5 essentials of a powerful, effective promo video that engages with your audience
Core principles for video that gets watched on social media
Video content on social media is extremely popular and platforms are heavily encouraging its use via the algorithm and feature releases.
Add in all the clamour of voices from every angle to get stuck in and use the latest features, it can be easy to get swept away in the hype and novelty.
While there’s plenty to get hold of in terms of the practicalities of video on social media, this post is more about getting the core principles right.
When you have those sorted, the rest will follow.
Here are five really quick, easy and actionable tips to help you take steps to keep your video content focussed and engaging.
We are a brand studio based in Torquay, South Devon, offering branding, website design & brand video to creative businesses across the UK - this is part of our series of video tips (alongside branding and website design), and you can find out more about our video services for businesses.
1. Who's it for?
Good video starts with the audience in mind - it won't resonate and engage if it's not focussed on your ideal customer's needs, aspirations and dreams.
Here are a few things you can do practically:
Think about who your ideal client is - who’s been the most fun and rewarding to work with?
What are some of the problems and issues your client typically faces?
How do your clients frame and talk about the problems they face?
2. Find a theme to your story
A video is a short story not an incoherent ramble.
Every great story has a theme that runs through it, giving coherence and a compelling narrative.
For example:
Introducing a maker's workshop, tools & materials
The unique manufacturing process of a product
A sales campaign showing off value-added and tangible impact
Here are a few things you can do practically:
Brainstorm and keep a bank of content ideas
Create ‘pillars’ for your themes that all the ideas fall under - for us we use website, branding and video
Try to focus on something meaningful that makes a difference for your audience
3. Think beginning, middle & end
With your theme you can then build a structure - it's a bit like flying a plane: start by taking off; cruise at altitude; bring it into land at your destination.
Each part is crafted in a particular way.
Lead your viewers on this journey thoughtfully, building towards an ending that sticks in the mind.
Here are a few things you can do practically:
The take off is the introduction, setting the scene, but also needs to capture attention
The middle is the meat of your content with as much value as possible
The landing is setting up your call to action and further engagement without cutting things off abruptly
4. Length
Craft your video to the platform - an IG Reel is 15 to 30 seconds; video post less than 60 seconds; IGTV 1 to 60 minutes.
There's lots of choice and variation, so tailor your video accordingly.
Plus, attention spans are notoriously short on social media - you have about 5-7 seconds, so deliver interest and value quickly!
Here are a few things you can do practically:
Less is more - be disciplined to pare down your message, as it will become more focussed
Split your content into segments of 15 or 30 seconds to help map out your overall video
Create a cartoon strip-type layout on paper to help visualise your video - often more productive than doing it digitally
5. Orientation
Particular video types require a specific setup - for example an IGTV video can be viewed in portrait or landscape, but a Story or Reel will be in portrait.
The idea is to make it pleasurable for your viewer to watch your content, not have to crane their neck.
Here are a few things you can do practically:
As above, think about where and how your audience is most likely to watch the video
If the platform requires portrait, don’t shoot a video in landscape and vice versa!
Lastly, think of a call to action to finish your video with so that you encourage your viewers on the next step of their journey with you.
The video featured was a showcase for Derby Museums, encouraging people to plan a visit after lockdown - it achieved over 18,000 views, 30 comments & 230 shares on Facebook.
These are our tips to help you get started with scroll-stopping video and we’d love to hear any of your thoughts or reflections. Do head over to the corresponding post on Instagram to join the conversation and share your opinion.
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We share website and branding tips; insights into brands we create; behind the scenes in our studio; as well as interesting events. Plus there are no silly marketing antics!
