Visual Engagement: Why It’s Important and How to Get It
Video content that features rich imagery gets more likes and shares online. If you want to expand your reach and compel audiences to stick with your content for longer, visual engagement is critical.
Visual engagement relates to how long viewers spend watching your content. Not only is it a good indication of the quality of your content, but it also signals that you’re providing your audience with what they want. While engaging with your audience is no simple task, these simple strategies can ensure more people will watch more of your video.
Promote your content to your target audience
The first step when it comes to improving your visual engagement is to attract the right audience to your video content. While seeing a high view count can be satisfying, those viewers need to be your potential customers if your video marketing efforts are going to have the impact you’re looking for. Whether you promote your content internally or externally, make sure the right people have the chance to see it.
Connect emotionally
You want your content to have a lasting impact on your audience, even if you’re posting a simple 30-second short-form video. To do that, you need to connect with them on an emotional level, and visuals can be a big help.
Your consumers respond better to what they see compared to any other form of sensory stimulation. If you want your audience to be moved by your content, include common visual elements associated with positive emotions. From warm color palettes to visuals with symmetrical elements, make sure your imagery matches the positive message you want to send. Since happiness is the main driver of social media sharing, layer your videos with emotions related to happiness so you can expand the reach of your content.
Keep it simple
You don’t want your viewers to get lost in a lengthy narrative—you want them to take away a clear message from every video you publish. Make concise videos that take your viewers through a well-executed narrative. Jump straight to the point at the start of the video, so you have you best chance of retaining viewers who will watch through to the end.
Troubleshoot and edit your content
Visual content is flexible, which means you can edit and refine it as much as you want to get the results you’re looking for. If your video isn’t achieving what you want it to, don’t scrap it. Instead, take a close look at where viewers are dropping out, and make strategic edits to build engagement for longer.
You should also determine whether viewers are dropping out because they got all the information they came for before the video ended. If this is the case, it might be wise to split your content into multiple videos, so you can provide a clear call-to-action as soon as the viewer gets the answer to the problem they’re trying to solve.
Keep viewers engaged until the end
Many video marketers include words like “in summary” or “to recap” in their content. This signals to viewers that the message is over, and many of them will drop out of your video before you can provide a clear call-to-action. Don’t signal to viewers that you’ve shared all the valuable content you have—instead, drive them to the end with a call-to-action.
Create engaging video content that resonates with your audience
Visual engagement balances the needs of your audience with what your brand has to say. Want to create content that viewers can’t help but watch to the end? Say hello to Spin Creative. As a leading video marketing and creative branding agency, we know what it takes to create compelling content that resonates with your audience.
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
