The thought process behind successful video content 

When it comes to creating video content, it can be hard to know where to start. You’re probably asking yourself all kinds of questions.

Is this useful to my audience? How long is this going to take? How long should it be? Will anyone like it or see it? Is videography even important?

Questions like these can actually hinder someone from taking the first step to producing a quality video. So, how does one get past this “writer’s block” type of phase? Raven, Resolute’s video content producer, has been creating videos for almost ten years. She shares her tips on how to get started and succeed in video content creation. 

Who is your target audience?

This is a crucial question to ask yourself before you even begin to pick up a camera. You won’t be able to drill down the look and feel of your video until you know your viewer. What would catch their attention? How do you want them to feel after they watch your video?

Decide who your target audience is and create personas for them. This will help you choose whether to create educational videos or videos that showcase your products and services. Identifying your audience and understanding their needs is crucial in making this decision. By creating personas, you can better tailor your content to meet the preferences of your target audience.

Also, certain generations may be more inclined to watch videos more than others. Are you trying to speak to Generation Z and Millennials? Or, are you trying to reach an audience like Generation X and Baby Boomers?

Once you’ve come to your conclusion, you can decide the content, length and type of video to produce.

Catching attention with video 

For example, let’s say your goal is to get more Gen Zers to engage with your social media pages. So, you create a five-minute video highlighting all of your products.

Sadly, you get little interaction and the data shows you that your target audience didn’t watch the video all the way through. Why is this? Well, we can thank TikTok and short-form Reels for this one!

Younger generations have shorter attention spans and prefer to receive information quickly, often in a matter of seconds. Short-form video leads the way for this demographic.

However, this can be the exact opposite for other generations. Some of them want to watch long-form explainer videos so they can take in as much information as provided. With that in mind, you’ll be able to have a clearer vision for your video format and length.

No matter the age, we know almost everyone spends time scrolling on their mobile devices. The goal of your video should be to catch their attention and stop them in their (scrolling) tracks.

Setting expectations 

While most video creators aim to go viral, solely focusing on this goal may not be achievable. You should set clear expectations when it comes to measuring success of your video marketing strategy.

Everyday, something new is trending. This makes it extremely difficult to decide what will or will not catch on. Is it luck if you go viral? Sometimes.

Most importantly, it’s about the type of content you’re posting. If you watch videos that have been successful, you’ll find a broad range. It could be following a current trend on social media, something funny or something serious. What it all boils down to is people want something they can either relate to or get on board with.

So, next time you start jotting down video ideas, think about the likelihood of you or your customers liking that type of content. This answer in return will help you narrow down the best thoughts. 

Consistent video production 

A final piece of advice would be if you’re going to start publishing videos, be consistent!

People who follow you will always be hungry for more. Consistency will help grow your social networks and motivate you to continue producing an abundance of content. Not to mention, you will also build trust with your target audience.

So, are you now wondering when is a good time to start making videos? First, ask yourself if you’re ready for the amount of time and effort it takes to make good quality content or enlist the help of an outside agency. Firms like Resolute manage content calendars for our clients every day and have a knack for thinking creatively. But whether you attempt to undertake video in-house or through outsourcing, you’ll find success no matter how little or big it may be.

The thought process behind video planning can feel strenuous, but don’t let it stop you. We know it takes time and resources, but video content is worth the investment.