16 tips on creating video content that works

Lights, camera, hit record! In the ever-evolving landscape of digital marketing, video has emerged as the star player, captivating audiences and driving engagement like never before. In fact, 91% of businesses use video as a marketing tool. As a seasoned video content creator with a decade of experience and passion for helping others succeed, I am thrilled to share with you my knowledge and insights on how to take your video marketing skills to the next level.

Whether you're an aspiring filmmaker, a dedicated vlogger, or a business owner seeking to leverage the power of video marketing, these tips will equip you with the tools and strategies necessary to captivate your audience and achieve your goals.

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16 tips on creating video content that works

In this guide, we'll dive deep into the core aspects of video content creation to make video content that captures hearts, sparks conversations, and propels your success in the dynamic world of video marketing!

1. Identify your audience

When it comes to creating video content that truly resonates, knowing your audience is the first step in creating content. Understanding who your target viewers are allows you to tailor your videos to their specific needs, preferences, and interests.

By gaining insights into their demographics, motivations, and behaviors, you can not only captivate, but also drive meaningful engagement and foster a loyal community. This leads to increased engagement, shares, and loyalty. So, let's dive into some tips for identifying your audience's needs and preferences:

• Conduct market research: Analyze demographics, psychographics, and current trends to understand your target audience better.
• Define personas: Create fictional characters representing your ideal viewers based on age, gender, interests, profession, and lifestyle.
• Analyze data: Use analytics tools to gather insights about your existing audience, including demographics, viewing patterns, engagement rates, and comments.
• Survey your audience: Create surveys or polls to directly ask your audience about their preferences and feedback on your videos. Encourage open-ended responses to gain qualitative insights.
• Monitor competitors: Keep an eye on your competitors' content and engagement strategies. Identify gaps or opportunities to differentiate yourself and cater to specific needs.

Remember, getting to know your audience is an ongoing process. Over time, demographics shift and topics become more or less relevant. Stay curious, adapt, and always be open to learning more about the people who make your videos worthwhile. The better you know your audience, the more effectively you can create videos that truly work wonders!

If you’re creating content for social media, consider that each platform has a particular audience and video requirements as well. Social media is a great medium for video marketing.

Related: Define your customer persona to easily create targeted marketing messages

2. Define your goals

Next, we need to set clear goals for our content. This is a must when it comes to creating a successful video marketing strategy. When you set goals, you create a sense of motivation that fuels your creativity. Having a clear target to strive for pushes you to deliver high-quality content and keep raising the bar. Plus, they hold you accountable for your progress and keeps you consistent and dedicated to your video marketing efforts.

However, it's important to note that content creation goals and business goals are interconnected. Your content creation goals should align with your overall business objectives and contribute to their achievement. By setting specific and measurable goals for both, you can create a well-rounded strategy that drives results and supports the growth of your brand. Here are a few examples:

• Increase brand awareness: Create videos that introduce your brand and showcase its values. Measure success through metrics like views, reach, and social media shares. We have a 10-tip guide on building your online brand
• Generate leads: Use video content for product demonstrations, explainer videos, or customer testimonials to capture leads. Track metrics such as click-through rates, form submissions, and conversions to gauge lead-generation effectiveness.
• Drive website traffic: Include calls to action in videos to encourage viewers to visit your website. Monitor website referral traffic from video platforms or use UTM parameters to measure video impact on website traffic.
• Educate and inform: Create tutorial videos, thought leadership content, or informative series to educate your audience. Measure effectiveness through video completion rates, engagement metrics, and audience feedback.
• Enhance customer engagement and satisfaction: Use videos to provide value, address customer concerns, or offer product support. Gauge impact through customer feedback, retention rates, and repeat purchases.

Above all, stay flexible. Goals can change as your business evolves. Be open to adjusting and refining your goals based on new opportunities or market shifts. Being adaptable allows you to stay on track even when things change. Try setting goals that are Specific, Measurable, Achievable, Relevant, and Time-bound (SMART). Tailor them to your unique business objectives, and constantly reassess and adjust them as your video marketing efforts evolve.

