Posts

How to Create Engaging Videos that Rack Up Views and Shares [GUEST POST]

How to Create Engaging Videos that Rack Up Views and Shares

Videos are more engaging than most other forms of content – but that doesn’t mean that you can just rely on their natural engagement to rack up views and shares. Ideally, you should be doing everything that you can to ensure your videos are as engaging as possible, and that begins with understanding what engagement is all about.

 

Understanding Engagement

Understanding Engagement

Engagement is a tricky metric, mostly because it is often defined in different ways. At a basic level it is a way to measure how impactful a video is on viewers, but unfortunately ‘impact’ isn’t a metric that can be measured in itself.

As such engagement is measured through a variety of other metrics such as viewer retention, likes, comments, shares, ratings, and so on. All of these metrics are relevant to engagement, as they show that viewers found the video impactful enough to watch it and possibly perform other actions related to it.

The key takeaway, however, is this: In order for your videos to be engaging they should be focused on retaining the audience and provoking action.

 

Creating Videos that Retain Viewers

Creating Videos that Retain Viewers

As you can probably imagine there are a lot of different factors that have a part to play in retaining viewers. In effect, anything that can grab the attention of viewers and keep them interested is worth pursuing.

To be more specific, however, there are a few ways that you can create videos that are more likely to retain viewers:

Choose a good topic

The topic you choose is of the utmost importance to both attract as well as retain viewers. It should be something that is of interest to viewers and will help or benefit them in some way. Researching your target market can be particularly useful, as it will help you to choose good topics.

Related: Better Content Means Better Leads: Make the Most Out of Your Content

Watch the duration

As a rule the longer a video’s duration, the less likely it is to retain viewers – which is why videos that want to have high engagement levels should be kept short. While the optimum length varies depending on platform and audience, keeping videos at about a minute in duration tends to be best.

Make the first 8 seconds count

A large portion of viewers will decide whether to keep watching within the first 8 seconds of your video – so you need to make them count. In other words, you should get straight to the point and let viewers know what the video is about and how it will benefit them to watch it.

Related: 8 Clever WordPress Design Tricks to grab your Visitor’s Attention

Frame the video for mobile

More and more viewers nowadays watch videos on mobile devices, so you should frame your video with that in mind. Avoid wide-angle shots or small details that may be difficult to make out on smaller screen sizes.

Convey the message via subtitles or other visual elements

Another trend to keep in mind is that a large number of viewers will be watching your video while it is muted. To retain and engage them, you should try to ensure the message is conveyed visually – via subtitles or other elements.

If you take these steps, you should end up with a video that is more able to retain viewers and should also get more views in the process. However, as you know – that is just part of what engagement entails.

 

Provoking Action Using Videos

Provoking Action Using Videos

As you can imagine only a small percentage of viewers actually end up liking, commenting, sharing, or rating the videos that they watch. However there are some exceptions to that, and certain videos somehow seem to rack up tons of shares, likes, comments, and other reactions.

Generally, these videos are able to do that because they take steps to provoke those actions, and there are a few ways that can be done:

Trigger an emotional response

If your video is able to trigger an emotional response, it is likely to provoke action. The nature of the emotion itself doesn’t matter as much as its intensity, which is why you could opt to trigger joy, amusement, surprise, inspiration, pride, or any other emotion.

Related: 4 Signs that you’re Getting Positive Responses in your Content

Ask questions and interact

Actually asking questions or interacting with viewers as part of your video can provoke actions – normally in the form of responses via comments or other means. It is a way to make viewers feel more involved, and use your video as a basis for further interaction. Keep in mind that it helps to reply to viewers as well, as that will encourage further responses.

Use a powerful call to action

Most videos (especially marketing videos) tend to close with a call to action. Although in some ways it is the culmination of engagement, it can also be used to further it – by encouraging viewers to share, like or rate the video. The call to action can also be used to ask for feedback or solicit opinions via polls.

