7 tips on how to make engaging videos

It doesn't matter whether you're a marketer looking to boost your content marketing strategy with an explainer video or a content creator looking to up your social media game; these seven tips are universal.

Here's how you can create the most engaging videos, increase your video views, and connect with your audience.

1. Create content relevant to your audience

Understanding your target audience is a fundamental aspect of making engaging videos. To truly engage your audience, it's crucial to delve deep into their habits, struggles, and preferences.

Metrics play a vital role in this process, as they provide essential data that helps you tailor your content specifically to your target audience. The more you know about them, the better equipped you are to create videos that resonate with their needs and interests.

Your video script should be so finely tuned to your audience's mindset that it feels like you're reading their thoughts. When viewers encounter a video that speaks directly to their internal dialogues, it creates a powerful connection and a sense of relevance.

This "Aha! This is for me" moment is what every video marketer strives for. This technique of 'mind-reading' has been employed for decades in marketing, with classic examples like the Tupperware ads of the 1920s, which resonated deeply with their target audience by aligning with their desires and aspirations.

In this ad for Tupperware, “less work — more leisure” instantly resonated with their target audience of busy women seeking more freedom.

💡 Write video scripts using voice of customer research as input. You can find these words by running customer surveys, reading reviews, or even just chatting with people in your audience.

2. Use striking imagery and visuals

We're all suckers for gorgeous graphics. It's not our fault. We're hardwired that way. The human brain processes images 60,000 times faster than text. We are, by nature, hyper-focused on our visual world.

In this age of AI, you can still create videos that “wow” without even picking up a camera. There are billions of stock images, videos, and animations out there, AND you can try tools like DALL-E 3 to generate images with unnerving ease.

You can even use a free AI video maker like Synthesia to generate training videos, explainer videos, marketing videos, or tutorial videos with AI actors and voiceovers.

So what makes a visual “striking”?

Over the years, we've found that while creating video content, there's a place for panoramic shots, impressive drone fly-bys, and stunning photography; they must be relevant to your topic to be effective.

To keep your viewers engaged, you need a reason behind showing any images you choose to include.

💡Consider how you can use imagery to make your script more powerful. Combine animations, motion graphics, dynamic transitions, and kinetic typography. And remember, you can play with colors, contrasts, and color grading to evoke moods or emotional responses.

3. Tell a story with your video

Storytelling is an integral part of human nature, deeply ingrained in our history and psychology. The earliest recorded story dates back about 30,000 years, found on the walls of the Chauvet cave in France, illustrating the timeless nature of storytelling.

This innate attraction to stories is not just a historical fact; it's rooted in our brain's wiring. For instance, hearing a story can increase neural activity fivefold, as MRI scans reveal how different words stimulate various brain regions.

In the context of a marketing strategy, especially video marketing, leveraging the power of storytelling can significantly enhance engagement. An engaging story in a marketing video resonates more powerfully with the audience than mere facts or instructions.

For example, instead of using a monotone voiceover to guide viewers through a product's functions, incorporating these steps into a story format makes the content more captivating and memorable.

Compelling stories in explainer videos share several characteristics:

This 30-second Etsy video tells a story relatable to any parent and ends with a branded point, “Why buy boring?”

💡 To boost audience engagement, consider adopting story-based frameworks. Positioning the viewer as the “hero” of the story or using the “hero's journey” narrative structure can be particularly effective. This approach makes the content more engaging and ensures that the message resonates deeply and endures in the viewer's memory, much like a catchy Disney musical soundtrack.

4. Evoke emotion

When viewers are emotionally connected with the video, they become invested in it and seek a resolution or a satisfying conclusion.

Using emotive words in your video script is one way to create more engaging video content. But you could also consider other emotional reactions your audience will have towards the sound, color palette, actors, environment, and overall style of your video.

Different actors can elicit different states of mind:

You can use basic emotions like humor, sadness, excitement, fear, anger, happiness, or even playfulness to get viewers on your side. However, you can use a few deeper emotional beliefs to lead your audience to a “that's right” feeling.

For example:

💡Use the tone of voice, color, chill music and visual elements to work together to create memorable emotional connections through your video content.

5. Hook your audience from the start

Capturing a viewer's attention in the initial moments of a video is crucial for engagement.

A study by Microsoft found that the average human attention span has significantly reduced, now standing at just eight seconds. This dramatic shift highlights the urgency for content creators to produce video content that grabs their audience's attention almost immediately. Videos that fail to engage viewers within these critical first few seconds will likely experience high drop-off rates.

Interestingly, there isn't a one-size-fits-all rule regarding the optimal length of a video.

The key is not the duration but the content's quality and relevance. Videos should be long enough to convey the essential information, but not a second longer.

