How to tell a convincing story about your business in 60-seconds Video?

27 Jul 2017 | By Jish

Topics: How to create an effective business campaign through YouTube Videos


Creating videos can be intimidating, especially if you’re new to it. Whether you’re telling a story or want to market your products or services, the intension is to captivate our audience and make them believe in the story we tell.

It is said that a one minute video can make an impact 1.8 million words could make. Do you have the time and energy to write 1.8 million words?

If you think you can’t make it happen then, online video marketing is the single most practical solution for your marketing time and energy. If you are a small business owner or involved in doing business yourself with so much consideration for your marketing budget then, online video marketing is something you should think about.

Before you hit the start button, here are a few things to keep in mind. Let’s check:

  • Short Attention span:

If you have noticed, most people have short attention spans these days, like 8 seconds or short. Most viewers aren’t going to watch through your 5 minute video or even a full 1 minute video.

The statistics show that you’ll lose about 1/3 of your viewers by 30 seconds, 45% of them by 1 minute and almost 60% by 2 minutes. And this number does not get better even with mobile phone users exceeding not more than 5 minutes.

The point here is, you have only 10 seconds or less to hook the viewer and convince them that your video is worth watching and your service or product is worth considering.

  • Shorter Videos (15 seconds) are Sweeter:

Recent research reports says videos that are 15 seconds or shorter are shared 37 percent more often than those that last between 30 seconds and 1 minute. If you make your videos longer, that stat goes down. Those shorter videos are only shared 18% more often than videos of longer than 1 minute.

  • Time Matters:

It is reported that 16% of YouTube videos get embedded, linked or shared on Tuesdays between 11 a.m. and 1 p.m., which means time matters.

If you have read through the above points, let’s start with the creative.

Behind every successful explainer video, is a well-written, engaging script. Without the right foundation, the rest of the creation process will go in vain.

So what can you do to make sure your video catches up with your audience? It all starts with a proper preparation:

  1. Knowing your goals
  2. Knowing your audience
  3. Knowing your message and,
  4. Knowing your call-to-action

Now, here are the most important things you need to consider before starting your Video Script:

1.Keep your explanation short

The length of your script will depend on your audience. If you want an internet surfer to check on your video, it should be compelling and address their needs

2. Convey your message in the first 30 seconds.

Reduce the message of your entire video to one sentence and get that sentence somewhere in the first 30 seconds of the script. This will tell your audience what to pay attention in the video.

3. Speak directly to your audience.

  1. Use personal pronouns like “you” and “your”.
  2. Show them things they care deeply about. I.e., how we can help them to solve their problem or improve their own bottom line.
  3. Don’t waste time in telling them what they already know. Focus on what they need to know about you that will bring them to trust you and to take the action you want them to take. 
  4. Make friends with them and they will be far more likely to give you a chance to sell them something.

4. Use the right tone.

Use the tone in your video with a clear picture of your audience/customer in mind.  Write a one sentence summary describing why you are making the video and what you want the viewer to do at the end of it. (You may decide you want an office head talking, a brief classroom style presentation, a bold outdoor documentary or a colourful animated review.)

The tone you choose for your video will then drive your choice of setting, narrator or cast, tempo, pace and type of dialogue for the script.

5. Tell a story.

Most explainer video scripts;

  • Present a problem (Steve is worried about his business, not enough customers),
  • Introduce a solution (Steve decides to create a website, do branding and social media campaigns),
  • Explain how it works (Design Direct UK is all affordable, quick ...blah blah blah)
  • Drive viewers to action (Sign up or contact).

Dry facts such as statistics and definitions are okay in the classroom, and for students. It is always good to avoid lifeless content whenever possible. Instead, use the power of the screen to show your audience actual people your company has helped, or benefits your services have bestowed on your customers.

The better you tell stories about yourself, the more likely your viewers are going to understand what your company is offering and what it can do for them.

6. Limit your words in explainer videos

Keep the dialogues between 125 and 150 words a minute.  Even if you are able to speak 200 or more words per minute on your own, keep in mind that the voiceover needs time to breathe, allowing viewers to absorb what you’re saying (this is true if the content is particularly dense or technical in nature).

7. Check what others feel

When producing an explainer video, take the time necessary to do it right. Get feedback from friends and co-workers, and make sure it’s engaging and easy to understand.

8. Keep your work legal

Whether your video is a personal project or a business venture, beware of violating copyright law. This includes copyrighted music, logos (yes, even the Apple logo on your MacBook counts), images, and video. If you’re looking for royalty-free content, check out iStockPhoto, TuneFruit, SoundCloud, Free Music Archive, Vimeo Music Store, and ccMixter.

What results can you expect?

Now, that you have created your video and got it running. The results may vary according to your video content, the audience selection, preference and their needs.

However, statistical reports say that;

  • 26% looked for more information about the subject of the video
  • 22% visited the website named in the ad
  • 15% visited the company represented in the video ad
  • 12% purchased the specific product featured in the ad

Tracking the Results

Effective video marketing has to be engaging right from the start, but how do you know, what is happening with your video? That’s where video analytics comes in. Detailed video analytics will tell you who’s watching your video, how long they stay engaged and exactly where they click away. Armed with that information, you can sharpen your message and target it more precisely. If you haven’t started your own video marketing campaign, it’s time start. There’s nothing to lose and about 400% more profit just waiting for you.

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Have you run a successful Video campaign? Share your tips in the comments!

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