How to Create a High-Engagement Video

How to Create a High-Engagement Video

Since the dawn of video capability on social media platforms, audiences have been consuming record amounts of video content from creators everywhere. Regardless of your intentions for creating videos, encouraging engagement is the most important part of your process. From the start of your creative process to the end of your marketing goals, you should keep engagement in mind.

While the concept of engagement is simple enough, implementing it can be tricky. Let’s define engagement and what you can do to encourage it.

What is Engagement?

Engagement can come in the form of the number of views, likes, comments, and shares. You can also measure engagement with how long your audience spends time watching your video. It’s important to keep in mind that not every viewer will take outward steps that show engagement, but if they do, it can help your video get promoted by the platform on which you’ve published. 

Best Ways to Ensure High Engagement

Once you know which analytics help you understand your engagement, you’ll want to start implementing strategies to improve those numbers. There are several tactics I use almost every time I create a video for my clients. In general, they all ensure that the entire video is consistently interesting and speaks to the right audience directly. 

Ditch the Logo Intro

Too many times, I see videos beginning with a 10-second logo screen. That 10-second logo screen is a waste of 10 seconds, and I promise you will lose your audience’s attention immediately. If your audience found the video on your website or profile, they already know your brand. Even if they see the video elsewhere, capturing attention and communicating your message is more important at the beginning than telling viewers the name of your company.

Avoid Bad Distractions

There are too many videos I’ve seen with elements that distract viewers from understanding the message and ultimately turn them away. To keep engagement high, you’ll need to plan from beginning to end of your process to avoid all distractions. In production, make sure your video has excellent audio and video. Avoid low-quality audio at all costs – it is one of the biggest flaws a video can have. An unwise choice of music, camera, microphone, or transitions can be enough to stop a viewer from finishing the video. You’ll also want to proofread all text, as typos are unforgivable.

Be An Authentic Source of Value

A huge part of viewership is entertainment value, but your video should educate as well. Your audience should walk away from your video with more than they brought to the table.

Most importantly, your value should be your solutions to your audience’s problems. Every viewer has a problem, whether they know it or not, and it’s your job to help them realize it and take action to solve it. If you haven’t identified your target audience yet, take time to figure out their pain points.

Of course, remember to be authentic. You don’t need to write an aggressive sales pitch – show your audience that you understand the emotions they feel regarding their problems. Your emotional connection with them will showcase the human side of your business and make you more approachable.

Creatively Incorporate Visual Interest

Make sure your video is not just a talking head. To capture and maintain your audience’s interest, you should make the most of b-roll, motion graphics, animation, captions, and more. Of course, don’t overdo it. An overly busy video can confuse your narrative, so use effects wisely. Captions especially are becoming more popular because people enjoy watching videos on the go, and often cannot hear the video or cannot turn on the volume.

Finish Strong With a Clear Call to Action

Most of all, your video will not win conversions without a perfect call-to-action phrase. You must identify which action you want your viewers to take, then tell them directly. Make sure you are clear and that it is easy for them to follow through. 

If you are interested in learning more about engagement for your videos, contact Monzo Media Productions.

The Perfect Call-to-Action for Your Video

The Perfect Call-to-Action for Your Video

What’s the point of spending all your time and money producing videos for your organization? The point should be to communicate your message and inspire your audience to take action, but getting from point A to point B is challenging. Ultimately, whether your video is successful relies on your call-to-action phrase. 

Crafting the perfect call-to-action takes effort and research – you must not only know your target audience well but also keep in mind how you will use the video as part of your marketing funnel

Common Call-to-Action Mistakes

One of the biggest mistakes I see organizations make with their marketing videos is doing too little or too much with the call-to-action phrase. Organizations often want to make the most of the resources they have, so they might add several different demands to their call-to-action. Other times, they might not think a call-to-action phrase is necessary or want to avoid seeming too “salesy.” In this case, they might only use a logo or offer links to resources.

Whether your call-to-action phrase is too busy or nearly nonexistent, your video will be ineffective. Without a concise phrase that directly tells the audience which action to prioritize, your audience will likely do nothing at all.

Know Your Audience and Your Intention

Without a clear idea of your target audience, you won’t be able to make much progress in your video production process. Knowing your target audience means doing market research and closely examining the services or products that you offer. Your audience will determine how you craft your call-to-action phrase, including which of their desires you intend to fulfill and the place where they watch the video. Further, your intention should be to move your audience to the next step in your funnel.

For example, if you are marketing for a private school that would like to improve music student enrollment for the upcoming semester, you need to identify what niche you can fill and how you will use the video. Does the private school offer a special program for music students looking to get into a top school like Juilliard? Your video could be placed on the music program section of your website, and the call-to-action phrase might urge serious students of music to sign up on a digital form to attend an informational meeting. Outlining your audience and intention in this way will set you up for forming the perfect call-to-action phrase.

