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Data, studies, research, and our day-to-day experience at the agency leave no doubt that video content has become the most effective way to engage our audience in recent years. And this is just the beginning.
Video is the king of content because it is the best and most immediate way to communicate emotions, sounds, images, words, and motion simultaneously. According to the 2023 Video Marketing Statistics, 91% of businesses use video as a marketing tool.
Our case studies across various industries reveal that videos can significantly increase brand awareness without additional advertising costs. For example, one of our clients, a new company whose marketing plan we designed and implemented, reached and surpassed the break-even point within three months.
The question is: how can we integrate video content into our marketing efforts to achieve maximum results?
The Challenges of Video Content
Although video production and sharing have skyrocketed in recent years—especially with the rise of short-form content and the TikTok algorithm that offers enormous organic reach—many companies fail to achieve the desired results.
Their videos do not deliver the expected return on investment (ROI), either because they work inefficiently or because they do not create the right content. To clarify, by “not achieving the desired ROI,” I do not mean their videos lack views.
There are many ways to generate high view counts—provocative concepts, loud content, giveaways, humor, shock value, or sexual themes. The real question is: will these tactics contribute to the brand’s long-term growth, or will they be short-lived fireworks that fade away, taking the brand’s value with them?
I would like to see both companies and agencies approach brand identity with greater seriousness and respect, rather than sacrificing brand values and personality for the sake of views. Building a brand is hard work—destroying it is easy.
So yes, video content can help any company, as long as it is implemented correctly.
A Major Opportunity for You
Video content presents significant opportunities and numerous benefits for marketers who choose to do it right. As platforms evolve, algorithms become smarter, and more tools become available, video content can help you dominate share of voice and easily convert viewers into customers.
Here is something that might interest you: what I am sharing is not just theory. Through our videos—despite being a B2B company—we have secured deals worth €35,000 and €86,000 (recent examples). According to client feedback, we are now regarded as an agency that knows how to deliver results.
So, keep reading because you will learn insights we have gained from extensive testing across different industries. Everything I share is based on experience, knowledge, research, and hands-on work with various platforms.
Long & Short Form Videos
Videos are divided into short-form and long-form. While there is no strict rule, short-form videos are usually up to one and a half minutes long, in vertical format, with dimensions of 1080 x 1920 or 1080 x 1350. Long-form videos range from three minutes to any length the creator decides and are typically in horizontal format with dimensions of 1920 x 1080 or 1080 x 1080.
The video format you choose depends on what you want to communicate. For example, if you want to showcase a speech, discussion, vidcast, daily activity, or in-depth analysis, long-form videos are the right choice. On the other hand, if you want to share a quick thought, a suggestion, or a highlight from a long-form video, short-form videos are more suitable.
We often apply the “content from content” or “content repurpose” approach. For instance, with Spermogene, we create multiple short videos from a single long vidcast. The long video is shared on YouTube, while the short clips are distributed across TikTok, Instagram Reels, YouTube Shorts, and Facebook Reels.
While short-form videos attract greater reach, long-form videos help establish brand authority and improve search engine visibility with the right titles.
Important Tip: If you want to target specific search queries, upload your videos on social media and then embed them on your website’s blog or news section with appropriate titles.
Platforms for Short-Form Videos: TikTok, Instagram Reels, YouTube Shorts, Facebook Reels, Pinterest (including Stories).
Platforms for Long-Form Videos: YouTube, Facebook Watch, and *TikTok.
*TikTok encourages creators to share long-form horizontal videos, although widespread adoption remains limited.
According to the “2024 State of Marketing & Trends Report: Data from 1400+ Global Marketers,” while short-form video has dominated in recent years, it will continue to experience the most significant growth in 2024, with marketers planning to invest more in this format than any other.
The Most Popular Types of Video Content
There are many types of video content, and choosing the right one depends on the marketing goals you aim to achieve. Here are the most popular categories:
Explainer Videos: Short, informative videos that explain how a product, service, or idea works using motion design, animation, and narration to convey complex information simply.
Testimonial Videos: Customer testimonials featuring satisfied clients sharing their positive experiences with a product or service, enhancing credibility and authenticity.
Company Profile Videos: Videos that showcase a company’s history, values, mission, and culture, providing a human face and fostering emotional connections with the audience.
Product Videos: Videos focusing on demonstrating product features, benefits, and how to use a specific item.
Promotional Videos: Designed to market products, services, or campaigns through compelling storytelling that fosters an emotional connection with the audience.
Documentaries: In-depth videos that narrate real-life events, people, or issues to inform and raise awareness, often featuring interviews for deeper insights.
Live Streaming Videos: Real-time broadcasts of events, seminars, interviews, or other activities via online platforms.
Vidcast: Video podcasts that include interviews, discussions, and analyses, providing an engaging and interactive audiovisual experience.
Educational Videos: Videos aimed at educating and informing on specific topics, useful for staff training, teaching, or product demonstrations.
Social Media Videos: Short, engaging videos crafted for platforms like YouTube, Facebook, Instagram, TikTok, Pinterest, and Snapchat to capture attention and increase engagement.
Success Tips for Video Creation
We have seen—and made—every kind of mistake in video content. This experience allows us to offer you essential guidelines for successful video production.
Whether you are already producing videos, just starting, or considering it, these key factors will ensure your success.
1. Start with Research
Never, ever start implementing without first conducting in-depth research. Never! Before beginning any video creation process, conduct thorough research on the market, your competitors, your audience, and your brand itself.
Market research is the first step, as it allows you to understand trends, audience needs, and preferences. Additionally, competitor analysis gives you an insight into what works and what doesn’t in your industry, helping you develop strategies that set you apart.