Related: How to write a business plan effectively in 2024: a comprehensive guide

3. Brainstorm ideas

The world of content creation is full of thrilling possibilities, and brainstorming video ideas is where the magic truly begins! With a well-thought-out approach, you can generate compelling concepts that captivate your audience. Here are some tips to help you brainstorm ideas effectively:

• Audience-Centric Thinking: Your audience is the heart of your content, so put them first. Dive into your audience research, understand their preferences, interests, and pain points. This will guide you in creating videos that truly resonate and provide value.

• Mind Mapping: Visualize the endless possibilities with mind mapping techniques. Start with a central idea and let your imagination branch out with related topics and themes. The connections you make will lead to exciting and engaging video concepts.
• Explore Trending Topics: Stay on top of the latest trends, viral content, and buzzing discussions on social media. These insights can be a goldmine for inspiration, helping you craft videos that feel current and relevant. 
• Analyze Successful Content: Learn from the past to fuel your future. Dive into the performance of your previous videos and study successful content from competitors. Identify what worked well and let those insights spark new ideas.
• Engage with Your Audience: Listen to the voices of your viewers through feedback, comments, and questions. Their input is a treasure trove of ideas that cater directly to their needs.

4. Create an outline

Once you've gathered your ideas, it's time to transform them into a structured roadmap for your content creation journey. Creating an outline is a crucial step that helps you organize your thoughts, establish a clear flow, and ensure that your videos deliver a coherent and compelling message.

An outline serves as the backbone of your video, guiding you through each step of the storytelling process. It allows you to visualize the progression of your content, ensuring that every idea contributes meaningfully to the overarching narrative. Whether you're producing a short explainer video or a longer documentary, a well-crafted outline lays the groundwork for a seamless and engaging viewing experience.

• Start with a Strong Opening: Grab your audience's attention from the very beginning with an impactful introduction. Whether it's a thought-provoking question, a fascinating statistic, or a compelling anecdote, make sure it resonates with your viewers and sets the tone for what's to come.
• Organize Your Key Points: Arrange your video's main ideas in a logical sequence. Consider the flow of information and how each point naturally leads to the next. This organization ensures that your video is easy to follow and keeps your audience engaged throughout.
• Supporting Evidence and Examples: Strengthen your key points with relevant evidence, examples, or data. This not only adds credibility to your content, but also helps your audience connect with the material on a deeper level.
• Maintain Focus on Your Objective: Throughout the outline, keep your defined goal in mind. Ensure that each section of the video contributes to achieving that objective. This cohesion ensures that your content remains focused and impactful.
• Craft a Memorable Conclusion: End your video with a powerful conclusion that leaves a lasting impression on your audience. Whether it's a call-to-action, a thought-provoking closing statement, or an invitation to learn more, make it a memorable finale.

Don't be afraid to refine and fine-tune your structure as you progress with your video production. A well-structured outline can only help you craft a compelling narrative that resonates with your audience and delivers your message effectively. 

5. Create a storyboard

With your outline as the foundation, it's time to bring your video content to life through the power of visual storytelling. Enter the storyboard - a dynamic and invaluable tool that allows you to visualize each scene, frame by frame, and ensure that your video flows seamlessly.

A storyboard is like a comic book version of your video, illustrating the sequence of shots, camera angles, and key elements of each scene. It serves as a visual guide for you and your team during the production process, ensuring everyone is on the same page and knows exactly how the final video will look. Here’s how to make one:

• Frame-by-Frame Sequence: Break down your video into individual frames and sketch out each scene in sequential order. Include notes on camera movements, transitions, and any specific visual elements or effects you plan to incorporate.
• Maintain Visual Consistency: Ensure that the visual style of your storyboard aligns with your brand identity and the overall tone of your video. Consistency in the visuals helps reinforce your message and strengthens your brand presence.

• Experiment with Shot Composition: Play around with different camera angles and shot compositions to find the most impactful way to tell your story. Consider close-ups, wide shots, and unique perspectives that enhance the emotional impact of your video.
• Focus on Storytelling: A storyboard is a storytelling tool. Each frame should progress the narrative and create a seamless flow that engages your audience from start to finish.
• Be Open to Revision: Storyboarding is a continuous process. Be open to making revisions and adjustments as you refine your ideas and incorporate feedback from your team.

