Creating Engaging Videos

Video works. All the surveys show filmed content snags on the mind more readily than the written word. But with an endless feast online, how can you cook up your own irresistible bites of video? Our talented Motion Design and Video Editor, Aoife Buggy, suggests key ingredients for success.

DIY tutorials. Viral dance trends. High-budget corporate productions. Whatever the topic, digital video content is part of our daily diet. 

UK adults are now gorging on 35 videos per week on average, not including streaming services, according to one study. And 68% of us now watch online video every day.¹

B2B audiences are just as partial to video as anyone else. 95% of B2B buyers say video plays an important role in moving forward with a purchase.² So don’t hold back.

The accessibility of video tools means anyone can now produce content. You don’t need Spielberg-level skills or budget to get your message out there: you just have to get started.

There’s a long list of things I’ve learned in my production experience, but my biggest takeaway is this: take what you’ve learned to the next project. Experiment, make mistakes, try different styles, and persevere until you find your formula.

What makes the difference between so-what content, and video that will capture and hold viewer attention? Each time you create video, keep these five guidelines in mind.

 

1. Make it with purpose
If you don’t know why you’re making a video, chances are the viewer is going to wonder why they’re watching it. 

There are three core purposes for making video content:

• Growing brand awareness
• Sparking a direct response
• Simply entertaining

Set one clear goal for your video. Not only will this sharpen up your message; it will make it easy for you to measure its success.

 

2. Hook them in

You’ve got three to five seconds. 

Attention spans vary between social platforms, but that’s generally how long it takes for viewers to be convinced they want to keep watching, or to move on. 

This sounds daunting, but it’s useful discipline. It means you need to drop the traditional logo or intro board, and jump straight in. Lead with your most unique or gripping feature, whether that’s a knockout image, an intriguing question, or a problem your viewer can relate to.

 

3. Remember your destination

Where will your video live? This is a critical question that should guide how much you record, your choice of words and your pace of editing. 

On platforms such as Snapchat, YouTube Shorts, Instagram Reels or TikTok, it’s easy to swipe or tap to the next video, so retention – and attention span – is much shorter. Half of TikTok users, for example, find videos of over a minute “stressful” to watch.³

On LinkedIn, Facebook or YouTube, you’re presenting to different demographics and have potentially more time to play with. But bear in mind you’re still competing with busy working lives and an infinity of alternative content.

 

4. Build texture

Recording a video is an achievement in itself. But to guide your viewer and keep them hooked, you’ll need to add graphics or visual cues too. This is especially valuable for the significant numbers of people – over a third – who watch videos on mobile with the sound off.*

Dynamic captions or chaptering give the eye something fresh to look at while you’re doing a deep dive on your topic.

This will add new dimensions to the viewing experience. Don’t overdo it, though – too much information in a short video can look cluttered and risk overwhelming the viewer.

 

5. Remember your destination

Assuming you’ve held your viewer to the last frame – what next? Do you want them to buy, follow, swipe, comment, call? 

Make it as simple as possible for them to engage with you. This will also give you a second metric to measure your video’s success: ideally, your engagement level (click-through rate) should be very close to the number of viewers (impressions count).

 

Finally, remember that social media algorithms favour channels and people who have a long history on the platform and who post regularly. So try to get in the habit of noting potential ideas for new content, and keep posting. Sharing regularly makes you familiar, relatable – and more likely to earn the trust of your audience.