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First, keep videos short. No one is interested in a 15-minute dissertation on your product. "It doesn't have to be a million-dollar production," Abunassar remarked. "Users will only watch for seconds, maybe a minute. Short, sweet, easy-to the point."
In addition, choose the format that fits your audience and your objectives. "That could be a fast-moving motion graphic or animation designed to encourage interest in a new product or service," Mannone commented. "It could be video of an expert offering tips or advice. Or, it could be a well-produced and believable customer testimonial."
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Elise Hacking Carr
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Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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