Odds are you’ve heard about the importance of making your marketing videos as ‘engaging’ as possible. However engagement is a difficult metric to pin down, and making videos engaging is vague at best.
Still, as much as engagement can be tricky, the good news is that engaging marketing videos tend to share several key traits. As such, it makes sense to know the five essential characteristics that are present in engaging marketing videos – and emulate them:
Engaging marketing videos have short durations that are typically under 60 seconds. Some may even be as short as 15 seconds, especially if they are shared on social media platforms.
The reason why marketing videos that are engaging have short durations is because the longer the duration, the less likely it is to retain viewers. For most marketing videos the goal is to retain viewers until the call to action at the end, so the shorter they are, the better they’re able to engage viewers to that end.
Part of what makes videos a unique medium for marketing is the fact that they can deliver their message visually. By taking advantage of this and ‘showing instead of telling,’ marketing videos can engage viewers more efficiently.
People tend to process information better when it is delivered visually, which is why it is important you use this trait.
For a marketing video to retain viewers and engage them, it needs to ensure that they decide to stay and watch. Because of that benefit-oriented introductions are often used to entice viewers and make them feel like watching more.
Most viewers will decide on whether or not to continue watching within the first 10 seconds so that usually is how long you’ll have to convince them.
Videos that trigger emotional responses are particularly engaging and encourage lots of reactions such as likes, comments, and shares. Odds are you’ve seen or experienced this yourself in the form of funny, inspirational, touching or shocking videos.
Triggering an emotional response can be tricky, and to do so, you’ll have to plan the video content as well as its appearance carefully.
Strong call to action
Every marketing video needs a call to action – to direct viewers and convert them. However what sets engaging videos apart is just how strong that call to action is, and how effectively it plays its role.
There are many ways in which a call to action can be strengthened, but the two that are frequently used are to incentivize it or place a limitation on it. Incentivizing a call to action would help provide a compelling reason to act, whereas placing a limitation will encourage more immediate response.
By using these traits in your marketing videos, you should be able to make them more engaging – and efficiently convert more viewers. Of course, there are other factors that you should keep in mind too, such as the video quality, topic, and so on.
It is worth noting that engaging marketing videos don’t need to be expensive or difficult to create. In fact, you could use Movavi Slideshow Maker to create slideshow with music that can act as engaging marketing videos.
Using Movavi Slideshow Maker will let you quickly compile a slideshow, add background music, insert animated transitions, and even apply filters and other visual elements. All in all, you should end up with an impressive video, and if it incorporates the traits listed above it should do a good job at engaging viewers.