How to Create Shareable Video Content in 3 Easy Steps
In a previous post, I mentioned how strategically planning your video campaign is vital for its success. Step #3 was: Create your Content. So let’s delve a little deeper into this topic now. The 3 Steps to creating shareable video content are:
#1: Speak Directly to your Audience
First and foremost: You have to know who you want to talk to. I can’t say that enough. If you don’t know much about your audience; their behavior, interests and struggles, I suggest you get to know them better before doing anything, otherwise your video content will not be a success. The best way to do this is to establish buyer personas. This is a fairly long process, but will prove beneficial in the long run.
If, however, you’re looking for a quick and easy solution, try this below.
Define your ideal customer:
If you don’t have an ideal customer, aka a raving fan, who absolutely loves your brand and is a keeper, then you’ll have to clearly define her first to know how to directly speak to her. ps. Just to make things easier, I’m going to use the female gender because writing him/her is just plain stupid. OK? Write down the following:
- Gender, age, marital status, children, education level, nationality, profession, hobbies, favorite movies/books/social platform, etc.
- What problem does she have? What’s her struggle?
- What keeps her up at night?
- How can you solve her problem?
- How will she feel once her problem is solved?
- What will happen if she doesn’t solve her problem?
Now, if you design fairmined jewelry or sell recycled jeans, you won’t solve any problems per se. Instead, you’re offering a specific feeling. Maybe she’ll feel more visible if she wears your earrings? Or maybe your jeans will make her look fantastic and feel super confident!
Ask questions via social media or prepare a survey, e.g.:
- What’s your biggest challenge when it comes to learning a new software? (example for a producer of elearning tutorials)
- What else would you like to see on our Facebook page?
- How much would you be willing to pay for ??? (accounting, vector graphic, hotel reservation) software?
- What flavor should we concentrate on next?
- What was your first purchase at our store? (for a local business that just celebrated its grand opening)
- Create a poll: Which city should we visit next on our roadshow? (list a few cities)
#2: Create a Compelling Message
Have you ever noticed that most people will accept amateur videos (poor lighting, bad background setting, etc.) if the message being conveyed is of high quality and meets the viewer’s expectations? It would, of course, be better if everything was spot on, but nobody’s perfect, especially when just starting out, so priorities have to be set.
What’s most important? Your message!
Choose one topic per video and define a clear message that you want your audience to bring home with them. Keep this message in the back of your mind when you write your script and don’t be afraid to repeat it a couple of times throughout your video.
#3: Write an Intriguing Script with a Powerful Story
Now that you’ve defined your audience and your message, it’s time to outline and write your script. For every video, concentrate on the follow:
- a short and entertaining Intro (keep this consistent for branding purposes)
- a strong Message
- a Story
- a simple Call-to-Action
Tell a Story
When you’re writing your script, think of your message and your ideal customer. What will interest/intrigue her. What will make her watch until the very end?
And think of a true story that supports your message. One that motivates, inspires and creates emotions. A good story is the kind of content that converts and gets shared.
Get Your Customers to Tell a Story
For more credibility, ask your raving fans to talk about your product on video. Here’s a great example: “Real Love Stories” which first aired on Valentine’s Day in 2011. Watch it now.
This ad campaign involved a large team and an advertising agency, so it may be out of your budget, but it’s just an example of what brings success: Telling a story that creates an emotional reaction.
After you have an outline and a winning story, just start writing and jot down all your thoughts. After that; format, organize and tweak.
Once your script is ready, it’s time to go into production. In my next post, I’ll give you some tips on how to find the right voice for your video campaigns so stay tuned.
Want a Winning Voice to Narrate your Video?
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Please comment below if you have any suggestions on video content writing or have seen success on your own video marketing campaign. I’d love to hear from you.
Sending the very best,