Marketing 11 min read

7 Tips on How to Create High-quality and Engaging Video Content

Videographer capturing a scene on a tripod | Aris Suwanmalee |

Videographer capturing a scene on a tripod | Aris Suwanmalee |

Videos are now among the most powerful and engaging marketing tools today. Video content offers a creative medium for you to not only sell your product or service but also to showcase your brand visually.

Image, sound, and body language adds a human aspect that is often lacking online. It brings the product to life. It is an easy way to grab the consumer’s attention to convey information.

In fact, people actively seek out videos to get advice and are 64-84% more likely to buy a product after watching a video.

Although it may seem daunting at first, making professional and engaging video content doesn’t mean you need to be an expert.

If you use our tips, expertise will follow!

There is no need to allocate a considerable budget to your video. A bit of creativity can go further than money ever could.

In most cases, you don’t even need access to a high-powered video camera. Many smartphones offer high-quality cameras and access to countless editing apps.

No matter if you have an advanced studio or just borrowed a DSLR from your aunt, these seven tips are sure to help you get started creating high-quality and engaging video content.

Creating High-quality and Engaging Video Content

1. Get to Know Your Target Audience

It’s impossible to hit a target if you don’t know where to aim. Before you start considering your good side, take a step back.

Ask who your product or service is targeting.

If you have sold it before, do a little research to see who bought it. If you’re a first-timer, check who your competitors are seeking out.

Define your target consumer by age, location, income level, occupation, educational status, gender, or marital status.

You can use tools like Google Analytics to glean this information from web traffic. Once you have figured that out, adjust your plans accordingly.

google analytics
Google Analytics, Demographics

It is vital to tailor your video according to the interest of your target audience. Get inside their heads and ask what benefits they’ll get from watching your video.

How can it help them? How can you tell them everything they need to know?

Don’t get carried away by the number of views your video may or may not receive. If you’ve created the video with your audience in mind, the right views will come.

Always favor quality, not quantity. Overall, don’t aim for a high number of views but, instead, relevant views.

2. Be Professional

Little things go a long way when it comes to making your video look more professional.

Production values don’t need to break the bank. At the same time, don’t skimp when it comes to appearing professional.

No one is going to enjoy watching a shaky frame while trying to decipher the words of a muffled speaker. Paying a little bit more attention to detail can eradicate these issues.

Check out a few seconds of the video below:

Right off the bat, this video:

  • appears professional
  • addresses ideal audience’s concerns

Make sure that the speaker is confident, comfortable, and comes across as natural on screen. A voice-over might be a good option for some.

Whatever direction you choose to take, make sure that the audio quality is clear and the script portrays an understandable message. Preparation and practice are critical to this.

Make sure your shot is well lit. Lighting is more important than you’d imagine.

If you don’t have access to professional ring lights, you can always rent or borrow them. If this is not an option, you could improvise with natural light.

A top tip is that overcast days make for the most steady and consistent natural light sources.

The atmosphere of a video depends on what you’re trying to portray.

In most cases, however, video content shot outdoors is highly effective. The outdoors provides more space for the actors and the viewers to be comfortable. But, make sure that the audio quality doesn’t suffer because of this.

Keep your video content engaging and visually pleasing with excellent backgrounds and exciting transitions.

Depending on your style, you could consider incorporating both clips of a speaker and product demonstration. Or, you could add an example of your service enhancing someone’s lifestyle.

Read More: 5 Ways B2B Businesses Can Attract More Leads With Videos

Always be aware of your creation during the process.

Watch, re-watch, evaluate, adjust, and reshoot if necessary. Time spent in the creative process will pay off when the views convert to interested customers.

An excellent example of this is the simple but effective editing used in a YouTube and Samsung promotion created by YouTube star Casey Neisat. The message portrayed is strongly inclusive and inspirational.

It demonstrates how YouTube has enhanced so many people’s lives and provided a space for creativity.

It also speaks to the underdogs in all of us and builds up the audiences’ self-confidence. It incorporates many voices and familiar faces, which help to keep it engaging.

Although it is shot in an amateur style, you’ll notice that the audio and video quality are flawless. Transition clips and the voice over are combined with text to intensify the message of the video.

It also has a personal touch added when we get to see the speaker directly talk to us. Enjoyable and engaging, overall, it’s a video we want to watch.

3. Make it Human

Find original ways to create video content that entertains, delights, and informs your customers. As much as possible, do this without making the audience feel like they’re watching a commercial.

If your video seems forced or fake, the viewer will often stop watching. There are countless ways of doing this, from animation to storytelling.

Just make sure that the result fits your brand and comes across as professional.

Your video can be funny, inspiring, or touching to your audience. A video is more powerful if it makes the audience feel something or realize something.

You also need to motivate them to take action, whether that may be buying your product or subscribing to your service. Keep in mind that video offers what other mediums do not- a human element. Use this to its full advantage.

