Video has been the ultimate communication tool for some time now. However, it is not enough to make a video to consider that it will work well. There are essential parameters to take into account in order to create a communication tool that meets your needs. Here are the 3 most important points …

1. His writing

The storytelling is the easiest way to determine if the audience will be attracted to the video or not.

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Of course, it is first the visual that will hook the viewer when they are scrolling on a social network.

But what will keep him going is the way the video is structured, and the way the message is exposed.

This means that it is important to focus on a short, concise and to the point message to provide the audience with the information sought.

It is also the opportunity to address the user in an original and captivating way, as we did with Les Zinc on this video.

2. Its rhythm

The rhythm of the video is defined by the sequence of shots, the flow of information and by graphic and sound parameters such as music.

Managing the pace of a video so that it is neither too slow nor too fast is essential, because it is what drives the viewer to watch the video until the end.

An important part goes into creating the storyboard, as this is the main step in defining how quickly the shots will change.

Rhythm was a key element in the video we made with Les Zinc for Le Monde.

3. Its duration

Let’s get right to the point: when it comes to a promotional video to showcase a product, service or event, it is best not to exceed a certain length.

Indeed, statistics have shown that the audience drops by 80% after 1 minute of video.

The duration of the video therefore perfectly complements the other points of the article: knowing how to be concise and rhythmic in order to provide as much information as possible in 1 minute, 1 minute 30.