There’s no doubt that videos rule today’s digital marketing landscape. You can’t escape the need for video content, whether you’re a B2B or B2C organization. There’s a reason why 69% of all global consumer Internet traffic is made up of videos.
But what exactly makes a great content marketing video?
If you want your video to go viral, if you want people to watch and share your video content, you can’t just throw stuff together. You have to pay attention to what your audience wants to watch and keep watching.
Here are the characteristics and qualities of a great content marketing video.
1. It Uses Storytelling and Emotion
Great videos tell a story and connect with viewers on an emotional level. According to Harvard Professor Gerald Zaltman, 95% of purchasing decisions are subconscious, which means it’s more about how a consumer feels. Emotions are the key driver of purchasing behaviors and decision-making in general. So, the more you can tap into your audience’s emotions the better.
For example, take a look at a L’Express video about freezing temperatures, which garnered 1.6 million views and 47K shares. While talking about the weather isn’t something that would normally be fascinating, by using playful gifs and funny clips, L’Express was able to tug on the feelings of viewers. When watching, viewers felt nostalgia for the memorable TV show snippets while also feeling connected to the overblown expressions of cold.
2. It Stands Out
Content marketing videos should push the limits, whether with humor or by being a bit risqué. It’s okay to shock your viewers. In fact, it’s a good thing. A recent research paper revealed that shocking advertisements could impact consumer behavior in both positive and negative ways, depending on socio-demographic and cultural-social factors. If used correctly, you can stimulate a consumer to choose your brand with the right stand-out material.
For example, Hello Giggles was not afraid to transform a woman’s menstrual cycle into a horror story by using scenes from top horror movies. The goal was to connect with female viewers in a fun and unique way, and it worked. The video garnered 1.8M views, 7.8K likes, and 7.6K shares with shocking images of blood, violence, and gore.
3. It Focuses on the First 10 Seconds
Marketers have just 10 seconds to grab their audience’s attention. After that time, engagement drops off significantly. And if your viewers somehow make it to 30 seconds but they’re still not engaged, you’ll lose 33% of all viewers, and then 45% will drop off at one minute. The key to creating great content marketing videos is to hook viewers immediately so they keep watching.
For example, when Azula created a video about the ocean, they used everyone’s favorite and scariest ocean dweller…the shark. Within the first few seconds, a Great White shark swims onto the screen with a little fish just inches ahead. This immediately draws eyes to the video. From there, Azula gets straight into their story saying, “This little fish hangs with big friends. Swimming inches from a great white’s teeth, it fearlessly leads the way.” Already, within ten seconds, the audience is hooked, which is why the video garnered over 2.5M views.
4. It’s High Quality
Successful videos tend to be of high quality, as opposed to videos taken on an old cell phone. You want to show your audience that you’re a professional company who places the same importance on their consumers as their videos. This also means understanding your medium. For example, many videos are watched on silent mode on cell phones, so text is vital compared to voice over and speaking.
The good news is that Wochit has a media library for video creation that’s filled with 100+ million high-quality clips, images, gifs, and more all ready for your use.
For example, when CNBC International started creating Instagram videos about the latest news stories, they made sure to use high-quality images and clips to tell their story. Combined with text overlay, the video shows off a bit of flair and professionalism, which you’d expect from news coverage.
5. It Shares a Strong Message
95 percent of viewers retain a message when they watch it on video compared to 10% when reading it in text. That’s why successful videos have a clear message and goals. It’s the best way to get critical information and ideas across to your audience. Don’t be shy about being direct in your video. Viewers prefer the direct message approach.
For example, Elle Germany was very straightforward in their video about the health benefits of gin, and it worked. The video reached over 2.6M viewers, received 40,000 comments, 4,000 shares, and 16K reactions. All because from the very beginning the video said what it was about, “Good news for all gin fans…”
6. It Targets the Right People
Know your audience! 66% of consumers admit that if content isn’t interesting or relevant, they won’t bother viewing a piece of content all the way through. Successful video makers know who they’re targeting in all of their videos and create their content specifically for them. You don’t have to create videos that appeal to everyone, create videos that appeal to your consumers.
For example, WHO Magazine understands that their audience is made up of people who love all things celebrity. So, it was fitting that they made a memorial video to the late, great Whitney Houston on what would have been her 54th birthday. This celebrity-centric content was a natural fit for the WHO.
7. It Adds a Call to Action
Finally, as we mentioned above, a strong message is vital particularly in the first ten seconds. But did you know that your message is just as vital at the end of the video as it is at the beginning? By adding a call to action at the end of the video, you increase the likelihood that people will share it.
That’s exactly what TrendWatching does so well on their videos. At the end, they’re not afraid to ask for social follows on Facebook, Instagram, and Twitter. This is a great way to gain viewers across all of their channels.
You can make great content marketing videos if you pay attention to the qualities that will resonate with your audience. The key is to make sure your videos are relevant, interesting, message-focused, and emotionally-charged.