Creating a storyboard is a fun and essential step that bridges the gap between your imagination and the final video product. It empowers you to visualize your ideas, spot potential challenges, and perfect the pacing and visual appeal of your video. 

6. Write a script

A compelling script sets the stage for a seamless and impactful storytelling experience. Some narratives may flow naturally from a script, while others may evolve organically through the storyboard. It's all about finding the creative process that best fits the nature and purpose of your video. To write a script, you’ll need to:

• Know Your Audience: Take the time to intimately understand your audience. Tailor your script to resonate with their interests and communication preferences, ensuring a deeper connection with your viewers.
• Be Clear and Concise: Keep your script straightforward and to the point. Avoid unnecessary jargon or complex language that might confuse your audience. Aim for clarity, making your message easily digestible.
• Craft a Compelling Opening: Grab your audience's attention from the start with an engaging and impactful opening. Whether it's a thought-provoking question or a captivating anecdote, make it intriguing.
• Include a Call-to-Action (CTA): End your script with a strong call-to-action that encourages your audience to take the next step, whether it's subscribing, visiting your website, or exploring your offerings.
• Stay Conversational: Write your script as if you're having a conversation with your viewers. A conversational tone helps build rapport and creates a deeper connection with your audience.

Your script is the guide that will lead your viewers through the journey you want to take them on. Embrace storytelling techniques that evoke emotions, making your message memorable and powerful. End your script with a compelling call-to-action that inspires your audience to engage further. 

Related: Storytelling for brands: How can you write a good story?

7. Choose your equipment wisely

Selecting the right equipment is crucial to bringing your video content to life and ensuring professional-quality results. While you don't need to break the bank to create great videos, investing in the right tools can significantly enhance the overall production value and viewer experience.

Here are some tips to help choose the right equipment for you:

• Define Your Budget: Determine how much you're willing to invest in video equipment. It's essential to strike a balance between quality and affordability. Remember, expensive gear doesn't guarantee better content if you haven't mastered the fundamentals of video creation.
• Identify Your Needs: Assess the type of videos you'll be creating and the equipment required for each project. For example, vlogging may require a compact and portable setup, while professional videography might call for more specialized cameras and lenses.
• Stabilization for Smooth Footage: To avoid shaky footage, invest in a tripod or a gimbal stabilizer. Smooth camera movement enhances the overall video quality and keeps viewers engaged.
• Evaluate Editing Software: Don't forget about post-production! Choose video editing software that suits your needs and level of expertise. There are both free and paid options available, so find one that aligns with your editing style and requirements.
• Accessories for Efficiency: Consider additional accessories like extra batteries, memory cards, and camera bags to ensure smooth filming sessions.
• Upgrade Gradually: As you gain experience and your budget allows, consider upgrading your equipment gradually. Focus on improving the gear that will make the most significant impact on your content quality.

The right equipment complements your creativity and vision, but it's your storytelling and content that truly captivate your audience. Focus on mastering the craft of video creation, and with wisely chosen equipment, you'll be well on your way to producing impressive video content that resonates with your viewers.

8. Create a production schedule

A well-structured production schedule helps you stay organized, manage resources effectively, and ensure that your project stays on track from pre-production to post-production. Whether you're working solo or with a team, having a production schedule streamlines the process and ensures a smooth video production experience.

Here are essential steps to create an effective production schedule for your video content:

• Break Down Your Project: Divide your video production process into manageable stages, such as pre-production, production, and post-production. Each stage has specific tasks and timelines, making it easier to tackle the project step by step.
• Set Clear Deadlines: Establish realistic deadlines for each stage of the production process. Consider factors like shooting locations, actor availability, and editing time to set achievable timelines.
• Assign Responsibilities: If you're working with a team, delegate responsibilities to each member based on their expertise and strengths. Clearly define roles and expectations to avoid confusion and ensure a cohesive workflow.
• Pre-Production Planning: During pre-production, outline tasks like script finalization, location scouting, talent auditions, and equipment preparation. Allocate sufficient time for each task to avoid last-minute rushes.
• Production Days: Plan specific shooting days in your schedule, considering the availability of actors, crew members, and shooting locations. Keep a buffer for unexpected delays or retakes.
• Post-Production Timeline: Map out the post-production process, including video editing, sound mixing, adding graphics, and color grading. Allocate time for revisions and final touches to ensure a polished end product.
• Account for Contingencies: Allow room for unexpected delays or challenges that may arise during production. Flexibility in your schedule helps you adapt to unforeseen circumstances without compromising on quality.
• Stay Realistic: Be realistic about the time and effort required for each task. Avoid overloading your schedule, as rushing through crucial steps can lead to subpar results.

