Tips for Creating High-Converting Videos for Your Business

Video as a medium has intrinsic attributes that set it apart from other forms of communication. If a picture is worth a thousand words, you can imagine the potential that 30 pictures per second hold.

Over the past few years, consumers’ increased access to faster internet speeds and the popularity of YouTube have allowed marketers to publish more video content. For businesses, this means that the format alone isn’t likely to be enough to engage your audience.

The strategy behind your video content has, therefore, become vital and can play a decisive role in the success of your video marketing campaign.

Being in a position to closely monitor many video campaigns for startups and Fortune 500 companies, I’ve noted a few different aspects that have been consistent among videos that lead to a higher conversion rate. Here are some tips based on what I’ve learned.

Start with a Solid Video Strategy

Before diving into creating videos for your business, ask yourself the following questions:

• What is the single most important objective I want to achieve? Is it brand awareness, sales or customer retention?

• Who is my target audience? Select a narrow target audience as it will allow you to write video scripts that resonate with them.

• How am I going to share my videos? Identify the marketing channels you’re going to use to promote your videos. This can help you select the recommended length and dimensions for your videos.

Once you have the answers to the above questions, you can feel confident when it comes to executing your plan.

Read more: How to Build a Video Strategy for Your Buyer’s Journey

Focus on Grabbing Viewers’ Attention

With thousands of hours of videos being uploaded daily, the internet is facing severe content saturation. To cut through the noise, your videos must have the necessary ingredients to attract your prospects’ interest.

In this regard, the opening of your video is the key. Make your goal for the first few seconds (the hook) to evoke an emotional response from the viewer, whether it’s happiness, fear, love, laughter, etc.

It’s equally important, though, not to exploit the first few seconds to the extent that the video feels like clickbait.

You can’t evaluate the performance of your hook without testing it. Try different variations of the first three seconds, and see what clicks.

Pick the Right Style

Once you have your audience’s attention, it’s important that you convey your message in a succinct and engaging manner. The style of your video can greatly impact watch time. For instance, I’ve found that animation tends to be most effective when explaining a complex product or service.

On the other hand, if you’re looking to build trust with an “about us” video, it makes sense to do a live-action shoot of your office that features your team.

Related: The Best Animated Video Types for Your Business

Tell a Story

Humans tend to remember stories. Incorporate your business message into a story to leave an impact on your audience and evoke an emotional response.

When you’re brainstorming ideas for the story, remember that the focus shouldn’t be on you; it should be on your audience. It’s their story, and they should see their problems, hopes and themselves reflected in it.

Cast your audience as the hero, and position yourself as a kindly guide who’s there to offer insight on how to resolve the conflict and help them along their journey.

Remember to craft your tale in such a way that your audience reaches the conclusion that your product or service is the answer they’ve been looking for all along.

Include a Clear Call to Action

Having a strong and clear call to action (CTA) seems to be an obvious decision, yet it is often neglected during the production process.

The CTA should clearly mention what action you want your audience to take. I’ve noticed that CTAs that include a business’s unique selling proposition tend to perform better. For example: “Schedule your free consultation today!”

Another very successful tactic is to integrate the fear of missing out (FOMO) into your CTA. When people feel like they might miss out on a great offer, they tend to take action right then and there.

Conclusion

Creating videos that boost your conversion rate isn’t as mystifying as it sounds, and you don’t have to be a creative genius to pull it off. Once you have a strategy in place with clear objectives and a solid approach, your videos will be much more likely to hit the mark.

If you want to talk more about video content, reach out to me on LinkedIn.

Originally published in April 2020 on Forbes.

Posted by Osama Khabab
05.25.2020

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