10 tips for creating videos that resonate with customers

Content Type: Article

For small businesses, it can be both easier and harder than ever to attract customers through marketing videos.

These days, anyone can make a video by pressing record on their smartphone. And, just as easily, they can post the video on a social media channel. But for businesses that are looking to gain an edge in the marketplace with their content, what will simply posting any video accomplish?

The process of creating engaging video content is not as simple as it may seem. How will your promotional video successfully compete for attention? Once noticed, will people watch it? Will they stay engaged? Will they be the right prospects for your business? Will your time, effort and money pay off?

Marketing expert and video producer, Kevin Gilligan, creative director at Lasso Studios, lays out some strategies that can help you craft videos worth your customers’ time.

Decide whether it’s worth the effort

Decide whether a video for clients will even make sense to create. It can be easy to produce a video of some sort, but will it accomplish what you want? Are videos a good way to showcase your products or services?
Remember that it’s not about you

Understand that videos are for audiences, Gilligan advises. “It really is about them. And what are you going to offer viewers to keep them engaged?” Getting people hooked in the first 15 seconds is critical.
Have one clear objective

What do you want your video to achieve for your business? “For example: Do you want to increase sales? Shift people’s attitudes about what you do? Build awareness? Clearly define your goal and ideally have just one objective or you’ll risk losing your viewer’s attention,” Gilligan says.
Know your audience

Who are you trying to reach? How old are they? What do they want? What are their habits? Where will you find them? This is critical information that should guide the content of what you produce as well as how and where you’ll promote it.
Have an idea

The video should have a simple, clear message. Know what it is and let it guide you.
Work with a trusted vendor

While it’s possible to shoot your own video with minimal equipment or your smartphone, you’ll likely have a better outcome when you work with a professional. Make sure it’s someone you trust. That person should understand you, your business and what you want to achieve. “Avoid surprises and strive to create something that is meaningful for your customer,” Gilligan says.
Use your resources smartly

Production costs can quickly add up. If you use multiple cameras, for example, it’ll take longer to shoot the video and longer to edit. If you are organized, have a script and keep things simple. You can save a lot of time, which may save you money.

If you’re planning to do multiple videos, try to create them all in one day. Even a single location, such as a house, could have multiple locations. Saving money on the production could free up money to use on promoting the videos.

When it comes to music, it can be highly effective, and there is plenty of rights-free music available today. So you needn’t spend a fortune.

When it comes to production values, having a clear message and a clever and engaging approach can be more effective than creating something slick that doesn’t engage the viewers.
Be true to your brand

If you have an identifiable look that is reflected in your signage or packaging, be consistent so people can quickly recognize that it’s you.

“The net of that is everything you do will say something, whether you want it to or not,” Galligan says. “So be in control of what you’re saying.” That way, the viewer understands your point of view.
Consider making your videos platform-specific

Understand the nuances of where the video will be seen. For instance, YouTube is a horizontal medium, while TikTok and Reels on Facebook and Instagram are vertical. Be aware of how the videos will be viewed and let that guide how you frame them. Understand the typical length that is suitable on each of those platforms.

When posting to social media, be prepared to respond and engage with viewers. And be prepared to handle inappropriate comments or spam.
Promote, promote, promote

Post your video in as many places as you can. Beyond your website and those of any collaborators, find ways to promote it on your targeted social media. If you make a series of videos, consider creating a YouTube channel.