When producing a promotional video, there’s no such thing as a one size fits all video. Every company is different, and therefore every viewership is different. There are a few simple ways that you can talk to your desired audience more directly, and speak to them on their level.
Who is your audience? Who will predominantly be buying or using your product? How old are they and what do they do? You need to answer these questions before planning your video as these answers will dictate the type of language you use, as well as the style of video you should create.
If your audience is younger, keep the language casual and informal. This doesn’t mean trying to imitate young people as nothing will make them cringe more, it means being concise, approachable and not trying too hard. If it’s appropriate for your company, you can use humour to cut through the noise and engage your audience.
If your audience is older and more financially stable they will be open to some more formal language as they are less likely to take a risk on unknowns.
If you are creating a product video, it’s natural to want to tell your audience everything about it, but this can be a bit overwhelming and can lead to a long, dull video. You must always keep in mind that video is a visual medium and you can say a lot with visuals that can’t be said in a script. Showing how the product works and its applications can be much more effective than a long-winded description. If you try to cram too much information into a script, your viewers won’t retain any of it.
Never talk down to your audience. Nothing will turn a viewer of faster than if they feel like the video is condescending. If you have some complicated content, it’s much better to bring your audience up to your level rather than talking down to them. Using jargon filled language will quickly shed viewers who don’t understand what you’re talking about. Use simple terms and analogies to get the basics across so anyone who watches your video will at least have a basic understanding of what you are promoting. Again, don’t get bogged down in the details and show as much as possible visually.
Talk to your Audience
What do your viewers want from you? Do they want greater understanding of your product? Do they want to learn something from you? What benefit will the average person get from watching your video? If you can’t answer this question, don’t make a video. If your audience gets nothing from your video, why bother making it? Your video must exist for a reason. It can teach the viewer something. It can get the viewer excited. It can entertain. So don’t make a video for the sake of making a video. Give it a purpose and your audience will thank you.
If you are looking to speak to your audience more effectively, contact Dream Engine today.
Ryan Spanger is one of Melbourne’s most respected and sought-after video production professionals. Ryan founded Dream Engine in 2001, and specializes in helping medium to large corporates, government departments, and the non-proﬁt sector to connect with their audience by using video.