How to Form the Perfect Call-to-Action

Overall, your call-to-action phrase must get your viewers to move to the next steps in your funnel. First, identify where in your marketing funnel the video will appear. Then, choose the right platform to distribute the video to your audience, such as on your website, as a social media post, in an email newsletter, or at an event. Third, decide which step the viewer should take next to get closer to the end of the funnel. Finally, use all this information to construct a concise sentence that speaks to the audience’s need and directs them to where they can fulfill that need.

For the private school music student example, below are some effective call-to-action phrases:

  1. “For more information about the music program, explore our website.”
  2. “To learn if the music program is right for you, schedule an appointment.”
  3. Give us a call for more information.”
  4. Send us an email with questions about enrollment.”
  5. Download our free informational PDF about the program.”

All of these examples can fit into a typical marketing funnel, which takes your audience on a journey from prospect to customer. If the marketing video is only the beginning of your funnel, the call-to-action phrase might direct the viewer to watch more videos, explore the website, and even sign up for a newsletter so that you can collect information and nurture them as a lead. As more detailed videos show up later in the funnel, they might direct the viewer to the last step, whether that is to apply for enrollment, buy a product, or make an appointment.

If you need further help with crafting the perfect call-to-action, contact Monzo Media Productions.

How To Avoid Challenges With Narratives in Your Videos

How To Avoid Challenges With Narratives in Your Videos

Would you successfully understand a message if you were trying to follow a story pieced together by several different voices, images, and lines of text? You might make out the narrative, but it will have been a difficult and frustrating endeavor. Ultimately, you might feel that it wasn’t worth the effort. As an organization creating a video for your target audience, the last thing you want is to lose a viewer’s interest due to a confusing narrative.

Many organizations experience unsatisfactory results from their videos, but don’t understand the cause of the problem. During my years of experience as a video marketing professional, the first question I’ve asked is whether there is a clear narrative. If you aren’t sure of the answer, below are some tips for identifying challenges with your narrative and building a better one.

The Dangers of a Confusing Narrative

The most successful video is one that leaves no chances for doubt or confusion. Your video should have a clear message and story arc. Many times, you’ll need to introduce several people, add in a few digressions, and make points to build an argument. It’s important to be very clear from the start about these elements and how they will flow together.

As an organization investing money and time into video production, you shouldn’t go any further in the process until you’ve identified your narrative and how to communicate it. Otherwise, you’ll lose viewers along the way and won’t successfully transfer prospects to the next step in your funnel. In other words, you’ll not only leave money on the table but waste it on a video that fails to capture leads, improve brand awareness, and generate income. An easy way to learn if your video is successful or not is to assess your analytics.

Building a Strong Narrative That Gets Results

As a professional videographer, I urge organizations to prioritize high-quality equipment, but I know that this equipment means nothing if it is not used in conjunction with smart pre-production story planning. When producing a video, the story is built using techniques like voiceovers, testimonials, interviews, motion graphics, and text. All of these tools are powerful, but in combination with each other, they can be your biggest downfall. Further, using them without a clear intention can be just as harmful. 

The 80/20 Rule

The best way to avoid a confusing narrative is to pick one primary narrative technique. If you must use more than one, then it’s important to follow the 80/20 rule. For example, it’s common for videos to use a strong narrative voiceover that is supplemented by some interviews or text. This method can be powerful, but only if it is well-planned and done in moderation. Make sure your primary narrative technique makes up about 80% of the narrative.

Keeping Intention in Mind

In addition to using narrative techniques in moderation, you should also make sure you have a strong intention behind using the techniques you choose. If you want to use a voiceover, text, motion graphics, or testimonials, make sure you can answer the question, “Why am I choosing this technique?”

If you can justify your choice with a solid answer, then you have a much better chance of building a strong narrative that your viewers will understand and feel moved to take action. Having a strong answer to this question means that you understand your story and message fully and will communicate it well to your audience. It also means that you’ll be able to finish with a strong call to action, which ultimately makes or breaks the success of the video within your funnel.

If you have any more questions about using narrative in your video, contact Monzo Media Productions.

The 4 Most Common Mistakes in Video Marketing

The 4 Most Common Mistakes in Video Marketing

The most unfortunate situation I’ve witnessed is an excellent video marketing idea that lost its steam in execution or distribution. I’ve seen many schools, organizations, and businesses take their video marketing seriously, yet the results fall flat once the video is public. Most of the time, I credit these situations to a lack of knowledge and experience.

After all, online video marketing is still very new – it’s only about a decade old – and the lessons we’ve learned from video marketing through television no longer apply on many levels. For those who are looking to market themselves online through video campaigns, I’ve taken the liberty of creating a list that will help you avoid the most common mistakes.

