What makes an engaging video?

Video content is known to be the most engaging way of reaching potential customers. But that doesn’t mean that you can simply make a video, put it online and watch the sales flood in. Just like any other marketing strategy, video content needs to be correctly curated for a specific purpose and audience.

Hypothetically, let’s say company A make luxury laptop cases for high flying business people who not only require something hardwearing and practical, but also stylish. They produce a video showing a very industrial manufacturing process which, quite rightly, they’re proud of. This is followed by generic pack shots of their products with prices. Thoroughly uninspiring and not addressing a single pain point of their ideal customer. It’s not that the content’s bad or that it’s of poor quality. It’s just not right for their end goal of making sales.

What would be better is showing a few people representative of their target market using the cases in practise, showing how practical and stylish their products are and how successful the people who use them are. It’s a subtle and simple narrative, but one that the target audience will buy into because they can relate to what they’re seeing. The daily commute, the executive office, the boardroom presentations.

Add into that some sexy shots of the products which exploit the viewers senses. Let them see the product lit in the best possible way. Make them feel as if they can touch and smell that Italian leather. Let them hear the quality of the metal clasps when they click together.

What we have there, is a video designed to maximise engagement and conversions for the target market. So, before you produce your next video, really think about who that video is for and the purpose of the video. For example, if you’re watching this, the chances are you’re researching how to make video content more engaging. That’s who it’s for. The purpose this video has is to introduce you to our brand. Which hopefully, we’ve successfully done.

If you have a video production project you’d like to discuss with our friendly team of experts, don’t hesitate to get in touch.