Make a Video Worth Stopping For
A social video has seconds to make its point. These choices help people stop, watch, and share.
Lead with the point
Show the feature in use, the product's best detail, or the trailer's strongest image. Let the opening frame do the work before the viewer turns on sound.
Give each cut a job
A cut should reveal something, change the feeling, or set up the next beat. If two shots say the same thing, keep the better one. Fast is only useful when people can still follow.
Watch where people will watch
Review the film on a phone. Check that type stays legible and the subject survives a crop. The story should work with sound off, while music adds something for people who turn it on.
Leave one clear thought
A viewer should be able to tell someone what they just saw. If the payoff takes a paragraph to explain, the film may be trying to say too much.