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How To Create Engaging Video Content (Without Losing Your Mind)
- Beverley White
- Jul 14
- 8 min read
If you're one of the 89% of businesses that create short- or long-form video content these days, I'm sure it sometimes feels a bit like you're shouting into the void and hoping the algorithm hears you.
You work up the courage to hit record, painstakingly edit your footage, add trendy music, upload it and then… tumbleweed. Five views. Two of them from your mum.
So what gives?
Whether you're a budding vlogger, an entrepreneur promoting your brand, or a creative hoping to grow an audience, knowing how to create video content that hooks and holds viewers is essential because the truth is, we live in a world where everyone’s attention span is fleeting, competition is fierce and the scroll never finishes.
If your video doesn’t grab someone in the first few seconds, it’s game over because there's a billion more to watch. But here’s the good news, creating engaging video content isn’t about being a full-time influencer, owning fancy gear, or memorising TikTok dances. It’s about knowing your audience, showing up with intention and delivering value in a way that feels authentic.
How To Create Engaging Video Content in 12 Steps
I'm sure you don't need me to tell you that video content dominates social media and online platforms. Whether you're a business owner, content creator or influencer, knowing how to create engaging videos is crucial for growing your audience and increasing engagement.
From developing a solid content strategy to optimising for algorithms, I've created this blog to help walk you through some of the essential steps to produce high-quality, captivating videos that keep viewers coming back for more.
I wanted to start to show you just how the team at P45 go about doing just that for our clients, without the overwhelming sense of dread.
Before we get into the steps needed to create an engaging video, let me talk briefly about the important of a content calendar.
Creating a content calendar is a powerful way for business owners or anyone creating content to streamline their social media strategy, ensuring consistent and engaging posts without last-minute stress.
Whilst it might take a little time to create at first, once it's done, a well-organised calendar allows you to plan themes, promotions and key dates in advance, aligning content with business goals and audience preferences.
By scheduling posts ahead of time - using tools like Google Sheets, Trello or social media's own management tools - you can maintain a steady, consistent online presence while freeing up time, and your focus, to concentrate on other tasks.
Additionally, a content calendar helps track performance, allowing you to refine your strategy based on analytics and feedback. Whether monthly or quarterly, this structured approach keeps your social media efforts focused, cohesive and effective.
Now, with that said, let's look at creating your next video masterpiece that works to underpin your business goals.
1. Start With a Hook That Punches Through the Noise
Think of your video like a first date. If you spend the first minute mumbling awkwardly about the weather, they’re not sticking around for dessert.
The first 5 - 10 seconds of a video are everything. So don’t waste them. This is true across YouTube, Instagram Reels, TikTok, Facebook and even LinkedIn.
Try something like:
A bold statement: “I spent £0 for 7 days - here’s what happened.”
A question: “Ever wonder why no one’s watching your videos?”
A sneak peek of the payoff: i.e. Show the final cake before you show how it’s baked.
Whatever you go with, make sure there are no slow intros. No “Hey guys, welcome back to my channel” (unless you’re already MrBeast and have hundreds of millions of followers).
Get to the point and get there fast!
2. Know Who You’re Talking To
One important thing to remember is that you’re not creating content for everyone. You’re creating it for someone.
Picture them. Give them a name.
What do they love?
What annoys them?
What keeps them up at night?
Now, speak to that person. Whether you're aiming at stressed-out parents, twenty-something tech bros, or nostalgic millennials who miss Woolworths, tailor your tone, content and pacing to them because they're out there, waiting to hear from you about what they want.
Ask yourself:
What problems does my target viewer have?
What tone do they respond to - funny, serious, casual, professional?
What content do they already consume?
Then, speak to them like a friend. Use the word “you” often. Make them the hero of the story, not you.
When people feel seen, they pay attention so the more specific you are, the more your videos will resonate.
3. Structure It Like a Story (Even If It’s Just You Talking to a Camera)
Good videos, like good meals, need structure. Otherwise, it's just a mess of ingredients.
Try this simple 3-part format:
Hook: Grab attention straight away.
Meat: Deliver your main message, tip, story, or idea.
Outro/CTA: Tell viewers what to do next, whether that's subscribe, comment, follow, buy, etc. Ultimately, viewers need direction. If you don’t ask, they won’t act.
Even a 30-second Instagram Reel can follow this structure.
At the end of the day, if your video is all over the place, your viewers will be too.
4. Show, Don’t Just Tell
Talking-head videos have their place, but if it’s just your face and zero variety, attention will wander.
Spice it up with:
Cutaways and b-roll (even stock footage works).
B-roll is secondary footage that illustrates what you’re talking about
Screen recordings or product shots.
Text pop-ups or animations to highlight key points.
Emojis, gifs and memes or relevant visuals can help add humour or clarity but use sparingly (unless you’re going full Gen Z)
Basically, make it look like something’s happening, even when you’re sitting still.
5. Invest in Sound
You can get away with slightly fuzzy visuals. You cannot get away with tinny, echoey audio that sounds like you’re recording in a bathroom.
A decent mic doesn’t need to cost a fortune. Even a £20 lapel mic or USB condenser mic can dramatically improve your sound.
