Kseniya I. Content Marketing Expert

Top 6 attention grabbers to watch video till the end

According to the survey, over 80% of marketers admitted that video content has helped them capture the attention of new customers and increase their time on the brand page. At the same time, over 85% of users say they expect to see more videos from companies in 2022. As you can see, video is and will be a win-win format for both marketers and consumers. The rapid rise in popularity of video content is forcing advertisers to ask themselves, how do you capture the attention of viewers? Therefore, we have collected 6 attention grabbers that you can use to catch your client.

What is important to know when creating video content?

To begin with, let's deal with the main nuances of creating marketing videos. You have probably heard that a good promotional video should be short. At the same time, it needs to contain a maximum of useful information. In the digital age, it is difficult to keep the attention of customers, since on the same YouTube there are thousands of video options for one request. Switching from one channel to another is a matter of a couple of seconds, and viewers actively use it.

Marketers are trying not only to make a visually beautiful picture, but also to fill the video with really useful content. It is inappropriate to stretch the demonstration of the name or company logo on the floor of the video. 3 seconds is enough for the client to make an impression of what he saw.

Along with the visual component, audio accompaniment also plays an important role. It is unlikely that you will be able to keep the client to the end if he has to listen to the conversation in the video or adjust the sound all the time due to drops. It is the same with the picture: current technologies allow you to shoot good quality video for little money. Hundreds of bloggers with a larger audience take advantage of these opportunities and get their well-deserved views. A blurry, faded, snowy image can push the viewer to switch quickly, and we need the exact opposite reaction. Once you've learned the basics of creating good video content, you can move on to looking at a few tricks to grab attention.

1. Ask an exciting question

Start your video with a question that resonates in the soul of the prospect. To do this, you need to know your target audience well and understand what excites them. Draw a parallel with your proposal. Answer a couple of questions: What interests my audience? and How can I help the client?

PlaneAire, an air-purifying spray company, for example, decided to grab the attention of travelers by opening their video with the question - Do you love to travel but hate getting sick? This helped the brand to interest potential consumers and move smoothly to the presentation of their product.

2. Ask about what the viewer will be interested in

If the previous question evokes emotion in a person and makes them treat the video as a personal appeal, then other options may be of genuine interest. Decide on a theme that will intrigue the viewer and be appropriate based on the product you are presenting. Just asking a question is not enough, you also need to give a full answer. And then tie the thread of the story to the subject of business.

3. Interact with customers through a character

Quite often, this method is used not only when creating video content, but also as part of a new marketing strategy. A colorful animated character catches the eye of the viewer, regardless of his age. Many world-famous companies launch their own characters not only in videos, but also as a cartoon incarnation of their company.

Using unique heroes has a number of advantages:

- increasing customer confidence;

- formation of a positive rating of the company;

- advantageous difference from competitors;

- increasing awareness of the company and its logo;

- using a character to release merch;

- growing interest in the brand among consumers.

A fun and original character can bring you new customers. And here it is important to think over its design and give it special features in the theme of your business. Animation is also good because it gives us the opportunity to embody anything on the screen as a living being. And a well-chosen script will only strengthen the emotional connection of the client with the brand.

The Lego company showed more than one commercial with its animated figures. And each of them scored several million views on YouTube. Their characters have become an integral part of the brand, which now affects customers regardless of where the figures were seen: in advertising or in a feature film.

4. Surprise viewers with an interesting fact

The more unusual the fact, the more likely the person will be interested in the video. But here it is important to carefully select the information. An unreliable or controversial message can cause negative emotions and have a bad effect on the overall image of the company. But a true fact that will be in touch with the scope of your activity will definitely interest the viewer and increase the level of his trust. And a logical transition from interesting things to a product or service will only enhance the positive viewing experience.

5. Capture viewers' attention with an interesting image

We have already said that a high-quality image encourages the client to watch the video. But the story with the visual component does not end there. You can keep the viewer near the screen by placing an interesting picture in the frame. Also, make allowance for the fact that about 85% of people watch videos on social networks without sound. Thus, you can definitely interest the client from the first seconds with just one picture.

Spice Hunter, for example, featured a book with flipping pages at the beginning of their video. The audience becomes curious about what will happen next, so they stay to satisfy their curiosity.

6. Entertain your audience with humor

Research has shown that humor helps retain attention. You may have noticed for yourself that funny pictures stay in your memory longer than images with serious content. Humor helps establish a positive emotional connection between the viewer and your company. The construction of a promotional video based on such entertaining content, like a brand character, captivates the viewer. And a relevant joke or funny sketch can easily stick in the memory of a client, which only helps to popularize your business.

How else to keep the viewer's attention?

When creating video content, follow the overall concept and philosophy of your brand, but do not forget about the interests of regular buyers and potential customers. Videos should focus on these aspects and emphasize your corporate identity. Different hooks to hold attention can be harmoniously combined with each other. Then you will be able to get an interesting and unique video that can go viral on the web and bring you popularity!

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