The average internet user today is drowning in a sea of content. Each day, 402.74 million terrabytes of new data are created. Video accounts for more than half of the digital data traffic, and over 50 percent of the content shared via social networks like Facebook is also video-based.
Making your videos stand out in this ocean of content isn’t a task for the faint of heart.
A good idea is insufficient to get exceptional results.
You also have to be strategic about meeting channel requirements, publishing at the right time, promoting to the right audience, and being consistent with your content creation efforts. It’s also important to keep track of the competition and how your content compares to the work of others.
If you’re thinking about turning digital content creation into a career, you have to pay attention to every single detail to ensure the longevity of the endeavor. Experts rely on various strategies to optimize reach and engagement – here are a few of those that work best.
Don’t Be a Follower, Be a Leader
It’s very easy to follow trends, copy what’s popular right now, and hope for a good outcome.
While such an outcome may deliver some temporary results, it’s not sustainable in the long run.
People don’t follow those who replicate the ideas of others.
Sticking to prominent trends is a quick fix and not a good one. Sure, it will work once in a while. Lacking originality, however, will kill your channels faster than a bullet.
Your digital content will attract and keep its audience only if you put some creativity and original thought into the process.
Pushing new ideas can be difficult in the beginning, and you’ll need time to build your audience. Once you establish yourself as an original content creator, however, you’ll find it much easier to retain existing viewers and obtain new ones.
Focus on Good Storytelling
Silly little clips every once in a while can be an effective way to entertain people and generate some buzz without investing a ton of time into content creation.
Getting your videos noticed, however, is all about a good story and some good storytelling to top it off.
Even if you’re trying to sell a product or a service, you still have to tell a convincing story.
The types of content that people remember are the ones that entertain, move them emotionally, or teach them something valuable.
Good storytelling is dependent on several things. First and foremost, you have to know who you are. Finding your voice and carving out your niche will both enable you to make your point of view distinctive.
Next, you need a good narrative. Storytelling tools and devices come in all shapes and forms. To make your content authentic, you have to come up with something original and you have to present it in a way that resonates with your audience (and with the specifics of the story).
Being flashy in your editing or using too many effects to give your videos some pizazz isn’t going to work. Instead, choose the devices that help you move the story along, giving the viewer something valuable, something that will remain with them long after the video has been seen.
The Importance of Headlines, Thumbnails, and Copywriting
Good video content isn’t just about the video. You also have to be smart when presenting your work.
Most people will decide whether they’d like to view a clip by looking at the thumbnail and the headline.
Columbia Business School research suggests that a well-chosen thumbnail can lead to a 14 percent increase in audience attentionm and it can also prolong the viewer’s interest in the video.
Another study has also established a connection between the quality of the thumbnail and the view-through data for the respective video.
This is your chance to make a great first impression and increase someone’s interest in the message you’re trying to deliver.
Thumbnail selection and the text copy accompanying your video should be intentional. Never leave those to chance or, even worse, to auto generation within the platform that you’re currently using for content dissemination.
If you believe that your video has some outstanding frames, turn those into your thumbnails. Alternatively, consider the creation of some digital art to accompany your clips and convince people to give you a chance.
At the same time, it’s very important to be authentic. Over-selling and over-promising in a clickbait-y way can both deliver the exact opposite effect of what you’re trying to accomplish.
Build Strategic Partnerships
This is very important for all content creators, but even more so for the ones who are just building their career.
Strategic partnerships diversify your content and give you the chance to present your work in front of a well-established audience.
If you foster some relationships at the start of your content creation career, you’ll reap long-term benefits and ongoing collaboration chances.
Networking is something you should be doing on day one, even before you begin conceptualizing and executing your content. People in your niche who already have a solid audience will be super beneficial. Convincing them to collaborate isn’t necessarily going to be a walk in the park. As long as you have a good value proposition, however, you’ll get at least a couple of established creators interested.
TikTok and other social channels also make it possible to engage with somebody else’s audience through reaction videos, stitches, and even some challenges. Look for established content in your niche that you can use as the source of your content creation efforts. At the same time, don’t forget the importance of a unique spin and your own perspective. Adding value to the original content is the only way to get noticed.
A No-Brainer That Should Still Be Emphasized: Make Your Content Good
Employing all the strategies mentioned so far isn’t going to deliver the results you’re hoping for in the absence of one magic ingredient.
By now, you can probably guess what it is from the title of the section.
Poor quality, unoriginal content can never be promoted effectively, no matter how much effort you put into it. Or it will have to be so bad that it’s good (which very few creators manage to accomplish).
Start with a great concept and think of ways to bring that concept to life in a vivid, authentic, and personalized way.
This is your one chance to present your artistry to the world. Take some chances and creative liberties. Be intentional with your footage and your post-production process.
Make sure the same approach and creative tools are employed throughout your content portfolio. You want consistency. You want people to be able to recognize your style and your content. That’s how you build a brand, and that’s how you make your content both recognizable and memorable in the long run.
You will need some time to experiment, explore ideas, identify the ones that fall flat, and the ones that really work. As you gain an audience, you’ll also have a better grasp of what people enjoy. Sometimes, your vision and your audience’s expectations don’t align. That’s why a reality check can be very beneficial, allowing you to fine-tune your content and focus your efforts on what has been tested and proven to work.
Final Thoughts: Don’t Shy Away from Promoting Your Content
A final tip here is to explore marketing and employ its power.
You don’t need a massive budget to promote your videos on social media. TikTok lets you reach a massive audience for a couple of bucks. Facebook advertising enables extensive audience personalization to help you reach the right people.
Once you build a portfolio of at least a few pieces, you can start seeking paid marketing opportunities that will quickly grow your reach.
Standing out is a mix of various things.
You have to be good, you have to be strategic, and you also have to pay attention to the audience’s reception.
If you’re not that certain in some of your abilities, seek help.
Post-production, for example, is one element of video creation that can be outsourced effortlessly if it’s not your main thing. Working with professionals in the field will let you focus your efforts, free up some time, and dedicate more to idea generation and the creative process.
At Wutini, we partner with content creators to polish their work and unleash its full potential.
Our video editing service is unlimited and we’ve come up with a streamlined process to eliminate the needless complexities from our communication with clients. Find out more about what you can expect from the Wutini team here or contact us to get your specific questions answered.
