Is your dream to create amazing content on topics that just grab everyone’s attention? Would you like to make the sort of videos that go viral in seconds because they’re just that funny? Well wouldn’t we all! The fact is, sometimes our content’s subject matter is a little dry — or, at least it is perceived to be. I am here to tell you that any topic can be brought to life with the right approach! Video goes a long way in engaging an audience in the first place, whatever your subject, particularly when compared to written articles and even images — and there are stats to prove it. But in an online space filled with content — and increasingly video content — how do you stand out and bring your topic to life, dry or otherwise?
Why there is no such thing as a boring topic
Ok, so I get that, say, health insurance may not be as attractive a topic as international travel, for example. But if you frame it in a sexy way, anything can be interesting. (Note: the use of ‘sexy’ here is indicative of the way marketers use the word, not a call to objectify your content!) The key to enlivening a dull topic? Passion. Presumably if you are working in a particular area, you have a degree of passion for the subject — I hope! If you can convey your passion, others will be naturally drawn to engage with it. As they say in the recently-released La La Land, “people love what other people are passionate about”. So don’t be afraid to show your passion, it could be what makes your video content a success.
Strong storytelling is also essential. You have to treat your video like you would a written piece — make sure there is a narrative arc to the content. This can be aided by working to a pre-planned storyboard, but don’t let this take away from the natural flow and rhythm of your storytelling. Be unabashed in your enthusiasm for the topic as this will be key in drawing people in. Tied to this is letting your personality shine. If your on-camera persona is infectious enough to invite audiences to view your content, then the subject matter has less work to do in convincing them to stay and watch.
Speaking of the viewers, you need to do your research and be clear on who you’re targeting. Once you know this, you should be able to determine what will interest them and attract them to the content you produce. Your videos should be made with the target audience in mind, tailored specifically for their enjoyment and to meet their needs; as well as your own goals.
It’s all in the aesthetics
Ok, maybe ‘all’ is a bit of an exaggeration, — as shown above, how you present your information is key too — but a lot can be said for how aesthetically pleasing your videos are. Being eye-catching goes a long way in grabbing an audience’s attention — before your content then makes them stay for the entirety. Making your video set attractive is incredibly simple, meaning it can be done effectively at any budget level. Even down to adding in static props, or to how you place your presenter in the frame, little adjustments can make a big difference to the overall effect and professional look of your video.
You also want to diversify your scenery and set within a video — particularly longer clips — to hold the attention of viewers. This could include changing locations part way through, including B-footage, or introducing new on-camera people throughout. Another way to change the pace of a video and, therefore, increase aesthetic brownie points, is to make use of speed adjustments, slowing down and speeding up clips where appropriate for a more interesting visual. While people do enjoy some consistency in the content you share, don’t be afraid to occasionally spice things up; keep them on their toes.
You could even make use of graphics if there is a particular, perhaps more complex, idea you want to get across to your audience. The visualisation of certain facets of information can transform a ‘dull’ subject area into a genuinely interesting and informative piece of content.
Simplicity and brevity
The key to engagement and ensuring your audience understands and relates to your content is to not make it too complex. Break down big ideas into bite-sized chunks of information — even creating a series of shorter videos in preference to one long one. Simplify, but don’t patronise. There is no need to over-complicate a dense area; break it down into its simplest form and present that in the most interesting way, visually and narratively, that you can.
What makes a video — or any form of content, for that matter — useful is what the audience can take away from it, what they can learn and then put into practice themselves. Make content that is genuinely helpful to your audience and they will come back for more. Include tips, tricks, and original information, and you’re onto a winner — no matter your subject material.
The length of your video content matters, whatever platform you’re putting it on — and every channel has its different ‘rules’ and best practice guidelines. Whilst this is all somewhat subjective and ever-evolving, there is certainly value in taking note of the key takeaways. In brief, videos shared on social media will be much shorter than what you may choose to put on YouTube, say. But even YouTube videos perform best at under four minutes. The length and contents of the videos you produce will determine what platforms are best for hosting them.
So there you have it: there is no such thing as a boring topic, only boring content. If you’re looking for some creative ideas to go about making the best video content you can, get in touch with us and let’s build your video strategy together!
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