Part 1 - Planning an effective marketing video

Beating the 2nd cost mistake: Getting the video runtime right


Video runtime, just in case you’re not sure, is the length of your video. Should it be 3 minutes? 2 minutes? 1 minute? More? Less?

Everyone argues this point, with the popular idea that video has to be as short as possible or else customers will switch off.

Now I love short videos.

And many video makers and their clients seem terrified of producing a long video.

But nothing could be further from the truth.

The right length is the length that’s relevant to your audience, that delivers the right actions.

If they’re interested in what you’re saying, your proposition, they’ll keep watching.

It’s all about relevance.

For example, if you’re still reading now, it’s because after 1,600 words you still find this relevant to what you're trying to achieve, which is to make an effective business video.

Now try this: A recent survey showed that C Level Executives are happy to watch a 3 or 4 minute video, with two provisos:

1: Tell them it’s going to a be a 3 or 4 or 5 minute video, right at the beginning.

2: Front load the first 30 seconds of the video with benefit so they can see quickly what's in it for them if they stay the course and watch.

Everybody's got 5 minutes to see a game-changing video.

The only reason people switch off, or abandon the viewing, is because the message is no longer relevant.

The conclusion is:

> Some videos need to be shorter, as the message is powerful & requires only a simple action.

> Some videos need to be longer, as the message is necessarily complex or technical.

For example, when selling a new enterprise-scale technology platform.

So now it’s time to hear My Theory of Watchability. Here goes:

“When a video starts, you need to quickly grab the audience's attention with a strong message and a strong visual they can immediately relate to

- often this is something that bothers them.

You need this to win their attention, their unspoken permission to watch.

Now you have their attention, their permission, retain it. And never lose it.

This means you can tell them as much or as little as you like

- so long as it’s immediately relevant to them, their immediate needs,

- and doesn’t distract with side issues, or trivia or boilerplate, or even distracting whizzy visuals.

They’ll keep watching if you do this. And stay watching.

So keep staying relevant to their issues, their problems as they see it.

And then they’ll get to the end of your video

- and perform the action you require

Bingo. Job done. They got to the end!”

Success is when they get to the end and then do as you ask. Nothing more, Nothing less.

Reaching the end means:

1: all the money you spent on your video is not part-wasted on abandonment or loss of interest

2: the viewer is now on-message.

3: they perform the action you require of them

It’s an extremely simple idea.

Alternatively, I could suggest that “an effective viewing is an unbroken stream of attention from beginning to end, rsulting in a desired action.”

We both know that keeping them glued to the screen is the secret to success.

As a valued visitor to Business Video Masterclass, you’re now welcome to a FREE 15 minute personal consultation with me, where you can ask about a video problem that’s on your mind.

I’ve spent most of my professional life solving real world video problems.

It’s relaxing for me. I enjoy it. So please share your ambition or concern, and I’ll do my best to help.

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