Bluehost’s Guide To Creating Video Content That Gets Results

Video is currently the most consumed type of online content, accounting for a staggering  65% of all internet traffic.

If your business has yet to embrace video content, you could be missing out on one of the most powerful and profitable marketing tools available.

Videos have a unique ability to grab attention, communicate information and establish authority in a way that few other types of content can. This makes them an invaluable component of any effective content marketing strategy.

However, creating video content that delivers tangible results involves more than just hitting the record button on your camera or phone. It requires a strategic approach, including understanding your target audience and crafting messages that resonate.

In this guide, you’ll learn how to create impactful video content that captivates your audience, elevates your brand and drives business success.

Benefits of creating video content 

Here are a few top reasons you should consider creating a video marketing strategy for your business.

Video content has a high return on investment (ROI)

Return on investment (ROI) is a measure of the value or profit your business derives from a particular investment or expense.

While creating visually appealing and engaging videos can be more cost- and effort-intensive than other types of content, the returns are usually worth the cost, i.e., this form of content typically yields a higher ROI.

In a survey by Wyzowl, 92% of marketers reported that video content gave them a good return on their investment.

Videos increase engagement and information retention

Videos are inherently more engaging than static text or images. They provide a more immersive and interactive experience for viewers.

What’s more, videos stimulate both the visual and auditory senses, leading to better information retention among viewers. In fact, studies show that viewers retain 95% of a video’s message compared to just 10% when reading text.

Greater engagement and more information retention create more powerful connections with your audience.

Videos improve SEO ranking and online visibility

Videos, when used correctly, could improve your website’s search engine optimization (SEO).

One of the factors that search engines like Google use to rank your website is dwell time, i.e., the amount of time that people spend on your website. A study by Wistia found that people tend to spend almost twice as long on a page that has video compared to one that doesn’t.

So, by strategically incorporating videos into your web pages, you can lengthen the average dwell time and reduce bounce rates. In fact, in the same Wyzowl survey cited earlier, 87% of marketers said video marketing had increased the average dwell time on their websites.

A higher average dwell time can translate to a better ranking on search results pages, which means more online visibility for your brand.

Videos help you reach more people

Videos have greater reach potential than most other types of content.

When you post a video on social networking sites like Instagram or TikTok, or even on video hosting sites like YouTube and Vimeo, it can be picked up by the platform’s algorithm and be recommended to thousands or even millions of people.

What’s more, Wyzowl found that videos are more likely to be shared than other forms of content, extending their reach beyond the original posting. 

Creating video content: How to get started 

As you can see, there are a lot of benefits to creating video content for your brand. If you’re ready to get started, here’s a practical step-by-step guide you can follow.

1. Define your objectives

The first step in creating video content is to define your objectives, i.e., what do you want to achieve with the videos?

Your objectives might include things like:

• Increasing brand awareness.
• Generating leads.
• Driving sales.
• Engaging with customers.

Clearly defining your goals from the outset helps guide the direction of your video content, ensuring that every element and message serves a specific purpose.

2. Understand your target audience

The second step is to define and understand your audience. This will help you create video content that speaks directly to their specific desires or concerns, enhancing engagement and connection.

Conduct comprehensive market research to identify your audience’s interests, preferences, behaviors and pain points. Use your findings to create customer personas, i.e., an ideal portrait of the specific individual you’ll be targeting through your videos.

3. Decide on the type of video to create

Next, choose the video format that best suits your objectives and the target audience. Here are some popular video types:

• Explainer videos: These videos break down complex concepts (which could even be a product or service) into understandable and engaging content.
• Customer testimonials: These consist of real customers speaking about their experiences with your product or service. They are powerful for building trust and credibility with viewers.
• How-to videos: These are instructional videos, i.e., tutorials that help your audience solve specific problems or learn new skills, usually in the form of step-by-step instructions. How-to videos are great for establishing authority — they can help position you as an expert in your field.
• Product demos: These videos show a product or service in action, demonstrating its features and benefits to the viewer. They are great for showing how your product works in real life.
• Brand videos: These are videos created as part of larger marketing campaigns to showcase your company’s mission, vision, values or culture. They can be powerful storytelling tools that connect emotionally with your audience and enhance brand awareness.

