When you’re heading into an exciting video venture for your brand, it’s natural to want to include absolutely everything about your company and product as part of the video production message; after all, your business and product is great, and everybody needs to know it! However, as tempting as it may be to do so, by including everything but the kitchen sink, you risk not only making your video complicated, but really really dull!
Why is this the case? The best messages are always the clearest ones. By presenting a video production to your audience full of every possible fragment of material, it is like giving them a complicated novel that’s crammed into a few minutes of detail. It’ll make no sense, be hard to digest and people will have too many questions and lose interest.
However, if the information you present has one or two main points of detail and is clear and precise, messages are digested straight away and interest starts to build up.
Some of the cleverest brand videos are so simple and yet incredibly effective. Take a look at the video below for the brand ‘Skinny Water’. It is a very minimalist video production with a few simple tag lines about the product. There are no complicated details about how the water is processed, or how the company manages itself. It is there, clear and simple, and it really works.
Short works too. Your video production doesn’t need to be the length of a movie trailer. Long videos result in loss of interest, and clicking onto something else or shutting down the browser. They can also click over on to your competitors, which is the last thing you want as a brand in a highly competitive market. Recent research from AOL showed that shorter videos are more effective than longer ones; they produce a 25% higher brand recall and 42% higher purchase intent for the featured product or service. If you really have a lot to say, create a series of videos instead of cramming everything into one.
When it comes to creating your brands video production , it is vital that your brands representation comes over not only loudly but clearly to your potential clients. By delivering videos that are engaging, informative and the right length, you will strike up an interest in your target audience that makes them want to buy into your brand.