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Do you know what the most powerful medium of storytelling is? It’s not the traditional text-based articles, blogs, eBooks, whitepapers and not even infographics. It’s video. 

90% of information transmitted to the human brain is visual, and visuals are processed 60,000x faster in the brain than text. A single minute of video is worth about 1.8 million words

(Forrester). 

Video content enables you to powerfully connect, convert and nurture leads because messages in motion are more engaging and lead to a higher retention rate for the viewer. In a nutshell, it is important to produce and distribute video marketing content to support your overall marketing and sales strategy.

Whilst you may understand video is a powerful marketing medium it’s important you understand that it’s not as easy as it may first seem. It is one of the hardest marketing mediums to get right. At VevaMEDIA, we’ve partnered with many clients who want to do video marketing but don’t know the requirements needed to take that first step to producing those powerful videos. It can seem like a long journey, but one that VevaMEDIA has helped many clients make that initial step and with ease, in a short in a very short time. 

So, you ask what is the most common challenge our clients face in their first step to producing a video? The answer is simply the script! It may seem like a daunting process, one in which many people believe they don’t have the confidence or experience to put a script together. The good news is, it is much easier than it seems. 

At VevaMEDIA we have simplified the process of writing a script, and narrowed it down to understanding two elements: 

  1. who is your target audience?
  2. why do they want to watch your video?

We believe there are three simple reasons why your audience wants to watch your video, that is to be:

  • Engaged
  • Entertained or
  • Educated

You ask, what are these types of videos? 

Let’s quickly define the three video types that your audience wants to watch. 

To engage

This is one of the most powerful types of videos. It supports your objective of generating prospective leads and converting them to a sale. The audience ultimately wants to action something at the end of watching your video. So engagement videos are all about creating a call to action that invites your audience to engage accordingly. An example of an engagement type video is discussing a topic and inviting the audience to comment and provide their feedback. Don’t forget that it is important to make it easy for them to engage with you. Asking a simple yes or no question can create a comfortable way for your audience to start engaging. The greater the viewer engagement with your content, they’re more likely to begin to know, like and trust your brand.

To entertain

More than ever, our days are busy and we are continuously being fed information from every angle to the point of saturation. To give ourselves a break from the relentless information noise buzzing around us, we naturally want to switch off. That is where many of us watch entertaining videos to escape reality. Typically, such content has high-entertainment value and broad appeal, so it attracts as many people as possible. The majority of companies use promotional videos to communicate their brand’s story. Keep in mind you must ensure your messages, brand, product, and services are aligned with this type of video content. (Learn more about how to attract clients using video).

To educate

This type of content is to make your audience feel empowered. Educational videos provide your audience with advice, to help them solve a problem or to give them more in-depth and insightful information on a topic they would otherwise have to read a lengthy article on. As an example, your video title will begin with ‘How’ and provides your audience with helpful advice about using your product or gives valuable insights from your industry. 

Once you are clear on who your target audience is and what type of videos they want to watch, you’ve taken that first step. Which isn’t as hard as you initially believed. You will know the tone and have the clarity on scripting the right messages to communicate with your audience, with intention. 

Now you know this is such an easy step to take, we’re confident you’ll produce your videos with clarity and purpose to attract your audience it was intended for. Don’t feel you’re the only ones overcoming this first hurdle. Check out VevaMEDIA’s website for real case studies on how we have partnered with clients to help simplify the process of writing their script, which is important to articulate why they want to produce a video for their audience. If you want to partner with a video marketing expert and know how to write a script to engage, entertain or educate your audience contact us.

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