Other types of videos you can consider as part of your video marketing strategy are:

• Expert interviews: These videos provide insights from thought leaders and experts in your industry or answer common customer questions and can help establish authority.
• Behind-the-scenes tours: Creating these videos offers a glimpse into the inner workings of your business. This can help humanize your brand and build a deeper connection with your audience. Behind-the-scenes videos can cover anything from manufacturing or production processes to day-to-day office life.
• Live videos: Live streaming offers real-time engagement with your audience. This format is great for product launches, live Q&A sessions or simply to give an unedited, authentic view of yourself, your business or your team to the audience.

4. Create a script and storyboard

Once you’ve made a decision on the type of video you want to create, the next step is to prepare a concise script for it, outlining the key messages or information you want to convey. You can subdivide it into three parts: the intro or hook, the main message and, lastly, a call to action (CTA).

You can also draw a basic storyboard to map out or visualize the sequence and flow of your video. This ensures that all key points are covered in an organized manner. The board can include details like the main actions, lines, weather and mood, location, multimedia elements (like graphics or slides) and framing or shot details for each scene.

5. Prepare a budget

A well-planned budget ensures that you allocate sufficient funds for all aspects of the video creation process, from pre-production to post-production.

Start by itemizing all potential costs, including:

• Equipment rentals/purchases.
• Talent fees (e.g., actors or voiceover artists).
• Location fees.
• Production crew wages (e.g., camera operators).
• Post-production costs (editing, graphics and sound design).
• Licensing fees (for music or stock footage).
• Marketing and promotion expenses.

Research the costs associated with each element to make informed estimations. Add an extra 10% to 15% to the budget for contingencies.

6. Set a video production timeline

Timelines are essential for keeping your video project on track.

Outline a realistic timeline for all stages of the video creation process, including pre-production, production and post-production.

Start by establishing a clear deadline for the final product and then work backwards to allocate time for each stage of the process, including:

• Pre-production (concept development, scriptwriting, storyboarding, location scouting and casting).
• Actual production (filming, animating).
• Post-production (editing, visual effects and sound).

As you set these timelines, build buffer periods for unexpected delays. Buffer periods ensure that the final product is not rushed and maintains its intended quality.

7. Shoot your video

This is the stage where your planning materializes into actual content. The specific steps will vary depending on the creation process, i.e., whether you’re shooting a live-action video, animating one or a combination of the two.

For example, if it’s a live-action video, ensure all logistics are sorted — locations are secured, talent is briefed and equipment is ready.

When filming, follow the script you created earlier and the storyboard closely, but remain adaptable and open to creative changes that might enhance your video.

Regularly review the footage during the shoot to ensure you are capturing the necessary shots and maintaining consistent quality. After shooting, review it again to make sure it meets your requirements before moving on to post-production.

How to create video content: 10 best practices 

Now that we’ve looked at how to create videos, let’s go over some best practices for creating successful video content –– that is, video content that brings you tangible results.

1. Engage viewers quickly

In an age where attention spans are shorter than ever, the ability to capture your audience’s interest within the first few seconds of your video is critical.

Hook them right from the start with an engaging element — e.g., a surprising fact or stat, a thought-provoking question or a visually stunning shot. Doing so will pique their curiosity and compel them to keep watching.

2. Use storytelling to evoke emotions

People are more likely to react to or remember content that makes them feel something. Your video should aim to evoke specific emotions that align with your message or brand. This could be excitement, nostalgia, joy or even outrage, depending on the context.

Incorporating storytelling elements into your videos is an effective way to create emotional resonance with your audience. Narratives create a sense of connection, making audiences feel like they are a part of what’s going on.

Introduce characters or scenarios your audience can relate to and craft stories that build anticipation, create tension and provide a satisfying conclusion.

3. Pay attention to lighting and background

Good lighting ensures that your subject is clearly visible and can help set the right mood for your video. Natural lighting is visually appealing, but if using it is impractical, quality artificial lighting kits work too.

The nature of the background is equally important. A well-organized and clutter-free background keeps the focus on you and your message. Additionally, choose backgrounds that align with your video’s theme.

