• Frank Aol

How to create striking video contents?

Having examined in previously the different types of videos and their importance in digital marketing strategies, this post scrutinizes the ideal structure of a video which is normally defined by a video script.

The first point to start with in any script is obviously a catchy title and there are several options to choose from. The choice of the right title ultimately depends on the core message a video wants to transport to its audience. A video coming up with the promotion of a voucher or other giveaways, can certainly use numbers in its title to make things more tangible and striking for the audience.

Question words like why, what are applicable for almost all topics for triggering interest and are therefore also called trigger words. The latter can be combined with emotional adjectives like fun, free, effortless, strange, essential and others.

Probably the most important point of a catchy title is the message about a video’s quintessence respectively what a viewer will get out of it. This may be a plan, secret, trick or the explanation of some concepts and ideas and exactly these words may also be applied in the title.

Ideally this message should be combined with a promise to the audience. The latter may have a feisty note but should never deceive the audience. A combination or partly combination of the above-mentioned features have the potential to make a catchy title.

Following this, the video will have to start with an introduction which may include a personal introduction, but always must name clearly and concisely the video’s intention. The latter is of highest importance as wrong introduction makes many viewers leaving the video. The stronger an introduction addresses the need or issue of an audience, the more likely it is to have a powerful impact. This may be done by a surprising statement or question. As a thumb of rule this message should not last longer than 10 seconds. In this context it is a good idea to apply a conversational style.

Just as in an essay, now the main part follows in which the core information of the video is being presented. In fact, at this point the viewer expects to receive the solution for the issue or need which was previously described in the introduction. Only valuable information allows it to build up an emotional connection with the viewer. The latter can be enhanced through techniques like story telling especially if these stories refer to problems and pains of the audience which have been resolved in real life. In any case it is essential to be trustable at this stage by providing proof through personal experience examples, statistics, customer references or other suitable sources. Although being the most important part of the video, it is still indispensable to keep it as clear and structured as possible and to avoid any confusion of the audience. Short videos of up to three minutes should not have more than three main points. This may be reached through different instruments like arrows, bullet points, checkmarks and so on. Depending on the type of video, more tools for structuring the content are available. Whiteboard videos allow the application of various graphic instruments for content structuring, for example.

Naturally the video should finish with a conclusion. The contents of the conclusion depend on the type of video respectively its position within a sequence of several videos. Impactful video marketing campaigns are designed for longer time frames and just as in a book it is necessary summarize chapters and guiding the audience by giving an outlook for following contents.

As in other marketing campaigns, no action would be complete without a CTA (call to action). Given the situation that some viewers to not watch a video to the end, one question arises: should CTAs be placed at the beginning or at the end of a video? The ideal solution is to have CTAs at the beginning and at the end of the video. Finally in video marketing it is essential to match the CTA with the video’s goal.

Ever heard of “pattern interrupt”? This is a technique based on NLP (neuro-linguistic programming) to gain the attention of an audience. Generally spoken, pattern interrupts can be caused by surprising moments. Either by interrupting thought patterns through unusual ideas or in a linguistic way by including pauses, humor, or changing the volume and pitch of the voice. Various studies have shown that pattern interruption has the potential to increase video growth by rates of more than 50% in just 30 days.

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