In today’s fast-paced digital landscape, video marketing has surged to the forefront, captivating audiences and elevating brand messages like never before. With platforms like YouTube, TikTok, and Instagram Reels witnessing explosive growth, brands can no longer afford to overlook the power of video content. In fact, studies show that users retain 95% of a message when it’s delivered via video, compared to just 10% through text alone. But with this opportunity comes a challenge: how can brands create video content that truly resonates? Here’s a guide to best practices for crafting engaging, memorable video content that drives results.

Start with a Clear Goal in Mind

Before hitting the record button, we ask: What goal is the client trying to achieve? Whether it’s increasing brand awareness, driving conversions, or educating viewers, having a clear goal will steer your creative direction, messaging, and video format. Here are a few goals we consider:

• Awareness: Reach a broader audience with short, engaging snippets.
• Education: Provide valuable, in-depth information that’s helpful to your viewers.
• Engagement: Foster interaction by encouraging comments, shares, or participation.
• Conversion: Use clear calls-to-action (CTAs) that guide viewers to take the next step.

By defining a purpose, we can tailor your content to meet your goals, creating a more effective and cohesive video.

Hook Viewers Right from the Start

The average attention span online is roughly 8 seconds—meaning you have mere moments to make an impression. To capture viewers’ interest immediately, it is important to start with a powerful hook that teases what’s to come. Here are a few techniques to start a hook:

• Ask a Question: Pose a question that your video will answer, sparking curiosity.
• Show an Attention-Grabbing Visual: Use a surprising image or clip to draw viewers in.
• Get Personal: Address viewers directly, making the content feel more relatable.

A well-crafted opening sets the tone and keeps people interested in what follows.

Optimize for Mobile Viewing

A large percentage of video content is consumed on mobile devices, so it’s essential to optimize for a smaller screen. Here are some tactic of how we create mobile-friendly videos:

• Use Vertical or Square Formats: These formats take up more screen space on mobile and are preferred on platforms like Instagram and TikTok.
• Incorporate Captions: Many viewers watch videos with the sound off, so adding captions makes your content accessible and understandable without audio.
• Keep It Short and Sweet: Shorter videos (15-60 seconds) generally perform better on mobile, catering to people’s on-the-go viewing habits.

Incorporate a Strong CTA

A clear call-to-action (CTA) is essential for guiding viewers on what to do next. Whether it’s subscribing to your channel, visiting your website, or sharing the video, ensure the CTA aligns with your initial goal. Tips for effective CTAs include:

• Make it Direct: Use simple, direct language like “Click here to learn more” or “Subscribe for updates.”
• Add a Sense of Urgency: Phrases like “Don’t miss out” or “Limited-time offer” can motivate quick action.
• Place CTAs Strategically: CTAs can go at the end of the video, but you can also use subtle CTAs throughout, especially in longer videos.

Conclusion

Video marketing is more than a trend—it’s a powerhouse for connecting with audiences and creating memorable experiences. By setting clear goals, optimizing for mobile, and tracking performance, we can create videos that resonate with viewers and elevate your brand. The rise of video content isn’t just an opportunity; it’s a call to action for brands to communicate more visually, authentically, and impactfully. Start planning your next video with NMY today and experience the transformative potential of this dynamic medium.