10/7/2023 0 Comments Best explainer video tools 2017![]() However, to truly stand out, remember that you can also try concepts that feature client testimonials, infographics, typographic treatments, character animation or even photo-based animations (be sure to peruse Vimeo, which not only features great creative but also has fantastic search tools). The go-to creative treatment for the last few years has largely been animation. Long story short, descriptive text will be needed so viewers can easily follow along if they have the sound turned off.Īnother critical consideration is the style of video. For instance, even with the option to turn the sound on, 85% of Facebook videos are watched without sound. If your video will be making the social media rounds, a key consideration will be the need for your explainer video to address the muted video implementation. Demonstrate the benefits of your offering and why your target audience will flip out over its awesomeness.įorbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Then quickly get to the solution and explain it in ways that address the “why” that will matter to your audience. ![]() Often what works best is to quickly state the challenge your target audience is facing (three sentences is a reasonable goal to pursue here). Stick to the inverted pyramid formula that journalists often adhere to, where the most newsworthy info is mentioned first. So prioritizing your message points is critical. Prioritize your message. Even if you develop a truly groundbreaking video with a killer creative concept and on-point messaging, there will still be (as mentioned above), significant viewer atrophy after the first 10 seconds of your video.Remember, your audience is swimming in video content all day long. The upside is that, by doing so, your message will have a much better chance of resonating with your target audience. At the end of the day, this will force you to limit the takeaways. The point of this exercise is to be as efficient as possible. So if you had 600 words to begin with, you would end up with 150 (for reference, a 60-second video is approximately 120 to 130 words and a 90-second video is approximately 180 to 190 words). Simply explained, after you’ve taken a first pass at a script for your video, remove half the words. To have your message stand out, it will need to be engaging in style and very focused.Ī good rule to follow is what I refer to as the golden rule of halves. And this is a trend that is exponentially growing, with IP video traffic representing 82% of all global consumer internet traffic by 2020. It’s important to remember that audiences are being bombarded with video content in 2017. Limit the takeaways. All too often, I see clients wanting to cram every last detail of a 25-slide presentation into a 60- to 90-second video.The “why” translates well with customers: “Why do I need this TV? Because my family will have that same amazing feeling we had in a theater!” For example, instead of talking about the resolution of your 4K TV display and its built-in surround sound speakers to potential customers, a much better approach would be to convey the great memories they’ll have with their family through an immersive theatrical experience in the cozy confines of their home. Usually, the “why” of your offering comes in the form of benefits, not product or service features. ![]() This speaks to its soul and it’s what creates an emotional connection with customers. If you want to truly capture a potential customer’s attention, you need to address why your product matters to them. All too often, the desire is to talk about product features and the granular detail that can go along with them.
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