Posted by Catie Foertsch on Mon, Sep 28, 2009 @ 07:56 AM
Sometimes businesses have complex ideas they need to explain clearly in order to sell their products and services. This can present a challenge, as website visitors may not stick around long enough to read and understand a lengthy text description of a product or service. Luckily, people love to click on video. Here's one example of a video that clearly communicates a complex concept in a fun and upbeat way:
One option, of course, is a ‘talking head,' or a head and shoulders shot of a person explaining the idea. You could also use a person's full body, which would give a more dynamic feel, though you'd sacrifice the viewer's ability to clearly see the speaker's face. Remember, website video is generally small, so a full body means a very small face. Why is this important? Quite simply, because we feel more comfortable if we can see someone's face. Of course, you can supplement video of a talking person with illustrations of what the person is talking about - photos, graphics, text, etc.
But in this case, the people at Successimo felt (and we agreed) that something that was more lively and less ordinary would keep viewers' attention longer, which would enable the whole concept to be understood and absorbed.
A video of this type is called 'kinetic typography' (KT) because it's primarily moving type. Sometimes KT videos are made without a voice-over, but in this case we felt that the narration added another layer of understanding. And, hiring a voice artist who does a great job conveying enthusiasm was key.
If you've got a complex idea to explain, consider using a KT video. They're easy to make, relatively inexpensive (depending on length), and they do a good job of keeping your viewers' attention until your concept is explained.