creating videos

Whether you are part of a business away from PR or involved in the communications industry in some form, thinking of new content and creating videos can really work to help you tell your story in a visually engaging way.

With a vast amount of content moving towards streaming devices and social media posting, it’s important that as a business you stay ahead of the curve too – as your customers are clearly consuming news in a different way. By 2019, online content will consist of 80% video marketing, with mobile video consumption rising by 100% annually, according to Forbes

But that doesn’t mean you have to rush out and get all of the equipment and start throwing out anything in order to gain ‘likes’ or web traffic footfall. You’ve still got to apply the basic rules around content – those being that it must add value to your customer, be original and tell a story in an interesting, and engaging way. Here’s some quickfire ways as part of our simple guide to ensure that your videos tick all of the boxes.



Analyse who you are speaking to… Who is your target audience? You should be doing this anyway to improve your customer journey, but it’s imperative to analyse what your customers are after on an ongoing basis to ensure you’re offering what they want to consume.

Is it behind-the-scenes information about your day-to-day business? Maybe it is social media content that your audience engages with primarily? Or could it be top tips and advice? Workout what works best for your customers, what they react to well and work on the things that don’t quite hit the mark to make sure you’re not wasting time producing content that doesn’t fly.


As mentioned, it’s no good chucking out any old content for the sake of it. Your customers will become wise to this tactic, get bored and switch off. Ensure you don’t spam them either with video after video – there’s nothing worse than ploughing all your efforts into videos just for customers to scroll past the third or fourth one from you that day.

Maybe schedule in one or two a month to keep a strong stream of content going – and make sure it’s relevant to your customer base, do you research into this first.


Shorter videos tend to work better across social media platforms such as Facebook or Twitter. Longer versions are better for YouTube, LinkedIn appears to be hit-and-miss for videos as it depends on your audience and, if you’re attempting Facebook Live, these work well as longer videos too.

There are variations of length that many recommend, for example, PR guru, Dan Slee, suggests a best video length of 15 seconds for Facebook, 174 seconds for YouTube, 45 seconds on Twitter and 30 seconds in Instagram.


Always, always, always include captions where you can when creating videos. Factor in your customer’s everyday lives. When it comes to raising children for example, as a bleary-eyed parent, it’s probably not wise to wake up your little one from its slumber after countless sleepless nights for the sake of listening to a video with the sound on. As Business 2 Community reports, many publishers have verified that around 85% of all videos on Facebook in particular, are viewed without the sound on too.


Finally, make sure you tell a story and offer value to your customer as part of your video content. Pull together a strategy and hit certain markers throughout the year. For example, if you’re an energy firm, could you offer insight into how customers could switch their energy providers and tailor release it during ‘Big Energy Saving Week’? Or maybe you’re a HR business and are exploring flexible working/employee benefits/wellbeing etc and can coincide this with ‘National Work Life Week’?

Make sure you have a solid plan that offers original content and expert commentary to relevant factors impacting upon your customers. Keep analysing this plan too and remain up to date with relevant news for live opportunities that could provide a hot topic for you to talk on for a video.

In a nutshell, if you manage to hit these simple pointers, continue to research and are able to produce a strong level of video content with good sound and customer value, it could reap the rewards for your business.

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