click “share”? Most people have—but very few know what it takes to create one.
It’s not just about high-end equipment, slick edits, or big budgets. A compelling video is about clear intention, emotional connection, and sharp delivery. Whether you’re a marketer, business owner, or content creator, the real challenge isn’t just making a video—it’s making one that works.
Here’s how to do it—without fluff, gimmicks, or wasted time.
Know Who You’re Talking To—and Why They Should Care
Before you even write a script, you need to understand your audience. What do they care about? What are they struggling with? What type of content do they already engage with?
Break it down further. Are they:
- Executives who want to understand how your product drives results?
- Managers seeking a practical solution to a day-to-day issue?
- Technically-minded professionals who need the specifics?
The more precisely you define the viewer, the easier it becomes to speak their language. Broad messages rarely hit the mark. Focus is everything.
Match Your Message to the Viewer’s Intent
Different people need different kinds of information—and video is no exception.\
- WHY Viewers (often decision-makers) care about outcomes. Focus on growth, return on investment, and market advantage.
- HOW Viewers (middle managers or users) want to see how your product or idea works in the real world.
- WHAT Viewers (often technical users) need details—features, integrations, setup.
Choose one group. Craft a message that speaks directly to their concerns. Trying to cover everyone in one clip just leads to confusion.
Make Every Second Count—Especially the First 10
Your opening line matters more than you think. Research shows the average attention span has dropped to just eight seconds. If your video doesn’t hit hard early, it likely won’t get watched at all.
Use these strategies:
- Start with a striking fact
- Ask a provocative question
- Highlight a pain point your audience knows all too well
From there, keep it tight. Stick to one main idea per video. Shorter content almost always performs better—especially on platforms like Instagram or TikTok.
Tell a Story That Feels Real
Stories stick. They create structure, spark emotion, and help your audience remember what they’ve seen.
Even a 30-second video can include:
- A relatable problem
- A solution (your product, service, or idea)
- A clear next step
Instead of listing features, show how someone overcame a challenge with your help. This doesn’t just inform—it connects.
Don’t Just Add Visuals—Make Them Count
Visuals aren’t decoration. They’re a key part of how we understand and retain information.
Use them to support the message:
- Motion graphics to underline key points
- On-screen text to reinforce what’s being said
- Kinetic typography to draw the eye
- Colour and framing to match tone and evoke feeling
Avoid using graphics or footage just because they look nice. Every visual element should add clarity or emotional weight.
Make Viewers Feel Something
Emotion is what separates a forgettable video from one that lingers in the mind.
Ask yourself: what do you want the viewer to feel?
- Confidence?
- Urgency?
- Relief?
- Hope?
Use music, voice, colour, and language to evoke the right emotional tone. Real people speaking plainly about their experiences often create more impact than perfectly rehearsed lines.
Add Interactivity Where It Makes Sense
People remember what they do, not just what they watch.
Interactive video content—quizzes, branching stories, clickable CTAs—gets people to lean in, not just sit back.
For training, onboarding, or education, scenario-based interactivity can drastically improve engagement and recall. Even simple poll-style interactions can keep your viewer involved and curious.
Be Genuine—Not Glossy
Perfection is overrated. Viewers increasingly prefer authenticity over high production value.
78% of people say they’d rather see honest, relatable video content than something that looks overly polished or corporate. So be real:
- Use natural language
- Show real people (or realistic avatars, if you’re using AI tools)
- Let imperfections come through if they make the story feel more human
People respond to people—not brands.
Customise for the Platform
One video doesn’t work everywhere. Format and length should depend on where you’re posting:
- TikTok/Instagram: 6–15 seconds, vertical, fast visuals, captions
- YouTube: Horizontal, longer content (1–10 minutes), strong thumbnails
- LinkedIn: Subtitled, professional but personal
- Email: Short and actionable—under 60 seconds, with a clear CTA
Same message, different packaging.
Your Title and Thumbnail Matter More Than You Think
You could make the most engaging video in the world, and no one would know—unless they click. That’s where titles and thumbnails come in.
A few best practices:
- Use bold colours and large, legible text
- Show faces whenever possible—human expressions catch the eye
- Write titles that clearly state the benefit of watching
Skip the clickbait, but don’t be afraid to be direct. “Still Using Spreadsheets? This Saves You 8 Hours a Week” works better than “Product Demo”.
Think in Series, Not One-Offs
Audiences trust what they see regularly. Instead of posting one big video, create a themed series:
- Weekly tips
- Countdown videos for a launch
- A mini-course or onboarding sequence
Each piece should stand on its own but also connect to a larger story. Repetition builds recognition—and trust.
Let Others Tell the Story for You
Testimonials don’t need to be high production. Short clips from real customers can often outperform the best brand videos.
Ask them:
- What problem they were facing
- What they tried before
- How your product or service helped
Then let them speak freely. Authentic, user-generated content carries credibility that polished campaigns rarely match.
Measure What Actually Matters
Once your video is out there, the job isn’t done. Pay attention to what your audience does next.
Look at:
- Views: Are people watching?
- Watch time: Are they sticking with it?
- Engagement: Are they liking, commenting, sharing?
- Clicks: Are they taking action?
Use this feedback to improve. Test different openings. Try new thumbnails. Shorten the script. The best way to learn what works is to publish, track, and iterate.
Final Thought: Say Something That’s Worth Their Time
You don’t need studio lighting or elaborate animation. What matters is whether your video means something to the viewer.
Speak plainly. Focus on what your audience cares about. Start fast. Be real.
And remember—your next video doesn’t have to be perfect. It just has to be honest, useful, and human.
For brands looking to produce human-like videos quickly, AI tools like Synthesia can help you get started—no camera, crew, or editing software required. But whether you’re using tech or talking straight to the lens, the same rule applies:
Make people stop. Make them feel. Give them something worth watching.
Want help bringing your message to life? i-Q&A helps businesses communicate clearly, creatively, and with purpose.
