{"id":7594,"date":"2024-01-09T12:50:23","date_gmt":"2024-01-09T12:50:23","guid":{"rendered":"https:\/\/scallent.com\/posts\/how-to-produce-engaging-videos-following-good-practices\/"},"modified":"2024-01-10T12:03:12","modified_gmt":"2024-01-10T12:03:12","slug":"how-to-produce-engaging-videos-following-good-practices","status":"publish","type":"post","link":"https:\/\/scallent.com\/en\/posts\/how-to-produce-engaging-videos-following-good-practices\/","title":{"rendered":"How to produce engaging videos following good practices"},"content":{"rendered":"

[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column width=”1\/4″ column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” offset=”vc_hidden-xs”][vc_single_image image=”6647″ alignment=”center”][vc_column_text]<\/p>\n

Pauliny Zito
\n<\/strong>Planner, copywriter & copydesk<\/span><\/h6>\n

[\/vc_column_text][\/vc_column][vc_column width=”3\/4″ column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” offset=”vc_hidden-xs”][vc_column_text]3… 2… 1… Action!<\/strong><\/p>\n

Image, sound, and movement. The video has established itself as the resource or format that most impacts, engages, and converts.<\/strong><\/p>\n

For any content you create, always connect your brand with your audience, communicating with a specific pre-defined group to generate conversations.<\/strong>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column width=”1\/4″ column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” offset=”vc_hidden-lg vc_hidden-md vc_hidden-sm”][vc_single_image image=”6647″ alignment=”center”][vc_column_text]<\/p>\n

Pauliny Zito
\n<\/strong>Planner, copywriter & copydesk<\/span><\/p>\n

[\/vc_column_text][\/vc_column][vc_column width=”3\/4″ column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” offset=”vc_hidden-lg vc_hidden-md vc_hidden-sm”][vc_column_text]3… 2… 1… Action!<\/strong><\/p>\n

Image, sound, and movement. The video has established itself as the resource or format that most impacts, engages, and converts.<\/strong><\/p>\n

For any content you create, always connect your brand with your audience, communicating with a specific pre-defined group to generate conversations.<\/strong>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]<\/p>\n

Source: Freepik<\/span><\/h6>\n

 <\/p>\n

Find out in this article the best practices for producing exclusive and attractive videos that impact and captivate.<\/span><\/p>\n

Why should you invest more in videos?<\/strong><\/h1>\n

Video content has brought greater customer engagement with the brand and increased organic traffic.<\/p>\n

Almost half of all internet usage is dedicated to viewing video content.<\/p>\n

According to the Sprout Social Index\u2122, 66% of consumers think that short videos are the most engaging type of content on social networks.<\/p>\n

Short videos are up to 3 minutes long, yet 83% of marketers have identified that the best length for a short video is less than 60 seconds.<\/p>\n

Videos on social media are a highly effective way of attracting and holding the attention of your target audience and demonstrating your brand’s personality.<\/p>\n

Remarkably, people continue to watch more videos. According to video marketing research by Wyzowl, the amount of online videos watched per week, per person, has almost doubled since 2018, although it will see a slight decrease by 2023.<\/p>\n

\"\"<\/p>\n

Source: Video Marketing Statistics 2024<\/a><\/h6>\n

 <\/p>\n

Consumers continue to use video as an integral part of their journey with brands. They expect to see video content from brands – and to use it as a key part of their research and purchasing decisions.<\/p>\n

73% of consumers prefer to watch short videos when looking to learn about a product or service.<\/p>\n

Except for YouTube videos, which are longer, short videos are more watched and shared among users on social networks, and algorithms make it easier for short video content to be discovered and seen.<\/p>\n

First Things First<\/strong><\/h2>\n

Goal<\/strong><\/h3>\n

Before starting to create the video, and having already defined the audience you want to reach, the first step is to have the objective of the content clearly in mind.<\/p>\n

Stop and think:<\/strong><\/p>\n

What is the purpose of this video?<\/p>\n

Why am I creating this content?<\/p>\n

Is it to:<\/strong><\/p>\n

Entertain?<\/p>\n

Teach?<\/p>\n

Enlighten?<\/p>\n

Delight?<\/p>\n

Or what for?<\/p>\n

Roadmap<\/strong><\/h3>\n

Storytelling: it all starts with a story. Not just any story. A good story, interesting and captivating, worth sharing, and preferably one that benefits the viewer in some way.<\/p>\n

Learn Pixar’s 22 rules for storytelling<\/a> and apply them to your video content.<\/p>\n

The second step is to write a script with language that is close to orality to create empathy.<\/p>\n

Types of content with the highest ROI – Return Over Investment (Top 7):<\/strong><\/p>\n

\"\"Source: The Video Marketing Playbook \u2013 Trends & Tips to Create a Video Strategy in 2023 \u2013 HubSpot and PlayPlay<\/span><\/h6>\n

Storyboard<\/strong><\/h3>\n

Create a storyboard to preview the main actions that will appear in the video.<\/span><\/p>\n

Duration and Format<\/strong><\/h3>\n

The first 15 seconds of the video are crucial and must capture the consumer’s attention. To do this, you need to quickly show what the video is about and what the consumer can expect.<\/p>\n

Bet on vertical videos, shorter than 15 seconds, as they tend to be more engaging.<\/p>\n

Best practices for creating engaging and perhaps viral short videos<\/strong><\/h1>\n

Reason<\/strong><\/h3>\n

You have up to 3 seconds to grab attention, so give people a reason to keep watching your video, either through images, a teaser of what’s to come, or on-screen text. Go for an emotional narrative and write an explanatory but succinct caption, with a call to action at the end of the text.<\/span><\/p>\n

Value<\/strong><\/h3>\n

Make it worthwhile. Offer a clear and simple value proposition.<\/span><\/p>\n

Trends<\/strong><\/h3>\n

Be aware of trends in sound, music, filters, animations, and visual resources, so that you can incorporate them into your videos with intention and if they make sense.<\/span><\/p>\n

Authenticity<\/strong><\/h3>\n

Real, sincere, and honest videos that highlight the human being behind the brand increase the possibility of identification, create an authentic connection with the audience, and attract more people to watch.<\/p>\n

Originality<\/strong><\/h3>\n

Avoid cross-posting videos with watermarks. The ideal is to create an original and different video for each social network, so as not to compromise its visibility on each platform.<\/p>\n

Design<\/strong><\/h3>\n

Video design depends on the objective and the content, but there are three main types of video.<\/span><\/p>\n

Live Action<\/strong><\/h4>\n

This type of video is ideal for interviews as well as testimonials and promoting corporate culture. 49% of video marketers said that live-action videos are more likely to go viral.<\/span><\/p>\n

Animation<\/strong><\/h4>\n

In a variety of formats and styles, animation is ideal for presenting moving graphics. It’s especially great for super-short videos that need to convey simple information such as new product launch dates or sales.<\/span><\/p>\n

Screen-Capture<\/strong><\/h4>\n

It’s the perfect type of video for creating informative or educational content, often used in technical tutorials and recorded games.<\/span><\/p>\n

Brevity<\/strong><\/h3>\n

A short video will be between 5 and 90 seconds long, but the average length of short videos is 15 to 30 seconds, and these are the ones that get the best results.<\/span><\/p>\n

Ideal lengths on short-form video platforms:<\/span><\/p>\n