Showcase experts, leverage templates to maximise video storytelling

By Jim Politis

The Weather Company, an IBM Business

Andover, Massachusetts, USA


In the fast-paced world of digital publishing, video content has become king. The immediacy and robust storytelling capabilities of video allows digital publishers of all industries and verticals to simplify complex concepts and make information accessible for targeted audiences.

However, video content isn’t just a tool for relaying information. It’s a multi-faceted medium that enables digital publishers to create meaningful connections with their audiences. Through emotional engagement, visual and auditory stimulation, and the ability to convey authenticity, video content offers a more immersive and memorable experience.

As video content becomes more popular (especially among younger people), news media should embrace it to build trust, enhance sharability, and help boost production volume.
As video content becomes more popular (especially among younger people), news media should embrace it to build trust, enhance sharability, and help boost production volume.

As we delve into five essential tips for crafting outstanding video content, remember that video isn’t just a medium — it’s a bridge to your viewers.

Why are videos effective for digital publishers?

In today’s information-driven world, the sheer volume of content available can be overwhelming. Videos, however, provide a compelling alternative to text-based information. They offer a unique medium that is in great demand — especially by younger demographics — and captures attention more effectively.

Unlike text, videos can convey information in a dynamic and multi-sensory manner, combining visuals, sound, and sometimes text or narration. This combination creates a more engaging and memorable experience for audiences.

However, digital content trends change quickly, and producing engaging video at the scale and speed required holds many digital publishers back from fully embracing video content. That’s where video production and acceleration tools can help.

These tools can streamline the video production process to deliver the following benefits:

  • Audience trust: High-quality video content fosters trust and credibility with your audience.
  • Increased production volume: With the right tools, you can produce more videos, which ensures a consistent presence on multiple platforms. This could also mean more monetisation opportunities.
  • Enhanced shareability: Engaging videos are more likely to be shared on social media, extending your reach.

5 tips for engaging audiences with video storytelling

Now that we’ve established the benefits of leveling-up video production volume and quality, let’s discuss execution.

Here are five keys to delivering exceptional video content to your target audience:

1. Utilise video storytelling

One of the most powerful tools in your video production arsenal is storytelling. When someone tells a story, they can convey personal experiences and ideas in a compelling way. Whether you’re delivering breaking news or a company-wide update, storytelling helps make your message more potent.

To truly engage your audience, consider psychology-backed hacks such as:

  • Sparking curiosity: Leverage curiosity to raise questions and engage your viewers.
  • Hooking your audience: Grab your viewers’ attention in the first three seconds of the video. Use visuals and a concise message to pique their interest from the start.
  • Making it visual: Visual storytelling is incredibly effective at enhancing understanding and engagement. Combine text, narration, graphics, and real-life footage to solidify your message.
  • Telling a story: Weave facts into a narrative to help viewers relate to the content emotionally and mentally.
  • Inspiring your audience: Aim to create positive emotions like happiness, hope, and excitement through your video content. It can strengthen the connection between your brand and the audience.
  • Making it credible: Use authoritative sources or experts to bolster your video’s credibility and build trust with your audience.
  • Bringing in experts: With the right tool, you can easily interview experts so they can give more insights on specific topics.

2. Showcase experts on the team

Integrating expert interviews into your video content can add credibility to your message, offering valuable insights and perspectives that resonate with your audience. Expert interviews provide a level of authenticity and trustworthiness to your content, as they showcase expertise, experience, and often a depth of knowledge on the subject matter.

Whether it’s a meteorologist explaining complex weather phenomena or a doctor debunking health myths, expert commentary strengthens content by adding a relatable and authoritative voice.

Furthermore, showcasing a range of experts with diverse perspectives in video content enables you to reach broader audiences, fosters trust, and builds lasting viewer loyalty.

3. Promote videos across channels

Videos possess the unique ability to engage through a dynamic mix of visuals, sound, and storytelling. To unlock their full potential, it’s essential to strategically share your video content across various platforms.

While your Web site serves as a primary hub for your videos, don’t limit your reach solely to this space. Expanding your video presence across social media platforms like Facebook, Twitter, Instagram, and YouTube broadens your audience and potential viewership. This multi-channel strategy delivers several benefits, including heightened engagement, leading to increased viewership and the potential to convert viewers into loyal followers.

This audience loyalty, built through effective multi-channel promotion, not only boosts your viewership but also drives revenue growth. An engaged audience is more likely to respond to calls to action, solidifying your digital presence and fostering enduring, mutually beneficial relationships.

4. Leverage templates to get videos live more quickly

News updates become outdated fast. Using video templates enable you to maintain consistency and visual appeal while accelerating the production process.

Templates offer a structured framework, reducing time spent on technical aspects so you can focus more on storytelling. Templates also provide visual consistency, which is key for establishing brand identity and viewer trust. When your audience knows what to expect in terms of format and style, they’re more likely to engage and return regularly.

5. Create short- and long-form videos

In a world where attention spans are increasingly brief, shorter videos often resonate more with audiences. Benefits of shorter videos include:

  • An ability to cater to brief attention spans: Short videos align better with today’s audience who prefer concise information.
  • Mobile-friendliness: Viewers are increasingly watching content on mobile devices, making shorter videos more accessible.
  • Clear messaging: Shorter videos can deliver a focused, clear message that informs and engages viewers effectively.

However, don’t overlook long-form videos completely. Longer form content is ideal for in-depth exploration of complex topics and detailed explanations. For viewers invested in a particular subject matter, long-form content can result in higher viewer retention by offering a more immersive and comprehensive learning experience.

Enhance video storytelling with production and acceleration tools

The advantages of video storytelling are evident: heightened brand trust, increased viewer engagement, and broader social media outreach. But to harness the full potential of video, you need user-friendly tools to accelerate the time it takes to go from ideation to sharing on social media.

Ramping up video production quality and quantity requires a robust solution like Max Velocity. Browser-based video production tools like this one streamline the process of creating high-quality video content by enabling team members without specialised skills to become videographers and producers overnight.

So, what are you waiting for? It’s time to take your video production to the next level and engage your audience like never before.

About Jim Politis

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