5 Killer Tips For Creating Video Content That People Actually Want To Watch
Video content is king in a digital world and going viral is the dream for many marketers — but what is the key to creating videos people actually want to watch?
While many online brands view going viral as the holy grail of marketing, we often lose sight of creating genuinely valuable content people want to watch, whether this be entertaining, engaging, or educational content.
92% of marketers label video as their most important component to a successful marketing strategy, yet there is no definitive blueprint for creating the perfect clip.
However, there are a set of guidelines you should follow. In this article, we explore the following five killer ways for creating video content. Read as we explore these tips and help you produce video content people actually want to watch.
1. Edit your video for the right platform
When it comes to creating a video that engages its audience and earns traction on the web, often place is just as important as timing.
Whether or not people want to watch your videos depends on the platform it’s shared on — Facebook, Youtube, TikTok, LinkedIn or Twitter. This is because users have different intent depending on what site they’re signed up to.
Some people enjoy the quick hit of short-form content found prominently on TikTok; others prefer longer, more traditional videos found on YouTube. As such, you not only have to create engaging videos for the web but also tailor them for specific, more niche audiences.
Take note from long-term popular content creators like the Sidemen on this, who are known for filming 30-60 minute long videos for their Youtube audience and then cut them down into syndicated clips for Facebook scrollers.
2. Keep your video content simple (and don’t overthink it)
What is the last online video you remember watching? Chances are it wasn’t overly produced or convoluted in scope. Generally speaking, it’s the simple yet entertaining videos that stick in our minds long after watching them.
Marketers tend to overthink the work they produce. Given you’re often working on the same piece of content all day, every day, you probably notice flaws an average person would simply glance over or not even notice.
But when creating videos people actually want to watch, you must remember to keep things simple. Your content does not (and should not) be broadcast quality — shooting on a phone does the trick so long as your message is clear and well-edited.
You only have a short time to grab people’s attention and make them want to stick around, so front-load your videos with a unique hook and let your natural charm do the rest.
3. Produce your content in the best video quality
While you shouldn’t overthink your videos, equally people do expect a certain level of quality and consistency from your content.
Given most people have access to smartphones and regularly consume online content in 1080p or higher, if your video isn’t quite up to scratch, it’s immediately noticeable — and could lose engagement from audiences who’ve come to expect a certain level of quality.
Think of video quality as an unwritten rule of content marketing. Though the odd shoddy clip will do the rounds on social media (likely part of a resurfaced meme), as a brand, people know you’re looking to advertise something. As such, they expect a little extra effort.
People aren’t looking for a work of art or anything worthy of an Oscar nomination, but they also aren’t willing to watch a work in progress — getting the balance right is a fine line to walk.
4. Be authentic (and don’t rely on a script)
Being human is a nuance most brands get wrong when creating content, but it’s also what people want the most when watching your videos. After all, nobody wants to share or engage with something that feels overproduced and fake.
One way to make your video content feel more authentic is to ditch the script.
Although scripts are great tools for building a framework and giving your video focus, all too often creators use this as a crutch. The result? The end product seems empty and lacking in substance.
Set your script aside when the camera starts rolling. Instead, use it more like a guide and less like a rulebook. People want to engage with other people, not a Powerpoint presentation.
5. Know why you’re creating the video in the first place
Last, but certainly not least, it helps to know why you’re creating a video in the first place. What is your goal — and what are you trying to achieve?
Whether you’re looking to market a product, educate people on a subject, or simply make people laugh, it helps if you use the purpose of your video as an anchor that keeps the content focused and easy to understand.
When a video loses its way, so do the people watching — this means your viewership is quick to click off and forget they ever watched it.
Good content is tailor-made for success, well planned, and not treated as an afterthought rushed together last minute. When you know who, why, and how people will watch your video, it becomes much easier to craft an engagement-driven piece of content.
While you can never be certain a video will ever go viral (or even be well-received), you can at least spend time creating something people won’t waste their time by watching. Focus on creating authentic, optimised, high-quality videos people actually want to watch — and the rest is out of your control.