Whether you want people to purchase your product, share your video, sign up for your newsletter, or visit your stores, one thing you will have to make sure is that they should engage your viewers. This article will be a guide to make sure you are able to produce an engaging video, provide statistics that showcase how engaging videos really are and the 8 elements of an engaging video.
7 Video Engagement Statistics Marketers Should Know
Here are some impactful statistics that showcase how engaging videos can really be when they are done right:
- Almost half of marketers say that videos help them with engaging with their audiences. (Biteable)
- Videos that run for less than two minutes get the most engagement. (Wistia)
- Videos generate more engagement than any other type of content on Instagram. (Mention)
- Videos manage to get 59% more engagement than other post types on Facebook. (Buffer)
- Tweets that contain videos get 10 times more engagements compared to tweets without a video. (Twitter)
- Social videos are able to generate 1200% more shares than both text and photo posts combined. (Wordstream)
- When measuring success, 63% of marketers consider video engagement to be the top metric to track. (HubSpot)
8 Elements of an Engaging Video
1. An engaging hook to immediately entice viewers
A hook is a short promise that is normally used at the beginning which will help you immediately capture the attention of your viewers and should keep them engaged all throughout the video.
The shorter the hook, the better. It should not be longer than 20 seconds because you must still focus on delivering your content as soon as possible.
To make sure you have an effective hook for the video, it should be able to answer any of these following questions:
- Why should your viewer watch the video?
- Why should they stick around?
- What’s in it for them?
- What problem will you be solving?
- What will be the benefits in watching your video?
- Why should they not miss out?
While you can usually use a hook at the beginning of your videos, you can also remind viewers of your hook throughout the video so that you can remind them of what is still to come.
2. A well-written script that communicates a clear message
It is important that you should prepare accordingly in the pre-production phase of your video production so that everything in production can run as smoothly as possible.
Making sure that you have a well-written script is one of the most important ways to prepare as it drives almost everything in your video, especially its content, length, message, and call to action.
A great script is authentic, conversational, and focuses on all the important points you want to cover. Try to tell a story that is clear and concise so that it can be as engaging as possible to lead viewers to perform the action that you want.
If you need any help with how to write your scripts, you can check out this article: Corporate video scriptwriting practices that will convert.
3. Great delivery of your content or story
To ensure that your video will be engaging, you will need to deliver your content or your story in a way that is entertaining while still being concise and direct.
There are a lot of instances where videos have an introduction that takes too long before talking about the main topic and this leads to people feeling disengaged right from the start.
You will need to carefully plan out your video so that you can easily figure out how to deliver all important points in a concise and direct manner.
Once you finish presenting your video’s hook, you should immediately go over your main points so that you will still have the attention of most of your viewers.
4. An impactful emotional component
Including an impactful emotional component into your video design will be another reliable way for you to make your videos engaging to your audience.
Emotions like happiness, sadness, fear, or inspiration can stimulate our emotional senses and can also positively influence viewers to perform an action.
One way of incorporating an emotional component in your video is by including it in your content. However, you can also do this by applying it to a talent or presenter’s tone of voice, body language, and facial expression.
Some things you have to remember to establish an emotional component that your viewers will view as genuine is that you should create content and stories that you are passionate about and be true to the values of your brand.
5. High quality audio elements
Even if you have great visuals, viewers will not be fully engaged if it contains low quality audio so it is crucial that the audio elements you have like narration and background music in your video are as clean and professional as possible.
If you are doing your videos in-house make sure that you invest in a high quality microphone for any of your voice over needs and to set aside a certain budget to purchase great music for your video.
However, if you decide to work with a video production company like fewStones, they will already have professional audio equipment and studios which they will use to help you out.
You should also make use of professional voice over actors if you have the budget so that your video’s narration will sound more natural and professional which will make your content more engaging.
6. An appropriate video length
For most corporate videos, the usual standard is that the shorter the video, the better. While everyone knows that consumers love to watch videos, typical viewers will not be fully engaged until the end of a video if it goes on for too long.
An ideal range for the length of a typical corporate video should be around 30 seconds to five minutes. Anything that is shorter or longer than those durations may not be optimal for engagement.
Here are some video length guidelines you should consider for the most common corporate videos:
- Social media videos: 15 seconds to 1 minute. These are typically shown to those that already know you and follow you so they are willing to engage.
- Explainer videos: 45 seconds to 90 seconds. These videos are for explaining your brand, product, or service so you need to be straight to the point.
- Training videos: 1 to 5 minutes. Since these videos are more in-depth in educating and informing, they may need a longer runtime.
7. An effective and convincing call to action
Including an effective and convincing call to action in your videos makes them more engaging because you get to remind viewers of what action they can perform after watching your video.
These calls to action are usually placed at the end of the video so that the action is still fresh in the viewer’s mind once the video ends. To help you decide on what action you want your viewers to take, you will need to look back at the goals of your video.
You must also remember to keep your call to action easily understandable so that all types of viewers can follow your instructions without any difficulties and convert into purchasers.
8. On-screen captions for more accessible viewing
According to Forbes, 80% of consumers are more likely to finish watching a whole video when it includes captions and 50% say that captions are important because they watch videos without any sound.
If you don’t have captions, your message will be ignored and your viewers will not be engaged. Having on-screen captions available once you upload your video can keep viewers engaged all throughout your video even if they watch it without any audio.
Once you are able to take note and incorporate all 8 of these elements, you will be ensured of an engaging video which will effectively push your viewers into performing the next set of actions with your brand.