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.

Check out this classic, hilarious example.

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.