On platforms like YouTube, which boasts 2.2 billion monthly users, the ideal video length is generally around 10 minutes. However, viewer engagement significantly drops for videos that exceed 60 minutes, with only 16% of viewers watching such videos to the end. Conversely, videos shorter than 60 minutes retain 62% of viewers.

💡 If you've got an audience constantly on the go, break down longer videos into micro-videos for each topic or task. You'll force yourself to get to the point fast and create engaging videos perfect for social media platforms.

6. Add meaningful interactions

360-degree views, clickable buttons, links, quizzes, checklists, and anything that requires viewers' active participation will help them feel more immersed and committed to completing your video and putting it to use.

To take it a step further, you could gamify the experience by creating scenario-based videos to let viewers shape how the video evolves through what they click on.

💡Create engaging online video content using interactive quizzes or polls and add annotations or clickable links directing viewers to related content, additional resources, or calls to action. Directly prompt viewers to leave comments, ask questions, and share their thoughts, fostering a sense of community and engagement.

7. Be genuine

A genuine personality helps foster a sense of trustworthiness with your audience. Personality helps people decide if they resonate with you enough to trust what you're saying and take action on it.

78% of consumers say it's more important to them that authentic and relatable video marketing attracts them more than just polished and high-quality videos.

Different personalities attract different types of audiences. Just think about Gordon Ramsay and Jamie Oliver, two distinct chefs, each one with a distinct large audience.

The point? It's not as much about what you stand for as it is about attracting the audience who shares your stand.

When someone chooses your video, they begin doing the marketing for you. They engage with your content and share your videos with others, increasing your reach and endorsing your work with a “Hey, this is awesome!” shoutout.

💡 If you're creating videos with yourself as the presenter, tell personal stories, experiences, or behind-the-scenes insights. While filming, avoid an overly scripted or rehearsed delivery to let your natural personality shine through. Engage with your audience by responding to comments, addressing feedback, or incorporating user-generated content. Show up for everyone as much as possible.

Start making great video content today

Time to make the most of these tips by putting them into practice.

You still need to plan your next successful video. Still, with the tips above and the insights in our following post on the FOCA video creation framework, you’ll create engaging video content that is replay-worthy in no time.


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Understanding Your Audience: The Bedrock of Engagement

Before you even pick up a camera, it’s essential to understand who you are creating the video for. Tailoring your content to the interests, needs, and viewing habits of your target audience is the first step in crafting engaging content. Conduct audience research, develop viewer personas, and keep a keen eye on trends and feedback. This foundational understanding will shape the direction of your content and ensure it resonates with your viewers.

Crafting a Compelling Narrative: The Heart of Your Video

Every engaging video tells a story. Whether you’re creating a how-to guide, a product review, or a brand story, the narrative is what keeps your audience hooked. Start with a clear, concise message, and build your story around it. Ensure your narrative has a beginning that grabs attention, a middle that provides value or entertainment, and an end that leaves your audience thinking or prompts them to take action.


Setting clear goals: The foundation of engaging video success

Before we get started with specific video creation tips, let’s talk goals.

Creating a video without a defined purpose, such as educating or driving traffic, is like setting sail without a compass. This lack of direction can lead to disappointment and subpar results.

When you get started producing a new video, reflect on the story you aim to tell, and ask yourself critical questions:

‍Remember the golden rule: One subject plus one target audience equals one impactful video. Resist the temptation to weave multiple narratives or cater to diverse audiences in a single video.

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Example: We have so many use cases for video. Marketers can use it to attract leads. HR can use it to recruit candidates. CEOs can use it for internal communication. Etc.

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INSTEAD of doing this: One video directed at multiple audiences with multiple solutions.

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DO this: One video aimed at one audience with one solution.

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Captivating editorial hacks: 4 tips to craft video narratives that retain viewers

When it comes to video creation, it's easy to fall down the rabbit hole of aesthetic details—spending countless hours selecting the perfect visual elements such as assets, colors, and transitions.

Although that might be fun, these elements will only add extra value if you already have an impactful script.

Fredrik Strömberg, CPO and Founder at Storykit, says, “Start with the script first, the assets second, and the styling last. It’s the same as when you work with a more traditional media production – the text comes first, then the pictures and then you finish with the layout. I believe that’s important because the way you phrase your script will dictate which images you’re going to use and how you should work with them. Especially if you’re using stock photos. The text on the slide should dictate how you adapt your asset.”

Here are some tips for delivering scripts that will keep your audience hooked until the very end:

1. Start with impact

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INSTEAD of doing this: Opening with the title of your report, blog, etc....

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DO this: Open with something that commands attention – a startling fact, an inspirational quote, or a relatable problem. The most important information should go first.

