The Secret to Engaging Video Content: It’s Not Just What You Say
When I first started helping clients create video content, I quickly realized something most people don’t consider: in video, how you say something is often far more important than what you’re saying. Sure, your message matters—of course it does—but if your body language and vocal tonality don’t match your words, the message gets lost. Think about the last time you watched a dull presentation or an uninspired YouTube video. It wasn’t the topic that bored you—it was the delivery.
I’ve worked with clients who have incredible knowledge and insights to share, yet their videos weren’t resonating. Why? Their body language was stiff, their tone was monotone, or they weren’t making eye contact with the camera. It wasn’t a lack of expertise—it was a lack of connection.
Body Language: The Silent Influencer (55%)
Visual cues dominate how we perceive people in video content. Think about your favorite YouTuber or speaker. Odds are, they’re not just sitting rigidly in front of the camera—they’re alive with movement, expression, and energy.
I had a client who is a financial advisor—who struggled with coming across as approachable on camera. When I reviewed his footage, his words were solid, but his body language said, “I’d rather be anywhere else.” No eye contact, crossed arms, and a slouched posture which might have made his audience tune out within seconds.
We worked together on small adjustments. I told him to sit up straight, lean forward when making important points, and use his hands to emphasize key ideas. We even practiced smiling naturally before each take to help him relax and convey warmth. The transformation was incredible. His next video wasn’t just informational—it was engaging. And it looked like his audience noticed too; his videos started getting more shares, and strangers and clients alike began to comment on his videos.
Vocal Tonality: Making Your Words Stick (38%)
I often say, "The way you say it can make or break your message." I once worked with a client in the real estate industry who had amazing insights but delivered them in a tone that was flat and lifeless. He wasn’t boring—he just sounded bored, and that disconnect was costing him.
We recorded a few mock videos, and I asked him to intentionally overemphasize his points—use a little more enthusiasm than he felt comfortable with. The key wasn’t to sound fake but to project energy that matched his message. He was hesitant at first but trusted the process. When we played back the recordings, he couldn’t believe the difference.
Suddenly, his words had impact. He sounded passionate, credible, and excited to share his expertise. Clients loved the new videos, saying things like, “I can feel how much you love what you do!” That’s the power of vocal tonality—it bridges the gap between knowledge and connection.
What You’re Saying: The Foundation (7%)
Don’t get me wrong—what you say still matters. Your content has to provide value. But here’s the thing: if your delivery doesn’t capture attention in the first few seconds, no one will stick around long enough to hear your brilliance.
I always encourage clients to start with a hook. One of my favorite examples is a client in the dining and hospitality space. Her videos used to start with long-winded introductions. By the time she got to the point, her audience was already gone. I suggested starting with an attention-grabbing statement, like: “Did you know that 70% of customers decide whether to return to a restaurant based on the atmosphere?” That quick stat drew people in immediately, and then her energy and tone kept them there.
How to Come Across as Authentic and Charismatic
The biggest barrier I’ve noticed for most people is a fear of “not looking good on camera.” They feel stiff, overthink every gesture, and end up coming across as robotic. I’ve been there. In my early days, I spent so much time trying to be perfect on camera that I forgot to be real.
The key? Practice being yourself, but amplified. Here are a few practical tips that have worked wonders for my clients:
- Prepare, but Don’t Over-Rehearse: You should know your key points, but don’t script every word. Speak like you would to a friend.
- Focus on the Camera as a Person: Imagine you’re talking to your best client or a trusted friend. This trick helps you sound conversational instead of formal.
- Embrace Mistakes: Flaws make you human. A small stumble or a laugh at yourself can actually make you more relatable.
- Practice in Small Doses: Record short clips of yourself talking about a topic you love. Watch them back and focus on improving one element at a time—body language, tone, or pacing.
Final Thoughts: The Power of Connection
At the end of the day, video content isn’t about being perfect—it’s about being engaging. Your body language, tone, and message work together to create a lasting impression. It’s not enough to know your stuff—you have to make people feel it too.
Think of your favorite YouTube creators. Why do you keep watching them? It’s not just the information—it’s the way they make you feel seen, heard, and understood. That’s the bar you want to aim for in your videos.
If you’re struggling with stiffness or feeling “off” on camera, remember this: the goal isn’t to perform—it’s to connect. Start small, experiment with these tips, and watch as your videos become the tool that turns viewers into loyal clients.
