There is no denying that video content is surging nowadays. Estimates point to the fact that by 2021, over 80% of all consumer internet traffic will comprise One of the biggest questions we get asked is how to create a video that works. The most common mistake made by companies creating video is thinking of video content as being identical to blog posts or infographic content, rather than as a unique and independent media format. Where blog posts and infographics may consist of text and image content, video utilises text, moving images, and sound simultaneously, making it a more media format.
Video, then, is not an appropriate medium for all content goals. If you ever find yourself trying to “convert” content into a video, rather than developing the video idea organically, that’s an indicator that your creative process has gone awry.
Signs that you are, indeed, trying to convert ill-suited content into video include:
A lack of a story: Your video should naturally lend itself to a narrative curve, including a climax and resolution. If you have a product or service you are trying to sell, don’t use the entire length of your video making a sales pitch. Instead, create a narrative context around the product.
A complex call to action: If you are trying to convince your reader to complete a complex, or prolonged action, you need to consider breaking up your content into smaller pieces — each with one, specific call to action. In contrast, videos should have a very simple and direct call to action.
Too much content to share: The ideal length for video is under four minutes. If you have so much content you have to draw your video out to 10 minutes, it won’t be nearly as effective, because your viewers will likely lose interest. If this is the case, you need to use a different media form.
Questions to ask when creating video content.
There are two questions you can ask your marketing team that will easily determine whether or not an idea will work well as a video:
1. Would this content lose meaning if it were in text and image form? If your content would lose meaning or relevancy without being accompanied by visual or audio information, chances are video is a viable option.
2. Does the content require aesthetic as well as conceptual engagement? For example, for content where you need to describe a complex process, using a written format might be too dry or difficult to understand without the benefit of accompanying sound and visuals.
Here’s 6 content goals for which video works well:
Promoting a physical product or service.
Creative or funny content.
Giving life to a news story.
Covering live events.
With so many videos online, yours needs to be top-notch in content and creative value.
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