The importance of video content for your websites success cannot be overstated. We have discussed how it can improve SEO and lower bounce rate. I have even suggested to you a few apps that are affordable and will improve the quality of your videos.

Now that you are convince you need to make a video and have the tools to do it well that leaves only one question; what makes a successful video?

What kind of content can you be producing to further your brand?

With the advent of YouTube came the birth of the Viral Video - short, usually absurd or inane clips that inexplicably take the world by storm for brief moments and garner millions of overnight views.

Don't Go Viral 

Viral Videos seem like an internet marketer's dream, millions of views, millions of likes, millions of shares, but then comes the inevitable fade in to obscurity. Did anyone expect “Gangnam Style” to have staying power? No.

• In the long run it is better to produce targeted content with staying power.

Most Viral Videos happen by accident. It is a mystery why a cat playing a piano resonates with millions. It is better to not court millions. That means you need to consider your audience and what their needs are. Tailor your content to them.

• Make your videos a resource and not just a distraction. Your audience will rely on you if you provide them with something more than cheap entertainment. Give them information and they will return to your site.

Going viral is great, and if it happens serendipitously, even better, but designing your content on the hopes of going viral is a mistake.

Keep Up with Current Events

• News is good, but it is fleeting.

If you can keep up with providing up to the minute news, by all means do it, but be sure to add your own spin, instead of reporting add your own commentary. Your audience is coming to you for something they cannot get elsewhere, it can be something as simple as your opinion.

Be An Expert

Better than news, instructional videos demonstrate a skill to your audience and reinforce your expertise . You will also create content that is re-watchable and reshareable for a very long time.

No Gimmicks Needed

Fancy editing, three-point lighting, transitions, graphics, and all these things add pizzazz, that is undeniable, but it is all meaningless flash without personality. You don’t want to create content that is all sizzle and no steak, do you? Personality is far more important than production quality.

• Be engaging, speak clearly with confidence and authority.

If you are not a natural comedian don’t try to inject jokes. Humor may be inappropriate anyway. If your audience expects lightheartedness, then be loose and playful. This goes back to knowing your audience, but also knowing yourself. Be genuine and treat your audience with respect and they will respect you back. 

Get to it! Record your own content, and really hook your audience, and as always, for more solutions we are here to help.