According to a recent study by Hubspot, when it comes to getting information from and about the companies they’re interested in, consumers prefer videos over every other type of content. In addition to its popularity with consumers, video offers flexibility: Companies can choose scripted videos or livestreaming, can post to multiple channels, and can repurpose video content depending on the venue or target audience.
While the possibilities are intriguing, they can also seem intimidating. Companies need to ensure their videos showcase their brand’s unique identity and voice—nothing turns consumers off faster than inauthenticity. Below, 15 members of Forbes Agency Council offer guidance for businesses to help them develop video content that truly engages their unique audience.
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Members of Forbes Agency Council share tips to help businesses create engaging and informative videos.
Photos courtesy of the individual members.
1. Don’t Pursue ‘Hollywood’ Perfection
Today’s consumers are looking for authenticity. When your brand thinks video, don’t think Hollywood-scale production with perfect lighting. We all have a built-in film crew in our pocket, and it’s called the iPhone. Some of the most powerful, impactful stories are told in home-movie style. Your audience actually wants to have that intimate experience with the brands with which they interact. – Danica Kombol, Everywhere Agency
2. Include Only What’s Essential
The purpose of an explanatory video should be to show people how to use your product or service or how to solve a specific problem when using it. So there is no need for any complicated history or long explanations. Include only the most essential elements to make sure you explain your piece as quickly as possible. – Gary Vela, Web Daytona
3. Either Educate Or Entertain
As with all marketing content, you have two choices: Educate me or entertain me. When executed well, video content can do both better than any other medium. Plan your video efforts just as you do your other content. Who is your target? What stage of the buyer’s journey is he or she in? Does he or she want to be educated or entertained at that stage? Bonus tip: Please don’t hard sell me in your video content. – Patricia Rioux, Team ODEA
4. Feature Your Real Customers
What better way to provide authentic content that resonates with your customers than acquiring real content from your real customers? Not only are they completely free of cost, but they also look, speak and act the part of your customers because they are your customers. – Daniel Snow, The Snow Agency
5. Take The Time To Edit
It’s not enough to point, shoot and post. Take the time to plan what you want to get across and then edit your footage into a final piece. The camera tech these days is so good and so (relatively) cheap that you can quite easily fine tune in post-production to drive greater engagement by removing what may potentially muddy the message. In a good editor’s hands, great content can come from mediocre footage. – Carm Lyman, Lyman Agency
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6. Build A Library Of Short Clips
Focus on creating a large library of really short and shareable clips rather than trying to produce one longer video. You can get often get a lot more mileage out of 10 different 10-second clips than you can from a single video of the same length. – Ryan Short, MODassic Marketing
7. Hire Influencers
According to a report by The Economist Group, 71% of consumers say they are turned off by content that seems like a sales pitch. Hire influencers instead of an advertising agency to create the type of authentic video content your target audience is looking for. Using influencer content or influencer-like content will resonate with your consumers and help fill your content calendar—a total win-win. – Danielle Wiley, Sway Group
8. Keep It Simple, But Provide A Solution
The best way to differentiate yourself is to create catchy, simple visuals. Simplicity with a dash of creativity is all you need to catch the attention of your audience. Always project a solution to their problem. – Cagan Sean Yuksel, GRAFX CO.
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9. Create Stories
Stories are shortcuts humans use to gain knowledge without having to live through an experience. The huge popularity of video stories on social is a testament to the medium’s effectiveness. You can tell a meaningful story about your brand with characters, a plot and a resolution in as little as five or six seconds and viewers will love it (and even share it) if it entertains as it informs. – Kathy Broderick Selker, Northlich
10. Get To The Point Quickly
I’ve seen too many videos with 12-second opens, long host introductions and other low-priority elements that leave me impatient for the message or lesson—the reason I clicked on the video. Get to the point quickly, especially if you’re creating business-to-business videos and you’d like people to consume them during the business day. Your audience should feel as if watching your video was a wise investment. – Scott Greggory, MadAveGroup
11. Let Your Employees Share
To produce content that feels genuine, the external message should align with the reality of what’s happening behind the scenes. Stories told by your employees will bring your business to life in a way that is both authentic and relatable. If your people love their job they will most likely deliver a good brand experience that’s connected to the purpose and aligned to the values of the organization. – Nicole Dorskind, ThirtyThree
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12. Have An Enticing Intro And Outro
Every video should have a congruent intro and outro to make it stick. Have fun with the intro with a goofy or ridiculous image or claim worked into the title to excite curiosity. That way, there’s a much better chance they won’t bail on it for one of the other 40 apps or links they have open on their phone. Also, create a short, branded outro reinforcing your message and branding. – Patrick Haddad, Oopgo, Inc.
13. Use An Authentic Spokesperson
Using a company spokesperson not only represents the brand in an authentic way, but also increases engagement faster. Other company employees will “like” the video and share it among their contacts. Also, consumers will view this approach as less “salesy” and therefore more believable. Even if your product is not technical, the employee will be perceived as an authority on the subject. – Francine Carb, Markitects, Inc.
14. Show All Sides
Just be yourself. You don’t need to spend a ton of money on production. People have seen the pristine commercials and polished blog posts. Video is your chance to get real and to let them into your world—the good, the bad and the funny. Also, consider all the platforms on which you can use video (beyond YouTube), such as your website, social media, stories, etc. – Bernard May, National Positions
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15. Create Livestreams
If you want authenticity and engagement, there is no better option than a live video. It will give your viewers a “behind-the-scenes” feel, making them feel like they are on the inside. You can also make a live video from any smartphone or tablet and stream it across several platforms. If it’s a tutorial, a welcoming video or just to say, “Hi,” live video will set you apart from the rest. – Jason Hall, FiveChannels Marketing
