Every business wants to create engaging content. But what is your company doing when it comes to video content?
A solid marketing strategy will incorporate both video and written content. By including both formats, you allow yourself to cast a wide net by speaking to the individual preferences of your customers.
Videos are one of the best ways to boost your engagement rates because they are visual and easier for your customers to follow. Many marketing strategies today use them because they are easy to access, mobile-friendly, and not that difficult to make.
There’s a good chance that you already have all the equipment you need to create a video. Smartphones today are incredibly powerful devices that can produce videos in both 1080p and 4K.
But it’s not as easy as hitting record and publishing.
Video is a lot different than audio and text. An engaging video needs to flow properly, stimulate the viewer, and engage them. According to James Wedmore, there are five components that you should know when it comes to video flow:
- A quick 2- to 5-second introduction to the topic. Your introduction sets the tone immediately, telling your audience what the video is about.
- A short 3- to 6-second bumper section between the introduction and the content. Most videos will feature some sort of animation, logo, or common theme here.
- The main body of your message. This can last anywhere from 30 seconds to 10 minutes or more. Remember, the average viewer has a short attention span. If your video is longer than three minutes, your drop-off rate will likely increase.
- An outro bumper where you repeat your logo, briefly touch on what you discussed, and offer additional insight.
- A final outtake to end your video. Your viewers want to watch entertaining videos. Outtakes are a great place to showcase your personality.
Making videos doesn’t have to be hard if you have the right ideas. Just make sure to focus on the flow of your videos. Structure is everything – and when your videos flow – your customers will see the value in them.