Do you want to stop driving your audience away from your content?
Video marketing has changed a lot in the past two to three years. If you are still doing what you did in 2022, you are in trouble. Nobody has time to watch all the videos uploaded every day. So you need to think of a creative way of making your video stick in your audience’s mind.
Here’s the deal!
Attention spans are at an all-time low.
You have a few seconds to grab your audience’s attention, and if you do that, it’s game over for your competitors because your customer won’t know what hit them.
To help you to make your videos more engaging, we have compiled 5 video production techniques that will help you convert your audience.
In this article, you will learn about:
- The Importance of Video Engagement
- Short-Form Video Content
- AI-Powered Video Production
- Interactive Elements That Convert
- Authentic Storytelling Tips
Why Video Engagement Has Become Critical
Video is no longer just another tool in your marketing arsenal…
It’s your foundation for digital success in 2023.
Let me give you a stat from Siege Media…
96% of marketers say that video marketing has helped to boost their brand awareness. Coincidence? I don’t think so.
Video production companies like Chocolate Films have the experience and know-how to help you create videos that will connect with your target audience.
So what is the difference between a decent video and an engaging one?
Production Techniques
If you want to make sure that viewers stay on your video, you need to focus on engagement statistics. Views and watch times don’t matter if people are leaving within three seconds.
That is why successful video production companies focus on engagement above everything else. Some quick video production techniques that they use to keep people engaged include:
- Deliver value fast by grabbing your viewer’s attention in the first 3 seconds
- Hook your audience with a clear and direct call-to-action
Short-Form Video Content Rules the Feed
Let me give you a little heads up…
Shorter doesn’t always mean easy.
The introduction of TikTok, Instagram reels, and YouTube shorts has completely changed the rules of the game. Most viewers now expect short, snackable content that gives value within the shortest time possible. Videos under one minute get 50% engagement compared to just 17% for videos over 60 minutes.
Mind-blowing, right?
But the problem is that creating engaging short-form videos is not easy. You need to grab your viewers’ attention in the first 3 seconds, deliver your value statement quickly, and end with a strong call-to-action — all this while maintaining the quality of the content.
So how do you pull this off?
The trick is that you need to start your video with your strongest visual or statement. No long intros. No chitchat. Just straight to the value from the first frame.
Videos that work on short form usually have a few things in common.
- Quick fast-paced editing that aligns with each platform
- Vertical video format that is optimized for mobile viewing.
- Closed captions for viewers that watch on sound off
- Clear visual storytelling that works without voiceovers
- Clear branding in the first few seconds
Pretty cool, huh?
AI-Powered Production Redefines the Creative Process
Artificial Intelligence (AI) is not killing video creators…
AI is making them bullet-proof
AI editing software has taken over the most repetitive part of video creation. Color grading, captioning, sound editing, and optimization are now handled by AI-powered tools. This leaves video creators to focus on what matters most: strategy and storytelling.
But hold on…
AI on its own isn’t enough.
AI works best when it is combined with human creativity. While AI takes care of the repetitive tasks, video creators focus on narrative structure and emotional connections.
Here is a list of a few ways that AI is helping video creators to produce better videos:
- Engaging data analysis for better storytelling
- Automated captioning and translation for global audiences
- Optimized editing points based on watch time analytics
- Audience personalization
The best video production companies are using AI as a tool and not as a replacement. AI is meant to make your life easier, not the other way around.
Interactive Elements Foster Two-Way Engagement
We are done with static videos.
Interactive elements turn passive viewers into active participants. Shoppable links, clickable hotspots, polls, surveys, quizzes, and choose-your-own-adventure style narratives — these are the elements that have the power to turn any old video into engaging content.
But why does that matter?
Simple…
Engaged viewers convert.
If a viewer interacts with your video content by clicking a product that you are selling or by taking a quiz on your page, they have invested time and attention. Those are the key ingredients for high conversion rates.
Here is why interactive videos work:
- They give viewers a sense of control
- Viewers love to feel like they are part of the show
Some marketers have reported an increase in their conversion rates by 30-40% after incorporating some interactivity into their product videos. That is not small potatoes we are talking about here.
Authenticity Wins the Day
Ok, I have a little secret to share with you.
Audiences these days prefer authenticity over polish.
UGC content, behind-the-scenes, and all the things that are “behind the filter” usually outperform highly edited and filtered content. People relate to real people and not overly edited company videos.
87% of the marketers claim that their sales have increased since using videos as a sales tool. The videos that are selling products and services aren’t always the ones with the biggest budgets. Instead, they are the ones that feel real.
Now, this doesn’t mean that video quality doesn’t matter…
It only means that quality shouldn’t hide the authenticity of the product or service. Use good lighting, ensure that the audio is clear, and use correct grammar. Do not over-edit your videos and remove all the “human” elements.
Here are some practical ways of keeping your videos authentic while increasing their value:
- Use real people (employees) instead of actors.
- Tell real customer stories and testimonials
- Show your audience how things are made or how you do them
- Reply to your customers’ comments with videos
- Don’t be afraid of making mistakes
This is a trend that is not going anywhere. In fact, it is going to get stronger with time.
The Wrap-Up
Engaging video content is a work of art.
It involves creativity, hard work, and consistency. The most successful video marketers focus on engagement. They use AI for efficiency but not at the expense of creativity. The winning teams combine AI efficiency with human imagination.
So how do you make sure that your videos are engaging?
The key is to start with the right content.
What works on LinkedIn will not necessarily work on TikTok or YouTube Shorts. You need to produce content that will work on the different platforms you are targeting. You can only do this by doing proper research of the specific platform. Once you have an understanding of how each platform works, you can then start focusing on the unique requirements for each channel.
Second, invest in the right techniques. Good audio, high value in the first 3 seconds, mobile-first, and easy to read captions are some of the basics that should form the foundation of your video production.
And finally, test all the time.
Use engagement statistics to know what works and what does not. If your tests are working, double down on them. Cut the rest.
Video production will keep changing. Platforms will be added, and the algorithms will continue to change. But one thing will always remain the same. People love content that respects their time and gives them value.
If you are giving value, then the engagement will follow.
