The Silicon Valley 150 Are Communicating with Video
Most of the Silicon Valley 150 companies are now using video and animation to communicate about everything from products and services to tech support. And one of the most popular styles is “explainer video“.
Kansas Corn Farmers Don’t Need An Explainer Video
If you are typical corn farmer in Kansas you may not need an explainer video. Most people understand the problem the corn farmer solves and the solution he offers. The same can’t be said about many high tech companies located in Silicon Valley. A big part of getting funded, selling, staffed and adopted by customers is complicated by not being understood.
Quicker than an Elevator Pitch.
Almost everyone knows what an elevator pitch is. The average length of an elevator ride in New Your City is 118 seconds. Two New York minutes is all the time you have to pitch your idea before the elevator doors opened and your prospect gets away. With the average web page visit lasting less than a minute the explainer video needs to tell who you are and what you do quicker than an elevator pitch.
Explaining vs Pitching
The explainer video must get and keep the attention of the audience to be effective. And keeping the attention of your audience is harder when the viewer is turned off by a heavy handed sales pitch. Just explain it. Don’t sell it. Promotional video is another video, a different video.
Show A Story
Everyone likes hearing a good story. But a good storyteller doesn’t tell his story, he shows his story. We pay attention, listen and watch the story of the Breaking Bad because we see how dangerous Walt is. And because we all like to know what happens at the end of the story we watch longer if a video is a story than a PowerPoint style lecture. This technique also works for technical information as well.
You Don’t Need to Be Funny
Everyone’s dream is to create a video that is so funny that it will go viral and overwhelm your website with new visitors. But funny is not easy to do. Sometimes funny just falls flat. Also a funny video is often difficult to get the internal approvals it needs to be released. And unless you are in the woopie cushion business your topic probably just isn’t very funny. Just explaining your topic clearly and succinctly is a big win. The funniest you should hope for is a video that is a bit amusing.