I can’t stress this enough! And although keeping a video under two minutes seems easy to do, in reality it’s one of the hardest parts of telling a story, especially a corporate story.
60%! Once your
video hits the 2 minute mark more than half your audience has tuned out!
Wistia, an online video hosting site (Competitor of YouTube)
says videos under 30 seconds have close
to a 90% completion rate. 75% of online viewers will watch a video all
the way to the end if it’s less than 2 minutes.
Here are some tips I have learned as a news reporter.
(1)
Don’t burry
the lead: People’s attention span is
low! Give the viewer a reason to watch within the first few seconds. If you don’t you can kiss that potential
customer goodbye! See ya!
(2)
Cut the
corporate talk: “Leverage” “optimize”
“utilization” this is business talk and has no place in your videos! I repeat
it has NO PLACE in your videos! Police
are the best at "corporate talk"; however in the news world we call it “cop talk”. “Citizen”, “alleged”, “victim” all examples
of “cop talk”. This descriptive-but-vague-impersonal
language has the power to kill any story!
(3)
Video is
emotional: remember video can build
an emotional connection with an audience.
When I use the term emotional I don’t mean some sort of sappy love
story. I mean it’s real. A video testimonial builds trust where words can’t. Use video to humanize your company or
product!
It took years of practice to develop the skills to take a
complex issue and turn it into a compelling story in under 1:30 seconds. The most important piece of advice I can give
you is keep it simple! Know your
audience and before you start, know what you want your audience to take away
from the story.
John LaBerge, Founder Press Media Communications
You can Keep Your Corporate Video Short because even a short video can put a great impact over the customers mind and his/her buying capacity if it contains effective message about your products and services.
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