We normally recommend no more than 60-90 seconds for an introductory video. Consumers have very short attention spans these days so you'll want to make sure you get your message across quickly.
Keep it Short
Make sure you are targeting the right people. If the video will be watched by the general public, then avoid technical jargon and describe your product/service in layman's terms. If your average viewer can't understand your product/service from the video, then who will?
Keep it Simple
Remember your brand values. Throughout your script, always think of your tone of voice. What do you stand for? What is your creed? This should be one of the first things you consider.
Have a Clear Tone of Voice
As we say, consumers have short attention spans (see Tip #1). Give them a reason to continue watching after the first few seconds of the video.
If you are planning on advertising through YouTube, the video introduction becomes all the more important. Users will have to watch the first 5 seconds of the video before they can skip (at no charge to you), so if you can get your message across within this time then it's essentially free advertising.
A popular approach to the script for a video on a product/service is to start with the problem (a challenge that the viewer will connect with) and then introduce the solution (your product/service).
You can then move on to the main benefit/impact your product has on your customers’ lives. Speak to them directly: how will this change their lives for the better?
Challenge and Solution
Evoke a Reaction
Generally speaking, there are 4 key emotions that marketers focus on.
- These videos show something amazing/life changing.
- Funny videos are a great way to get your brand message across subtly.
- Shocking videos are memorable and often create a lasting impression on viewers. Be careful not to offend your audience though.
- An emotional tearjerker normally only works for a handful of products, but if you can use it effectively then it can work wonders.
A quick demo will focus on the features and benefits of your product/service.
Consider close ups of the product so people feel as if they are testing it for themselves.
Demo your Product/Service
CTAs tell a user what to do next. This could be a link to a landing page in order to prompt a purchase, for example.
Consider video annotations, title cards or links in the description, as these make lives easier for the consumer.
Always Add a Call to Action
Live action vs Animation
With live action, you can make an emotional connection by showing someone using your product/service.
With animation you can be more creative as you’re not limited by what is possible to film in the real world.
Sometimes one style works better than the other for your product: it can come down to factors like your intended audience, budget, video message, etc. Explore different options, but ultimately it often comes down to personal preference.
Finally, and importantly, make sure that you focus on what it is that makes your product/service special and unique.
Try and make sure that you are bringing something new or different to the table. Get this message across in your video so the consumer knows what it is that makes your company great.