For me, cinema is essentially emotion. It is pieces of film joined together that create an idea, which in turn creates an emotion in the mind of the audience. Not through spoken words, but through the visuals. It’s a visual medium. And montage is the main thing. All moviemaking is pure montage.
— Alfred Hitchcock
The Kuleshov Effect: The three scenes start the same, but they end up evoking very different responses and interpretations of the action. Watch on YouTube.
The term montage, as used by Hitchcock above, was coined by the Soviet filmmaker Sergei Eisenstein, to denote a “scientific” editing process in which a sequence of unrelated images is calculated to evoke the idea you want the audience to go along with.
This approach was validated in a clever experiment by the filmmaker and theorist Lev Kuleshov, with whom Eisenstein studied in the 1920s. Kuleshov concocted a movie that presents the same film clip of an actor’s face intercut with an image of a of a young girl in a coffin, then with a plate of soup, and, finally, with an alluring woman on a divan. The actor’s expression never varies, but the audience was aroused, nonetheless, by what they saw as sensitive portrayals of sadness, hunger, and lust. And they praised the actor’s range!
What’s the big idea?
Of course, your marketing video is probably not trying to achieve its emotional effect with Bolshevist film editing techniques. But you are trying to create ideas and positive feelings.
This is not the same as communicating a “message.” A typical technology solution “messaging document” starts out with a lot of context, like this:
Automation is critically important to IT departments. Automation standardizes and simplifies day-to-day operations, reduces costs, and increases agility. Effective automation can only be achieved with Enterprise Integration.
This is all correct and clear, and may contain the Big Idea, but it is clearly not filmable. Even as dialog between movie stars, it would be unwatchable.
Here are 5 more ways to make better technology videos than your competitors.
1. Skip the intro
I don’t care.
Interactive video expert Randy Tinfow contributed this to our LinkedIn discussion group: “if we break a 3:30 video into chapters, and call one of them INTRO, 47% of viewers skip it entirely, assuming it’s boring and useless.”
Start with your best story or most significant benefit or coolest diagram. People are used to watching TV and movies that plunk the audience down in the middle of an event. As long as the things stay interesting, we keep watching.
2. Count every word and make every word count
The hard sell it is!
In two minutes a narrator can speak about 250 words. Of course, he or she can get in more words. The fast-talking world record, 603 words in 54 seconds, extrapolates to over 1300 words in two minutes (if you could keep it up). How fast a delivery needs to be before it becomes an unbearable hard sell is impossible to say. You should be headed in the opposite direction, regardless.
The best way to control the word count is to let the pictures do the talking. Instead of saying things the viewer can see for himself, tell viewers what you want them to see.
Make better technology videos than your competitors — here are five ways
1. Focus on the action you want the viewer to take
Everyone knows a video should have a call-to-action. This is often defined in terms of clicks or conversions. But if you’re marketing a complex technology solution, the action you really want is information seeking.
“The only decision a prospect really needs to make is to seek more information” is how interactive video expert Randy Tinfow puts it. Try sizing up every word and image in your video this way: “Is this something a good prospect wants to know more about?”
Instead of just putting up a link at the end that clicks through to another piece of content, make a video that arouses curiosity. Your competitors are probably not thinking along these lines. Nearly all technology marketing videos are designed to maximize the amount of product information delivered over the video’s duration.
2. Divide (your audience) and conquer (with relevant info)
If what you’re selling is a software solution bought by committee, then your video’s audience will include users and non-users in various roles. The users want to know what it’s like to use it; everybody else probably wants to know — well, almost anything else. They don’t want to see a lot of screens.
Think of it this way: you’re making a sales pitch to the CIO, the COO, the CEO. They’re all raising different issues. They not very interested in each other’s issues.
This is why we’re recommending producing multiple short videos about clearly defined issues, features, visions, differentiators, etc. If you can get to the point — one your audience cares about — in the first 15 seconds or so, your video is more than halfway home.
3. Draw a diagram
Try watching some “explainer” videos on YouTube with the sound turned off. Did you learn anything that makes you want to know more? Not likely.
Yet, we all know that people process visuals at least a thousand times faster than words. So maximizing the visual content minimizes the length.