Creating a production schedule might seem like an extra step, but it's an essential element that streamlines your video content creation process. It maximizes productivity, minimizes last-minute stress, and allows you to deliver high-quality videos on time. So, embrace the power of planning, and with a well-crafted production schedule, set yourself up for success in your video creation journey.

9. Be a storyteller

It's time to embrace the enchanting world of storytelling – the secret ingredient that turns your videos from good to jaw-droppingly awesome! But let's be honest – mastering the art of storytelling can be challenging at first. It’s not the end of the world if your first few attempts don't feel like Oscar-worthy masterpieces. We all stumble along the way, and that's perfectly okay. In fact, nobody makes a perfect video every single time – it's all part of the creative journey.

Here are essential tips to embrace the role of a storyteller in your video content:

• Define Your Message: Before you start crafting your story, know the core message you want to convey. Whether it's inspiring, educating, or entertaining, a clear message gives direction to your narrative.
• Create an Emotional Arc: Take your audience on a journey of emotions. Begin by setting the tone, introducing conflict or challenges, and finally resolving it with a satisfying conclusion. Emotionally engaging stories stay etched in your viewers' minds.
• Show, Don't Tell: Visuals play a crucial role in storytelling. Use compelling cinematography, visuals, and framing to enhance your narrative and evoke emotions without relying solely on dialogue.
• Use Humor or Emotion: Humor and emotions are powerful storytelling tools. They create a connection between you and your audience, making your content more relatable and memorable.
• Know Your Audience's Perspective: Understand your audience's viewpoint to craft a narrative that aligns with their experiences and aspirations. Empathy with your viewers helps you create content that truly resonates.
• Inject Personal Experiences: Don't be afraid to share personal anecdotes or experiences that add authenticity to your content. Relatable moments from your life can forge a deeper connection with your viewers.

Embrace the process of trial and error, and let your creativity flow. With each video, you'll gain valuable insights and grow as a masterful storyteller, captivating your audience and leaving a lasting impression.

Related: Storytelling for brands: How can you write a good story?

10. Create authentic video content

Authenticity is the golden ticket to winning the hearts of your audience. When your video content feels genuine and true to your brand, it forges a deeper connection with viewers, fostering trust and loyalty. Creating authentic video content goes beyond mere storytelling; it's about being real, relatable, and transparent with your audience.

Here are essential tips to infuse authenticity into your video content:

• Know Your Brand Identity: Understand your brand's values, personality, and unique selling points. Let these qualities shine through in your videos, reinforcing your brand identity with every piece of content.
• Embrace Imperfections: Don't aim for perfection; embrace the human side of your content. Authenticity thrives when you showcase your genuine self, quirks, and all. Don't try to imitate others and let your personality shine through.
• Honesty is Key: Be open and transparent with your audience. If you make mistakes, own up to them. Authenticity is built on trust, and honesty is the foundation.
• Real People, Real Stories: Incorporate real people and authentic stories into your videos. Whether it's testimonials from satisfied customers or behind-the-scenes glimpses of your creative process, genuine experiences resonate with viewers.
• Balance Promotion and Value: While promoting products or services is essential, ensure your videos also provide valuable content. Aim to educate, entertain, or inspire your audience in every video.

Authenticity is not a gimmick or marketing tactic; it's a commitment to being real and building genuine connections with your audience. As you create authentic video content, you'll foster a community of loyal supporters who appreciate your honesty and value the content you produce. So, be yourself, be genuine, and let your authenticity be the driving force behind your video content's success.

