Video is one of the most powerful formats around—but only if it’s compelling.
Relevant and engaging video content is a great tool for local businesses who want to engage their target audience and encourage them to become customers. In fact, when a consumer enjoys a video ad, it increases brand association by 139% and purchase intent by 97%. 
Below, are four helpful tips that local brands can use to create compelling video content.
1. Tell A Story.
The best way to make an emotional connection with your audience is by telling an interesting and relevant story that highlights the value of your brand. Whether your video is funny, sad, or just entertaining, the storyline helps draw the viewer in and keep them interested. Make sure your story has a beginning, middle, and end that relates to your products or services and what they can offer to customers. To ensure that your story stays on track, create a storyboard and script before you begin production.
2. Keep It Short.
Your on-the-go local audience is likely to be a busy crowd. That's why it pays to keep your video content short. Audiences are more likely to watch shorter video content in its entirety. Not to mention, shorter video content is also more likely to be shared on social media. Aim to keep your videos at under a minute for the best chance at keeping your audience's attention. If you are creating a video for platforms like Twitter or Snapchat, then you'll want to make the content even shorter to fit the format of these channels.
3. Make It Professional.
Though you may not have a Hollywood budget for video production, you still need to make sure that your video content looks professional. Professional video content shows viewers that you are serious about your products or services, while poorly produced video content can detract from your message and give the wrong impression to potential customers. There are cost-effective ways to produce video content yourself, such as using your smartphone to record and free software to edit. However, many companies opt to work with a full-service marketing agency and leave the production to the professionals.
4. Don’t Forget To Share!
After you’ve produced the video content, it’s important to have a plan in place for sharing and promoting this content. If you’re posting the video content to YouTube, make sure you create a rich description that allows viewers to see what your video is about. While sharing the video content across social media channels, be sure to include a short description or CTA that encourages your followers to watch and share.
Michigan.com Can Help
Producing quality video content and getting it into the hands of your prospects is no easy feat. At Michigan.com, our team has the tools to create professional and engaging video content as well as the national resources to ensure that your content gets in front of the right audiences. Contact us todayfor a free digital marketing consultation.
Sources 1. “31 Video Marketing Statistics to Inform Your 2017 Strategy [Infographic],” by Lindsay Kolowich; Hubspot; June 14, 2016