Catching up with Alec Baldwin’s “Here’s the Thing” podcast from WNYC recently, I was surprised to hear, in a very good interview with the affable Julianne Moore, that some directors (she mentioned David Cronenberg and Woody Allen) rarely say anything to the actors on set. Instead of trying to share a vision with actors, they concentrate on how to direct the audience’s vision. You can take this direction to make your explainer videos explain better.
How to avoid confusing the viewer
The visual conventions used to tell your technology story on a flat rectangular screen — camera moves, edits, composition — are ways of telling stories that audiences understand from a century of motion picture watching. You understand them too, even if you can’t distinguish a pan from a zoom.
Inspect every frame of your video for elements that are distracting or confusing. When something is in motion, that’s where the viewer will look, so make sure the thing in motion is what you want the viewer to look at. Along the same lines, viewers should be able to follow the plot and understand the message with the sound turned off. That will tell you whether the graphics and animation are pulling their weight, or merely decorating the text. You don’t want to pay for video that’s not working.
In one of the generally excellent HubSpot blogs, I recently ran across this bit of advice:
Compiling an explainer video isn’t much more complicated than putting together a slide deck in a PowerPoint presentation. You decide what to say and find some relevant graphics to jazz things up.
Leaving aside the question of whether your video should be like a PowerPoint presentation, this might be the case if all of the following apply:
Your technology solution is easy to explain on the phone
There are no competitors with similar solutions
Your prospects’ preconceptions and levels of interest are all pretty much the same
If you ticked all three boxes, stop here.
It’s hard to decide what to say
The 30-or-so words you say in the first 15 seconds of your video are critical — attention spans are short. So, exactly who are you talking to and how do you greet them?
If you need to talk to people who will actually be using your solution, you may want to start off by talking about ease of use. If you’re talking to their bosses, you could start with the staff productivity gains your solution provides. Or an interesting use case.
Meanwhile, their bosses may be impatient to learn about the risks associated with adopting your new solution, or how it differs from others they’re evaluating, or where the ROI comes in.
If you’re in doubt about whose concerns matter most, you should consider splitting your video into several shorter videos for different audiences.
Getting people to chuckle is a good way to get them to keep watching your video. Good explainer video producers can deliver engaging, humorous videos, which turn out to be hugely popular with sales teams and executives in the companies that commission them. But, does this make them effective?
I haven’t been able to turn up any definitive research that attempts to answers this question yes or no — certainly none that focuses on our niche, B2B technology marketing videos. But here are seven reasons why I think you should not put a high priority on humor your marketing videos.
Prospects’ time, your money
First, there’s the question of investment in creative resources. Professional comedy doesn’t come cheap — and you definitely don’t want cheap jokes.
Ask yourself how many prospects watching your video will be un-aware of your brand. Suppose they never heard of your company. Do you suppose they stumbled on it searching for something amusing? No. They are watching your video because something they read or heard convinced them that you might have an answer they are looking for, or a better way of doing things. So, is the best use of their time and your money being funny, or giving them what they came for?
Serious subjects deserve serious treatment
In social situations, self-deprecating humor — not taking yourself too seriously — is usually appreciated. Not being taken seriously by someone else, on the other hand, is problematical.
So when it comes to video, you probably should not treat the prospect’s situation as laughable, certainly not if theirs is a problem fraught with consequences (e.g., data quality in healthcare, compliance in banking, privileged access in network security).
Humor is not a universal language
Seems obvious, but humor in not a universal language. To be sure, there are common metaphors (the “data lakes” of big data) that can be wittily visualized, but jokey cultural references, snark, and irony can get in the way of your message crossing cultures and generations. And make your technology harder for some prospects to understand. Why would you want that?
This article will give you several examples of how to write explainer video scripts using case studies
Marketing videos, particularly the two-minute (or less) videos my company specializes in, try to encompass a great deal of product information in a very small space (250 words is how I think of it).
You might think that the marketing department’s messaging documents, which represent the distillation of a lot of hard work, would be a logical starting point for video script development. But we find that using case studies (or use cases) yields better results.
Toning down the salesy-ness
For one thing, our clients are trying to bring down the level of “salesiness” in videos today, both because buyers are increasingly distrustful of broad claims, and because many viewers of the video are “researchers” who are doing their best to evaluate a solution. They take an interest in the experiences of people “just like them.” The people quoted in company case studies talk like real people. They are talking about real experiences. This is how your video should talk, too.
