Engaging videos are able to retain, interest, stimulate, and connect with viewers – all of which are important for marketing. And while it is true that videos are naturally quite engaging, you will have to tap into and leverage that potential.
As you can imagine there are lots of factors that affect how engaging your marketing videos will turn out to be, but as a good place to start there are four important rules that you need to follow:
- Plan it so that it has a short duration
Try to plan every marketing video so that the duration is short – somewhere in the 15 to 60 second range. The fact of the matter is the shorter the video the more likely you are to be able to retain viewers, and more of them will be around for you to convert them with your call to action.
Considering your video is going to be short, it must also be direct. That means that you need to strip away any fluff during the planning phase, and distill it down to its most basic elements.
- Optimize the first few seconds
During the first few seconds (normally about 8 to 10 seconds at most), most viewers make a decision to either keep watching or click away. That is why you need to optimize the first few seconds so that you are able to best convince them to stay and continue watching.
One of the most effective ways to do that is to get to the heart of the matter and let viewers know what the video is about and more importantly how it will benefit them. Let them know what problem of theirs it could solve, or what they stand to gain.
- Design the video to provoke an emotional reaction
The most engaging videos are invariably the ones that provoke an emotional reaction, which is why funny, inspirational, sad, touching, or even outrageous videos go viral so frequently. Be sure to use that fact in your marketing videos, and design them to provoke some kind of emotional reaction too.
While it can be tricky to pull that off, using storytelling elements that make viewers feel invested in the subject is a good place to start. Also always remember that it is easier for viewers to connect with people rather than faceless objects or brands – so frame your video accordingly.
- Track, experiment, evaluate and analyze everything
Ultimately the key to making your marketing videos more engaging, is to improve them iteratively over time. For that to happen you’ll need to track their engagement, experiment and try new things, then evaluate and analyze the results.
If you do all that, you should be able to slowly but surely learn more about your target audience, and be able to tailor your videos so that they are more engaging to them.
Of course in addition to these rules, it is important that you create videos that are visually interesting and impressive enough to capture the attention of viewers. For that you may want to try using Movavi Video Editor as an MP4 editor that will help you to compile, tweak, and improve your videos to your satisfaction.
Within Movavi Video Editor you’ll find pretty much all the features you could possibly need to come up with engaging and impressive videos. It can be used to merge clips together, trim out unwanted parts, enhance the video quality, apply special effects and filters, add captions, include audio tracks, and much more.
The best part is that while you may be worried about how complicated it can be to edit videos – there’s really no need for concern with Movavi Video Editor. Simply put it will provide you with an intuitive and user-friendly experience that will let you edit your videos quickly and painlessly – even if you have absolutely no prior experience at all.
Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.