I would say 90 percent of all marketing videos I see are, well, forgettable.
That sounds cruel, I know, but these videos don’t make me feel, think or do something. Instead, they just make me learn how much an organization loves itself. 🤦♂️
A different, more effective approach is to focus on how much your audience can benefits from you. The focus here is those you serve, not you.
If you want to create a video that resonates with your audience, strive for compelling storytelling.
Go for the heart. 💘
When thinking about the interviewee’s life as it relates to you, identify the most engaging and impactful moments from your footage and arrange them into a coherent order.
We all have seen weight-loss commercials showing before-and-after images of a person. Think about the story you are trying to tell in that way:
– explore a person’s life before coming in contact with your organization (their struggle);
– then they started using your offerings (the transformation);
– and, lastly, they saw the benefits (the lasting impact).
Further, the great editor Walter Murch recommends keeping these four things in mind when editing. In order of priority:
1. Emotion
2. Advance the story
3. The rhythm of the story
4. Following where viewers are looking
With limited time and resources, it’s crucial to make the most of every shot.
Trim unnecessary footage, remove distractions and highlight the most powerful visuals and messages. Don’t feel a need to use every shot or sound bit in your video.
Focus on the good stuff: your audience and your benefits.
These are same principles we follow, and we have outlined several more easy tricks in our Video Marketing Workbook. It’s only $24, and it will make your videos look 100x better.
