COMPANY VIDEO HANDBOOK
WHAT TODAY’S BUSINESS AUDIENCES WANT
Bigness, style and brevity.
There. You heard it.
This is what today’s company video audience want.
They want to know about you and your organisation, and its scope and capability. But you need to explain this in the right way, which means giving them bigness, style and brevity.
So let’s take a look and see what bigness, style & brevity mean for your company. In reverse order.
Today’s manager – your customer – is busy.
She wants to know more, but she doesn’t have lots of time for flannel or old school time-consuming pomp.
She wants relevant information, fast so she can meet her targets - possibly through innovating with your products or services.
This means giving her the right information, at the right time, in the right amounts.
This is relevance.
This suggests that any marketing or company video must necessarily be short. Or at least shorter than you planned. Otherwise you will lose her attention.
This raises practical issues like “how do we turn a long 8 minute video into a shorter 4 minute video?” or better still “how do we turn a 4 minute video into a 2 or 3 minute video?”
Obviously it’s not compulsory to produce shorter videos. But you have to be pretty certain that all your audience sectors will attentively watch your longer production.
You also have to consider that your overlong video will eat up valuable meeting time, precious facetime with potential customers
- or simply become another boring web page video.
In today’s business marketplace, brevity is king.
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