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How do you capture and retain attention with video marketing?

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Video marketing is one of the most powerful ways to connect with your audience, showcase your brand, and drive action. But how do you create videos that stand out from the crowd, capture and retain attention, and achieve your goals? In this article, you'll learn some essential tips and best practices for video marketing that will help you create engaging and effective videos for your digital marketing campaigns.

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1 Know your audience

Before you start planning and producing your videos, you need to know who you are creating them for. What are their needs, pain points, interests, and preferences? How do they consume video content? What are their expectations and goals? Knowing your audience will help you craft your video strategy, choose the right format, tone, style, and message, and optimize your videos for the platforms and channels where they will be seen.

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Brett Snelgrove

Global Head of Content at Copyright Capital | Social & Video Content Strategic Leader
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You've got to not only know your audience but you need to 'know' yourself and your business first. What does your audience want? What do you want? What is the value exchange at play between the two of you? When thinking about audiences, it can be helpful to craft an avatar of who they are, what their interests are and why they are showing up for your content.

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2 Hook them in the first few seconds

You only have a few seconds to grab your viewers' attention and convince them to keep watching your video. That's why you need to create a strong hook that sparks curiosity, emotion, or value proposition. A hook can be a question, a statistic, a story, a teaser, a problem, or a benefit. Whatever you choose, make sure it is relevant, clear, and compelling. Don't waste time with long introductions, logos, or irrelevant information.

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Brett Snelgrove

Global Head of Content at Copyright Capital | Social & Video Content Strategic Leader
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It used to be with organic digital video that you had the first 30 seconds to grab your audience's attention. Then to 15 seconds. Then to 3 seconds. Now to zero. Unless you are in a autoplay video environment your video thumbnail and title are the key drivers of what is going to hook your audience in to watch your video. Your first 3 to 15 seconds of your video will then govern if they stick around. If you can get people watching 50-75% of your video, you're doing a great job!

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3 Tell a story

Storytelling is one of the most effective ways to engage your viewers and make them care about your video. Stories can evoke emotions, build trust, and inspire action. They can also help you convey your brand personality, values, and message. To tell a good story, you need to have a clear structure, a main character, a conflict, and a resolution. You also need to use visuals, sounds, and words that support your story and resonate with your audience.

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4 Optimize for sound and silence

Depending on where and how your videos are watched, they may or may not have sound. That's why you need to optimize your videos for both scenarios. If your videos have sound, make sure it is clear, consistent, and relevant. Use music, voice-over, or sound effects to enhance your message and mood. If your videos are silent, use captions, text, or graphics to communicate your key points and calls to action. Don't rely on sound alone to convey your message.

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5 Keep it short and simple

One of the biggest challenges of video marketing is to keep your viewers' attention throughout your video. The longer your video is, the more likely they are to drop off or lose interest. That's why you need to keep your videos short and simple. Focus on one main idea, goal, or message per video. Cut out any unnecessary or redundant information. Use clear and concise language. Aim for videos that are between 15 seconds and 2 minutes long, depending on the platform and purpose.

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Karikari kwame Kennedy

Leader in Sales Marketing at THE COCA-COLA BOTTLING COMPANY OF GHANA LIMITED (EQUATORIAL COCA-COLA)
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By creating awareness for the customer to look for what you want and needs, When they witch de video they see the actual product you are advertising.

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6 Include a call to action

The last but not least tip for video marketing is to include a call to action (CTA) at the end of your video. A CTA is a clear and specific instruction that tells your viewers what you want them to do next. It can be to visit your website, sign up for your newsletter, buy your product, share your video, or anything else that aligns with your video goal. A CTA can be verbal, visual, or both. Make sure it is easy to follow, relevant, and compelling.

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Karikari kwame Kennedy

Leader in Sales Marketing at THE COCA-COLA BOTTLING COMPANY OF GHANA LIMITED (EQUATORIAL COCA-COLA)
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You see the broad view of the products you are advertising of the company this will show what he or her wants. to achieve future goals.

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Brett Snelgrove

Global Head of Content at Copyright Capital | Social & Video Content Strategic Leader
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Call to Actions are attractive because of the allure of driving conversions but first you need to consider your audience's ... ???????????????? ??????????????: by the time the average person goes to bed, they’ve made 35,000 decisions ?? they are exhausted by the volume of decisions they face every day. ???????????????? ??????????????: consumer actions can be driven by real or perceived personal resource limitations. If their energy is a cup of water, each decision tips water out until they are left with an empty cup. ?????????????? ??????????????: 64% of consumers feel exhausted by too much screen time. The demands of an “always on” digital world is just too much for most people. Limit your CTA's to one or two options - that's it!

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Avani Bujone

Experienced Social Media Marketing Manager Utilizing Data-Driven Strategies and AI for B2B and B2C Growth | Driving Audience Engagement, Brand Loyalty & Digital Growth at Next77| Google & SEMrush Certified |
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Following trends is one of the most important factor in my opinion. The trending hashtags, music and reels are the ones that attract audience more and is one of the reasons to get more audience attention and reach more number of people. Sometimes going out of the same zone also attracts more audience. Audience is more attracted towards entertaining videos that is the most easiest way to reach audience with right ways and right information.

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How do you capture and retain attention with video marketing?

1

2

3

4

5

6

7

1 Know your audience

2 Hook them in the first few seconds

3 Tell a story

4 Optimize for sound and silence

5 Keep it short and simple

6 Include a call to action

7 Here’s what else to consider

Digital Marketing

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How do you capture and retain attention with video marketing?

1

2

3

4

5

6

7

1 Know your audience

2 Hook them in the first few seconds

3 Tell a story

4 Optimize for sound and silence

5 Keep it short and simple

6 Include a call to action

7 Here’s what else to consider

Digital Marketing

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