By Ash Read
By now, it’s clear that video is an essential channel for marketers.
But what makes a great video? And what keeps viewers engaged? Is it a good story? Or maybe it’s all about reaching the right audience at the right time.
We teamed up with Wistia and sought to find out. We looked at some of our favorite examples of video marketing and uncovered some traits they have in common.
Here are 7 secrets to creating successful video content. We hope these tips will help you as you plan and create your own video content.
Let’s jump in.
1. Focus on stories, not sales
Before the rise of social media, if you wanted someone to see an advert, you had to rent space within a popular media channel like TV or print. On social platforms, brands can reach the exact same audience directly. This means that branded content (advertising) competes with entertainment, rather than interrupting it.
If you want your video to be watched, it needs to create some kind of value for the viewer. Videos that are purely focused on a brand, or driving sales, will likely be ignored.
The best video content tells stories that connect with the viewer. The better you tell stories about yourself, the more likely your viewers are going to understand what your company is offering and what it can do for them.
A great example of storytelling is Budweiser’s video imagining how the legendary broadcaster, Harry Caray, might have called the Chicago Cubs World Series victory:
Caray was the voice of the Cubs from 1982 until he passed away in 1998. Budweiser’s agency, VaynerMedia, created the video by laying recordings of Caray’s voice over footage of the Cubs’ win and the following celebrations in Chicago.
By telling a story that brought together history, brand equity and nostalgia, Budweiser were able to connect with sports fans worldwide in the moment of the Cubs’ victory. The video was hugely successful on social media and generated large amounts of press coverage for Budweiser. Including:
- Hear late broadcaster Harry Caray call the final out of the Cubs’ World Series Game 7 win (LA Times)
- Budweiser Turned Around This Incredible Cubs World Series Ad Overnight (Esquire)
- Harry Caray calls Cubs Game 7 World Series win in new Budweiser ad (Chicago Tribune)
The most important part of any video is telling a cohesive and concise story. As Facebook recommends: “Your video ad shouldn’t be longer or shorter than it takes to tell your story well, so create a storytelling arc from the first frame to the last that keeps your audience interested along the way.”
2. Use the first few seconds wisely
Attention spans online are short. In fact, the average attention span is now just 8.5 seconds.
When it comes to creating successful video, you must bring your story to life quickly, so as to instantly gather interest as people scroll through their feeds.
In the opening seconds, you must give Go to the full article.