1. Posting Links to Social Media

Social media is constantly evolving, so what is true today about best practices might not be true tomorrow. What will never change is the fact that social media platforms make money when users stay on the platform. Their mission is to keep users scrolling through their feeds for as long as possible, so they incentivize posting things that will keep users interested. On the flip side, posts that drive user traffic away from the platform are naturally unwelcome.

As a result, organizations that post links to their video campaign such as youtube or vimeo rather than uploading them natively onto the platform will not usually enjoy as much success as they hope. Video marketing campaigns get the best results when users can view them without clicking links. Unfortunately, this means you will need to spend extra time formatting your videos and crafting posts according to best practices for every platform you choose. The only time you should provide a link is if your video is too long to post or if the content is not your own. 

2. Low-Quality Thumbnail Graphic

Thumbnail graphics are the pictures you see on a video before you click the play button. Thumbnail graphics must be engaging and informative to captivate potential viewers. Oftentimes, an organization won’t see satisfying results for their videos because they have a bad or boring thumbnail. 

For example, some organizations decide to use their logo as a thumbnail, but this choice is neither engaging nor informative. If a viewer is on your website, they already know your brand, and the logo tells them nothing about what they can expect from the video. Another bad choice would be a shot of an interviewee caught in the middle of a sentence with an awkward face. 

The best thumbnails have text describing the point of the video and use B-roll relevant to the topic. For example, a school marketing video could use a scene where students are playing outside, and a business could use a shot of a smiling employee for its hiring campaign. Thankfully, a bad thumbnail graphic is easy to fix – most platforms allow you to quickly switch your thumbnail out for another.

3. Hosting Your Video On Your Website

The explanation for this mistake can get technical, but you should always upload your videos to another video hosting site such as Vimeo, Vidyard, or YouTube rather than on your own site. Instead of using your website as a host, embed your video with a link to use it on the correct pages of your marketing or sales funnel.

For a number of reasons, most organizations’ websites do not have the capacity to host videos without becoming extremely slow. When visitors click on your site, they will expect immediate gratification, so a below-average load time could frustrate them and cause them to leave. Further, video hosting platforms provide in-depth analytics that will allow you to extract data and analyze the success of your marketing efforts.

4. Unforgivably Bad Audio

It might come as a surprise that a videographer would give this advice, but I urge you to invest in a good microphone before you invest in a good camera. People subconsciously forgive bad visuals, but bad audio ruins a video. Viewers won’t last more than a few seconds if your video’s audio is crunchy, inaudible, or plagued with echos. A high-quality microphone is expensive, but it’s worth the investment. Without it, you’ll waste your time and money to get poor results.

There are plenty more mistakes that I’ve witnessed in video marketing campaigns, but the ones listed above are the most common and the easiest to avoid. If you think you’ve made any of these mistakes or you’re interested in a more detailed explanation, feel free to reach out to Monzo Media Productions with questions.

How To Pinpoint Weak Spots In Your Video

How To Pinpoint Weak Spots In Your Video

Experiencing a lack of engagement and results from your video? The Internet and social media are full of video posters who scratch their heads wondering where they went wrong when producing and distributing their content. Without the right tools and knowledge, it’s impossible to find the answer. 

Seeking ways to pinpoint the weak spots in your video so that you can learn from your mistakes means you’re on your way to a successful future video. Let’s talk about what you can do to capture and maintain viewer interest in the future by learning about your current video’s weak spots.

Make Data Your Best Friend

Data is king for analytics, and content creators and marketers everywhere depend on it to learn about user behavior regarding their videos, websites, paid ads, and more. If you’re looking for the answers to what is working and what isn’t working in your video, then you must turn to analytics.

At the same time, looking at data can be daunting and confusing for inexperienced content creators. To help you make sense of the analytics, let’s break down the data into practical applications.

Are People Watching?

First and foremost, you’ll want to know if anyone is clicking on your video. You’ll be able to find in the data how many views your video has achieved. If the numbers aren’t where you hoped they would be, then you should ask yourself a few questions:

  • Are you posting your video where your target audience spends their time?
  • Does your video have an engaging thumbnail graphic?
  • Have you made it easy to find and click on the video?
  • Does the video cover a topic that your target audience would be interested in?

On some platforms, people may click or see the video, but it won’t be considered a “view” unless they’ve watched for more than a few seconds. Make sure you understand the particulars of the analytics service before you begin interpreting the data.

The Whole Video?

In many cases, content creators get a significant number of views, but those viewers do not watch the entire video. Looking into the data is key to learning about common parts of the video where most viewers decide to stop watching. On some platforms like YouTube, you’ll be able to see this information clearly in the analytics dashboard.

