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
I disagree with 80% of this advice.
Follow these points:
- Test smaller cutdowns of the video at 1-min and 30-secs.
- See how this compares to the completion rates of your 3-minute video. You might like the video, but it matters more that your customers like the video and actually watch the content. Nearly every video hosting service worth their salt includes analytics in their base packages. If the drop off rate over 1minute is 40%, you are doing pretty good. If it's 20%, that is a pretty damn good video you have.
- With 3-minutes of content, you could likely make 4-5 smaller videos using existing collateral. Editing doesn't take much resources, and it sounds like you've done the hard work already.
If you'd like an example, see our case study for Acast:
https://vidico.com/case-studies/acast/
