Visual content is more relevant today than ever before. And it doesn’t matter whether you’re sharing it for personal purposes, trying to sell a product, or presenting a service. Naturally, the goal of visual information is to attract attention, educate, evoke emotion, or convey a specific message.
Depending on the purpose of content distribution, videos—just like any other visual or written material—can be targeted to a broad audience or a specific niche. Many business owners don’t pay much attention to video content or its preparation and simply claim that a video should be “interesting.”
So, what do you need to know when creating a video about your product, and how do you make content that resonates with today’s audience?
1. Take your time when filming a video. Viewers can easily sense when a video is shot in a dull and repetitive manner: one setting, one camera angle, one product. Collect your footage over multiple sessions—film at different times of the day, include a time-lapse to show the passage of time. Add more content to make the final video more informative.
2. Use different angles or multiple cameras. Interview people in various locations—even if it’s the same room or building, small changes in background can keep the viewer more engaged. These subtle variations throughout the video help maintain attention for a longer period.
3. Carefully consider the right music. Background music plays a crucial role in setting the mood of your video—conveying energy, harmony, determination, relaxation, or other emotions.
4. Visuals go hand in hand with sound, so don’t miss the opportunity to deliver information through audio. Conduct interviews with the company’s CEO, colleagues, or partners—and don’t limit yourself to just one speaker.
5. To create an emotional connection, the visuals must reflect the spoken message. If you’re talking about a product, the video shouldn’t, for example, show nature scenes—instead, it should reveal the product’s manufacturing process or other relevant and useful information for the viewer.
6. Develop a central idea or message for your video—one that guides the entire video and concludes with a logical takeaway or solution. Consider whether your video is educational, promotional, or commercial. After creating the video, watch it without sound to check if the core message is still clear.
7. Think about the video length. Most people don’t have time to watch long videos, and seeing a lengthy duration may cause them to skip it altogether. You have just three seconds to grab attention, so plan a structure with an engaging introduction, a logical flow of content, and a closing call-to-action.
8. Use supporting graphics (e.g., icons) to help viewers better retain the audio content.
9. Pay attention to editing. Ideally, involve a professional. Good editing can transform even mundane footage into something engaging and help maintain viewer attention.
10. Distribute your finished video as widely as possible across different channels: newsletters, your website, social media, banners, billboards, promoted articles, and more. Share it across platforms simultaneously to achieve the greatest impact.
No matter what type of video you create, remember that it must have its own distinct style, energy, appearance, and content. Without these elements, it will be difficult to produce a successful video. If hiring partners to create high-quality communication isn’t an option, film the video content yourself—but avoid using content created by others. Always keep in mind: it’s better to keep it simple but original.
