How to Make Great Video Content


A well-written script is the key to a successful explainer video. It’s the foundation upon which everything else is built. In most cases, it helps to have an “outsider” write the script. Choose someone who can take a fresh look at your company and explain it in a way that anyone can understand.

Many professional video companies will have you fill out a creative brief first. It helps you think about your business at a high level and makes you define what really matters. Make sure you go through a similar exercise before you get started.

Here are some typical example questions:

  • Who is your target audience?
  • What specific problem are you solving?
  • What’s the best tone to tell your story?
  • What are the key points for the viewer to retain?
  • Is there a next step call to action?

The shorter the better

A rule of thumb in the industry is 140 words per minute. You might be able to read faster than that; but remember, you need breathing room and time for the message to sink in. Video is becoming central to effective training and education communications. See this great example from global fortune 500 company ABB. Ignoring the opportunities – or worse yet, fearing the process – only limits your ability to reach those you need to influence.

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