In Video Marketing, Brevity is Key

Feeling good about your new video masterpiece? Think you’ve done well describing the ins and outs of your business and why prospects should choose your company? Most viewers will tune out of online videos after only fifteen seconds. That might make you rethink your 45-second musical intro.

It’s not breaking news that our society’s ever-shortening attention spans prefer visuals and sound to text. Neither is the idea that there’s a lot of bright and shiny “noise” tempting your viewer down a different path. So how do you hook the viewer despite these challenges?

1. Be Concise

To engage the viewer it’s important to get to the point. We know how hard it is to condense everything your business has to offer into 90 seconds. If you’re knee-deep in it every day, it’s hard to weed out what’s pertinent to the client. Try to avoid the temptation to cram everything in. Talking heads delivering wordy explanations turns viewers off big time. If this is a training video your employee will be forced to watch, then you can get away with a lengthy re-enactment of the company’s 100-year history. Otherwise just hit the main points.

2. Use Terms that are Easy to Understand

In short, don’t confuse your prospect. They are considering your product or service because they don’t know how to do whatever you do themselves. Our clients trust us to conceptualize, produce and optimize their videos. I don’t expect them to know an f-stop from a frame rate. Using complex terms to describe your process will make the process itself appear complicated, and therefore worry your future client. Unless this video is targeting other experts, kick the tricky terminology and keep it simple.

3. Don’t Just Say it With Words

Here’s the how and why of video’s effectiveness, whether it’s an award winning feature-length drama or a Vine video about your automotive shop. (It also happens to be why I personally fell so in love with the art of film.) It’s not just the voice over doing the talking. There’s the lighting, how the shot is set up, what’s going on within the frame, what may be happening outside of the frame, music, sound effects, the pace of the editing, the movement of the camera… I could go on forever. All of these factors can be arranged to convey a strong message in a short period of time.

Brevity is the key to a successful video no matter the chosen platform. Before embarking on your next video, take time to really consider your audience and why they’ll be watching. Keep the dialogue concise and simple, and make the most of all video has to offer. If one is picture is worth a thousand words, then one minute of video is worth 1.8 million.

 

– Meredith Duncan, Account Manager

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