Question
We've got a lot of 'Why' to cover - a dual network, need to cover different cohorts / geographic considerations / applications of what we do.
We've tried to edit it further, but feel like we're just losing key messages.
We have a product that needs to be highly engaging for (generally older) consumers as there is a lot to consider / at stake when they commit to it (and probably an entirely new concept, so needs to get across the why - and the what) - it also generally attracts an older demographic who need more reassurance. By reducing it also means difficult to give a 'global' feel which is important too.
Can this 'work'?
I used to be in the screenwriting business pre-start-up. These rules were fairly tight, but with justification could be extended.
Any thoughts very much appreciated. Thanks!
PS - we've produced 4 short films...
A homepage why / some what =2.50 mins
A video for each side of the selected network that gives more detail still and is approx 3.45
An about us video - again, quite long, but users want to know more about us as it's quite a 'product you'd appreciate knowing more about who's behind it' - approx 3.45 mins.
(Happy to possibly send if helpful).
Hope you can help! Thanks!!!
Answer
A 2 minute explainer video is like being chained to a wheel of injustice.
Seriously :) when did you manage to get through a 2 minute video without leaving or skipping?
1min to 1.5mins TOPS. Break the other deeper aspects into short form video explanations or separate the feature set out as a separate video.
Homepage video:
1. Help the viewer identify with the problem
2. Ask leading questions (creates a curious mindset
3. Tell them about the solution quickly and the differentiator (now Bob can travel fro x>y 1.5 times faster and cheaper than any competitor whilst Joe, Shmo and Clet get to be drivers without a $1m medallion).
4. Summarize
5. CTA
The rest you can explain in deeper pages with feature-set explainer videos(even shorter! Bite size chunks that make you want to watch more... Like eating some small tasty M&Ms)
