How to Avoid a Dense, Unwatchable Video: Content vs. Impact
Video is an impact medium. In other words, viewers won’t remember specifics, but if your piece is done well, they will “get it.” So loading up a corporate video with a lot of information – ticking down all the checkboxes that have been mentioned by internal stakeholders – will weigh it down.
Instead, look to open up your video by cutting away the deadweight that people won’t remember anyway. Find the essential message and say it powerfully; then reinforce it. You might use drama, humor, or the sincerity of an honest testimonial. Look for a script that makes the communication memorable and moving – not one that is an easy sell at a meeting.
Motivating, inspiring, challenging: that’s what this medium does best. Give your video production wings by letting go of anything that doesn’t move it forward.