Related: Building your online presence: a comprehensive guide for beginners

11. Use your client testimonials

Speaking of authenticity, user-generated content (UGC) is as authentic as you can get. When potential customers see positive feedback from satisfied clients, it builds trust and credibility for your brand. Leveraging client testimonials in your video content can be a game-changer for your business. Here's how to do it effectively:

• Create Compelling Stories: Turn testimonials into captivating stories. Feature clients sharing their challenges, how your product/service helped them, and the positive results they achieved.
• Show Real Faces and Emotions: Film clients sharing their testimonials in person or via video calls. Seeing real faces and emotions adds authenticity to the testimonials.
• Highlight Diversity: Feature a diverse range of clients in your testimonials. This showcases that your products/services resonate with a broad audience.
• Include Before-and-After Visuals: If applicable, include before-and-after visuals to illustrate the transformative impact of your offerings.
• Feature Success Stories: Showcase clients who achieved significant success with your offerings. Success stories inspire confidence in potential customers.
• Endorsement from Influencers: If possible, secure testimonials from industry influencers or well-known figures. Their endorsement can have a substantial impact on your credibility.
• Ask for Permission: Always ask for permission from clients before featuring their testimonials in your videos. Respect their privacy and ensure legal compliance.

By strategically using client testimonials in your video content, you're providing authentic social proof of your brand's value. Potential customers will feel more confident in choosing your products or services, leading to increased conversions and a loyal customer base. Be sure to always ask for permission from those involved. Respect their privacy and demonstrate ethical practices by seeking their consent before showcasing their stories. Not only does this foster trust with your clients and audience, but it also ensures legal compliance and upholds your commitment to authenticity. So, let your satisfied clients do the talking, and watch as your video content becomes a persuasive force in your marketing arsenal.

Check out the below video:

12. Create an interesting title and thumbnails

Your video's title and thumbnail are the gateways to enticing viewers into clicking and watching your content. Crafting attention-grabbing titles and eye-catching thumbnails is essential for maximizing your video's visibility and engagement. Here are a few ways to create compelling titles and thumbnails that get the click:

• Create a Brand Identity: Consistently use your brand's tone and style in your titles. This fosters recognition and reinforces your brand's personality.
• Leverage Emotion: Tap into the audience's emotions with your title. Whether it's humor, inspiration, or excitement, evoke feelings that resonate with your target viewers.
• A/B Test Your Titles: Experiment with different titles for similar videos to see which ones perform better. A/B testing helps you optimize your titles for maximum impact.
• Design Eye-Catching Thumbnails: Thumbnails should be visually appealing and representative of the video's content. Use high-quality images and bold, legible text.
• Feature People's Faces: Human faces attract attention and create a sense of connection. Incorporate faces in your thumbnails to make them more inviting.

Your title and thumbnail serve as the first impression of your video, so make it count. By combining creativity, relevance, and strategic optimization, you'll entice viewers to click and discover the amazing content you've crafted. 

13. Transcribe your video

Transcribing your video's audio into written text offers a range of valuable benefits. Not only does it improve accessibility for individuals who are deaf or hard of hearing, but it also enhances your video's search engine visibility and allows you to include additional keywords for better search rankings. Here's how to transcribe your video successfully:

• Manual Transcription: Listen to your video and manually transcribe the spoken content into written text. This method ensures accuracy and allows you to review the content as you go.
• Automated Transcription Tools: Use automated transcription services or software to transcribe your video. While these tools are convenient and save time, they may require some manual editing for accuracy.
• Include Timestamps: If your video includes important visual cues or time-sensitive information, include timestamps in the transcription to sync the text with the corresponding video moments.
• Edit for Clarity: Review and edit the transcription to ensure it's clear, concise, and free of errors. This improves readability and ensures the text accurately reflects your video's content.
• Include in Video Description: For longer transcriptions, consider adding the written text in the video description. This provides additional value to viewers and search engines alike.

By adding the transcription as captions or in the video description, you create a more engaging and valuable viewing experience for your audience. So, take the extra step to transcribe your videos and make them accessible to all, while boosting your search rankings and expanding your content's reach.