Name that user
In the case studies, too, you’ll get a sense of the job titles and specific activities that you may want to allude to in your video to keep it real. How many employees get involved? How do they spend their time? How does your solution help them spend their time more productively?
“Make sure it’s not too sales-y” is a request we’re hearing more often when we begin scripting a marketing explainer video for prospects that don’t want to see a marketing video.
A software company CMO recently told us that his buyers, mainly software developers,
Do NOT want to be marketed to
DO want video, not reading material
When we began making 2-Minute Explainer videos in 2004, few technology companies were using video to help customers understand their solutions. We built our business helping explain unfamiliar concepts like BPM, SOA, MDM, etc. But these are familiar categories, today, and buyers have seen a lot of marketing videos since 2004.
“We cure your pain” — but doesn’t everybody?
Most product-oriented explainer videos have this structure:
We recognize that you have these pain points.
We provide relief.
You’ll like the results.
This is a logical approach for a product introduction. But it is unmistakably marketing. Especially if there are competing solutions, you should consider a different storyline for the marketing-averse.
Alternative plot lines
Here are some other “plot lines” for solution overviews that can come across as more interesting than sales-y:
A day in the life (before and after)
A different way of looking at the situation
Have you ever seen this before?
Five things you can do with our solution you probably can’t do now
How would you (or your staff) answer these questions?
Can you eliminate marketing messages — all of them?
Some things that look good on the page of a B2B video script can slow down the pace of your video and confuse the viewer.
A one-minute B2B video script should contain about 125 words. Any more and it will start to sound like a list of side effects at the end of a pharmaceutical commercial.
Assume that the first 30 seconds are more important than the second 30 seconds. So the first 60 words are crucial, and they need to be very, very carefully chosen. Here are some thing not to do, especially at the outset.
Anything that can’t be pictured is a big drag on the communicative power of video — because showing is so much faster than telling.
Non-visual ideas include nebulous concepts like holistic, buzzwords like transformative, even down-to-earth abstractions like “best practices.” If you can’t sketch it on a piece of paper, you’re probably going to end up having to say the word and spell it out on the screen at the same time. Not very informative. You may have to resort to a visual cliché like a magic wand or a light bulb. Such images can be fun to look at, but they are not persuasive.
It’s pretty much impossible to show something not happening or not causing a problem. Even a comparison like “it’s not over-engineered (like other solutions)” — which can be visualized — is not as compelling as visuals depicting how your solution is a good fit for its purpose. Besides, the more you accentuate what’s positive about your solution, the less likely you’ll be telling the audience something they already know.
How long we can realistically expect someone to watch a marketing video that doesn’t speak to their own specific need or interest?
Is video like a cold call?
Ryan Hamer pointed out that a salesperson has about 10-20 seconds on a cold call to “break through” the reluctance of the person on the other end to hear a spiel. Video, he noted, has the advantage of being a richer sensory experience, but
Consumers are accustomed to the Facebook/YouTube mentality of a short, shocking, or funny video that they will want to share with someone else. It isn’t easy to pull off but it is something every business should explore.
I pointed out — and Ryan agreed — that “funny” is iffy in a business context and, of course, exceedingly difficult to be sure of in any context.
Another participant, Randy Tinfow brought up his experience studying viewers of corporate videos:
As you mention with cold calling, nailing the Interest Step in the first 10 seconds is crucial to retaining audience. It’s shocking how many videos drone on for 45 – 60 seconds of canned intros without any promise of revelatory content. In fact if we break a 3:30 video into chapters, and call one of them INTRO, 47% of viewers skip it entirely, assuming it’s boring and useless. 😉
What is the first thing viewers see?
When we write short video scripts, we always try to get salespeople and other subject matter experts to tell us how they think we should begin the video — what words and images should appear first in the very first scene. After all, immediately after clicking the play button, viewers are most keen to exercise their perceptual skills and determine what you’re showing them. (Not long after that, viewers tend to go into a “trance state” and will misunderstand a lot of what the video is telling them anyway, according to research discussed here).
Book a meeting
Subscribe to this blog
We try to keep posts interesting and useful.
Thank you for subscribing.
Something went wrong.
we respect your privacy and take protecting it seriously