Engaging your viewers

Most viewers decide almost immediately. Open with the most interesting part of your story, not a long logo animation or a slow introduction.

Say what the video is about, then prove it.

Content written for everyone lands with no one. Picture a single viewer, use their language and answer the question they are actually asking.

• Use plain words and short sentences.
• Show real people, places and results.
• Keep a consistent look so viewers recognise you.
• End with one clear next step.

Comments, shares and watch time tell you what works. Review them often, keep what holds attention and drop what does not.