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Don’t Try to Say It All: How to Create Videos That Truly Resonate
In the world of video marketing, one of the most common challenges businesses face is trying to pack too much information into a single video. While the intention might be to provide value, the result often overwhelms the audience and dilutes the message. Effective videos aren’t about saying everything—they’re about saying the right things at the right time. Let’s explore how to create videos that resonate with your audience by keeping them focused and aligned with the buyer’s journey.
The Art of Editing: Knowing What Not to Say
When creating a video, the key to success is understanding that less is more. You don’t need to communicate everything in a single piece of content. Instead, focus on what matters most to your audience at a specific point in their journey.
Rather than cramming every feature, benefit, and detail into a two-minute video, consider using visuals and text to reinforce your message. Show instead of telling. This approach not only simplifies your content but also keeps it engaging and memorable.
Break Down the Message
Imagine a client who wants to talk about their company’s history, unique approach, and latest technology—all in one video. The result? A cluttered narrative that’s hard to follow. The solution is to divide this information into smaller, purpose-driven videos, each targeting a different stage of the buyer’s journey.
Here’s how it works:
Top of the Funnel: For prospects just learning about your brand, create short, snappy social media videos showcasing eye-catching elements like innovative technology or a unique product feature. These should be under 60 seconds and focused on grabbing attention.
Middle of the Funnel: At this stage, your audience is evaluating their options. Provide more detailed content, such as explainer videos or testimonials, to build credibility and trust.
Bottom of the Funnel: When viewers are ready to make a decision, offer longer, in-depth videos like an “About Us” story or a case study that highlights your expertise and values.
This segmentation ensures that your message is relevant, concise, and impactful at every stage.
Why Multiple Videos Work Better
When you break your content into smaller, targeted videos, you’re not only catering to your audience’s needs but also improving engagement. Here’s why this approach is effective:
Clarity: Each video focuses on a single message, making it easier for viewers to understand and remember.
Relevance: Tailored videos resonate more with your audience as they align with their stage in the buyer’s journey.
Retention: Shorter videos are more likely to be watched in their entirety, ensuring your message is heard.
Practical Tips for Video Success
Identify Key Messages: Determine what’s most important to your audience at each stage.
Leverage Visuals: Use images, text, and animations to complement your narrative.
Edit Strategically: Cut out anything that doesn’t add value to the viewer.
Final Thoughts
Creating effective videos isn’t about cramming as much information as possible into a short timeframe. It’s about delivering the right message to the right audience at the right time. By breaking down your content into smaller, targeted videos, you’ll not only keep your audience engaged but also guide them seamlessly through their buyer’s journey. So, the next time you’re tempted to say it all, remember—less is more. Focus, simplify, and let your message shine.