Here are some winning strategies for creating an online video that is engaging and valuable for customers and potential customers?

Keep it real.

Unless you’re shooting a professional video, don’t be afraid to be a little imperfect. Know what you’re going to talk about, rehearse, then go with it. Don’t worry about cutting out every imperfection. Real is relatable and honest. It works. Instead of over thinking things, focus on getting your message across in a real and honest way.

Know your audience.

The most compelling videos will give valuable information or insight and speak directly to what the audience wants most. Just like with copy, you need to understand your audience and why they would take five minutes to watch your video.

Leave it unanswered.

Regardless of what the video is about, make it thought-provoking in that viewers will want to share their comments with you on it. A good example of this is always ending your videos with some sort of question.

Acknowledge short attention spans.

Record no more than 30-45 seconds. Anything longer than that and people will tune out unless you’ve done something really, really special. People don’t have the attention span to watch a two-minute video unless they have already committed to your product.

Shock and awe!

The key to online video is first grabbing attention within the first ten seconds. To do this, you want to start with something “shocking” that leaves the viewer in “awe” and wanting more. Once you’ve grabbed their attention, you have to keep them engaged. In addition to the content you are giving them, you want to have images, words or some pop-up transition on the screen to keep them engaged.

Who are you filming?

Too many people feel that to have a great video you must write a script, shoot with high (and expensive!) production value and totally transform yourself from the everyday. While I do recommend at least having an idea of what you want to say, the best videos are those that feel like it’s just you and the viewer having a good old conversation. Be real!

Laughter wins all.

Using humour in online videos is a great way to engage your customers. If the audience is laughing, then they’re happy. If they’re happy, they’ll associate your brand with that emotion. When that happens, you’ve won. Just be careful not to sacrifice the brand’s messaging for a cheap laugh.

Lead the thought.

Rather than creating a purely promotional video about your product or service, create several educational videos on topics relevant to your industry. Potential customers will appreciate that you are sharing your knowledge and will begin to recognise you as a leader in your field.

Create a cliffhanger.

Don’t stop at one video! Create a series of educational videos that lead people from “episode to episode.” Use what TV writers have been using against us for years by creating “open loops” where an idea is “to be continued” in the next video. This creates engagement and allows you to educate prospects in more than one video, and to lead them back to your website.

Hire a pro.

A poorly produced homemade video is worse than no video at all. Find someone in your area that has good equipment and knows how to create a compelling storyline. Ask for references and see samples. Don’t use the cheapest company; use the best that fits within your budget.

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