicate effectively online has never been more significant and this truth has only been furthered during the COVID-19 outbreak, with many businesses having to shift their offerings online. But in an age where nearly everyone has the ability to shoot their own content and put it on the web, how do you cut through an overcrowded content market to make your offering stand out?

It’s got to spark curiosity

The rise of social and digital media has dramatically affected the way we consume content. Our collective attention spans are shorter and the market is constantly being flooded with new content. Research conducted by Facebook showed that viewers will decide whether to keep watching a clip within the first three seconds. That’s not a lot of time to get your message across. The answer? Give them interesting content as soon as they hit play and keep your videos concise. Common techniques can include starting your video with a thought-provoking question, or implementing fast cuts between shots to grab their attention.

With statistics telling us that 90% of consumers use video to help them make a purchase, ensuring your video captures their interest is key in boosting brand awareness and sales.

It’s got to be right for the platform

Even with the most captivating story and eye-catching shots, your video may fall short of reaching your audience if the content doesn’t fit the channel it’s being viewed on. Therefore, it is important to construct your video with the intended platform in mind. For example, the consumer expects longer form video on YouTube because video content is the site’s primary function. Most people will navigate to a page on YouTube with the intention of watching a video on a topic they have looked up. On Facebook and Instagram, suitable video content is much shorter in length as it is only one element of what the user consumes in their overall journey. Most video content pops up as an individual scrolls through their feed, so for them to stick to watching your content, it’s got to be short, punchy and immediately engaging. Hubspot recommends keeping your videos to around 30 seconds for Instagram, 1 minute for Facebook and 2+ minutes for YouTube.

It’s got to look (and sound) good

Anyone who has a phone these days can hit record and put it online, but even for short form video content, there is a lot to be considered for the look, tone and pace of your clip. There are a broad range of filmic techniques that should be considered to ensure your video isn’t ignored. From moody lighting setups to interesting camera angles, right down to editing for pace and flow, you need to make sure your content is engaging so it can cut through the noise. Special consideration must also be given to audio, including recording clear dialogue and marrying your footage with an impressive soundscape to enhance the viewers engagement. If the sound is jarring, the viewer is taken out of the world you’re trying to draw them into. The art of creating video content is a very delicate balancing act, and if just one element is out of sync, your video will fail to resonate.

Consider how consumers view your video content

Not everyone watches video in the same way. Whilst compelling video traditionally relies on an evocative soundscape to help engage the viewer, today’s mobile society means that a lot of content is consumed on the go. There’s a good chance your viewer is likely watching on their phone, in many cases without any sound. Wyzowl says 90% of consumers watch videos on their mobile devices, and according to Werizon and Publicis, 92% of consumers view videos with the sound off. The solution? Implementing visual aids such as captions and infographics as an accompaniment to your video. Ensuring the video is optimised for viewing on smaller screens can be key in making sure your audience is reached.

It should come as no surprise that online video content is one of the most effective marketing tools for your business when it is planned out and properly executed. From promoting products and services, to creating testimonials and providing assets for internal training, the opportunity for video to positively impact your business is endless. It can be difficult staying up to date with current digital trends, tracking your social video metrics and adjusting your content in line with your viewership, but these are key in order for your business to stay on top of an ever-changing consumer market.

 

M. Van Egmond – Audio Visual Team at Little Rocket

Ref: ‘Capture Attention with Updated Features for Video Ads, Facebook for Business’, ‘The State of Video Marketing, Irfan Ahmad for Social Media Today’, ‘The Importance of Digital Marketing, DMI’, ‘6 Psychology-Backed Hacks for Making Engaging Video, Hubspot’

John

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