A Formula for Creating Short Marketing Videos

You undoubtedly know the power of video marketing, considering that YouTube is the number two search engine. But maybe you don’t feel comfortable in front of the camera, so you’ve avoided trying your hand at creating videos. The purpose of video is to connect with clients more personally and enable them to get a better glimpse of who you are, Robert Kennedy III, a national speaker with Kennetik Kommunications, told attendees Sunday at a session during NAR NXT, The REALTOR® Experience in Orlando, Fla. Kennedy said a simple storytelling approach can help calm your fears around what to say and how to structure your videos.

First, find a topic that will speak to your audience. Kennedy suggested using Google Trends to find the most popular searches online and answerthepublic.com to identify popular questions being asked online. You also can visit YouTube for video ideas. “Get the questions they’re asking, and then use storytelling as a framework or formula so you’re not just showing yourself as an expert—but as their expert,” Kennedy says. Videos can be as short as 60 seconds or less, and you can post them on numerous platforms like YouTube, TikTok, Instagram Reels or Amazon Live.

Kennedy offered the following formula to move audiences to action:

• Have a hook. The hook should leverage the audience’s emotion, such as by stating something shocking or asking an unusual question. Kennedy offered an example: “Now is the absolute worst time in history to buy commercial property. Here’s what you should do instead …” or, “If you want to grab the absolute lowest interest rates, now is the time to buy. Here’s how I know …”
• Add context. Show that you understand your audience’s challenges, and be relatable.
• Address the conflict. This is the drama and the catalyst of the action you want your audience to take. For example: “Because of this, you should/need to…”
• Have a conclusion. This part of the video should include a call to action, like inviting viewers to a seminar, clicking on a link, downloading a report or visiting a website. Offer a specific step you want your audience to take. “Every video should have a call to action,” Kennedy said. “Your words are less about information, more about transformation” and getting them to do something.

Kennedy also emphasized that your videos ultimately should not be about you but rather the customer or prospect and the challenges they face. “Help them solve those problems,” Kennedy said. “And use video to help them figure out if you’re the one with the personality that will connect with them and help them.”