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How To Create Enticing Video Content – Forbes



The pandemic solidified our need for video entertainment. There’s nothing better than binging a new Netflix series or scrolling the TikTok For You Page for hours – and few disagree with that. Videos pull our attention in a way that blog posts, Instagram photos, or ads simply don’t, and there’s some psychology behind that: according to research from the University of Sydney, your eyes are attracted to movement, and because of that, people are 27 times more likely to click on a video ad as opposed to a banner ad. 

Of course, these videos have to be enticing and entertaining to keep the viewer’s attention after they’ve clicked. But videos are also sharable – and average 1,200% more shares than text and images combined, according to Idea Rocket Animation – meaning that when you create a really great piece of video content, there’s no telling what can be done with it. 

So, it’s no wonder why more brands and individuals are moving to video content as a form of marketing, but not in the way you think. Video-form ads aren’t always the move here. Modern day consumers automatically tune out anything that sounds promotional, or infomercial like, which presents a new opportunity to create a different type of video content than you’ve ever created before. You get to answer the question: what does my target consumer want most? What burning questions do they need answered? Here’s how to create enticing video content for your brand.

Choose A Medium

There is no shortage of options on video content mediums at the moment, due to the recent explosion of TikTok and the closely following introduction of Reels on Instagram. Then, there’s our trusty steed YouTube, which is still going strong. The medium you choose should come down to two factors, and the first is what type of content you want to create. TikTok and Reels are for short form content (60 seconds max and 30 seconds max, respectively), whereas YouTube is for long form content. 

The second factor is visibility. Many are flocking to TikTok and Reels because of the inherent promotion functionality, meaning that both platforms will then show your video to new audiences. However, you can also make a sneak peek, condensed version of your YouTube upload and repurpose for TikTok or reels. 

Create A Robust Content Plan 

The content should both be directly related to and in the same sphere as what it is that you do. Someone who has done an all-star job of this is Houston-based real estate mogul Julia Wang. Wang is changing the game of real estate with the closely knit inclusion of her personal brand in her marketing efforts. 

For example, her YouTube channel features content that is directly related to her work: a video that provides information to home listers about why they should stage their home and how to get home sales ready. Then, she also has content that is related to her work in real estate, but piques interest without being overtly promotional or salesy, such as her video, “What a $20M home in Houston looks like.” 

Follow this same structure in building out your content video plan. Ideally, there will be videos that offer direct educational advice or show off your product or service to the viewer, then other videos that are related. For example, if you own a pet accessory business, maybe you could also compile a montage of funny dog videos from your customers. This type of content will naturally attract other pet owners. 

Prove Why Consumers Can Trust You 

You may have heard the phrase “Know, Like, and Trust” – the three step process to winning a consumer’s purchase. “Know” means they’re aware of you. “Like” means they’re on board with your brand or feel compelled by your product. But “trust” is in a whole new sphere – when a consumer trusts you, you can count on them to be a repeat customer. 

Videos provide an unparalleled opportunity to establish trust with viewers, when done right. So, consider – what will make your consumer trust you most? Usually, it’s when you share something that should be coveted with them, like ‘secrets’ or ‘never before seen access.’

If you’re a personal brand or people know your name and face associated with your business, this may be sharing behind the scenes videos of a day in the life of building your company, or videos in which you share your story. If you’re a product-based business, maybe you take the cameras to the factory where your product is manufactured, or show the initial design prints you sketched. 

Providing pertinent information will also go far. If your company is a digital marketing firm, expose some of the ‘secrets’ of digital marketing, as if you’re teaching the consumer to go and do it on their own. Many companies shy away from this type of marketing, worried that they’re giving away trade secrets and eliminating the need for their service. The opposite is true. In order for consumers to trust you, they have to understand your processes and expertise. This is what will make them follow you and, eventually, hire you.

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Atos reports drop in revenue, to conduct U.S. accounting review



By Bartosz Dabrowski and Juliette Portala

(Reuters) -French IT consulting group Atos reported a drop in first-quarter revenue on Tuesday, putting further pressure on its share price which has been hit by an accounting issue in the United States.

The company, which develops solutions in hybrid cloud, big data, business applications and digital workplace, disclosed earlier this month that auditors had found accounting errors at two U.S. units, sending its shares diving 18% at the time.

On Tuesday the company said it had decided to conduct a full accounting review of the two U.S. units and would give a status update when it releases first-half results on July 28.

Atos also has a big contract to provide solutions for the Olympic Games in Tokyo and said that it was prepared for all scenarios, including a further postponement or complete cancellation of the event.

“For us, there will be no cancellation of the contract even if the Olympics were to be postponed,” head of investor relations Gilles Arditti said in a conference call.

Atos shares were down by more than 5% after the company said its revenue for January-March dropped 3.9% organically from a year earlier to 2.69 billion euros ($3.24 billion).

The company, however, maintained its full-year guidance.

“The results today are a meaningful miss (on market expectations) and likely to weigh further on sentiment,” Barclays said in a note, adding that the U.S. accounting situation was a bigger concern.

Year to date, Atos’ shares have now declined by nearly a quarter.

The company also said on Tuesday that it had acquired Canada-based Processia, UK-based Ipsotek and German firm cryptovision, as it continues with bolt-on acquisitions in a bid to boost revenue from digital, cloud, security and decarbonisation business over the medium term. It gave no financial details of the transactions.