For instance, a cooking equipment video greatly benefits from being shot in a well-lit, clean-looking kitchen, with the background itself adding to the viewer’s understanding and engagement with the subject matter.

4. Invest in good video editing software

The editing phase is crucial to shaping your video’s final look and feel. Effective editing can transform the most mundane footage into a visual masterpiece that engrosses your audience.

With the right editing tools, you can adjust the color balance, correct lighting issues and add various effects and transitions that enhance the video’s overall appeal and quality.

Therefore, as with cameras and microphones, invest in good editing software. Popular options include Adobe Premier Pro, Final Cut Pro and DaVinci Resolve. These offer a broad spectrum of features that can cater to both novice and professional video editors.

5. Enhance SEO performance

Optimize your video content for search engines to maximize its reach and visibility. Include relevant keywords in the titles, descriptions and tags. This will help your video content rank higher in search engine results, which increases the chances of more people finding and watching it.

6. Include call-to-actions

Encourage your audience to take action by incorporating clear and relevant calls-to-action (CTAs) in your videos. Invite them to visit your website, subscribe to your channel, make a purchase or even just share the video or leave a comment.

Effective call-to-actions are the bridge between the viewer’s interest generated by your content and tangible actions that benefit your business.

Here are some examples of simple but effective CTAs:

• “Check out our website for more.”
• “Shop our latest collection now – link below.”
• “Enjoyed the video? Subscribe to our newsletter for more insightful guides and tips.”
• “Follow us on Instagram for daily updates and exclusive offers.”
• “Download our app now for free on the App Store and Google Play.”
• “Tell us what you think in the comments.”

7. Optimize for mobile viewing

More than half of all online content today is consumed via mobile devices. As such, make sure to optimize your videos for mobile viewing. Confirm that any video you upload can adapt to different device sizes without losing quality or cropping important content.

Consider the length of your videos for mobile audiences too. Mobile users are frequently moving or multitasking, so short videos tend to perform better among this type of audience.

8. Use consistent style and branding

Maintain a consistent visual style (e.g., colors) and branding across all your videos. For instance, if your brand color is blue, incorporate shades of the color into the graphics and overlays of each of your videos.

This consistency strengthens brand recognition and can also help foster better connections with your audience. Interestingly, a study by Reboot found that more consumers were likely to recall the primary color of a brand than its name. 

9. Track, analyze and optimize

Use analytics tools provided by platforms like YouTube or third-party apps to track and measure key performance indicators (KPIs) of your video content.

These KPIs could include things like:

• Click-through rates.
• Views.
• Conversions.
• Return on ad spend (ROAS).

Use the insights gained to make data-driven optimizations. For example, if certain types of content are performing well, consider producing more of that kind. If some videos have low engagement, analyze what could be improved — whether it’s the length, the content or the presentation.

10. Promote your videos on social media

An integral part of maximizing the reach and impact of your video content is effective promotion, particularly on social media platforms such as Instagram, Facebook, TikTok, X (formerly known as Twitter) and LinkedIn.

Social media channels offer a vast and diverse audience, making them ideal for amplifying your video’s visibility.

When sharing your videos on social media, tailor your approach to each platform. For instance, share a teaser of your video on Instagram, a concise, engaging clip of the video on X and a full-length version on YouTube.

Use hashtags, collaborate with influencers and even run ads (if you have the budget for it) to further expand the reach of your videos.

Final thoughts: Creating video content that gets results

Video content can enhance your marketing efforts by offering a more immersive and engaging medium for telling your brand story, showcasing your products and services or connecting with your audience.

Use the tips, strategies and best practices highlighted here to plan, create and execute high-quality video content that drives success for your business.

As you venture into video content marketing, don’t forget the importance of a reliable web host for your website.

Bluehost’s dependable uptime, robust performance capabilities and exceptional customer support make it a top choice for small businesses and entrepreneurs keen on integrating video content into their digital marketing strategy. Bluehost offers scalable hosting plans with ample bandwidth to support all your video hosting needs.

Explore Bluehost’s hosting products today to find the perfect plan for your needs.