It’s old news that video helps us digest more content chunks in a quicker way. Still, according to Hubspot, video is projected to claim more than 80% of all web traffic by 2019.

The numbers don’t lie.

Creating video content is a trend and we see all sorts of companies and emerging new businesses presenting their brand stories and solutions with video content. Some is good, some could be better, but they have one thing in common – creating an engaging video with the right distribution tactics is a winning strategy. 

Create an engaging video

When companies want to create engaging video, education has a pivotal role. The goal of such (e-learning) approaches is to inform your audience in a short amount of time what makes it the right channel for them. By combining visual, audio, and text elements, you can condense what would otherwise be a 2,000+ word article into a two-minute snippet that viewers can easily absorb. In fact, if you believe Forrester Research, “a minute of video is worth 1.8 million words.”

It’s important to note that the attention span of a typical internet user is between 2.5 and 5 minutes. A concept that pairs very well with statistics is micro-learning – a short, focused-learning video nugget (often 3-5mins long), designed to meet a specific learning outcome. This ensures that the audience is engaged throughout, and is served content without losing interest.

Where to start?

1. Select Your Topic And Keep It Focused: Choose one objective for your e-learning video (and audience) and don’t stray off-topic / don’t digress.

2. Plan Your Talking Points: Create a scripted storyboard to make sure your video content engages from start to finish.

3. Show, Don’t Tell: Support your talking points with compelling visual content. Imagery should simplify ideas and grab attention!

4. Use a professional production service to give your content a professional look and feel.

This approach has proved to be good practice for us at Doctrina. We help pharma companies reach healthcare professionals and engage users with new knowledge and information. Our solution packages educational and professional content into a short interactive video format available on all devices. The platform is used daily by over 55,000 pharmacists and doctors in Slovenia, Romania, Poland, Russia and Croatia, and will also be available in the UK soon.