Your Customer is #1: Using Video Content to Engage Your Audience Effectively

You’ve likely encountered a plethora of advice on how to create the perfect online business video. But let’s cut through the noise and distil it into one simple, essential principle:

Your customer is #1.

This core idea should guide every aspect of your video content strategy. It’s easy to get distracted by technical details—cameras, editing software, testimonials, and countless other elements—but none of these matter if your video content doesn’t prioritise the customer’s needs, interests, and engagement.

1. The Customer Holds the Power

You may be the business owner, managing a team and building your brand, but without customers, there is no business. They dictate your success, and their decisions ultimately determine whether they purchase from you or your competitor. Video content must be created with their perspective in mind.

Understanding what they want, how they consume video content, and what motivates them to engage with a brand is key to making your videos effective. People don’t watch videos just for information; they watch for entertainment, problem-solving, and relatability. Ensure that your video content speaks directly to their interests and needs.

A customer-centric approach ensures that your video content stays relevant and engaging. If you ignore the customer’s perspective, your content may fall flat, failing to make an impact. Businesses that prioritise their audience’s interests and pain points see higher engagement, more conversions, and increased customer loyalty.

2. Know Your Customer Inside and Out

Who are you selling to? This question is critical when creating video content that resonates with your audience. The more you understand about your target customer—age, gender, income, preferences, and pain points—the better you can craft video content that appeals to them.

For instance, if your primary audience consists of young professionals, your video should reflect their interests, habits, and language. If you’re targeting parents, your content should focus on convenience, safety, and value. If your audience is predominantly corporate decision-makers, then a polished, high-quality video with compelling data-driven storytelling might be the best approach.

Knowing your customer allows you to tailor not just the message but also the tone, style, and format of your video content. Videos should be personalised to speak directly to the audience’s needs, making them feel seen and understood.

3. Understanding Customer Needs and Desires

Once you’ve identified your audience, the next step is understanding what they want and how you can create video content that meets those needs. Consider the following aspects when developing your video strategy:

• Their main pain points – What problems does your product or service solve?
• Emotional triggers – What makes them take action? Fear of missing out? The desire for social status? A need for security?
• How they consume content – Do they prefer short, snappy social media clips, or are they looking for detailed explainer videos?
• What motivates them to purchase? – Are they driven by deals, exclusivity, or personal recommendations?

For example, if your target audience includes parents shopping for educational toys, your video content should highlight how the product benefits their child’s development in an engaging, emotional way. A compelling story showing children learning and having fun together would work far better than a dry list of product specifications.

4. Creating Video Content That Resonates

Video content should not only showcase your product but also evoke emotions that drive action. Use storytelling techniques to build a narrative around your brand, product, or service.

Consider two examples:

Example 1: Humour and Virality

One of the most well-known examples of engaging video content is this hilarious Thai commercial for green tea. The video is memorable because of its comedic approach, keeping viewers entertained while subtly introducing the product. The audience may not immediately think about green tea, but they will certainly remember the brand when making a purchasing decision.

Example 2: Emotional Connection

A heartfelt example is Pfizer’s touching video. This piece is compelling because it speaks to a universal human experience—caring for loved ones. Pfizer does not explicitly sell a product in this video, but rather, builds trust by associating their brand with genuine care and responsibility. This approach fosters strong emotional engagement and brand loyalty.

5. The Importance of Video Format and Style

Not all video content is created equal. Different platforms and audiences require different approaches. Here are a few styles to consider:

• Explainer Videos – Perfect for educating potential customers about your product or service.
• Testimonial Videos – Build trust by showing real people who have benefited from what you offer.
• Behind-the-Scenes Content – Makes your brand more relatable and transparent.
• How-To Guides – Position your brand as an authority in your industry.
• Live Videos – Increase engagement and interact with your audience in real-time.
• Animation and Motion Graphics – Effective for explaining complex ideas in a simple and visually engaging way.

Understanding which format suits your brand and audience best ensures maximum reach and effectiveness. Video content can be repurposed in multiple formats, making it versatile and cost-effective.

6. Optimising for Engagement and Retention

Even the best video content will fail if it doesn’t hold the viewer’s attention. To optimise your content:

• Hook viewers in the first 5 seconds – People have short attention spans. Start with a bold statement, an intriguing question, or a visually striking shot.
• Keep it concise – Unless it’s an in-depth explainer video, keep your content short and engaging.
• Use high-quality visuals and audio – Poor production quality can make your brand look unprofessional.
• Include subtitles – Many people watch videos on mute, so captions help maintain engagement.
• End with a call to action (CTA) – What do you want your audience to do next? Subscribe, visit your website, or buy now?
• Add interactivity – Polls, clickable elements, and interactive storylines increase engagement and user retention.

7. Distributing Your Video Content Effectively

Creating great video content is just the beginning. To get the most out of it, you need a solid distribution strategy. Consider:

• Social Media – Tailor your videos for platforms like Instagram, Facebook, TikTok, and LinkedIn.
• YouTube – The world’s second-largest search engine is a must for long-form content.
• Your Website – Embed videos on your homepage, landing pages, or blog posts.
• Email Marketing – Videos in emails boost open and engagement rates.
• Paid Advertising – Facebook and YouTube ads can help you reach a wider audience.
• Video SEO – Optimise titles, descriptions, and tags to rank higher in searches.

Your video content should be shareable, easy to find, and tailored to the platform where your audience spends the most time.

Final Thoughts: Elevate Your Brand with Video Content

Effective video content isn’t just about selling—it’s about building connections, trust, and engagement. By focusing on your customer’s needs, telling compelling stories, and optimising distribution, you can transform your brand’s online presence.

Whether you’re a small business looking to increase awareness or an established brand aiming for more engagement, video content is the key to standing out in today’s digital world.

Now, it’s time to craft your video strategy, create compelling content, and engage your audience like never before!