Make no mistake, provoking action can be tricky – but the measures listed above should all help. Effectively you now should be able to create videos that have the potential to acquire more viewers, retain them, and provoke actions – all of which will help with their engagement.

Related: How to write content that gets read and shared

It is worth noting that while other factors such as quality have a part to play, you don’t need to try to create overblown and expensive productions to engage viewers. In fact, in many cases, less is more and simple but authentic and genuine-looking videos can perform just as well. Frankly, if you learn how to make a slideshow on Mac or PC you could come up with a fairly engaging video as well.

In terms of quality, you should try to just aim for your video to be able to deliver its message in a crisp and clear fashion. If you want you could try to make it look a bit polished and professional, but you certainly don’t need to load it with special effects or anything like that. Overall the content of the video matters far more to engagement levels, and that is where your focus should be.

Related: 3 Design Best Practices to Fine-Tune Your Next Content for Visual Learners

 

Author Bio:

edward-parker

Edward Parker enjoys creating videos for his website and social media. He is particularly focused on finding ways to improve engagement levels and encourage more interaction with viewers

 

 

 

 

Learn more content marketing and lead generation tips at The Savvy Marketer’s Blog!

Love to know how we generate qualified leads?

Get in touch with our Marketing Consultant or Dial +1 888.810.7464  or 310.439.5814

 

 

Grab a copy of our FREE EBOOK, Why You Should Bet Your Money on Digital Marketing (And Win)! We brainstormed ideas, analyzed data, and interpreted recent developments vis-à-vis previous trends before coming up with a realistic view of this year’s marketing trends.

Why You Should Bet Your Money on Digital Marketing (And Win)

Marketing Troubleshooting: What To Do When A Campaign Goes Wrong
Selling Software and Services: A Short Guide to SaaS Marketing
Sales Productivity: Tips From the Top Salespeople

How to Create Engaging Videos that Rack Up Views and Shares [GUEST POST]

How to Create Engaging Videos that Rack Up Views and Shares

Videos are more engaging than most other forms of content – but that doesn’t mean that you can just rely on their natural engagement to rack up views and shares. Ideally, you should be doing everything that you can to ensure your videos are as engaging as possible, and that begins with understanding what engagement is all about.

 

Understanding Engagement

Understanding Engagement

Engagement is a tricky metric, mostly because it is often defined in different ways. At a basic level it is a way to measure how impactful a video is on viewers, but unfortunately ‘impact’ isn’t a metric that can be measured in itself.

As such engagement is measured through a variety of other metrics such as viewer retention, likes, comments, shares, ratings, and so on. All of these metrics are relevant to engagement, as they show that viewers found the video impactful enough to watch it and possibly perform other actions related to it.

The key takeaway, however, is this: In order for your videos to be engaging they should be focused on retaining the audience and provoking action.

 

Creating Videos that Retain Viewers

Creating Videos that Retain Viewers

As you can probably imagine there are a lot of different factors that have a part to play in retaining viewers. In effect, anything that can grab the attention of viewers and keep them interested is worth pursuing.

To be more specific, however, there are a few ways that you can create videos that are more likely to retain viewers:

Choose a good topic

The topic you choose is of the utmost importance to both attract as well as retain viewers. It should be something that is of interest to viewers and will help or benefit them in some way. Researching your target market can be particularly useful, as it will help you to choose good topics.

Related: Better Content Means Better Leads: Make the Most Out of Your Content

Watch the duration

As a rule the longer a video’s duration, the less likely it is to retain viewers – which is why videos that want to have high engagement levels should be kept short. While the optimum length varies depending on platform and audience, keeping videos at about a minute in duration tends to be best.

Make the first 8 seconds count

A large portion of viewers will decide whether to keep watching within the first 8 seconds of your video – so you need to make them count. In other words, you should get straight to the point and let viewers know what the video is about and how it will benefit them to watch it.

