The importance of video in contemporary digital marketing methods has been well documented in many studies and by numerous experts. More and more consumers are interacting with video content and seeking it out as a source of both entertainment and product research.

It is not enough to just create and publish video material; your films must also be interesting and unique, they must capture the attention of viewers and keep them watching in order to get the most amount of responses possible.

And it is a much more difficult issue to take into account. Is it possible to produce more engaging video clips, and what are the main aspects that need to be considered while developing your video strategy?

To provide more insight on this, Facebook recently partnered with marketing measurement firm Analytic Partners, and insights agency The Lab, to conduct a new study into effective video approaches, and how marketers can create video content that generates greater cut-through, and maximizes audience response.

You can download the full, 16-page report here, but in this post, we’ll take a look at some of the key notes and pointers.

First off, the report notes the rising ROI potential of video content, which is now driving significantly better response than static image posts.

Facebook video report

As per the report:

“For quite some time, Analytic Partners research has shown that the vast majority of digital activity generates a very high short-term return on investment (ROI). Similarly, we have found that video has a very high long-term return on investment – independent of the screen on which it is shown. Historically, social media has performed very well in terms of generating short-term ROI; but, the climate is rapidly changing. For a long time, the majority of the content on social media feeds consisted of static pictures. Today, on the other hand, video engagement on social media platforms such as Facebook is on the rise.”

Despite the fact that the increasing use of video has resulted in better long-term value for such material, not all video is created equal, with some generating excellent reaction while others fall flat.

So, what are the most important factors that contribute to better video marketing performance?

Broadly speaking, the study observes that creativity is the most important factor, with executional aspects (such as ad timing and targeting) being a much less relevant influence.

Facebook video report

Although this is a wide term, how do you describe best practice creative within the context of this definition?

In order to do this, the team at The Lab devised a new measuring scorecard that could be used to evaluate different in-video components based on their relative effectiveness.

“The effectiveness scorecard can assist marketers in optimizing the most basic components of online video in order to get the best possible outcomes for their campaigns. The framework has been used to create new creative from the ground up as well as to modify current creative to make it more successful in an online format, according to the authors. The framework has 11 best practice standards that should be followed.”

Aspects of video creativity that should be incorporated in all videos are represented by the first seven fundamental components of the framework, which are the most important.

Facebook video report

While the additional four are highly recommended, and can also help drive performance.

Facebook video report

The full guide includes more specific notes and explainers on each aspect, as well as case studies that underline how these elements have been put in practice, and helped drive significant results for brands.

And while breaking down creative into a prescriptive process is difficult, the measures listed here do provide some specific points of planning for your video approach, which are research-backed, and will improve your content performance.

At the least, they’re definitely worth considering – you can download the full “Creating Online Video That Cuts Through” report here.