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Whether you’re creating a video ad or an educational “how-to” video for your business, there are some creative tactics that seem to lend themselves well to the video format. Taking advantage of these tactics is critical in an age where getting someone to stop scrolling through their social media feed is key to getting your business noticed. So what can you do to stop the scroll?
Here, 12 business leaders from Rolling Stone Culture Council discuss their best tips for creating something that will make viewers stop scrolling, engage with your video and, ultimately, become a patron of your brand.
Turn to Empathy
Be empathetic. Your customer is craving validation for how they feel about their problem that your business is going to solve. Empathy creates long-lasting engagement. To stop the scroll, start the first three seconds of the video with an eye-catching clip of a cute animal, baby or beautiful landscape. A lot of people don’t have the sound up on their devices, so get them to turn it up! – Michelle De Long, Mimi Productions
Lead With What’s Most Exciting
Don’t bury the lead. Today, savvy scrollers are looking for pertinent updates, breaking developments and insights into your specialty fast — it’s why they subscribe to you in the first place. Don’t hold back on revealing the most exciting aspects of your video upfront. – Andy Hale, Hale & Monico
Be Authentic, Genuine and Steadfast
Brands that attempt to be the flavor of the week or capitalize on “political correctness” trends tend to fail in the long run because it’s disingenuous to the brand. This failure to properly engage an audience isn’t because trends aren’t worth paying attention to; it’s because brands have a propensity to lose their core identity in the process of trend-seeking. – Evan Rubinson, Dean Guitars
Get to the Point
You must get to the point within the first few seconds. If I am going to tell you about the ways PR can help your business, I can’t start with my backstory of how PR helped mine. It is key to remember that people on social media are usually looking for a dopamine fix, meaning they are focused on themselves. Using “you” phrases are great for making them feel engaged. – Victoria Kennedy, Marisa Johnson
Tell a Captivating Story
Weaving a relatable, emotionally resonant story throughout the video, grounded in real-life experiences or challenges, can further captivate viewers. This fosters a deeper connection with your content and encourages engagement and discussion. – Rhett Power, Accountability Inc.
The Rolling Stone Culture Council is an invitation-only community for Influencers, Innovators and Creatives. Do I qualify?
Understand Your Audience
Know who you are talking to. See them as if they are in the room with you while you’re creating the video. This will be exponentially more engaging than just talking to the camera or yourself. – Susan Johnston, New Media Film Festival®
Tease a Quick Solution
I love a quick tease about how this video will solve your problem fast. First, immediately name the problem. Maybe it’s how to fix the bad customer service your business has. Then, make the solution unique, easy and quick. For instance, institute a new rewards system for your staff when they provide awesome service. Again, get right to the problem and make your how-to or fix easy to accomplish. – Scott Cowperthwaite, AfterFiveMedia
Follow a Set Framework
In order to stop the scroll, it’s important to follow a simple video framework. Start with an engaging hook that makes the viewer want to keep watching — the first three seconds are the most important. Incorporate movement and intriguing language. Then, deliver real value through education. Lastly, call the viewer to take action and engage with you by commenting with their thoughts. – Dan Serard, Cannabis Creative Group
Say Something Original
Say something original and tap into human sentiment. So often as content creators, we end up relying upon the same staid buzzwords and verbiage, to the point where a sentence parsed means exactly nothing. Take some risks and create something unique that evokes feeling. – Cate Rubenstein
Ensure Complete Clarity
Approach every video with conceptual clarity. Be specific with your execution and guide your audience through the story you are telling. Nobody complains about clarity. It not only makes it thumb-stopping, but it also creates higher engagement and social currency for your audience. – Michael Klein, cannabisMD
Focus on ‘Edutainment’
First, find your style and rock it — whatever is true for you. Second, set up good lighting and sound. It doesn’t have to be fancy, but it should be clear. Third, speak your truth. We aren’t here on Earth to worry about survival anymore. We aren’t. We are here for awareness. You create awareness when you share your outer authority with others. Teaching is the most noble profession. Edutain your audience! – Baeth Davis, YourPurpose.com
Pique Their Curiosity
Craft your video like an eclipse. Begin with an intriguing shadow, hinting at what’s hidden. As the video progresses, unveil the radiant core. Why? Curiosity. This slow reveal mirrors nature’s allure, compelling viewers to await the full illumination. – Arvin Khamseh, SOLDOUT NFTs
