*300 hours of video are uploaded to YouTube every minute… In other words, there’s a crap load of content being created every day!!
Why does this matter? Because as a marketer who uses video, this content is your competition and it’s out there right now fighting for the attention of your audience.
The good new is, we have 3 top tips for you to help your films / videos stand out and better resonate with your viewers.
Tip 1. Know your audience
Knowing your audience is crucial to the success of any video: Who are they? Where are they? What interests them? How are you going to get your video in front of them? And what will get them to hit play?
Your audience is always the place to start when producing any content. If you’re not making something for someone, you’re making it for no one.
Even if your audience is broad, that’s no reason to skip this step. Picture them in your head and think about the tone of voice they’d best respond to. What would excite them? What would make them smile? What would get them to react? Also think about how you’re going to get this video to them (email, social media, events etc.) and where they’re going to be when watching it.
A captive event audience will be much more generous with their time than a group of commuters walking past a billboard. Your video needs to be created with this in mind.
Tip 2. A simple message
Once you’ve researched who you’re talking to, it’s time to think about what you’re going to say. The most important thing to remember here is to keep your message simple and concise.
Don’t dilute the impact of your message by cramming in anything and everything that pops into your head. You may stock ten amazing products each with five completely unique benefits, but one video is not the place to promote all fifty of these. Keep it simple!
Think about the single most important thing that makes your product / service / brand different and unique. Communicating this should be the goal in your video and the take home message – the thing you want your audience to remember.
Also consider your CTA (Call to action). If someone has watched and enjoyed your video, what should they do next to engage with you further? Do you want them to visit your website? Subscribe to a newsletter? Donate? Buy a product? Have this in mind when you create your content and always take the opportunity to encourage your audience to further engage.
Tip 3. Evoke Emotion
Once you know your audience and have a clear message to communicate you’re ready to start coming up with ideas, right? Nearly. Before you start drawing stick men and slapping post-it-notes around your office, take a moment and think about how you can resonate with your viewer on an emotional level.
Whether you choose to use shock, laughter, joy, love, sadness, fear, nostalgia, etc. etc., great content needs to trigger something within your audience. It needs to shift something inside them. This is what gives a video stand out, makes it personal and makes it memorable. If you can connect with your viewer, if you can uplift or inspire them, your video and its message will be much more hard-hitting than any of the other videos that surround it.
That’s it. Three pretty straightforward steps, but put them into practice and your videos will be more relevant, more interesting and more successful.
Any questions, shoot us an email: firstname.lastname@example.org