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How to create compelling video content

Farmers watching drone in field
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10-minute read

How to create compelling video content

More and more businesses are using video to promote their products and services and to create connections with their customers. Are you?

There’s no denying that video content is big business. With so much noise online nowadays and a lot of content to compete with (3.2 billion images are shared every day), it is becoming increasingly difficult for brands to create communications that cut through the noise. Video is an excellent way to not only get your message heard, but to create a genuine connection with your audience. And it seems many brands agree; statistics from Hubspot reveal that 97% of marketers believe video has helped increase user understanding of their product or service. Further statistics from the platform show just how powerful the medium can be; 81% of people have been convinced to buy a product or service by watching a brand’s video. What’s more, 83% of consumers say they would consider sharing a brand video with a friend.

Improving engagement

Using video content to promote your business can also lead to more conversations with your audience because you can use it across so many platforms, from your website to social media channels. For example, it’s clear from the agriculture sector that video technology is becoming more popular. From drones to smartphone footage, there are a variety of ways you can capture content and tell your story.

Here are our tips on how to create compelling video content that not only appeals to your audience but inspires them to take action:

Define your audience

Understanding your audience is crucial because if you don’t know who you’re speaking to then how can you create engaging content that truly resonates? Audience profiling is something we’ve covered before (read our recent article on creating a digital strategy). We regularly work with our clients to understand their specific audiences, and we use a variety of techniques to do this.  One of the most effective tools is identifying the personas. These personas go beyond basic information such as age, gender and interests and considers more insightful data including likes, dislikes, wants, needs and whether they are likely to act as an influencer or a buyer. Creating personas can lead to a much better understanding of your target audience, which will ultimately help you to develop relevant content.

Know your narrative

Modern consumers are savvy. They are not searching for sales messages. They are searching for immersive stories that can make a difference to their everyday work and home lives. The art of storytelling isn’t a new concept but it’s something more and more brands are focusing on to nurture genuine connections with their audiences. And this is no different when it comes to marketing and communications across the farming, food and drink sectors. To create stories, think of yourself and your business as a publisher. Try to avoid writing scripts that focus on product or service features and instead focus on entertaining your audience.

Optimise for the channel

To really maximise your return on investment, try using video across multiple channels and optimise the content so viewers get the best experience. For example, the optimum length for a video on Instagram is 30 seconds or less, whereas on YouTube it is around two minutes. Always keep your audience in mind and where they are viewing your content to ensure you are creating the best possible connections.

There is so much more we could cover on this topic, so contact us if you would like to discuss it in more detail and find out how we can help you.

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