Video is one of the biggest markets that people are still trying to crack in the marketing world. While some businesses have managed to make videos that garner thousands of views, some struggle to get even a few hundred.
Whatever boat you are in, the strategies I’ll be discussing will help in either case. If you’re established, these strategies will help you to stay fresh, hold interest and grow steadily. And if you’re behind, these strategies will help you climb up and get the attention you are looking for.
You can use these strategies on any area where video is allowed. Specifically these strategies will be relevant in Facebook and Youtube as they allow a wide spread of length in terms of videos. Not to mention Facebook has always been making efforts in boosting organic reach of videos so having these strategies will help.
But what’s so special about these strategies though?
What’s special about these is these are backed by psychology to keep people’s attention throughout the length of the video.
For those who want to create immediate and on-demand curiosity, George Loewenstein, Professor at Carnegie Mellon University, suggests that we use the information gap theory of curiosity.
The idea about this theory is that when we detect a knowledge gap between what we know and what we want to know, we take an immediate action in order to satisfy this gap.
This trick doesn’t just apply to video, but with any form of content. After all, you wouldn’t have clicked on this article unless you wanted to know what strategies I’m sharing.
This brings me to why this strategy is so effective. It’s because the title will be what’ll hook you in. That initial curiosity and urge to click stems from a series of questions that someone will ask and hope the video will answer.
To see this in action, say I recycle this piece of content into a video. I might go for the title: Psychology Backed Strategies To Make Your Videos Better. From there will spark a series of questions such as “What new strategies are there to making better videos?”, “How can I stay competitive in today’s video market?”
Whenever we create a title that sparks curiosity, you will get people who’ll click on the video without much thought.
Hooking Your Audience
In 2016, Facebook found that 45% of people watched the first three seconds are likely to keep watching the video for another 30 seconds. What this piece of information suggests is that you have to do more than spark curiosity. Not only do you need to get people to click, but you need them to keep watching your work.
After all, we’ve discovered as the years go by that our attention span is shorter and shorter. This means that we’re less inclined to consume content that’s sluggish.
So the big question is once that you get people’s curiosity, what must be done to hook people? Well companies have come up with theories, but one that sticks out the most is Buffer’s. This is the theory that an effective video can hook viewers with visually engaging aspects and previews the core message of a video.
Why does that work? Because hooks are potent in grabbing a viewers’ attention and can generate interest for the rest of the video.
So how can you apply this into your own videos? Well a good start is within the first three seconds of the video it’s important for you to create an air of familiarity with the audience.
Some ideas are:
- If you sharing your answer to a question, you can start off by explaining your answer briefly and then use the rest of the video arguing why you think that way.
- For tutorial videos, show off what you plan to do or the finished results.
- Show a series of quick clips giving people an idea of what to expect during your video.
Make It All Visual
We are social creatures sure, but our brains have always be hard wired to be visual in most cases. Since we were babies, our understanding of the world then stemmed from vision. This behaviour has sifted into our lives so much that humans in general understand pictures and anything visual a lot better than any other method of communication.
Understanding this is crucial in video and can be used to create engaging videos. After all, our visual system activates over 50% of our brain. This means that we are much better learners when we are looking at something.
All of this has sparked all kinds of visual storytelling which helps people to grasp data and various concepts as well. With this in mind using a combination of video text and narration with graphics, movie scenes and other footage, you can create a more engaging video.
Make Sure To Tell A Story
As I hinted at we all love stories and it makes sense why this strategy works, Whenever we tell a story, we’re planting our own personal experiences and ideas directly into others minds. A story in general creates a connection and sort of bond that allows us to feel what the teller is feeling.
This strategy is nothing new as we grew up around stories and know that the most engaging content is where people can tell a story. That’s because the stories cause various emotions which in turn activate particular parts of our brains. Those activations are so powerful that we feel like we’re in that moment and in that story.
What’s amazing about this though is these stories don’t need to be highly personal or all that deep. Here are some examples:
- Are you doing a tutorial on how to bake something? If you’ve got experience in that, why not describe to your audience what it tastes or smells like.
- Are you talking about a particular achievement? Talk about how you felt or what was going on around that time.
- If you’re sharing your own ideas or experience, tie them back to past events and your memories.
The easier you make it for people to slip into your narrative, the more that the audience can get whatever you are delivering to them.
Inspire Your Audience
The last thing in a video is a call to action. While we do want people to share and like our videos, our other priority is to get people to use that information for something. At the end of the day, people associate personality traits to the brands that they stick to just as we do with people.
What this means for modern businesses today is that we shouldn’t strive to be just a business and be distant from our customers. Instead, we need to strive to be their best friend. After all, they are devoting time out of their day to consume our content/hang out.
With this in mind, we want people to feel good and best of all walk away with a little more knowledge or good-feels.
If you want any of your videos to resonate with people, make sure that they instil warm feelings. Feelings of happiness, hope, and excitement are the most common emotions that drive content to go viral. That should be obvious especially since so much viral content is about animals or babies doing cute things.
…That or generally funny videos.
I’m not saying that your business needs to start posting those kinds of videos, but what’s worth asking yourself is how can you be more closely relatable to your audience?
The fact that anyone can get into making videos right now means that there isn’t as much of a push from investors. What this means is businesses don’t need to be separate entities as they used to be and can take time to having more personality.
Make Better Videos With These Strategies
There is a lot to do with videos from scheduling to filming and editing. But after everything is said and done, whether a video flops or goes viral boils down to the marketing and making the video as engaging as you can.
Thanks to these strategies, you’ll be able to make a better video that can capture peoples interests. So much so you might be able to get some more earned media and help fill in the missing piece of your marketing strategy.