Video marketing is a powerful tool for businesses.
If done correctly, it can help you connect with your customers and give them a compelling story to share with their friends.
However, most videos are not engaging enough to make people want to watch from start-to-finish. In order to create an effective video that will captivate viewers, there are three key things you need:
1) A hero – The viewer needs someone who they can relate too and root for throughout the video.
2) An opposing force – Someone or something that’s standing in the way of what our hero wants.
3) The outcome of this struggle – What does success bring them at the end?
We all want to be heroes. We want people to love us, respect us, and care about what we have to say. Fortunately for marketers, the hero is a powerful tool that can not only capture attention but also convince viewers to take action and share your video with others.
Like all tools though, it needs to be used correctly in order to be effective. Here’s how to make your viewer the hero in your video:
The Hero Needs a Goal
Video marketing is about telling stories and every story has a beginning, middle and end. Every good hero needs an epic goal and that goal should be front-and-center at all times.
Check out this example from GoPro :
It’s not enough that they’re going on a bike ride. We need to know what the end result of this bike ride is going to be. In GoPro ‘s case, it’s an adventure worthy of sharing with their friends.
In order for your viewer to feel like a hero, you have to give them a problem worth solving and provide them with your product as the solution. That’s how you turn one person into a thousand sharers who are ready to take action in getting people to watch and buy what you’re selling.
Opposing Forces in a Video
Every good hero needs an opponent, someone or something that’s going to stand in their way. In order for your viewer to feel like a hero, they have to believe that your product is the perfect solution for their problems.
If you’re looking for attention from customers online, then making them the hero is the quickest way to do it. The simplest way to make this happen is by finding out who your ideal viewer is and speaking directly to them in your videos.
Once you do that, the only thing left to do is make them want to share your video with their friends. That’s when things get interesting. In order for a viewer to feel like a hero in your video, they have to be able to connect with what you’re saying and believe that it’s worth sharing. If they know someone who has the same problems as them, then your video is going to be a no-brainer for getting passed around.
This is what makes your viewer want to watch from start-to-finish because they know it’s going to be worth their time. Which brings us to our final point: The Outcome of This Struggle
Every hero needs a reward and every video needs a powerful outcome.
That outcome should be something that your viewer can relate to and provide them with a sense of accomplishment once they’ve watched it through to the end.
Check out this example from Dollar Shave Club :
At first glance, there isn’t much going on in this video. That’s because most of the attention is being directed towards your viewer. It doesn’t matter that Dollar Shave Club’s office has a nice production, it’s all about making you feel better about yourself once you’ve ordered their product.
This ability to make your viewer feel special and smart for buying your product sets them up for sharing while giving you an opportunity to deliver a call to action at the end. In order for your viewer to feel like a hero, they have to know that there’s something at the end that justifies their time. That’s why it’s important to think about it from their point-of-view and give them a reason to watch from start-to-finish.
If you want to capture the attention of your viewers, then making them the hero is one of the best ways to do it. By providing them with an experience they can relate too and a reason for sharing, you’ll turn them into raving fans who are looking for any excuse they can get to promote your brand online.
#video marketing, #content marketing, #video production, #storytelling, #videography
Do you have any questions about this article or your video marketing strategy in general? Leave a comment below and we’ll get back to you as soon as possible!