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2. Simplicity wins

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INSTEAD of doing this: Making the text really long and heavy on each slide...

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DO this: Spread it out and simplify your messages as much as possible on each slide.

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‍Over-complication leads to disengagement. Keep your message clear and your language simple. Heidi Bordal, Community Manager at Storykit says, “Don’t be scared to knock off 70% of the words. Also, not everything has to be a complete sentence in a video. Maybe using fewer words is the best way to get your message across.”

3. Active and positive

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INSTEAD of doing this: Using passive voice...

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DO this: Use the active voice to create a dynamic pace and maintain a positive tone to inspire action.

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4. Call to action

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INSTEAD of doing this: Having a broad CTA with no clear next steps...

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DO this: Guide your viewers to the next step and make your call to action impossible to ignore.

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Further reading: 22 ways to repurpose your existing content for social media with video


Introduction to video content creation

So you want to get into video content creation? Here are some stats to get you up-to-date in the world of video.

What type of video content are companies creating?5 reasons why video is important for your brand

Let's look at some numbers from the Wyzowl video marketing report:

For more interesting stats about video, we collected 24 video facts you should know in 2024.

3 misconceptions about video content creation

Before we start talking about how to create videos, let's clear up the myths that stop many people from getting started or keeping at it.

  1. You need a whole new video content plan: You don't need to hit the drawing board if you want to start using video. While it's true that video content can benefit from tailored strategies, it can also be seamlessly integrated into an existing content plan. Video can complement and enhance other content types (blogs, case studies, ebooks, etc.), offering a dynamic and engaging way to communicate text that you already with out the need for an entirely separate strategic framework.
  1. Video creation is expensive: Many believe that making videos costs a lot of money. While it's true that some videos, like high-quality commercials, can be pricey, making videos doesn't always have to break the bank. These days, with smartphones and affordable software, you can make good videos without spending a lot of money.
  1. You need specialized skills to create video: Some people think you need to be a pro to make videos. But now, with easy-to-use software, anyone can start making videos. You don't need to be an expert; you just need to be willing to learn and get creative.
  1. Video creation is a time-consuming process: It's a common belief that making videos takes a lot of time. Sure, some videos, especially those with lots of details or high-quality effects, might take more time to make. But not all videos need to take that long. With good planning and the right tools, making videos can be pretty quick and easy.

Video is not rocket science. It is fun and effective when you know what you’re doing—which you will by the end of this guide!

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How to start creating video content for your business

Where do I start when it comes to video content creation? What should I create? How do I create it? What equipment do I need? These are the questions that often hold companies back when they decide to start creating video.

So, before you move on with anything, ask yourself these questions instead:

Have trouble answering them? Good, we’re going to help you.

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5 types of videos you can create

Navigating the world of video creation can be a bit like solving a puzzle. Many businesses aren't aware of the different types of videos they can create, leading to unnecessary spending on external experts, wrestling with complex software, or producing videos that don't quite hit the target.

We're here to simplify things for you by breaking down your options and helping you focus on what's most effective.

Text-based videos are the secret weapon in your video arsenal. They're super easy to make (no need for any editing expertise), highly effective on social media platforms where silent feeds are the norm, and they democratize content creation within your team.

But here's a tip: while tools like Canva and Adobe Premiere Pro can create text-based videos, they usually require some editing know-how and aren't the easiest to scale.

Our preferred solution? Storykit. This is because you start with the text and turn it to video, rather than the other way around. We'll explain this in more detail further down.

Here is an example of a text-based video made in Storykit:

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These videos are trending, especially in sales. They are perfect for adding a personal touch to individual profiles and interactions. But remember, they might not be the best choice for larger-scale brand messaging. Want to give them a try? Platforms like Loom make creating these videos easy and efficient.

Here is an example of a talking head video:

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Webinars and interview-style videos are fantastic for in-depth storytelling and engaging with your audience on a more personal level. They're perfect for educational content, expert discussions, or deep-dives into specific topics. While they require a bit more planning and might involve coordinating with guests, platforms like Zoom and Contrast can simplify the process considerably.

Here is an example of a webinar video:

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Animated videos, like the ones you've seen from Dropbox, are fun and can make a big impact. However, they require a bit more expertise to ensure they stay on-brand and consistent. You can create these videos using platforms like Animaker, but be prepared for a learning curve.

Here is an example of an animated video:

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Think about major players like Google, Apple, or Nike. They have the budget for high-end, professionally shot campaigns that showcase their brand and products. However, if you're a smaller or mid-sized company, this approach might be overkill. These videos are expensive, not always evergreen, and hard to produce frequently. So, if you're just starting with video, you might want to hold off on this type.

Here is a an example of a big production style video:

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