07 Mar 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!