The average human attention span is seven seconds. The average attention span of a goldfish is nine seconds.
You can draw your own conclusions here, but the truth is that we would rather click play on a video than read an article about the same topic. In fact, if this article were in the form of a compelling video, it would get a higher engagement rate and you would feel like you know me a little better by the end. (My name is Paige, by the way. It’s only fair that I start by introducing myself.)
We can dwell on this shift in human communication by discussing implications for the future of humanity OR we can accept this as the online reality that presently exists and look for the opportunity.
Companies that are capitalizing off of this new era of video are the ones that do see this shift as an opportunity. They are creating video content that forms a human connection with their audiences and blows their competition out of the water.
Today’s consumer buys people, not companies. This is why
If you’re ready to embrace video with open arms and an open mind, I recommend you begin with a brand video. This is the video that lives on your website and forms a connection with your potential consumer right off the bat.
To help you get started, I’ve outlined four things you should keep in mind when developing the message of your brand video.
We call this stage the pre-pre-production stage when we work with clients. Without a great story, your video will fall flat, leading to poor conversions and wasted money. A compelling, engaging, exciting video will make you look great and lead to more closed business!
1. Know your audience.
I always start by asking clients who their ideal customer is. If the answer if “everyone”, we keep digging. You can’t make a video that speaks to a working mother in the midwest, a retired millionaire in Florida, AND a teenage boy who just made the varsity football team. Each of those people has different paradigms, values, and motivations for buying. My suggestion: Choose one of your favorite clients. Picture that person when you are developing the script. If you feel comfortable enough, you can even ask for that person’s input on your video. I guarantee your video will make a bigger impact than if you make something for “everybody.”
2. Make your audience the hero.
Contrary to popular belief, you are NOT the hero of your brand story. Making yourself the hero reeks of greed and self-indulgence. This video is about your audience, not you. That’s why step one is so essential (if you skipped over step one, GO BACK and get hyper clear on your ideal audience). We’re all familiar with the classic hero’s journey, first coined by Joseph Campbell. It’s a pattern present in tons of stories, myths, and plays that tells of a hero embarking on a quest during which he/she encounters tests, roadblocks, enemies, mentors, and eventually achieves some kind of transformation. What is the transformation you provide for your audience? Focus on that in your brand story!
3. Don’t Sell, Tell.
Save the “but wait
4. Show off your human side.
Video offers you the opportunity to show that there are real human beings behind your company. Don’t be afraid to be real and show off your human side. Stock photos and animated videos may look cool, but they make it seem like you have something to hide. Adding humor (if it’s on brand for you) is always a great idea. During this part of the process, I will take clients through a “discovering the how” exercise. This digs deep into what you bring to the table versus your competition.
How do you make people feel? How do you show up? How do you deliver transformation? (ex. Are you peaceful and gentle? Or are you a straight shooter with a sarcastic sense of humor?)
Nailing down your how will set the tone for the entire brand video.
My last piece of advice: Go through this pre-pre-production process with care. Take your time to flesh it out because this is the foundation of your entire video. Once you’ve got your story established, it’s time to script and plan the shoot! Remember to show your face, use your voice, and build that priceless connection.
About Paige Wilhide
Paige Wilhide is the founder of Paige Media, a video marketing and production company based in New York City that is on a mission to make