The 8 Things Every Video Must Have
Stories exist to reveal.
And, ultimately, stories exist to share the narratives which cultivate our culture.
Stories are valuable to us because they are shared—passed down and passed on—to the loved ones we cherish, but also to the strangers we encounter. Stories are told as we sit around the dinner table and when we’re on the go on the subway. They are shared when others are hurting from the searing pain of loss, and when enjoying the presence of a new friend. Stories communicate experience and wisdom; joy and laughter; pain and uncertainty; curiosity and engagement.
STORY IS LIKE A LANGUAGE, AND IT’S THE SHARED LANGUAGE IN WHICH ALL HUMANS ARE FLUENT.
Statistics tell us that online users love video more than anything else. They can’t get enough of it. And, according to Cisco, 80 percent of all Internet traffic in 2019 will be video related content. That’s crazy, isn’t it!?
The bottom line is this: video is the most preferred method of communication on the web today, and frankly, we don’t see that changing anytime soon.
That means video isn’t just a marketing tool, it’s the marketing tool.
Video is dominating, it’s compelling, and it’s the most efficient way to tell stories today. If your marketing strategy doesn’t already include creating and using video, you’re missing a tremendous opportunity to engage with your audience and promote your brand message.
Explainer videos are for slightly longer engagements where the viewer may not understand a concept, product, or service. This format is best used for condensing complex or high volume content into a simple and clear presentation. Explainer videos are perfect at 45 to 90 seconds in length. This duration allows for communicating more information while still focusing on concise and effective engagement with the audience.
Instructional videos are for deep engagements with viewers. This format is best used for longer form storytelling where the content is compelling and engaging enough to warrant such duration. Typically, the target audience has previously engaged with the brand or needs to delve into instructional information. These videos can be longer than 90 seconds in length due to the goal of the video being to demonstrate, show, or guide the viewer through a series of information. However, anything longer than 3 minutes could begin to lose viewers and decrease the overall retention of the message.