Our last post covered the five essential elements of your marketing video. Now, we’re going to focus on how to structure those key elements that will optimize your video and keep your audience watching and coming back for more.
Start with the hook.
We live in a society where people want instant gratification. Therefore, with your hook, you tell people in the first 10 seconds what to expect and the value they’ll gain from watching your video. You’re answering their questions right away.
People often make the mistake of introducing themselves first. However, your audience wants to know what they are going to gain before they care about who you are. Therefore, it is in your best interest to keep people watching by hooking them first.
Insert your brand. If you’re new at marketing videos, inserting your brand allows people to build recognition. They’ll see you as someone who has valuable content to share, and they’ll want to come back. Keep it consistent, so that as you make more videos, your viewers will recognize your brand and know that they are in the right place. Your branding should be a quick 4-5 seconds to allow people the time to recognize you and verify they’re watching they right video.
Then, introduce yourself and your content.
Quickly establish who you are and what you do. For established video marketers, you can add a quick call to action for new viewers to subscribe if they like what they see. If you’re brand new to marketing videos, it may be a good idea to ask people to subscribe as your overall call to action. Your overall introduction should be no more than 30 seconds.
Dive into your content. Establish what the challenge, pain or problem is that you’ll be addressing in this video. Then provide an overview of what you’re going to cover.
As you’re going through the content, when you get to a place that relates to your bonus, add in another hook. This hook should be something that tells them to stick around to the end because you’re going to share a bonus that they don’t want to miss out on.
Deliver your promise from the hook at the beginning of your video. Be sure you’ve given enough information that would sufficiently help your viewers address the challenge, pain, or problem.
Deliver your bonus and explain how it will benefit your audience. Make sure it’s clear that you’ve provided a complete solution.
Keep your call to action quick and to the point. You want viewers to continue watching through the call to action, and they know they’re already at the end of the video. Your call to action should correspond to the trust and value you’ve already established with your audience. If this is your first video, you may want to start with a “like” or “subscribe.” As you establish a relationship with your audience, you can build up to a bigger call to action such as purchasing a product.
Pibworth can help you ensure you have all the essential elements structured in a way that achieves optimal results. Book a call with us here.