Article by:
Digital Marketing Institute (https://digitalmarketinginstitute.com/)
There are around 500 hours of video uploaded to YouTube every minute. That’s a lot of videos! And let’s face it, not all of them are good. Some look very rough and unprofessional. Some lack any clear focus and narrative or feel like frivolous vanity projects. In other words, some videos work, and some don’t.
As a marketer, you want to ensure that your social videos are working for you. So, how can you help your videos be heard above the noise and stand out in today’s social media landscape?
Tips for Making Creative Videos
Over the years, YouTube has analyzed its top creators and how they engage with their audiences on the platform. They’ve identified ten fundamental principles that underpin a successful creative video strategy. While you don’t have to apply all of the principles in all of your videos, the more of them you can implement in your content, the more likely it is that your videos will be discovered and shared.
So, what are the ten creative fundamentals of effective videos?
1. Shareable
Will people want to share your video? Find a subject matter or format that will make the viewer want to share your video. The more engaging your content is, the more likely people are to share it. This increases the reach of your content and helps you build up a larger following.
2. Accessible
Do your videos make sense as standalone content? Find a video content format that can be appreciated independently from other videos on the channel. Suppose a viewer discovers one of your YouTube videos. Can they appreciate it without having to watch all the other videos on your channel? Being accessible means your videos make sense in isolation. This means that you can use individual videos to populate various feeds, which will expand your audience.
3. Conversational
Are you talking with your audience or just talking to them? Make sure that there’s an element of speaking directly to the audience within your video. This should help you connect to your community and bond with your fans. As well as talking directly to the audience, make them part of a conversation. This encourages people to engage with the video.
4. Consistent
Do you have a consistent video format and schedule? Consistency can involve many different things. It would be best if you tried to stick to a regular schedule. Aim to use a similar video format across the board. Stay ‘on brand’ and create a consistent on-screen personality throughout all your videos.
5. Sustainable
If a video is successful, can you make it more like it? When you find a successful video format, you will likely want to make it more like it in different formats and different parts of the web. However, you may not be able to do this if the video is costly to produce.
6. Discoverable
Will people find your content? You want to make it as easy as possible for people to find your videos, especially on the number one place to view videos online! Ensure that titles are correct and that your metadata identifies what your content is about. Also, bear in mind what people are searching for and create the types of videos that people are likely to want.
To make your content more discoverable, you must optimize your videos for search. After all, YouTube is the second-largest search engine in the world! The better you optimize videos for search engines, the better the chances that users will discover and view them.
A great example to look at is the UK car website, Carwow.
Here are some tips for optimizing your videos for search:
- Title: Anticipate what people would look for when they want to find your video. Then name your video after what people are likely to type into YouTube to find this type of content. Include keywords relevant to the video and your brand.
- Description: Include a keyword-rich description of your video. Be sure to include a clear call to action and links to other useful videos, social media channels, and resources on your website.
- Tags: Tag your video with relevant keywords. This associates your video with similar videos, and this will broaden its reach.
- Thumbnail: YouTube recommends using a 1280×720 pixel image to ensure that your thumbnail looks great on all screen sizes.
7. Collaborative
Can you collaborate with other video creators? For example, you might want to enter into a paid or mutual partnership. Many digital content creators collaborate with other creators to help grow their channels. Make sure you have a similar target audience and create an appealing guest spot for successful collaborations. It’s also important to collaborate with others who have already shown an affinity for your product.
8. Interactive
How can viewers engage with your video? YouTube is not purely a broadcast medium. It’s more than just another way for you to get your message out there. It is an interactive platform. Find a way to allow the audience to participate and shape your content with feedback, content ideas, and user-generated content (UGC). Social listening can help you capitalize on audience engagement.
Consider how you can involve your audience in your content. Suppose your audience sees that they are being heard and that your content is being shaped according to their comments. In that case, they will appreciate it and return for more.
9. Targeted
Who is your video for? Your video must be targeted at someone. So, clearly define the audience that the content is trying to reach. And then tailor the video content to their preferences and needs. This increases the likelihood of the video resonating with them.
You can learn about your audience by engaging with them on social media, seeing what they like, what they don’t like, and understanding what they expect from your channel. The more niche your audience is, the more engagement you will see in your content.
10. Authentic
Is there true passion behind your video? Your content needs to be authoritative and show your enthusiasm for the subject matter. You must believe in what you are uploading. It will be clear from your body language if you’re passionate about your subject on camera. Your audience will engage more with your content if they feel your message is credible and authentic.