How to Create Video Content That Converts
Do you ever wonder why some videos go viral and others die on the vine? What if you spend significant time and resources creating a great concept, and even better content, and nothing happens? Understanding what makes a video convert is critical, and we have some pointers to share:
Before you set out to create your video, think about your target audience. Think about what they like to do, how they work, and how they play. Consider what they watch, not just the content, but also their device and time of day preferences. Once you know your audience, it’s so much easier to create content that will resonate.
During the second-to-last episode of the Daily Show, Arby’s took the opportunity to say goodbye (#JonVoyage), with a 60-second montage of Jon Stewart’s best jokes about the brand during his 16-year run. While self-deprecation is something most marketers would never do, this mocking montage is timely and shows the Daily Show audience that it, too, has personality.
While video lets you tell a full-featured narrative, it’s important to remember how people consume information. The average person’s attention span is only 8 seconds, rivaling that of a goldfish! Effective video content is crisp and to the point.
The first 5 seconds of a video ad are crucial—if you don’t hook people then, you’ll lose them. GEICO understands this, putting an emphasis on those first few seconds of its newest digital ads while poking a little fun at preroll ads in the process.
Engagement is the action a consumer takes after exposure to an advertisement; in other words, a consumer that is engaged is a consumer who converts. Good video needs to do two things to drive conversion: generate curiosity, or the interest to interact with a video, and create an emotional connection that compels viewers to share.
Bridget O’Brien, VP of Brand Communications at Vistaprint, aimed to create this emotional connection in Vistaprint’s first-ever brand campaign: “We created an original song to convey the emotion and then used our products, rather than dialogue, to communicate the story. To be truly global, we knew we needed to tap into a universal truth that would resonate with people around the world. Relationships, especially multi-generational bonds, are a common thread that all the small business owners we talk to value, and speak to a truth small business owners experience in a way unique to them.”
CALLS TO ACTION
The final element necessary for conversion is a call to action. You’ve delivered compelling content, so tell your viewer what to do next, whether it’s viewing another video, clicking to a landing page for a coupon or trial, guiding them to a survey to gather immediate insight, or driving them to a web page with more information. Given the importance of the call to action, it’s worth testing – try two offers or different landing pages to see which yields a higher conversion.
In addition to share icons and a custom call to action message, Tempur-Pedic leveraged a sentiment study at the end of its video to gauge consumer perceptions of its brand after watching its newest campaign.
First 3 Pages
How to Create Video Content That Converts
Strategic Content Approaches to Transform Your Audience into Customers
What Kind of Online Video Content Converts?
Content creation has forever been changed by the introduction of one little term: viral.
Because of this, you are challenged with the task of producing compelling content with a
mass appeal that is also aligned with business goals.
To meet these lofty demands, the modern marketer in you has discovered the medium
with the biggest potential for impact: online video.
Even so, creating video content that can turn the right heads is a daunting task. The
good news is that you aren’t alone in this challenge, and there are content trends that
can help inspire your most successful online video storytelling.
In this guide you’ll learn how to:
• Identify key consumer interests
• Align content with goals
• Develop the best video content strategy for your business
Before you start tackling a video strategy, it’s critical to develop a deep understanding of the kind of content that’s proven to convert. While there’s no exact science to creating
video that’s bound to go viral and attract millions, there’s enough historical evidence and knowledge of consumer behavior to determine the elements of video content that are fundamental to any successful strategy.
Despite that the biggest motivator behind any decision is ultimately to sell your products and services, remember that your buyers are individuals—just like you.
Consider these questions while developing online video content:
What keeps your audience up at night?
What are they really passionate about?
(Not what you want them to be passionate
What does your audience gain from your
business? From consuming your content?
What action do you want your
content to inspire?