A face is worth a thousand words.
“If you read a blog, you kind of get a feeling of who a person is,” says content marketing consultant Sebastian Garcia. “But when you watch someone speak, they’re looking at the camera. You can see their mannerisms. You can hear the tone of their voice. That is incredibly powerful.”
Create short video clips that grab a viewer’s attention.
YouTube, TikTok, Instagram, Facebook, and even LinkedIn are crowded with popular videos, so it’s important to stand out. “On social media, there are three types of content that do well,” says finance content creator Tori Dunlap. “It’s educational, it’s aspirational, or it’s entertaining. These are your magic three. And if you can do all three, amazing.”
To grow a brand, focus on content that would be valuable and of interest for your user. “You don’t have to always say, ‘Buy my product,’ in order for people to be curious enough to buy your product,” says Garcia. “Find something related to your industry that people would find interesting enough to share with their friends. That’s the number one thing.”
Start with a hook.
With only a few seconds to capture the attention of your viewer, it’s important to be engaging right from the start. “I follow a simple formula. It’s hook, story, offer or CTA,” says Garcia. “The hook is probably the most important part in any piece of content, because you use it to grab someone’s attention.”
Your hook should occur within the first three to five seconds of your video. Visually interesting titles or treatments can help. So can a reference to the viewer specifically, such as the word “you,” or a reference to a specific audience, such as “college students.” “Then they’re more likely to stick around, because you’ve made it about them,” says Dunlap.
Be clear about the story.
It doesn’t matter if the central theme of your video is a 10-minute ab workout or 15 seconds of tax prep tips; it’s important to remain focused. “You have to have one clear takeaway,” says Garcia. “If you don’t have a clear takeaway, your audience will be lost.”