Add a touch of background music (quietly, so you’re not competing with it), and you’re well on your way to a great video.
Remember to always choose royalty-free tracks that fit the tone and to avoid copyright strikes, but don’t overwhelm your voice. Music sets emotional context, so use it to build excitement, tension, or calm.
6. Let Your Weird Shine Through
You don’t need to be loud or overly bubbly to be engaging but you do need to be real.
Internet audiences are savvy - they can sniff out fake energy from a mile away - so if you’re sarcastic, lean into that. If you’re awkward, own it. If you have a niche obsession with Victorian wallpaper or unboxing stationery, trust me, there's an audience for that too.
It's equally important that you don’t try to mimic other creators, especially if it doesn’t fit your personality. Your quirks, tone and even your accent can be strengths. The internet is big enough for every style, but you do need to commit to yours with confidence.
What matters is consistency and confidence in your tone. Remember: authenticity beats polish. Every time.
7. Edit With Purpose (Not Just Aesthetic)
Editing isn’t just about making things pretty - it’s about making them watchable.
Cut anything that drags. Tighten your pacing. Add jump cuts where needed to keep the rhythm snappy. Use text overlays for emphasis and clarity. Try colour grading or adding your own visual “style” if you're up for it.
Tools like CapCut, iMovie, or Descript are brilliant if you're not a pro video editor. No need to get fancy, just make sure it flows.
8. Tell Micro-Stories, Even in Short Videos
Humans are hardwired to love stories. You can use that even if your video is just 60 seconds long.
For example:
Problem → Struggle → Solution
Before → During → After
Expectation → Reality → Lesson
Even product tutorials or lifestyle vlogs can have these built-in arcs. Stories = emotional investment. Emotional investment = engagement.
9. Add Captions. Always.
Believe it or not, most people watch videos on their phone and on mute - especially on social media.
If you don’t have captions, you’re losing a huge chunk of viewers before you even start.
Auto-captioning tools (like TikTok’s built-in ones or third-party apps like Veed and Kapwing) make this easy.
Bonus tip - it obviously also helps viewers with hearing impairments and those watching in noisy or quiet environments. Accessible = effective.
10. Consistency Trumps Perfection
This one hurts perfectionists, but it’s the truth: you’re better off posting something regularly than obsessing over the perfect video once every six weeks.
Platforms like TikTok and YouTube reward consistency. So does your audience.
That doesn’t mean spam low-effort content - it means learning as you go, improving incrementally and not being afraid to look back and cringe (trust me, that’s part of the journey).
Aim to:
Post at least once a week on YouTube.
Post multiple times a week on TikTok or Reels.
Consistency builds audience trust and gives you more data to learn from.
To help this, batch content when you can. Reuse ideas in different formats. They all help to build momentum.
11. Thumbnails and Titles: The Unsung Heroes
Especially on YouTube, thumbnails and video titles are everything. You can create a masterpiece, but if your title is “Vlog #27” and your thumbnail is a blurry shot of your face… no one’s clicking on it.
For thumbnails:
Use bright colours and contrast.
Feature your face with a strong emotion.
Add bold text (but not too much).
For your video titles, keep them short and clear:
Spark curiosity: “I Tried Living Like a Billionaire on £10 a Day”
Offer a benefit: “5 Camera Tricks to Make Your Videos Look Expensive”
Your job isn’t to clickbait - it’s to truth-bait. Be intriguing and accurate.
12. Pay Attention to What Works (Then Do More of It)
Once you start posting, it might take a little time to really find your voice and your audience, but this is where metrics will really help you. Use these analytics to your advantage.
Check things like:
Where people stop watching your videos.
Which ones get shared the most.
Which formats or topics perform best.
What search terms or traffic sources are driving views.
Remember, data doesn’t lie. Your audience is telling you what they like (or what they don't) so listen to them, then double down.
Conclusion: Engagement Is a Relationship
"Do not let any unwholesome talk come out of your mouths, but only what is helpful for building others up according to their needs, that it may benefit those who listen." - Ephesians 4:29
Whether you’re making videos for fun, influence, or business, engagement is the currency that matters most. Once you’ve earned trust and attention, then you can pitch products, offer services, or build a loyal community.
Think of engagement like a conversation, not a performance. You’re not just throwing content into the void - you’re building a relationship with real people, one video at a time.
Remember, your first video won’t be your best, but it’s the one that leads to all the others.
The best video creators treat every viewer’s time as valuable and aim to entertain, educate, or emotionally connect in return so give them something worth watching. Make them feel something and above all, show up like you really care, because the most engaging thing you can be… is you. #BelieveInSuccess
Are you creating video for your business? What advice would you give to those just starting out? Did any of these tips help you or do you have any of your own to share? Let me know in the comments below.
If you need some help in creating some incredible videos, please get in touch and let's at least have a conversation about how we can help. From design to production, we're ready to jump into action.
I hope that this blog has given you some value and even some food for thought when it comes to your videos. If it has, please consider showing your appreciation by clicking the button below to buy me a virtual coffee. I'd really appreciate it.
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