How to create video content that captivates your audience?

In today’s marketing landscape, video content is a necessity. It helps businesses reach a broader audience, build authentic connections with customers, and even boost sales. Studies show that video content on a landing page can increase conversion rates by up to 80%! But how do you create engaging videos that truly work? Let’s explore the best practices for both short and long-form video creation.

Short videos – a quick way to attract an audience

Platforms like TikTok, Instagram Reels, and YouTube Shorts have become essential parts of digital marketing. Their popularity stems from people’s preference for quick, engaging, and easy-to-digest content. So, how do you create videos that stand out?

Tips for Short Videos:

1. Grab Attention in the First Few Seconds – The first 3 seconds are critical. Start with a strong hook – an intriguing question, an unexpected or humorous visual, or an eye-catching scene.
2. Optimize Video Format – Short videos are mostly watched on mobile devices, so using a 9:16 vertical format is essential for a professional look that fills the screen.
3. Use Trending Sounds and Effects – Soundtracks and effects trends change rapidly. To maximize reach, stay updated and incorporate trending elements into your content.
4. Add Text and Subtitles – Many users watch videos without sound. Subtitles and animated text make content more accessible and easier to understand, increasing viewer engagement.
5. Clear Call-to-Action (CTA) – Encourage viewers to engage by commenting, liking, sharing, or visiting your website.

Long-form videos – YouTube

While short videos are great for quick engagement, long-form content helps build stronger connections with viewers and provides more opportunities to showcase your brand, products, or services. YouTube remains the dominant platform for long-form videos.

MrBeast’s Formula for a Successful YouTube Video

YouTube creator MrBeast (Jimmy Donaldson), who has the world’s largest subscriber base (over 380 million), highlights three key factors for a successful YouTube video:

1. Click-Through Rate (CTR) – The first impression matters. A compelling thumbnail and intriguing title are crucial for getting people to click on your video.
2. Average View Duration (AVD) – Capturing attention is one thing – keeping it is another. If viewers drop off within the first minute, YouTube’s algorithm will be less likely to promote your video.
3. Average Percentage Viewed (APV) – The more of your video people watch, the higher the chances of YouTube recommending it.

Tips for engaging long-form video content:

• Start Strong – The first minute should hook the viewer and set the tone for the rest of the video.
• The 3-6 Minute Hook – Introduce a second attention-grabber, a surprising or exciting element, to maintain engagement.
• Keep the Suspense – Maintain a compelling narrative that keeps viewers engaged from start to finish.
• Add a “Wow” Factor – Unexpected storylines or stunning visuals help retain viewers. Example: MrBeast’s video “Survive 100 Days in a Circle, Win $500,000”. In the opening scene, a house is delivered by crane – this unexpected element wasn’t mentioned in the title or thumbnail, creating surprise and intrigue. The result? Nearly 350 million views and close to 100,000 comments in just two years.
• Don’t Reveal the Ending Too Soon – Give viewers a reason to stay until the end.

2024–2025 video trends

• Short Videos Are Getting Longer – YouTube Shorts recently extended its video limit to 3 minutes, while TikTok now allows videos up to 10 minutes long.
• Authenticity Matters More Than Ever – On short-form platforms, natural, unpolished content often performs better than highly produced commercial videos.

Video content is an irreplaceable tool for businesses and brands looking to engage audiences effectively. Success lies in the details – from well-crafted thumbnails and strategic hooks to compelling, well-structured storytelling.

Have questions or need help creating engaging video content? Let’s talk!