Related: 8 Clever WordPress Design Tricks to grab your Visitor’s Attention

Frame the video for mobile

More and more viewers nowadays watch videos on mobile devices, so you should frame your video with that in mind. Avoid wide-angle shots or small details that may be difficult to make out on smaller screen sizes.

Convey the message via subtitles or other visual elements

Another trend to keep in mind is that a large number of viewers will be watching your video while it is muted. To retain and engage them, you should try to ensure the message is conveyed visually – via subtitles or other elements.

If you take these steps, you should end up with a video that is more able to retain viewers and should also get more views in the process. However, as you know – that is just part of what engagement entails.

 

Provoking Action Using Videos

Provoking Action Using Videos

As you can imagine only a small percentage of viewers actually end up liking, commenting, sharing, or rating the videos that they watch. However there are some exceptions to that, and certain videos somehow seem to rack up tons of shares, likes, comments, and other reactions.

Generally, these videos are able to do that because they take steps to provoke those actions, and there are a few ways that can be done:

Trigger an emotional response

If your video is able to trigger an emotional response, it is likely to provoke action. The nature of the emotion itself doesn’t matter as much as its intensity, which is why you could opt to trigger joy, amusement, surprise, inspiration, pride, or any other emotion.

Related: 4 Signs that you’re Getting Positive Responses in your Content

Ask questions and interact

Actually asking questions or interacting with viewers as part of your video can provoke actions – normally in the form of responses via comments or other means. It is a way to make viewers feel more involved, and use your video as a basis for further interaction. Keep in mind that it helps to reply to viewers as well, as that will encourage further responses.

Use a powerful call to action

Most videos (especially marketing videos) tend to close with a call to action. Although in some ways it is the culmination of engagement, it can also be used to further it – by encouraging viewers to share, like or rate the video. The call to action can also be used to ask for feedback or solicit opinions via polls.

Make no mistake, provoking action can be tricky – but the measures listed above should all help. Effectively you now should be able to create videos that have the potential to acquire more viewers, retain them, and provoke actions – all of which will help with their engagement.

Related: How to write content that gets read and shared

It is worth noting that while other factors such as quality have a part to play, you don’t need to try to create overblown and expensive productions to engage viewers. In fact, in many cases, less is more and simple but authentic and genuine-looking videos can perform just as well. Frankly, if you learn how to make a slideshow on Mac or PC you could come up with a fairly engaging video as well.

In terms of quality, you should try to just aim for your video to be able to deliver its message in a crisp and clear fashion. If you want you could try to make it look a bit polished and professional, but you certainly don’t need to load it with special effects or anything like that. Overall the content of the video matters far more to engagement levels, and that is where your focus should be.

Related: 3 Design Best Practices to Fine-Tune Your Next Content for Visual Learners

 

Author Bio:

edward-parker

Edward Parker enjoys creating videos for his website and social media. He is particularly focused on finding ways to improve engagement levels and encourage more interaction with viewers

 

 

 

 

Learn more content marketing and lead generation tips at The Savvy Marketer’s Blog!

Love to know how we generate qualified leads?

Get in touch with our Marketing Consultant or Dial +1 888.810.7464  or 310.439.5814

 

 

Grab a copy of our FREE EBOOK, Why You Should Bet Your Money on Digital Marketing (And Win)! We brainstormed ideas, analyzed data, and interpreted recent developments vis-à-vis previous trends before coming up with a realistic view of this year’s marketing trends.

Why You Should Bet Your Money on Digital Marketing (And Win)

Marketing Troubleshooting: What To Do When A Campaign Goes Wrong
Selling Software and Services: A Short Guide to SaaS Marketing
Sales Productivity: Tips From the Top Salespeople

Stick to these Three S’s for Creating Viral Video Content

Stick to these Three S's for Creating Viral Video Content

If a picture is worth a thousand words, a video is worth a million words. Or 1.8 million words, to be exact. That’s according to Dr. James McQuivey of Forrester Research. Now, I’m sure there are people living or dead who have written a million words or more as much as there are people who have read a million words aggregate or in one sitting. But that’s beside the point.

