Online video is the fastest growing advertising format any marketer can employ for one simple reason, video is the single most powerful tool available for telling a story. Why? By combining sight, sound and motion, both the visual and the auditory senses are stimulated simultaneously.
As Andrew Angus suggests in his book 60 Seconds, “72 hours after you read or hear something, you will be able to recall 10 percent of it. 72 hours after you watch something, you will be able to recall 58 percent of it. By stimulating both the auditory and visual senses at the same time, video helps visitors retain 68 percent of your message. That means a video helps visitors remember 58 percent more information than plain text alone.” Let’s be honest, video is more engaging and is easier to comprehend than reading even the most well written website copy.
Retention of information notwithstanding, no other medium can demonstrate, educate and inspire us in the same way video does. Video works to activate both the logical and the emotional sides of the brain simultaneously. And when we are able to engage our audience emotionally, we stand an even greater chance of stimulating a prospect to act.
But there’s much more to making a memorable video. Since human memory is finite, it’s wise to avoid imparting too much too quickly: Our brain can frequently become overloaded and much of the information we learn will quickly be forgotten.
It is also important to make videos as short as possible: A :60 to :90 second spot(about 160 words) is a good length to make a pitch and will make it easier for an audience to retain the information. In a nutshell, for a video to be most effective it first must be made short and designed simply.
To arrive at an effective script of 160 words will require some research and decisions made as to what information needs to be included in the video. Oftentimes, what we leave out of a script can be as important as what we include.
We also need to narrow down the target audience or demographic, establish a single point-of-view regarding the messaging, and thoughtfully consider how the audience should perceive the video content they will be watching.
All of these matters are critical and must be considered prior to writing a script or creating a storyboard. More on these in later posts.