How To Drive Corporate Video Engagement
Engagement. The word that spells out a lifelong commitment for some, and enhanced viewer purchase behavior for others. When it comes to the art and beauty of the corporate video, it’s all broken down to win hearts and earn video engagement. After all, where there’s viewer engagement, buy-in is most often born.
Engagement Season is Always Now
In social media, engagement symbolizes likes, follows, check-ins, comments and shares. Managing a business and its online reputation isn’t as simple as it sounds, however. Any person or company can say they manage social media and create corporate marketing videos on a very basic level. Driving video engagement for the pros means four things. Authenticity, for one. It must be unique to the company alone. Realizing what makes a business special reveals how to leverage its certain spark so it stands out from the crowd in its industry. Want seconds? It must be realistic. The video must accurately depict the organization and highlight what it offers in a digestible way (think: ten seconds to a minute). Third, always allure. A video must captivate its audience with the three keys to communication. To inform, to educate, and, crowd favorite, to entertain. For dessert, a great video drives engagement by answering everyone’s favorite question. What on earth is in it for me? Does it fit my needs? Does the company even know my needs? When done right, what ensues is engaging video designed to get people talking. When people get to talking, they traditionally start buying. Here, a few secrets to the process revealed.
Step One: Have An Actionable Plan
When people buy into a company, idea, service or product, they need a call to action. A video campaign that begins and ends by clearly laying out what its viewers must do to benefit themselves is a step toward success. With the what, a video must also compel them with the most important component: the why. In the video content strategy, the why must touch on the viewer’s pain. What problem is this video designed to solve? Why will this enhance the life of the buyer? Finally, why does this company surpass all the rest?
Step Two: Ideal Video Placement
Where a company chooses to showcase the video will determine its engagement. When viewership goes up, video statistics do, too. As do the number of impressions it makes on a crowd. Impressions are simply the number of times people click on, share and interact with a video. The top video hot spots to hang out include YouTube, Facebook, social networks, blogs and the company website. That’s where all the popular videos go, anyway. To get with the crowd, a great video creator knows the more seen it becomes, the more conversions, or times the video creates purchase behavior, a company can expect to see.
Step Three: Keep Them Coming Back
The video should be a tease to get an audience interested in a company. With the average worldwide attention span lasting mere seconds, it’s important to keep the video as close to one minute as possible. The shorter the video, research reveals, the higher the likelihood of positive engagement. The human attention span is growing closer to that of a squirrel, thanks in large to the rise of technology. When a company values its viewers’ time, giving special attention to their attention spans, it will likely earn the trust, interest and respect needed to keep them coming back. When they do so, they are more likely to commit for the long haul. Studies show, get ‘er done in the first ten seconds. While it’s important to deliver content of value, it’s most important to do it in a succinct way, with swagger.
How will your next video campaign drive engagement? Comment below and let us know!