January 22, 2014
If you value your brand, video isn’t a DIY opportunity.
Know your demographic and understand what constitutes quality video for them. It may be something you regard as garbage, but that’s irrelevant.
If you’re marketing low-cost fast-moving consumer goods with wide appeal to a young demographic you need lots of people to see your video and low drop-off.
Make it fast-moving, short (a minute is OK, thirty seconds is better) and ‘cool’; don’t use talking heads.
Don’t be afraid to mix other collateral (graphics, animation, music, stills, text etc) with footage; if you’re not part of the demographic you’re targeting take advice from people who are.
Drop-off isn’t always bad, contrary to the simplistic views of some alleged ‘experts’.
If you’re producing quality video advancing the knowledge of a defined group in a technical, scientific, business, academic or practical subject, or it’s a training film, drop-off doesn’t matter as much anyway – those dropping off probably won’t be in the target demographic.
For more substantive content, talking heads may be best – if you produce regular videos, use the same ‘talent’ repeatedly throughout the year because (like newsreaders) if the content is good, viewers will get to know and trust the face.
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