($1 = 0.8292 euros)

(Reporting by Bartosz Dabrowski and Juliette Portala in Gdansk ; Editing by Tomasz Janowski and Susan Fenton)

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Rogers wireless service back for majority of users following outage



(Reuters) –Rogers Communications Inc said late on Monday its services had been restored for most of its users, following intermittent interruptions to wireless voice and data services for several hours.

“Wireless calls, SMS and data services are now restored for the vast majority of our customers”, the company said on Twitter. (

The company said earlier on Monday that its residential and business wireline internet services were not impacted. (

About 11,000 users in Canada reported issues with the wireless service provider, as of 1900 GMT on Monday, according to outage monitoring website

Downdetector tracks outages by collating status reports from a series of sources, including user-submitted errors on its platform. The outage could have affected a larger number of users.

(Reporting by Nivedita Balu, Rithika Krishna and Nandakumar D in Bengaluru; Editing by Subhranshu Sahu and Shounak Dasgupta)

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Canada’s Telesat takes on Musk and Bezos in space race to provide fast broadband



By Steve Scherer

OTTAWA (Reuters) – Canada’s Telesat is racing to launch a low-earth-orbit (LEO) satellite constellation to provide high-speed global broadband from space, pitting the satellite communications firm founded in 1969 against two trailblazing billionaires, Elon Musk and Jeff Bezos.

Musk, the Tesla Inc CEO who was only a year old when Telesat launched its first satellite, is putting the so-called Starlink LEO into orbit with his company SpaceX, and Inc, which Bezos founded, is planning a LEO called Project Kuiper. Bezos also owns Blue Origin, which builds rockets.

Despite the competition, Dan Goldberg, Telesat’s chief executive officer, voices confidence when he calls Telesat’s LEO constellation “the Holy Grail” for his shareholders – “a sustainable competitive advantage in global broadband delivery.”

Telesat’s LEO has a much lighter price tag than SpaceX and Amazon’s, and the company has been in satellite services decades longer. In addition, instead of focusing on the consumer market like SpaceX and Amazon, Telesat seeks deep-pocketed business clients.

Goldberg said he was literally losing sleep six years ago when he realized the company’s business model was in peril as Netflix and video streaming took off and fiber optics guaranteed lightning-fast internet connectivity.

Telesat’s 15 geostationary (GEO) satellites provide services mainly to TV broadcasters, internet service providers and government networks, all of whom were growing increasingly worried about the latency, or time delay, of bouncing signals off orbiters more than 35,000 km (22,200 miles) above earth.

Then in 2015 on a flight home from a Paris industry conference where latency was a constant theme, Goldberg wrote down his initial ideas for a LEO constellation on an Air Canada napkin.

Those ideas eventually led to Telesat’s LEO constellation, dubbed Lightspeed, which will orbit about 35 times closer to earth than GEO satellites, and will provide internet connectivity at a speed akin to fiber optics.

Telesat’s first launch is planned in early 2023, while there are already some 1,200 of Musk’s Starlink satellites in orbit.

“Starlink is going to be in service much sooner … and that gives SpaceX the opportunity to win customers,” said Caleb Henry, a senior analyst at Quilty Analytics.

Starlink’s “first mover” advantage is at most 24 months and “no one’s going to lock this whole market up in that amount of time,” Goldberg said.

Telesat in 2019 signed a launch deal with Bezos’ aerospace company Blue Origin. Discussions are ongoing with three others, said David Wendling, Telesat’s chief technical officer.

They are Japan’s Mitsubishi Heavy Industries Ltd, Europe’s ArianeGroup , and Musk’s SpaceX, which launches the Starlink satellites. Wendling said a decision would be taken in a matter of months.

Telesat aims to launch its first batch of 298 satellites being built by Thales Alenia Space in early 2023, with partial service in higher latitudes later that same year, and full global service in 2024.


The Lightspeed constellation is estimated to cost half as much as the $10 billion SpaceX and Amazon projects.

“We think we’re in the sweet spot,” Goldberg said. “When we look at some of these other constellations, we don’t get it.”

Analyst Henry said Telesat’s focus on business clients is the right one.

“You have two heavyweight players, SpaceX and Amazon, that are already pledging to spend $10 billion on satellite constellations optimized for the consumer market,” he said. “If Telesat can spend half that amount creating a high-performance system for businesses, then yeah, they stand to be very competitive.”

Telesat’s industry experience may also provide an edge.

“We’ve worked with many of these customers for decades … That’s going to give us a real advantage,” Goldberg said.

Telesat “is a satellite operator, has been a satellite operator, and has both the advantage of expertise and experience in that business,” said Carissa Christensen, chief executive officer of the research firm BryceTech, adding, however, that she sees only two to three LEO constellations surviving.

Telesat is nailing down financing – one-third equity and two-thirds debt – and will become publicly traded on the Nasdaq sometime this summer, and it could also list on the Toronto exchange after that. Currently, Canada’s Public Sector Pension Investment Board and Loral Space & Communications Inc are the company’s main shareholders.

France and Canada’s export credit agencies, BPI and EDC respectively, are expected to be the main lenders, Goldberg said. Quebec’s provincial government is lending C$400 million ($317 million), and Canada’s federal government has promised C$600 million to be a preferred customer. The company also posted C$246 million in net income in 2020.

Executing the LEO plan is what keeps Goldberg up at night now, he said.

“When we decided to go down this path, the two richest people in the universe weren’t focused on their own LEO constellations.”

($1 = 1.2622 Canadian dollars)

(Reporting by Steve Scherer in Ottawa; Editing by Matthew Lewis)

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