The point is, in this day and age, videos have surpassed the perceived value of words when it comes to marketing. And don’t get me started about the other stats, too, because you’ll drown in numbers. That said, there are still several things to consider to maximize the effect (read: reach the desire audience and turn them into leads) of your video content. Let’s call them the Three S’s. Read on.

Substantial

Stick to these Three S's for Creating Viral Video Content

I’ve always been told that videos are made to speak for themselves. In other words, if you choose a video over any other form of communication, the main goal is to let the video tell the story. Have you seen a silent video? How about an advertisement on TV without audio? We all have, I suppose.

The power of video is that, it can get the message across even without words or a script or a dialogue. This is the main characteristic of a video that is substantial and can stand by itself. Of course, it doesn’t hurt if there are some sound bytes here and there, especially if it’s an explainer video and it’s difficult to act out the scenes. Just make sure that the words don’t steal the thunder away from the moving graphics of pictures.

Another way to make the video substantial is by making sure the meat of the matter is delivered in a taut and cohesive manner, and as much as possible, found early on in the video. Like in the 10-second mark early. In a three-minute video, it would be foolish to put the most important part in the last third of the material. Chances are, your viewers have already moved on to another topic.

Related: The Five Elements of Quality Content (According to an End-user)

Short

Okay, concise is the better word, but it would ruin the Three S’s pattern, so “short” it is. But how short is “short”? When it comes to videos, two to three minutes are generally acceptable as being short. Anything longer than that courts disaster, except if the material is exceptionally good. If you’re a beginner, start with short 2-3 minute explainer videos because they allow users to quickly understand the value of your offer and how it can solve their problems.

Related: You Can’t Hit Two Birds with One Stone: Creating Content for Demand Gen & Lead Gen

If your video is engaging enough, people would usually continue reading your sales page and spend more time understanding your product. You can even produce even shorter videos (like one-minuters or less) as long as the material is really engaging and you believe thee viewers can learn as much from it than if it is three minutes long.

Here’s an example a 3 minute video:

How to Make your Emails Impossible to Ignore [Video]

How to Make your Emails Impossible to Ignore [Video]

 Related: Future Trends in the Hospitality Industry: Millennials and Social Media Rule

Shareable

What good is your video content if it isn’t shareable? No good, apparently. The key to getting more engagement, more awareness, and more conversions when it comes to video content marketing is being able elicit as much positive emotion from the audience as you can. You can’t force people to share your video, but you can always appeal to emotion. Take note of these four core principles to creating that emotional connection that leads to sharing and can help make your video contagious (from Entrepreneur):

  1. Be true.
  2.  Don’t waste our time.
  3. Be unforgettable.
  4. Ultimately, it’s all about humanity.

When you have your audience hook, line, and sinker, make sure you push your material out of as many channels as possible. Social media will take it from there.

Related: 5 Social Media Trends for Businesses in 2016

Conclusion

Of course, there are dozens of other ways you can do to make your video reach more people, and ultimately, give you positive ROI. The most important thing here is to understand that consumers, and the market in general, is transitioning rather quickly towards more interactive content that has a strong personal and emotional touch to it.

Related: 6 Most Important and Untold Benefits of Repurposing Old Content

When it comes to marketing, trust and credibility are important, and videos that have the elements I mentioned above help you achieve all these things more effectively than most other content types.

 

 Learn more tips and tricks in creating quality and shareable content!

Read more posts on The Savvy Marketer’s Blog

Want to learn more about our Marketing Services? Dial 888.810.7464

 

 

5 Types of Interactive Content and How They Can Boost Your Engagement
Creating a Content Upgrade and Using Them to Grow Your Email List
Happy Independence Day! Now Break Free from the Content Marketing Trap