How to Create Shareable Video Content
Shane Yeager
The success of your content marketing is based on how shareable the content is.
Obviously, your aim is to create content that creates a buzz, not because you have forced it, but because the content demands it. When it comes to video marketing, the number of times your video is shared is an important metric in analyzing the success of your video.
How to maximize the shareability of your own video:
Make it timeless
Relevance does not always mean timeliness. It is great to create a funny video about the presidential candidates around election time but such content is usually short-lived. It will only be shared a few days or weeks leading to the event but it will also lose its relevance quicker than videos that are always relatable. A video that is emotional, compelling and told authentically will remain timeless and have the ability to be shared more times. The question you need to ask yourself is “why would someones share a video in the first place?” It may be because of the humor, motivation or inspiration they get from the video. Your goal should always be to elicit a strong emotional reaction. There are ways to make your video relevant, and shareable for the current events, as well as timeless.
Make it available
Your video should be posted on all your company's social platforms and even your own social media accounts if you want to generate initial buzz. Your goal is to share it anywhere and everywhere. Once it is distributed to all your channels, your work is done. You must also ensure that your video is mobile friendly since 75% of video viewing is on mobile. If you want many people to watch it, then you must make it accessible by any kind of smartphone. The more available your video is, the more likely people are to share it.
Make it as high quality as the budget allows
The beauty and uniqueness of quality cinematography is enough to get people to share a video. People may not remember a travel blogger’s drone shot over the ocean on an exotic island, but the content will definitely get shared. High-quality content is attention-grabbing, but beautiful visuals can only take you so far. Beautiful montages of gorgeous scenery are not particularly the kind of content that elicits the need to share.
You have a better shot if you are going for content over aesthetics but should not aspire to the bare minimum of quality. Telling a compelling story shot on a smartphone can be more effective than ocean views shot on a RED. A high-quality story is more effective than high-quality cinematography when it comes to shareability.
Aim for creating content that can be shared over and over again because it provides evergreen value.
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