How to Create Engaging Video Content

Lights, Camera, Action: How to Create Video Content That Actually Gets Watched

Let’s cut through the noise—most "corporate" videos are unwatchable. Bland talking heads, scripted nonsense, and stock footage montages that make viewers reach for the skip button faster than you can say "brand values."

In today’s attention economy, your video content isn’t just competing with other brands—it’s fighting Netflix, TikTok, and human nature itself. Here’s how to make content worth watching.

Why Video? (The Numbers Don’t Lie)

• Viewers retain 95% of a message from video vs. 10% from text (Insivia)

• Social videos generate 1200% more shares than text/image posts (WordStream)

• 92% of marketers say video delivers strong ROI (Wyzowl)

But here’s the catch—bad video is worse than no video at all.

The 5-Second Rule (No, Not That One)

You have less than 5 seconds to hook viewers before they scroll away. Your opening needs to:

✔ Start mid-action (no slow-mo logos)

✔ Pose an urgent question ("What’s costing you 30% of your profits?")

✔ Show something unexpected (smash a product, reveal a flaw)

Pro Tip: The first words heard should NEVER be "Hi, I’m [Name] from [Company]."

Content Types That Convert (Not Just Entertain)

1. The Problem-Solver

• Format: Quick tutorials, myth busting, "before/after"

• Example: A commercial kitchen supplier showing "How to fix a broken mixer in 60 seconds"

• Why it works: Solves real pain points while demonstrating expertise

2. The Backstage Pass

• Format: Raw behind-the-scenes (failed prototypes, warehouse chaos)

• Example: A snack brand filming their "disastrous" first production run

• Why it works: Builds authenticity—flaws make you relatable

3. The Data Story

• Format: Animated stats, teardowns of industry reports

• Example: "What 500 failed food startups taught us" with bold visuals

• Why it works: Positions you as an authority without bragging

4. The Personality Play

• Format: Unfiltered hot takes, employee spotlights

• Example: Your R&D chef ranting about terrible food trends

• Why it works: People follow people, not logos

Production Hacks (No Hollywood Budget Needed)

Sound > Fancy Camera

• Viewers will tolerate mediocre video with great audio but abandon 4K with bad sound

• Fix: $20 lavalier mic + quiet room = 80% of pro quality

Lighting Tricks

• DIY studio: Face a window + use a white poster board as reflector

• Avoid: Overhead office lights (creates zombie shadows)

Editing for Short Attention Spans

• Cut every 3-5 seconds (TikTok brain is real)

• Add text captions (85% watch videos muted)

• End with a "scroll stopper" (freeze frame + bold text question)

Distribution: Where to Post for Maximum Impact

Platform Ideal Length Key Hack LinkedIn 30-90 sec Caption the first 3 lines to autoplay Instagram 15-30 sec Use trending audio (even for B2B) YouTube 2-5 min First 15 sec must standalone TikTok 7-15 sec Jump cuts every 2 seconds

The Hard Truth

Your videos will suck at first—and that’s okay. The brands winning:

✔ Post consistently (even when views are low)

✔ Analyze metrics religiously (watch time > views)

✔ Kill what doesn’t work fast (no sacred cows)