Video for Your Business: Where to Start

Some companies try to create a five minute video that includes their value proposition, product demo, etc. all crammed into one video. A better idea is to break that content up into ‘snackable’ bits of video content. In other words, don’t force everything you’ve got to say into one video. You’ve got about ten seconds to grab the viewers attention and about sixty or so seconds to keep it, after that unless the content is really engaging you start to see a precipitous drop off in viewership. The best idea is to break that content up into separate videos – do an ‘elevator pitch’ or value proposition, lead that video into a link to a product or service demo. From there you can link them to testimonial videos, deeper dive videos into the product/service functionality, etc.

The Law of Seven

If you haven’t heard this one before, the idea is that it generally takes on average about seven “touches” of a business to a prospective customer before a sale is made. So if it takes up to seven impressions of your marketing content to really make an impression on a viewer, why would you want to stuff all of your video marketing ideas into one video? Why not spread it out into multiple touch points for the viewer and potential customer?

Where to Start

So if you have a limited budget and can only produce one video, where do you start and what do you do first? I always recommend you start with the value proposition first. You know your clients problems better than anyone, heck you came up to a solution to those problems. Speak to that. We usually like to start with a basic formula for our clients when doing value propositions:

1. Illustrate a typical problem your customers face
2. Show how your product or service alleviates that problem
3. End with a resolution of the problem