Create Videos That Drive Results!!!

Social media is flooded with videos.

But while some content racks up likes and shares, it doesn’t always translate into meaningful outcomes—such as sales, inquiries, or brand loyalty.

The truth is, creating videos that truly drive results requires more than creativity; it requires strategy.

In this article, I'll explore why some videos underperform and outline actionable steps to make your videos work harder for your business.

Why Some Videos Don’t Deliver

1. Views Without Value A high view count might feel rewarding, but if those views aren’t driving traffic, sales, or meaningful engagement, it’s not serving your business goals.
2. Generic Content Videos that try to appeal to everyone often resonate with no one. Without tailoring content to your audience, your message risks getting lost in the noise.
3. Unclear Next Steps Many videos fail because they don’t guide viewers on what to do next. A compelling call to action (CTA) is critical.
4. Lack of Purpose Videos that are created “just because” often lack the direction needed to support a broader marketing or business objective.

Transforming Videos Into Business Drivers

Step 1: Set a Specific Goal for Each Video Before hitting “record,” ask yourself: What do I want this video to achieve? Goals could range from increasing brand awareness to driving leads or promoting a specific product.

Example:

• Goal: Drive newsletter sign-ups.
• Action: Create a video that highlights the exclusive value subscribers receive.

Step 2: Understand Your Audience Your audience isn’t just “everyone on social media.” Define their demographics, preferences, and pain points. Speak directly to their needs and offer solutions that genuinely help.

Example: A fitness coach might create videos addressing common struggles like finding time to work out or demystifying nutrition myths.

Step 3: Start With a Strong Hook Social media users scroll quickly. Your first 3–5 seconds are crucial to capture attention. Use a question, striking visual, or bold statement to stop the scroll.

Example: Instead of starting with, "Welcome to our video," say, "Are you making these mistakes in your morning routine?"

Step 4: Keep It Platform-Specific Each platform has its unique style and audience behavior. A LinkedIn video might require a professional tone, while TikTok thrives on trends and brevity.

Example:

• Instagram Reels: Fun, snappy, and visually captivating.
• YouTube: In-depth and informative.

Step 5: Add a Clear CTA Don’t leave viewers guessing about what to do next. Whether it’s clicking a link, visiting your website, or commenting, make your CTA clear and actionable.

Example:

• “Download our free guide today!”
• “Subscribe for more tips!”

Step 6: Showcase Stories, Not Just Facts People connect with stories on an emotional level. Share a customer success story, a behind-the-scenes look at your team, or a relatable challenge your product solves.

Example: A skincare brand might share a story of how their product helped someone regain confidence.

Step 7: Measure What Matters Look beyond vanity metrics like views. Track engagement, shares, clicks, and conversions to determine your video’s true impact. Use this data to refine your future content.

A Purpose-Driven Video Strategy

The key to effective social media videos lies in purpose and precision. Every video should serve a specific role in your overall marketing strategy. Whether it’s building brand awareness, educating your audience, or driving direct sales, aligning your content with your goals ensures every effort counts.

Ready to Transform Your Video Content?

I specialize in helping businesses craft video strategies that deliver measurable results.

Reach out today to start creating videos that truly drive your business forward!

Christine Matu

Video Marketing Strategist

+254 720 112 318