From speech to moving image: attention counts
Those who worked in the workplace about fifty years ago could only use limited resources for better presentation. Most popular was the flipchart invented by John Henry Patterson at the beginning of the 20th century to optimize sales. The flip chart was the first way to make information visible, using drawings and keywords. For then claims that was certainly enough, but the technology industry was not asleep.
In the 1980s, for example, the PowerPoint application came on the market, which offered itself in the coming decades as a modern solution for varied presentations. For the first time it was possible to design a presentation with individual slides, graphics and pictures, where the contents could be transmitted digitally. Even today PowerPoint is still welcome when it comes to good presentations, but should not remain the only tool.
This is because the viewer's attention span has decreased significantly. The fast pace of the World Wide Web, with its endless scrolling features, images and videos, is constantly flooding the brain with new information that is easy to record. Longer than really necessary, an average Internet user does not spend time looking at individual content. Heise.de reported in this context on a Microsoft study from Canada, in which the attention span with just eight seconds than significantly less than a few years ago. What is needed for successful and effective presentations is a varied design that constantly re-awakens the viewer's attention and maintains his concentration. At this point suggests the hour of – mind you compact – explanatory videos.
What a good explanatory video must be able to do
An explanatory video, provided it is designed with creativity and no frills, summarizes important information in a small space in a user-friendly way. Moving images and graphics allow the viewer to experience a fact from his perspective and to feel well-spoken. For this reason, explanatory videos not only make sense in everyday business life, but also conquer the Internet. The often short retention time, which according to the survey is one of the most important aspects in the evaluation of content marketing campaigns, can be used more effectively.
And yet there are good and bad explanatory videos. Anyone who designs long variants and goes too much into detail loses his audience just as it does with extravagant and uninspiring speeches. Designing an explanatory video is therefore a discipline that requires brevity and conciseness. If you want to make explanatory videos yourself, you should make sure that they do not last longer than three minutes, precisely define your core message in advance and focus on the memorability of images and symbols.
The supreme discipline in creating such videos is storytelling. Presentations of all kinds have to rely on identification if they are to actually reach people. Only those who see their interests in the consideration of the video considered, will watch attentively. And if the most important information is incorporated into a meaningful story, this strengthens the memorability. After all, many people remember very well the best scenes of the last feature film, but forgot the key messages of a long monologue of management at the next coffee break.
The possible uses of explanatory videos
Explaining videos are surprisingly flexible in terms of their usage. A short overview shows the most important fields of application:
Implementing explanatory videos on websites awakens the visitor's attention and, in addition to other content such as text, can ensure that even short periods of stay are meaningfully exploited. A potential customer, who has little time left, gets a video with the opportunity to find out briefly and briefly about the key points and then decide whether he wants to know more. If you only offer text on your website, you lose many users who are in a hurry.
In companies, it is always important to convince customers and business partners on site of a product, service or even a new concept. Of course, personal contact plays an important role in a meeting or a larger gathering, but speeches alone do not reach everyone. Here explanatory videos can facilitate both the entry and the conclusion by either creating an outlook with the most important points, or summarizing the special contents again compactly. As a result, the viewer will feel entertained in a variety of ways and will perceive the presenting company as progressive and committed.
Lectures in the company
Long meetings with the boss, cross-departmental discussions on the current situation and even meetings of the entire workforce are not necessarily among the favorite dates of many workers. The reason is that many of them, in the face of copious monologues and lectures, feel that they have returned to their school days with a frontal lesson and accordingly "switch off" quickly. So why not use explanatory videos to make content more attractive to the workforce? Thus, entrepreneurs ensure that the message arrives at everyone and create a correspondingly optimized starting position for further decisions and projects.
introduction of new employees
There is fluctuation in every business. If new chairs have to be occupied, this usually involves a relatively large amount of resources, because new arrivals must be introduced to the most important work processes and activities. During this time, it is not possible for the person in charge to work on other projects, which can sooner or later cost companies a lot of money. Using explanatory videos when training employees therefore offers many advantages. Employees can look at them independently and even resort to them several times. Tedious explanation of processes and backgrounds by colleagues deleted.
Picture credits: Impact Photography / stock.adobe.com
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