Oct 4, 2021

The 10 Creative Fundamentals of Video

There are around 500 hours of video uploaded to YouTube every minute. That’s a lot of videos! And let’s face it, not all of them are good. Some look very rough and unprofessional. Some lack any clear focus and narrative, or feel like frivolous vanity projects. In other words, some videos work and some don’t.

As a marketer, you want to ensure that your social videos are working for you. So, how can you help your videos be heard above the noise and stand out in today’s social media landscape?

Tips for Making Creative Videos

Over the years, YouTube has analyzed its top creators and how they engage with their audiences on the platform. They’ve identified ten fundamental principles that underpin a successful creative video strategy. While you don’t have to apply all of the principles in all of your videos, the more of them you can implement in your content, the more likely it is that your videos will be discovered and shared.

So, what are the ten creative fundamentals of effective videos?

1. Shareable

Will people want to share your video? Find a subject matter or format that will make the viewer want to share your video. The more engaging your content is, the more likely people are to share it. This increases the reach of your content and helps you build up a larger following.

2. Accessible

Do your videos make sense as standalone content? Find a video content format that can be appreciated independently from other videos on the channel. If a viewer discovers one of your YouTube videos, can they appreciate it without having to watch all the other videos in your channel? Being accessible means your videos make sense in isolation. This then means that you can use individual videos to populate various feeds – and that will expand your audience.

3. Conversational

Are you talking with your audience, or just talking to them? Make sure that there’s an element of speaking directly to the audience within your video. This should help you connect to your community and bond with your fans. As well as talking directly to the audience, make them part of a conversation. This encourages people to engage with the video.

4. Consistent

Do you have a consistent video format and schedule? Consistency can involve many different things. You should try to stick to a regular schedule. Aim to use a similar video format across the board. Stay ‘on brand’ and create a consistent on-screen personality throughout all your videos.

5. Sustainable

If a video is successful, can you make more like it? When you find a successful video format, you will likely want to make more like it in different formats and in different parts of the web. However, you may not be able to do this if the video was very expensive to produce.

6. Discoverable

Will people find your content? You want to make it as easy as possible for people to find your videos, especially on the number one place to view videos online! Ensure that titles are correct, and that your metadata clearly identifies what your content is about. Also, bear in mind what people are searching for and create the types of videos that people are likely to want.

To make your content more discoverable, you must optimize your videos for search. After all, YouTube is the second-largest search engine in the world! The better you optimize videos for search engines, the better the chances that users will discover and view them.

A great example to look at is UK car website, Carwow.

The 10 Creative Fundamentals of Video

Here are some tips for optimizing your videos for search:

  • Title: Anticipate what people would look for when they want to find your video. Then name your video after what people are likely to type into YouTube to find this type of content. Include keywords relevant to the video and your brand.
  • Description: Include a keyword-rich description of your video. Be sure to include a clear call to action, and links to other useful videos, social media channels, and resources on your website. Learn more about how to research keywords.
  • Tags: Tag your video with relevant keywords. This associates your video with similar videos and this will broaden its reach.
  • Thumbnail: YouTube recommends using a 1280x720 pixel image to ensure that your thumbnail looks great on all screen sizes.

7. Collaborative

Can you collaborate with other video creators? For example, you might want to enter into a paid or mutual partnership. Many digital content creators collaborate with other creators to help grow their channels. For successful collaborations, make sure you have a similar target audience and create a guest spot that’s appealing. It’s also important to collaborate with others who have already shown an affinity to your product.

8. Interactive

How can viewers engage with your video? YouTube is not purely a broadcast medium. It’s more than just another way for you to get your message out there. It is actually an interactive platform. Find a way to allow the audience to participate and shape your content with feedback, content ideas, and user-generated content (UGC). Social listening can help you capitalize on audience engagement.

Consider how you can involve your audience in your content. If your audience sees that they are being heard and that your content is being shaped according to their comments, they will appreciate it and come back for more.

9. Targeted

Who is your video for? Your video must be targeted at someone. So, clearly define the audience that the content is trying to reach. And then tailor the video content to their preferences and needs. This increases the likelihood of the video resonating with them.

You can learn about your audience by engaging with them on social media, seeing what they like, what they don’t like, and understanding what they expect from your channel. The more niche your audience is, the more engagement you will see on your content.

10. Authentic

Is there true passion behind your video? Your content needs to be authoritative, and to show your enthusiasm for the subject matter. You must believe in what you are uploading. On camera, it will be clear from your body language if you’re passionate about your subject. Your audience will engage more with your content if they feel your message is credible and authentic.  

Looking for a social media and marketing course that ups your game?

By applying these ten fundamentals to your video content, you increase the chances of being discovered and engaging with and being promoted by a large following.

With DMI’s Social Media Marketing course you will also learn how to share, tweet and pin your way to success using engaging content that sets your brand above the competition. Plus you’ll learn how to research, plan and strategize along the way!

Upgrade to Power Membership to continue your access to thousands of articles, toolkits, podcasts, lessons and much much more.
Become a Power Member

CPD points available

This content is eligible for CPD points. Please sign in if you wish to track this in your account.