Google took full advantage of the human aspect of the video in promoting ‘Google Earth.’ They tell the emotional story of Saroo Brierley and his journey to track down his original roots after being tragically separated from his family.

This compelling story of loss, love, and restoration demonstrates the life-changing capabilities of Google Earth, without being too obvious. The video portrays Google Earth as having the goal of improving the lives of its users rather than making money.

It appeals to human emotion. This is an incredibly powerful tool when it comes to building a trusting relationship with your audience and influencing the way they view your product or service.

4. Do More Than Sell

Use the potential of your video to market your brand.

Although the final goal may be to sell your product or service, this should never be your only goal. You should also take the opportunity video content provides to showcase and forge a clearer image of your brand.

Every piece of video content you create to market should add to a discourse that is as recognizable as yours over time.

It goes without saying that Nike does a great job enhancing its brand image with every piece of content it releases.

Video content should be used as a core representation of your company. If you don’t know where to start, look to the thesis or ethos behind your company.

What drives you to do what you do? What inspired you in the first place? What principles does your company represent?

Core values and principles are also excellent sources of inspiration when creating an image for your company.

Your aim is to showcase the unique aspects of your company in a positive light, so customers become more interested in your products.

5. Make it Helpful and Engaging

People are getting more and more careful about how they spend their time online. They are more wary of advertising than ever before.

Instead of looking at it as an obstacle, look at it as an opportunity.

If you take the time to make your video worthwhile, it will be a rewarding experience for you and the viewer. Offer solutions to problems, answers to questions, and provide useful information.

On top of this, take note that even if you offer the most comprehensive information in the world, no one will listen if it’s boring. If you’re going to plonk yourself in front of a camera and read off a long list, then don’t even bother hitting record.

Your video needs to be engaging to attract and hold attention. There are so many creative ways of achieving this, from incorporating humor or music to making it entertaining or relatable.

Another aspect to note is that people will always be attracted to current things, so take inspiration from the media. Think outside the box and brainstorm ways that you can present useful, relevant information in an engaging way.

In this video ‘Cover Letter,’ Chase, the creator, explains his service. It demonstrates his deep passion for the company (Sprite), and encapsulates it all in an entertaining (if not slightly ridiculous) way that has got the whole internet talking.

The video is colorful and eye-catching, which holds the audiences’ attention. It doesn’t take itself too seriously, and it’s impossible for the rap not to stick in your head.

It is also very unique and recognizable.

The most important achievement of the video, however, is that it leaves the audience feeling like they have already gained something from the company. The audience leaves the video feeling uplifted from just watching.

6. Reach out to Your Audience

Current businesses have an advantage that most companies in the past never had before. We can interact directly with customers to find out exactly what they want and need.

Before beginning to plan your video, you need to figure out what will enable you to speak to your customers. You can reach out and ask them what they need from your business and how they want to receive it.

Luckily, this is as easy as sending out a tweet or posting a status. However, a more productive way of gathering information is using live streaming services on Facebook or Instagram.

Note that Facebook could be a better option for smaller companies. Facebook can notify your friends whenever you are going live, which could attract more attention.

If you offer an open “Ask Me Anything” Q&A session, you are sure to get your audience to tune in. Once this engagement has started, you will find that people want to have their opinion heard and will be eager to share.

Besides, this open relationship demonstrates the transparency and trustworthiness of your business. Listening to customers provides not only the feedback you need but will also make them feel valued and important.

Live streaming is a multi-tasker in more ways than one.

If you are a rookie when it comes to being in front of the camera, this experience can also help you build confidence. If you are planning on appearing in your video, this will also benefit you as your audience will recognize you as a familiar face.

7. Don’t Be Afraid to Experiment

Anything new takes a little time to understand.

For instance, it might take you a while to get comfortable with the video format. The best thing to do is to experiment with dynamic angles, camera movements, transitions, focus, and editing effects.

An essential tip for someone creating videos for the first time: record everything! The good, the bad, and the ugly.

Eventually, this will lead to greater comfort with the creative process.

If you need to show a process within time restraints, then time-lapse could be your best friend. Figuring out what works and what doesn’t won’t cost you a thing and could make your video far more interesting in the future.

Take some time to read up on techniques and actively watch examples of marketing videos online.

Take note of what you think works and what doesn’t. Which videos make you feel good? Which videos make you want to try something new? Most importantly, which makes you want to buy the product or service?

Constant searching leads to continuous discovery. As they say, a good artist’s borrow; great artists steal. We don’t want you ripping anyone off! Just make sure you are continually looking for new influences.

So, there you have it — seven tips that are sure to give your videos an edge.

Know your audience, be professional, make it human, do more than sell, be helpful, reach out and don’t be afraid to experiment.

Now go forth and create, Hitchcocks of the future!

Read More: Beginners Guide To Video Content Creation

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