Video must engage.

Knowledge is power and engagement with it can mean action is taken. It’s rare that ideas presented by one person to another don’t alter the perspective of the receiver through expanding their knowledge on a subject or their understanding of a situation.

Crafting messages that engage audiences is so important. From product and brand promos to instructional videos and web ads, if your message fails to engage, you’ve wasted your money or worse, someone else’s.

Researching, planning and scripting your particular message are just as key as identifying your target audience. Only when you have this information can you craft the right message that will convince your audience to take action.

Statistics and analytics determine audience engagement in numbers, plays and drop off but they don’t quantify audience engagement. Feedback channels can assist but need time spent drilling down to get definitive answers when all that’s needed is more business, greater sales and more viewers.

While there’s no magic recipe and no guarantees, designing videos that engage, are professional and targeted will give your messages their best chance while respecting your audience’s time.