B2B sales and marketing videos need not be boring, stale, full of talking heads and disengaging. Even if it’s a internal machine training video or a CEO 10min presentation. SImply, if you want people to retain the information, stay engaged and not get their phones out and play Clash of Clans, you need to do it differently and creatively or you risk a low ROI, low viewing numbers and raised eyebrows. Here are some things to consider:
1- Keep the audience in mind: Even if the audience only want technical knowledge, they all still watch TV, films and commercials. There is little you can do to shock them and they are used to high production values. So, get the information across but in a manner that hooks them. If the CEO, despite trying to persuade otherwise. wants to be the talking head, get it from different angles, use steadicam movement and get different close ups of e.g. his hands, eyes, objects in his office. If it’s an internal training vid, get lots of different angles and cut every 3-4 seconds. Get those nice steadicam and drone shots to add variety. The audience, whatever the product or service, is significantly more visually sophisticated than you assume. Treat the video as such.
2- Assume a cynical outlook: Make the video that you wouldn’t mind watching if it popped up on your social media feed or if you clicked on it on a product website. You’ve been bombarded with lots of marketing videos and 99% gets scrolled out of site or avoided. So make the video that you wouldn’t mind watching. That generally means not only entertaining but also not treating the audience like they are characterless cash machines.
3- Keep it as short as possible: Rightly or wrongly, peoples attention spans are becoming limited. There are lots of distractions around and if you don’t keep it short, they’ll watch a few seconds and click off. Even if they are interested. Most people look at the running time of the video and decide whether it’s worth watching and even if it is, click to the middle and then the end. If you need to relay more information, do it on your website or add the information as text on your social media feed. You do not need to get it all in the video. Keep it short and memorable. If they take away one or two points, you’ve done well.
Here is what I consider dry subject matter but a well done video with a cut every 5-6 seconds, high production value and keeping the audience in mind. Of course, we made it 😉