How To Structure Powerful Business Videos

How To Structure Powerful Business Videos

So you know you want to shoot a video for your business. You’re itching to post it on Facebook or YouTube, and see what kind of traction it gets. Maybe you’ve got the equipment you need (your smartphone is really all you need, but if you want more, go here for a free download all about affordable gear) and know what you want to say, but YOU HAVE NO IDEA WHERE TO BEGIN! Is there a formula that makes this any easier?

Sound familiar? I’m raising my hand, too… I’ve been there. So I’m giving you a cheat sheet on how to structure powerful business videos, and guess what? You can use this formula for any type of video you want to produce.

First, let’s chat about how long your video should be.

One minute, 45 seconds is our golden number! Why? I know you… when you watch videos, the first thing you do is look at how long the videos is. Psychologically, it’s cool if the video is under 2 minutes. Anything over, and you tell yourself, “I don’t have time for that, I gotta watch This Is Us!” So 1:45 gives your viewers the impression that you won’t waste much of their time. That limited window of time will also help you to maximize what time you have to share your information well.

So what should that 1:45 include? Let’s break it down.

Here’s how to structure your content.

A few weeks ago, I heard the author Shawn Coyne break down movies, books, and stories by percentages, and he said that most are all built with 25% Hook, 50% Middle Build, and 25% Winning Payoff. It’s an easy go-to for the structure of any story, but how should you divide your video content into each percentage?

Hook: Introduce yourself (5%) and introduce the problem (20%). Give viewers a quick picture of who you are (“Hi, I’m Wes Wages with Armosa Studios.”). Follow that up by giving them a glimpse into the pain. What’s the overarching problem you’re about to solve for them? What problem have you or your clients/customers faced (that you have now solved with the product or service you’re about to introduce to them)?

Middle Build: Introduce the product (25%) and demonstrate how it solves the problem (25%). Present your product and provide a brief description of what it is and what it can do. Tell your viewers why your product is the solution to their problem and show some examples of how your product relieved or eliminated the pain you described earlier.

Winning Payoff: Close with a clear Call to Action (25%). An example could be: “Want this product for your life so you can live better and love more?” Give viewers their next steps, like where to find and purchase your product (make it super easy for them!). End your video on a positive, uplifting, hopeful note. (This would be a good place to raise the volume on your background music as your logo/website is displayed onscreen.)

What happens next?

After you’ve structured your content, it’s time to start filming! Getting your message out into the world is your top priority now, so don’t wait to get started.

Do you structure your videos in a similar way? What has worked for you? I’d love to hear more from you in the comments section!

  • Bryan Buckley

    Love this post and the psychology behind the research. Very practical and definitely plan to try it out.

    • Wes Wages

      Thanks so much Bryan!

  • Cynthia Wolf

    Thanks for all that you do! I’ve recommended you to my friends!
    Just finished videoing (is that a word??) my first class for Skillshare…short segements, 2 to 2.5 mins. Now feeling a little more comfortable in front of the camera. Learned a lot 3 months ago with your Video class. I’ve been thinking about a business video for a year now….time to do it!
    Or wish I could just hire you guys, I checked out a few you’ve created!
    **Oh, I just sent you an email. I need to exchange a plug in mic that isn’t compatible with my phone or laptop….don’t want to use a wireless like you mention in one of your videos cause I don’t want to sync in post…would like to plug mic into my Samsung Galaxy S5 phone or Nikon D600 and clip the mic on my shirt. Any suggestions under $60?

    • Wes Wages

      Does the Nikon D600 have a mic input Cynthia?

      • Cynthia Wolf

        Yes, it does, the clip on mic I won is :

        Giant Squid Audio Lab Omnidirectional Microphone

        Skillshare said several use this clip on with their IPhones and maybe their cameras, but when I sent question to the manufacturer they said it isn’t compatible with my Android or camera. Looking to replace it with another as good a quality as I can get under $60…if there is one.

        • Wes Wages

          Yeah… those mics are great but in order to be used with a phone or camera you’ll need to make sure it gets some type of power like this one:

          • Cynthia Wolf

            are you referring to the headset adaptor that comes with the S4 mic? that link takes me to a mic for S4 but has a cable with it. I don’t think that mic will work with my galaxy S5…..I’ll do a little more research, I wonder if that $20 mic is any better than the built in mic in the Nikon…

          • Cynthia Wolf

            Okay, instead of trying to make this clip on mic I won, work for me I could exchange it. Can you recommend a clip on that plugs into Android and Nikon D600? I can’t seem to locate one, they are either remote or other. This one that didn’t work had a long enough cable, I’m only about 3 or 4 ft away from phone or camera. Thanks Wes, if you don’t have an idea, that’s fine too, I’ll keep looking! Love your blogs and videos! AND I will get my business vid done within the next month, as soon as I figure out my mic.
            I just posted my video INTRO to the short class I’m teaching on YoutTube. Yeah, got them all the segments filmed, just need the edits. This is per your encouragement to JUST DO IT !

  • Thanks Wes, I just re-wrote my intro video with this guide. Now I have to test it to make sure it’s no longer than 1:45 🙂 THANKS. THIS WAS AWESOME

    • Wes Wages

      Awesome Yetunde!! Keep it up!