14. Optimize for search

Creating amazing video content is vital, but it won't give you the results if nobody sees it. That's where search engine optimization (SEO) plays a key role. Utilizing relevant keywords and descriptions increases the chances of your video appearing in search results. Engaging content that garners likes, comments, and shares signals to search engines that your video is valuable. To optimize your video for search, follow these tips:

• Research relevant keywords: Use tools like Google Trends to find popular and relevant keywords related to your video's topic.
• Include keywords in titles and descriptions: Incorporate keywords naturally in your video's title and description to help search engines understand its content.
• Utilize tags and categories: Choose relevant tags and categories to accurately describe your video and categorize it appropriately.
• Encourage engagement: Foster meaningful conversations and interactions to show search engines that your content is valuable.

While SEO might seem overwhelming, you can outsource the work if needed. Digital marketing agencies, freelance platforms, SEO consultants, online courses, and SEO tools are available to assist you in optimizing your video content effectively.

Related: Keyword research tools to boost your SEO

15. Explore influencer marketing

In addition to paid advertising, consider leveraging influencer marketing. Collaborating with influencers who align with your brand can help you tap into their engaged audience and generate buzz around your video. This can be a more organic and authentic way to reach new viewers who trust the recommendations of influencers they follow.

Ultimately, the decision between paid and organic promotion depends on your specific goals, resources, and target audience. A combination of both approaches can also be effective, where organic efforts build long-term relationships and paid promotion boosts your reach and visibility. It's important to continuously evaluate and adjust your promotional strategies based on the outcomes you want to achieve and the resources at your disposal.

Related: How can you plan a successful influencer campaign?

16. Promote your video

Paid promotion and organic reach both play vital roles in a comprehensive video marketing strategy. While SEO optimizes content for organic visibility, paid promotion invests in advertising to increase reach. For smaller businesses and creators, navigating the promotional landscape effectively is crucial.

• Start with Organic Efforts: Lay a strong foundation by optimizing your video's metadata, including relevant keywords and descriptions. Engage with your audience on social media platforms by sharing teasers, behind-the-scenes content, and updates about your video. Collaborate with other creators in your niche to tap into their audience and widen your reach. Building an organic presence helps enhance the impact of your paid promotions.
• Set a Realistic Budget: Determine a budget that aligns with your marketing goals and available resources. Even a modest budget can yield significant results when allocated strategically across various platforms and campaign types.
• Understand Paid Advertising Basics: Educate yourself on the fundamentals of paid advertising, including the different platforms and their advertising options. Take advantage of resources and tutorials provided by the platforms to optimize your campaigns effectively.
• Monitor Campaign Performance: Keep a close eye on key metrics such as views, engagement, click-through rates, and conversions. Analyze the data to understand which aspects of your campaigns are working well and where adjustments are needed for continuous improvement.

By incorporating a mix of organic and paid promotional efforts, you'll amplify your video's visibility and connect with a broader audience. Stay informed about the latest advertising trends and platforms to make the most of your promotions and take your video marketing to new heights. Remember, promoting your video is not just about reaching more viewers; it's about engaging the right audience and achieving your marketing objectives effectively.

Conclusion

As you venture into the world of video content creation, remember that analyzing your video's performance is a non-negotiable step if you want to continuously improve and create impactful videos. Take the time to explore the metrics provided by the platform's analytics, as they reveal valuable insights into how your videos are performing. Look for trends and patterns to understand what resonates with your audience.

Engage with your audience through comments and feedback, as they can provide valuable insights and ideas for future content. Use engagement metrics to gauge how well your viewers are connecting with your videos and identify areas for improvement. Additionally, audience retention is a crucial metric that helps you understand how well your videos hold viewers' attention. Analyze the retention graph to spot drop-off points and refine your content's pacing and storytelling.

Comparing the performance of different videos can reveal commonalities that contribute to success. Learn from your best-performing videos and replicate those elements in future content. Simultaneously, learn from videos that didn't perform as well, and use this knowledge to make improvements and refine your approach.

The journey of video content creation is exciting and impactful. Embrace the power of visual storytelling, let your creativity flow, and apply these tips to create video content that captures attention, delivers value, and achieves your goals. Whether for personal passion or professional growth, video marketing can open doors and create meaningful connections within your community. Start creating impactful video content and see the difference it makes!