Video continues to take over the digital world. In 2019, more than 85% of businesses publish video content – up from 75% in 2018.

These days, creating marketing videos for your brand is not a matter of choice – it’s a necessity.

Wondering how to make a great marketing video for your business or product? Well, you’re at the right place to find that out. We asked experts to share their number one tips to make a great marketing video. Read on to learn what they said!

1. Study your target audience

Before creating a marketing video, it’s crucial to figure out who you are making it for.

Who is your target audience? How and where will your audience be watching the video? What are their preferences in terms of video style and message delivery?

Without knowing specific answers to these questions, you’re putting your video at risk of being irrelevant to the potential viewers.

2. Grab viewers’ attention in the very first seconds

It’s no secret that the human attention span has shrunk dramatically over the past decade.

Nowadays, to hold viewers’ attention for more than a few seconds, you need to capture it right away, at the very beginning of your video.

There are several ways to grab viewers’ attention from the very beginning of your video:

• Promise a gripping story;
• Surprise viewers with an unexpected character, message, or scene;
• Illustrate the main point of your video as soon as possible;
• Present a problem that your audience may be facing, and offer a solution.

3. Incorporate storytelling

There has been a lot said about the immense role of storytelling in successful marketing videos.

Nothing is more effective than an original, relatable story that your video tells. Not only storytelling adds a human element to your video, but also builds consumer trust. Is there anything more important for a brand than that?

4. Define your video goals

Making a video just for the sake of having one is simply a waste of resources.

Keeping a goal in mind when planning, shooting, and promoting a video is crucial to the success of your video marketing campaign.

Keep an eye on these key metrics when setting goals for your video marketing campaigns and evaluating performance of your videos:

• Play rate
• Watch time
• Shares
• Comments
• Likes
• Click-through rate
• Traffic sources
• Viewer demographics

5. Keep your video concise

As you already know, the human attention span is short. People just don’t have time and patience to watch long marketing videos too often.

Instead of overloading your video with too many unnecessary details and plot twists, apply the KISS principle: keep it short and simple/sweet.

6. Meet the needs of your audience

The primary goal of any business is to meet the needs of its audience.

This rule applies to marketing videos, too. Remember: behind every great marketing video, there is a problem that this video helps to solve.

7. Plan the promotion of your video ahead

Promoting your marketing video is no less important than actually creating it. What’s the point of making an amazing video if nobody sees it?

Video marketing experts claim that you should spend at least as much time promoting a video as you do making it.

To make sure that your video reaches its audience, plan the promotion of your video ahead. Here’s the minimum checklist of what you should do after creating a video:

Summing Up

You don’t have to spend an enormous amount of time and money to create a great marketing video. Just follow these tips from the experts and reap the rewards of your work!

Do you have any effective marketing video tips? Make sure to share them in the comments below!