In this article, we’re going share some really simple, but effective hacks to produce engaging videos that are more impactful. We’ll also give you real “before” and “after” video examples so you can visually see the difference.
Explore our webinar, 'Video hacks that drive performance', featured below. It delves into the article's key points and guides you through the process of making case study videos.
Setting clear goals: The foundation of engaging video success
Before we get started with specific video creation tips, let’s talk goals.
Creating a video without a defined purpose, such as educating or driving traffic, is like setting sail without a compass. This lack of direction can lead to disappointment and subpar results.
When you get started producing a new video, reflect on the story you aim to tell, and ask yourself critical questions:
- What makes your video worth watching and sharing?
- What is the core message viewers should take away?
- How does your content resonate with your target audience?
- Is this interesting to anyone else except to those who work at our company?
Remember the golden rule: One subject plus one target audience equals one impactful video. Resist the temptation to weave multiple narratives or cater to diverse audiences in a single video.
Example: We have so many use cases for video. Marketers can use it to attract leads. HR can use it to recruit candidates. CEOs can use it for internal communication. Etc.
INSTEAD of doing this: One video directed at multiple audiences with multiple solutions.
DO this: One video aimed at one audience with one solution.
Captivating editorial hacks: 4 tips to craft video narratives that retain viewers
When it comes to video creation, it's easy to fall down the rabbit hole of aesthetic details—spending countless hours selecting the perfect visual elements such as assets, colors, and transitions.
Although that might be fun, these elements will only add extra value if you already have an impactful script.
Fredrik Strömberg, CPO and Founder at Storykit, says, “Start with the script first, the assets second, and the styling last. It’s the same as when you work with a more traditional media production – the text comes first, then the pictures and then you finish with the layout. I believe that’s important because the way you phrase your script will dictate which images you’re going to use and how you should work with them. Especially if you’re using stock photos. The text on the slide should dictate how you adapt your asset.”
Here are some tips for delivering scripts that will keep your audience hooked until the very end:
1. Start with impact
INSTEAD of doing this: Opening with the title of your report, blog, etc....
DO this: Open with something that commands attention – a startling fact, an inspirational quote, or a relatable problem. The most important information should go first.
2. Simplicity wins
INSTEAD of doing this: Making the text really long and heavy on each slide...
DO this: Spread it out and simplify your messages as much as possible on each slide.
Over-complication leads to disengagement. Keep your message clear and your language simple. Heidi Bordal, Community Manager at Storykit says, “Don’t be scared to knock off 70% of the words. Also, not everything has to be a complete sentence in a video. Maybe using fewer words is the best way to get your message across.”
3. Active and positive
INSTEAD of doing this: Using passive voice...
DO this: Use the active voice to create a dynamic pace and maintain a positive tone to inspire action.
4. Call to action
INSTEAD of doing this: Having a broad CTA with no clear next steps...
DO this: Guide your viewers to the next step and make your call to action impossible to ignore.
Further reading: 22 ways to repurpose your existing content for social media with video
Visual mastery: 3 tips to enhance your video with compelling visuals
Once your script is polished to perfection, now you can dress it up with the right visual elements. We’re talking about background assets, transitions, gradients, etc.
Here’s how to ensure your visual elements enhance rather than overshadow your message:
1. Complement the script
INSTEAD of doing this: Using "literal" assets that match what you're saying in your script...
DO this: Choose visuals that support and enhance the story you’re telling. They don’t need to be a literal translation of what you’re saying. They should be consistent with the tone and message of your script.
2. Create branding through duotone
INSTEAD of doing this: Using designs with colors that don't match your branding...
DO this: Add duotone to your slides to make them align with your brand identity and make your brand more recognisable.
3. Drag your assets
INSTEAD of doing this: Piecing together a lot of different background assets to tell your story...
DO this: Use one or two and drag them across storyboards to create a smooth flow of information.
Conclusion: The art of experimentation
In conclusion, driving results with better video content is an art that blends strategic planning with creative execution. Set clear goals, edit scripts so they speak directly to your audience, and craft stories that engage and inspire.
Remember, each video should serve as a standalone narrative, and your commitment to consistent posting will build the path to brand growth. As you refine your video strategy with these content hacks, your videos won't just capture attention; they'll drive action and deliver results.
