By now, most people, brands, and marketers have come around to understanding the value and power of video production as a marketing tool. However, realizing something can be worthwhile and effective and actually using it in an effective way are two very different things, and just like with anything else, no one’s born knowing how to get the most out of their video content.
Luckily, we’ve been in NY & NJ video production for years now, and we’ve created all kinds of videos for all kinds of reasons in that time. So, we’ve naturally picked up a few tricks and secrets for success along the way, the kinds of secrets that could ultimately save you a lot of time.
Read on to learn more so that you can kick your video production efforts into gear if you’re already creating video content or get off to the right start if you’re just tipping your toes into the water for the first time now.
1. Make the first dozen seconds really count.
Yes, your aim should always be to make your video either educational, informative, entertaining, or otherwise interesting and worth the viewer’s time throughout its entirety. That goes without saying, but the truth is that the first 10-15 seconds, specifically, could ultimately make or break the success of your content.
Viewers just have too many options now, too many alternatives, not to mention all the potential distractions, so it’s simply harder than ever to hook them in and then maintain their attention for even a handful of seconds or so. And make no mistake, that’s all it takes for them to make the decision to stick around or move on to something else.
So, how do you grab their attention and keep it long enough for them to commit to watching your entire video? Well, that will largely depend on the specific kind of video you’re trying to create, the particular viewers you’re trying to get to watch it, etc., but asking intriguing questions or doing some kind of teaser or foreshadowing usually helps hook them in.
From there, though, you need to try to find the perfect balance between giving the viewers enough information so that they get an idea of why they should watch the video and what they can likely expect from it, yet not giving them so much that they don’t feel a need to see it through to the end. The point is, as you can see, the first ten seconds are really important, so you need to make them count.
For more on that, check out this post from Animoto.com, 5 Ways to Hook Video Viewers in the First 5 Seconds.
2. Don’t just go through the motions.
Too many people new to video production or who just aren’t doing it right make the mistake of simply trying to fit in. They look at what’s come before them and figure that they should start where those people started, which usually means they kick off their video efforts with a boring, run-of-the-mill intro or explainer video.
They figure that once they get the hang of it, then they’ll try some things, and maybe that’s true, in rare cases, but what usually ends up happening is they fall into that hole and never dig their way back out. They continue simply looking at what’s come before them and trying to copy the concept, tone, style, etc.
But video presents far too many possibilities to use it like that. Yes, looking into your competitors and seeing what’s working for their videos is always a good idea, but that doesn’t mean your ultimate goal should be to then mimic exactly what you saw and substitute your name or brand name for theirs.
Don’t be afraid to try something different, to take a chance. No matter what you do nor what your mission is, the people you’re trying to reach want to feel something, they want to have an epiphany, they want to laugh. They want to be get a reprieve from their boring lives for a moment, and guess what, boring content isn’t the best solution for that.
So, aim to stand out, not to fit in. Think carefully about what’s relevant and appropriate for your audience, of course, but don’t limit yourself to what others like you are doing to connect with them. Use video production to connect with them in your own way.
3. Remember that it’s all about the story.
We know. That sounds simple enough, but depending on your objectives, it can be easier than you think to get caught up in the selling, convincing, and explaining and to lose sight of what should almost always be your primary goal, which is to tell a compelling story.
After all, while getting your point across is obviously important, if providing something of some type of value to your audience isn’t coming first, then you’re just wasting your time, especially in this day and age. They won’t watch simply to see what you have to say about yourself.
And the thing about video is that there’s no better way to connect with people on an emotional level, something that is obviously key to effective storytelling. So, while there are plenty of other forms of content that may be better suited to you selling, doing it with video defeats the whole purpose.
It’s not that you shouldn’t connect your video content with who you are and what you do in any way whatsoever, because you absolutely should, but just that the viewers’ needs to come before all that. If they don’t, then trust us, you’ll just be spinning your wheels in the end.
Video production success isn’t much of a secret, but it’s not simple either.
The bottom line is, while finding success with video content isn’t rocket science, like with anything else, there’s also plenty of room for error, whether you’re new to the process altogether or just don’t have a background in it and have simply been throwing stuff at a wall to see what sticks.
So, while there’s more to it than mentioned here, we hope these tips help you get off to a good start or, at least, get you pointed in the right direction.
About Us: KVibe Productions, one of the top NJ & NYC video production companies creating video content of all kinds, can handle every aspect of the process. And whether it’s a commercial, a corporate video production, or a feature film, at KVibe, we always create to inspire.