At the same time, investigating your target audience is essential to understand who your customers are, what they are looking for, and how you can meet their needs.
Finally, analyze your brand and define the positioning you want to hold in your customers’ minds. Ask yourself: What do we want the audience to know about us? This question will guide you in creating corresponding video content.
By gathering this fundamental information, you will have the necessary knowledge to create targeted, effective content that delivers the desired results.
2. Design Your Strategy
Strategy is the foundation for a successful video marketing journey. First, set clear and measurable goals. What exactly do you want to achieve with your video? These goals may include increasing brand awareness, promoting a new product, or enhancing customer engagement.
Next, identify your target audience. Who are the viewers you want to reach, and what are their needs and interests? Understanding your audience will help you create relevant and engaging content for them.
Also, define the main message you want to convey. What emotions, images, and thoughts do you want your audience to have when they watch your videos?
Choose the appropriate distribution channels. On which platforms will you publish your video? Each platform has its own characteristics and audience, so your strategy should be adapted accordingly.
Finally, set a budget and a timeline for producing and promoting your video.
3. Create Engaging Content
Often, clients request a specific video format, and we ask why to understand how they arrived at that decision. We aim to create video content not because the client likes it, but because it appeals to their customers.
The type of video you produce, its theme, dimensions, and duration depend on your overall marketing goals, your video content marketing objectives, and your target audience. The ultimate goal is to create attractive content that captures the audience’s interest and, in turn, builds their trust.
Since videos require substantial effort, ask yourself:
- Is video the best format for what we want to convey?
- Do our customers prefer short or long videos?
- Do they like live-action footage, motion design, animation, or a mix of all three?
- Do they prefer horizontal or vertical videos?
- Should the video be explanatory, educational, entertaining, or something else?
Ensure that video is the type of content your audience consumes and that it helps you tell your story effectively.
Tip: Simultaneously producing and sharing videos in different dimensions, lengths, and channels yields the best results by far.
4. The First Three Seconds Matter
The first three seconds of a video are critical for capturing and maintaining audience attention. This period is known as the “hook” and plays a decisive role in the video’s success. Without a compelling hook to grab the audience’s interest, a video’s effectiveness diminishes.
According to the research 47 TikTok Statistics You Need to Know [Updated 2024], 63% of all successful TikTok ads clearly present their campaign’s main message within the first three seconds.
At RISTART, we emphasize that the most important question to answer in these seconds is the customer’s WIIFM: “What’s In It For Me?” The audience subconsciously asks:
- “Is this for me?”
- “Are you saying something that interests me?”
- “Does this video matter to me?”
The Psychology of the First Seconds
Studies show that the human brain is wired to react quickly to visual and auditory stimuli. Research indicates that 47% of a video’s value is determined within the first three seconds. If the video doesn’t capture attention during this brief window, viewers are likely to keep scrolling.
The Limited Attention Span Phenomenon
Modern information overload has dramatically shortened attention spans. Research shows that the average human attention span is now only 8 seconds—shorter than that of a goldfish. This makes the first three seconds of a video even more crucial for engaging viewers and convincing them to stay.
5. Optimize the Production Process
Thanks to modern tools, video production and post-production are easier than ever—but a structured process is essential. Once you’ve completed the earlier steps, proceed with the following:
- Select the video topics.
- Choose the video format. If you want multiple formats, inform your collaborators in advance.
- Write detailed scripts and copy.
- Gather the necessary equipment—cameras or smartphones, microphones, lights, tripods, and background props.
- If your videos are long and participants need to follow scripts, invest in a teleprompter.
- Inform and train all participants.
- Organize the production day (date, time, location, participants, equipment).
- Complete post-production (editing, effects, music, graphics, color correction, sound design). Ensure your music is from royalty-free libraries to avoid platform restrictions.
- Review the final video.
- Share it on the appropriate platform at the right time.
6. Measure Return on Investment (ROI)
Given tight budgets and skepticism about video content’s effectiveness, measuring success is essential. Key performance indicators (KPIs) include:
- Reach: Unique user views.
- Engagement: Likes, comments, and watch rate.
- Word of Mouth: Shares and mentions.
- Relevance: Playback rate.
- Conversions: Achieved goals (e.g., purchases, sign-ups).
7. A Good Story Always Wins
Even if you follow all the previous steps—from strategy to optimization—a weak story will undermine your video’s effectiveness.
Storytelling is at the heart of every successful video. A compelling story emotionally connects the audience with your message and brand. It evokes feelings, generates interest, and keeps viewers engaged until the end.
In your video story, the customer is the protagonist—the one with problems, aspirations, and desires. Your brand serves as the guide to help them find solutions and make informed decisions.
Key Elements of a Strong Story
- Clear Message: Align your story with your brand’s goals and values.
- Emotional Connection: Good stories evoke joy, sadness, surprise, or inspiration—emotions that make your video memorable.
- Relatable Characters: Viewers connect better with stories featuring characters they identify with.
- Narrative Structure: Ensure your story has a beginning, middle, and end for a coherent and engaging flow.
- Conflict and Resolution: Introduce challenges your characters must overcome, adding depth and intrigue.
Elevate Your Video Content’s Impact
To summarize, successful video content requires a well-planned strategy, detailed research, and a compelling, emotional story. By following these steps, your videos will stand out and deliver on your marketing objectives.
If you find video creation challenging, consider working with professionals who have the expertise and experience to guide you. With time and practice, your videos will only get better.
If you’re ready to embrace video content marketing and want expert guidance, don’t hesitate to contact us.
