As marketers, we know how hard it is to connect to today’s audiences. With so much of the buyer’s journey now happening online, we have to take into account new expectations around the kind of content our buyers want. And what do they want? Well, overwhelmingly it’s great video content—in fact, Cisco has projected that more than 80% of all internet traffic will be video by 2021.

In this post, we’ll take you through our top four qualities of great video content and how you can create video that stands out, speaks to your audience and ultimately converts more buyers. You can also check out the webinar below presented by our very own VP of Marketing, Tyler Lessard for a deeper dive:

From Interruptive to Irresistible - Vidyard presentation

Engaging

Science has shown that people are hardwired for stories. “The human mind is a story processor, not a logic processor,” writes Jonathan Haidt in The Righteous Mind. This is fantastic news for video marketers—it means that every time you use video is an opportunity to connect with your customers on an instinctual level.

So how do you ensure your video content is engaging? Well, you want to tap into that story instinct. Make sure your video tells a story, even if it’s just a basic one. Chances are, you’re already doing this, even if you don’t know it yet. Ever recorded a customer testimonial video? You probably had your customer talk about their challenges, how they implemented your solution, and their ultimate result. In other words, there was an inciting incident, a climax, and a resolution. (Don’t worry, we won’t make you break out your plot diagram from high school!). The important takeaway is to introduce a problem or tension and resolve it in some way. Easy peasy.

Emotional

There’s no question about it—emotional appeals work. They’re one of the most effective ways to engage viewers and drive action. Just try to watch this video from Ronald McDonald house without tearing up a little.

Is it just me or is someone chopping onions in here?

Pulling on your viewer’s heartstrings, making them laugh, or inspiring them to make a change are all ways you can leverage emotion in order to get your buyers to take action. When you’re creating your video content, make sure to ponder how you want your viewer to feel after watching. Taking the emotional component of your video content into consideration during the planning stage will help you create the kind of content that viewers connect and empathize with.

Educational

Did you know that 59% of company decision makers rank video as their preferred way to learn?

And is it really any surprise? Learning from video is more engaging, more efficient, and more fun than reading through a white paper or ebook. Our Chalk Talk series is a great example of this. We aim to demonstrate a concept or idea in a consumable and visual way.

This all has a psychological basis too: written language is relatively young—only a few thousand years old—so the human mind is still more geared to process visual information than text. Psychological studies have shown that we actually process images into straight into our long-term memory, rather than short-term, where we process written text. Not only do people prefer learning from video content, they actually learn better.

Empathetic

Great video content shows that you understand your viewers—their everyday experiences and challenges. In our Modern Sales Point of View series, Trish Bertuzzi says that great salespeople show their buyers that they “understand what their life is like, what their challenges are, how to address those challenges.” As a general rule, “they just want to know that you get them.” The same applies to video content. People want to know that you “get” them!

We recommend trying to hit 2-3 of these four Es with every video you create (and if you can occasionally hit all four, even better!). By implementing these four Es, you’ll be well on your way to creating video content that engages your viewers and drives the kind of action you want.

How are you implementing the “4 E’s” in your video content? Let us know in the comments below!

Carina Rampelt