Video Production Jargon Busting: What People Want From Video

Video Production Jargon Busting: What People Want From Video

You’ve got ideas, we’ve got ideas, everyone has ideas when it comes to creating and promoting video content. I could even go so far as thinking that you’ve already got a video marketing strategy. But have you asked your audience what they want to see in your videos?

Companies spend vast sums of money on market research to make sure they get the right content at the right time. In the land of video production, our clients even bring their prospective clients in to see versions of the videos we have produced.

Sure, you’ve thought about how to make your produced videos more successful, and that requires thinking about audience reception to a degree. However, some get stuck in a rut in thinking that’s its things like the video title or topic that is going to affect whether the audience is going to click ‘play’.

Perhaps its time to think beyond these things and consider what your audience members are thinking about when they see your video, what are they even looking for when they come across it? When you have an answer to that and it can be delivered, that is when you are going to be successful with your video production content.

Here is what we’ve found that most people are looking for when they are watching videos.


This should come as no surprise that people on the internet want to be entertained. This is especially the case when they are looking at video content, which is very much like TV for most people, think millennials. 

One doesn’t need a full on music video to be successful. Nor do they need a Hollywood level short. We advocate to our clients simple content which is funny, interesting and engaging in some way. This can be as simples as filming a Q & A with someone who is interesting in the industry and having a witty back and forth. Another idea would be to have a tutorial with funny commentary. 

If our client’s staff are being featured we encourage them to be natural, be themselves. It may require many takes but the end result is worth it. People loved Bob Ross, and all he did was paint landscapes while narrating in a peaceful voice and talking about ‘happy clouds’. By sticking to a brands personality and tone of voice, let your audience come to you. 


People love to learn and Youtube taught us that people have an insatiable hunger for knowledge.

DIY videos about arts and crafts are not the only videos that are popular at this type of content. According to a survey from Accenture Interactive, 50% of people say that they watch videos to learn how to use a product. For brands that’s really encouraging whose main goal it is to promote their product.

No matter what our clients are selling, they can always create a video on how to use it. If you’re selling a product or service show your target market on how to us it. An example is that if you sold an apple peeler, you could show them how to use it at the start of the video then use those apples to make an apple pie. Business video production do not have to be bland and stale; it can be designed to excite people to use your product or service.  

Educational videos with a purpose are simple videos which can easily generate a lot of click, these videos can naturally convert to sales.

Innovative technology

The use of cutting edge technology within business video production can show your business is the leader in whatever field you are in. It shows you care about supporting the newest and latest thing and that you are at the forefront of your field. If a business can show off the latest technology in their videos they will attract an audience.

One step further would be to show that your product uses innovative technology. What if you can’t do that? Then combine your product with innovative technology, such as virtual or augmented reality. Think of other ways you can instruct your video production company to bring cutting edge technology into your videos.

Social causes

According to the Accenture Interactive survey, 51% of people said they were drawn to videos by brands that supported causes they believed in. People may not know what causes your brand supports; they may not even know who you are. We strongly advocate to our clients to make this information obvious so you can draw in audience members who share your values. By creating a video that shows employees engaged in a service project, such as collecting and distributing items for the homeless. You can even create a video about your sponsorship of a program supporting homeless children.

Not only will you show the specific cause you are supporting, but you’ll also show that your business is more than just about making money. These videos are great at showing the personal side of a business that cares to give back to the community.

Video marketing can help you reach huge numbers of your audience. Just make sure that the content that you are creating is what your audience actually wants to see. Give it some thought about how you can incorporate some of these content ideas into videos that are not only promoting your products, but also your brand.

Please comment below with what you thoughts about this week’s Video Production Jargon Busting blog.

If you would like a helping hand on any upcoming video production projects, please get in touch.


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Posted by Adam Smith.