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Why PR had better get moving

Part 2: 5 ways to make your video more engaging


In the last part of my blog I discussed the death of written instructions and how they are being replaced by ‘how to’ videos. This reflects a wider consumer trend, which is for rapid, clear information that is instantly engaging because it informs and inspires them within seconds.

So what are the keys characteristics of videos that capture the audience’s attention? I believe there are 5 to consider:

  1. Putting the customer first: Engaging videos give the audience what it wants to know, whether that is pro tips, step-by-step instructions, inspiring messages or simply beautiful visuals. Everything must stem from one all-important question: How can we help our customers and enhance their lives with our video? This is a simple exercise in empathy and centres on using you customer’s needs as a frame from your content.
  2. Get to the point: Some of the best videos out there are under 20 seconds long. Remember that consumers have little patience for long, rambling information and prefer information that gets to the point in short and manageable bites that don’t waste their valuable time. In the world of video, longer is definitely not better.
  3. Make it memorable: Keeping videos short is not enough to secure an audience. You have three seconds to get them on your side and you may well have lost them by second five if your content is not up to scratch. There are numerous tools you can use to heighten engagement, ranging from personal stories and humour, to quirky visuals and emotive music. Creating an immediate bond with your audience is of paramount importance.
  4. Remember your platform: Successful videos are tailored to the platform they are shared on. For example quick, straight to the camera bites are ideal for Snapchat, more visually enticing videos are good for Instagram, and longer ‘how to’ films should be saved for YouTube. Avoid a broad-brush approach where you just use the same video across all platforms.
  5. Be real: When you create a video, remember you are talking to an individual person who is likely watching your content by themselves through headphones, perhaps sitting at their desk, on the train or just sitting on the sofa. This is a unique opportunity to communicate person to person, rather than brand to target audience. Use conversational language and satisfy their craving for authenticity.

Ribal Temraz is Senior Account Executive at Cicero & Bernay Public Relations. An independent PR agency headquartered in Dubai and offering new-age public relations consultancy to the UAE and across the MENA region. |