When it comes time to marketing our business we usually have a lot to say. We are excited about our product or service and we want to share that with the world. But when it comes to video messaging, less is always more.
Less is always more
The more information you try to squeeze in the more diluted the video narrative becomes and it lessens the impact on the audience. You want your message to create an instant connection and maintain that during the entire video. By keeping the message short, concise and on track it allows the audience to connect, feel and react to what you are saying. Loading the audience with message after message makes them bored, confused and overwhelmed.
When you have a single strong central message it allows the video to communicate to the audience in a way that connects, informs, emotes and is memorable.
Stay short and concise
Put yourself in your audience’s position. If you watch a video bursting full of different information packed in to 90 seconds you would probably turn off. Decide on what you really want to say, keep it on track and take your viewers on a journey that make them feel something.
One key message per video is a good rule to follow. Anything more than that will be tedious for the audience to follow.
The hardest part of key messages in video is not what you want to say but what you don’t need to say.