How to Create Video Content that Actually Works
Video is taking over the world, with more than 4 billion hours of video viewed each month. In fact, YouTube is now the second most used search engine, right behind Google (market domination much?).
Unfortunately, integrating video into your marketing campaign isn’t as easy as simply creating a video and putting it up on YouTube. Creating a video that is effective, relevant, and successful can offer big rewards, but how do you integrate it successfully?
Here, we’ll take you through the basics of video as a media type, discuss issues you will want to consider when brainstorming video content ideas, and suggest some types of content that typically work well for video, using case studies to highlight these points in action.
Understanding video as a media type
The most common mistake made by companies creating video is thinking of video content as being identical to blog posts or infographic content, rather than as a unique and independent media format. Where blog posts and infographics may consist of text and image content, video utilizes text, moving images, and sound simultaneously, making it a more media format.
Video, then, is not an appropriate medium for all content goals. If you ever find yourself trying to “convert” content into a video, rather than developing the video idea organically, that’s an indicator that your creative process has gone awry.
Signs that you are, indeed, trying to convert ill-suited content into video include:
- A lack of a story arc: Your video should naturally lend itself to a narrative curve, including a climax and resolution. If you have a product or service you are trying to sell, don’t use the entire length of your video making a sales pitch. Instead, create a narrative context around the product.
- A complex call to action: If you are trying to convince your reader to complete a complex, or prolonged action, you need to consider breaking up your content into smaller pieces — each with one, specific call to action. In contrast, videos should have a very simple and direct call to action.
- Too much content to share: The ideal length for video is under four minutes. If you have so much content you have to draw your video out to 10 minutes, it won’t be nearly as effective, because your viewers will likely lose interest. If this is the case, you need to use a different media form.
Questions to ask when creating video content
There are two questions you can ask your marketing team that will easily determine whether or not an idea will work well as a video: Read more here
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