Take note of the times in the video that most viewers left. If most viewers left the video after a few seconds, the beginning of the video was not engaging enough. You might be drawing in the wrong target audience or the video might take too long to get to the point. A common mistake I’ve seen is a video that begins with a logo. Let me be clear: 10 seconds of a logo at the beginning of a video is a waste of 10 seconds.

If viewers often leave somewhere in the middle of your video, it’s likely that the video is too long, poorly made, or paced unevenly. Long videos have the potential to be engaging throughout when executed properly, but this can be difficult to accomplish. If you’re stumped, you can learn more about common mistakes that affect videos’ success to find answers for your viewer drop-off.

On the other hand, viewers might leave in one spot for a good reason: they take action. To know whether their exit was good or bad, analyze their behavior in the next section.

What Do They Do When It’s Over?

If your viewers have made it through the entire video, or they leave to take action, then you should be proud – you’ve produced a successful video. How do you know by looking at the data?

The proof that your viewers take action can be found in the analytics on some platforms like Vidyard or Wistia. Data can show you the demographics of viewers, where they’ve come from online, and where they go after they’re finished. This kind of information is key to learning more about your audience and whether the video is successful.

Ultimately, you’ll want to analyze your call-to-action phrases (CTA). Does your audience often click out of your video at the same time that you tell them to click on a link or contact you? Do they go to the next step in your marketing or sales funnel once they’ve finished watching?

Having all this data helps you get great insights into your videos and implement changes to future videos so that you can keep getting better engagement and results. If you have any more questions about how to read video data, contact Monzo Media Productions.

Choosing Platforms for Sharing Your Videos

Choosing Platforms for Sharing Your Videos

Creating a video marketing campaign successfully requires thinking ahead about where your videos will meet your target audience before you ever cast an actor or pick up a camera. In other words, you’ll need to choose the platforms on which you’ll share your videos at the start of your video production process. The platforms you choose will determine the finished product, including length, message, and aesthetics.

Ideally, you will have thought about how to reach your audience where they are most active even earlier, such as when creating a customer avatar of your target audience. If you haven’t, let’s go over key considerations for choosing the right platforms.

Meeting Your Target Audience Where They Are

When deciding on the right platform for sharing your videos, look at the target audience first. Your ultimate goal in producing these videos is for the right people to see them and take action, so you need to determine which platforms facilitate this engagement the best. Certain demographics statistically prefer some platforms over others, so there is no one-size-fits-all solution. The growth and engagement statistics for these platforms also change every year, so it’s important to research the most recent data and keep an eye on the changes as you continue your efforts.

Take a close look at your customer avatar. What is their age? Are they single or married, and do they have kids? What career are they likely to have? What kind of hobbies are they likely to enjoy, and what do they do with most of their free time? The answers to all of these questions will help lead you to the right platforms for their demographic.

Platforms to Consider

Social media has a few major players along with some lesser-known platforms. It can be tempting to only consider the big platforms – and you should try to have a presence on them – but it can also be extremely lucrative to invest time on platforms that are more niched if your target audience calls for it. 

Facebook, for example, is still the most popular social media platform out there despite slowed growth. Having a business page on Facebook is a huge asset to your marketing efforts because it acts much like a search engine. If your target audience includes millennial suburban parents, for example, it might be worth your while to spend time there. In 2022, people in this demographic likely have a Facebook profile and join pages and groups related to their local area and interests. 

Instagram, Snapchat, and TikTok are also major players in the social media space but tend to appeal to younger audiences. Trendier, visual-first shorter content often thrives there, making it a great place for microcontent targeted at Gen Z. Twitter and LinkedIn are better places for professional connections and serious conversations. The oft-forgotten Pinterest works well specifically for artists, creatives, and small businesses that sell unique products.

At Monzo Media Productions, we get great results for engagement on LinkedIn because that’s where our network lives and how we connect with our clients. We still spend some time on other platforms to keep a presence because leads can come from anywhere, but our ROI for LinkedIn remains superior.

Producing Videos With Platform In Mind

Identifying where your target audience lives is only half the battle. Now, you need to consider how your videos will work best on these platforms. Each platform has its own tools, features, and limitations for posting video content, so you’ll need to establish these in advance. 

For example, you want to make sure you have great visual captions for a place like TikTok but worry less about these captions on other platforms. On LinkedIn, you can get away with posting an entire traditional marketing video, but on Instagram, you’re limited in time and format. 

Each platform also has its tone and style – a humorous or disingenuous video might do well on Twitter, but LinkedIn would call for a more professional product. User behavior also makes a huge difference. Instagram Reels, for instance, will only keep promoting your video if viewers spend more than a few seconds watching and engaging with likes, comments, and shares.

If you’re inexperienced with the platforms on which you believe your target audience lives, it’s important to spend time learning about the intricacies before you produce your videos. Contact Monzo Media Productions for more guidance on choosing platforms for sharing your videos.