The first three to eight seconds of your video are the most important part of the entire video. If done wrong, your introduction will turn away even the most perfect audience member. With the first few seconds, you must capture the attention of your target audience so that they finish the video and follow through on your chosen call-to-action.
Even if your video is only 30 seconds long, you can be certain your viewers won’t get past an inadequate introduction. Let’s talk about reflecting your brand and message right away to create a successful video.
Keep a Fast Pace
When I’m working on a client’s video, I prioritize keeping a fast pace from the beginning. I utilize the best b-roll like drone shots or fast-paced action shots to capture attention. Even if the rest of your video picks up the pace, a slow beginning will ensure your viewers never make it that far. At the same time, it’s important to keep the pace manageable so that the audience can still follow the narrative. Don’t make the beginning so fast and busy that your audience members struggle to orient themselves.
Stop Using a Logo
I’ve seen it too many times – organizations that begin their videos with a ten-second logo screen lose their viewers quickly. Your audience most likely already knows your brand, whether they’ve found your video on your website or your profile, so they don’t need the reminder. Instead, your logo can be used at the end if you’d like. If you must use the logo as an introduction, animate it and keep it under two seconds long.
State the Audience and Their Problem
Successful videos are built on a full understanding of the target audience and their pain points. This knowledge will help you craft a video full of images and messages that are most interesting to your ideal viewers. Further, your call-to-action phrase is only as effective as your knowledge of how you solve your viewer’s problem.
The perfect call-to-action comes at the end of your video, but you must capture attention right away by setting up the punchline in the beginning. Try using a setup like, “Hey [audience], are you [problem]?” For example, “Hey work-from-home moms, are you tired of taking calls with a screaming toddler in the background?”
Start With Visual Interest
Starting your video with a talking head isn’t recommended. There have only been a few videos where I felt that a powerful talking head was an appropriate first shot. Otherwise, I advise clients to use visually stimulating shots right away. Try drone shots, action shots, and other visually-interesting b-roll rather than text or a testimonial. Communicate your message visually by representing your ideal audience, their problem, and your solution in the b-roll shots that you use.
Don’t Forget the Perfect Track
Polish off your video with a great music track that is on brand. Don’t use anything that is obnoxious or cheesy – remember that the audience will have to listen to this track for the entire video. Use music that easily becomes background music and gently interests the viewer. It shouldn’t overpower the message, it should support it.
If you’re looking for more tips or need help incorporating this advice in your next video, contact Monzo Media Productions.