Brevity can be the heart and soul of clarity, for both video and written pieces.
Here’s a thing: a 30-second TV ad lasts an aaaaage. You can grow a spare head watching a John Lewis ad (two minutes, twenty seconds). And even though the advertisers spend a TON of money on these efforts, they are often horribly boring.
May I ever-so-humbly suggest you keep your next video case study or product tour to around 30 seconds?
Avoid four minutes of talking heads. Scrap the aerial shot of a grey building. Cut the slow-mo product shot.
Aim for 30 seconds of sock-it-to-them clarity. Get Shorty!
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