How to Keep Viewers Engaged with Your Video Content

by Devon Osborne

 

So you want to stand out in the digital space, but your video content isn’t bringing in leads like you’d hoped. You're not alone. Video can feel like a game changer—and it is—but only if you know how to capture attention and hold it. Let’s unpack what makes video marketing work, especially for service businesses that need to connect with local audiences on an authentic level.

 

Hooking Your Audience Early On

Studies show you have less than 5 seconds to engage viewers before they move on. That means any compelling video content you create needs a killer start.

Here’s how:

• Start with the Unexpected: Whether it’s a surprising stat, an emotional scene, or a quick problem statement, draw people in with something they don’t expect.
• Address Their Pain Point Immediately: Think about your audience’s frustrations (a leaky roof, a clogged drain) and frame your video around solving those problems.
• Keep It Short but Powerful: The average viewer watches for less than 10 seconds on social media platforms. Aim for concise, high-impact clips that deliver value fast.

Real-Life Example:

One plumber shot a 10-second video simply showing the difference between a clear drain and a blocked one. No jargon, just clear imagery and a quick fix at the end. It’s one of the best-performing videos on his Facebook page because it visually demonstrates his value.

 

Crafting a Story that Resonates

A good story taps into emotions, which, in turn, taps into engagement. A story doesn’t mean a 2-minute documentary; it could just be a few seconds of footage combined to show a beginning, middle, and end.

Tips for Storytelling in Videos:

• Show the Transformation: For example, before-and-after shots can speak volumes for cleaners, painters, landscapers, and more.
• Add Authentic Customer Testimonials: Hearing from happy customers feels more relatable than hearing it from you. Video testimonials or reviews are incredibly persuasive because they’re real and relatable.
• Use Empathy: Acknowledge the problem your customer faces, demonstrate that you understand, and show how your service brings relief.

Real-Life Example:

A landscaper shot a mini-story video featuring a homeowner who felt embarrassed by their backyard. After some quick transformation shots, the homeowner was shown delighted with the new yard. This empathetic approach resonated, leading to increased engagement and shares.

 

Nail the Visuals, but Don’t Overthink It

Polished videos are great, but in the home services space, they’re not necessary. Some of the most effective videos are shot on phones with minimal edits because they feel real and accessible.

Visual Tips:

• Shoot in Natural Light: Makes a huge difference for clarity and professionalism.
• Use Close-Ups for Demonstrations: For example, close-ups of a repair process can feel immersive, helping viewers visualize you solving their problem.
• Keep It Steady: Invest in a cheap tripod or stabilizer. Shaky footage can distract from your message.

 

Provide Real Value in Each Video

To keep your audience coming back, focus on giving them something useful each time. It could be a quick tutorial, a valuable tip, or a reminder that you’re there when they need help.

How to Add Value:

• Answer Common Questions: What are the most common questions customers ask before they call? Address these in short videos.
• Provide Quick DIY Tips: Counterintuitive as it might seem, sharing DIY tips doesn’t steal business; it actually builds trust.
• Showcase Team Expertise: Briefly introduce team members or highlight their skills. People are more likely to hire companies they feel familiar with.

Real-Life Example:

An HVAC company made a short series on “Things to Check Before Calling an HVAC Technician.” By showing viewers quick fixes, they proved they weren’t just after money—they genuinely cared about customer satisfaction. The response? Positive comments and increased calls.

 

A Strong Call to Action (CTA) Every Time

Every video should end with a specific CTA that aligns with your video’s goal. The simpler, the better—don’t ask them to fill out a form if you just want them to call.

Effective CTAs Include:

• “Call Us Today to Fix [Problem] in No Time!”
• “Get a Free Quote for Your Next Project”
• “Follow Us for More Quick Tips!”

Remember, even a brief nudge can guide viewers toward that next step.

 

Taking It to the Next Level: Leverage Customer Insights

What video content did your audience enjoy most? Use that insight for future videos. Analyzing which videos get the most engagement helps you understand what resonates with your specific audience.