How To Create Short Impactful Videos - HOW TO CREATE SHORT AND IMPACTFUL VIDEOS - CVP Group, Singapore January 2022

Whether it’s a 15 or 30 seconder for social media, TVC or an OOH video ad, creating short videos always sounds daunting from a creator’s POV. It leaves almost no room for creativity and within that small window of time, you have to effectively convince your audience to fulfil a call to action… it’s almost impossible! Luckily for you, we’re covering a few tips that can help you to strategically plan your short videos.

1. Stop using problem-solution storylines:

This route is informational by nature but it’s ineffective for short videos. At the end of the day, only 5% of the decisions we make daily are rational. In order to make quick decisions, we often rely on our gut feelings so your storyline has to dive deeper than surface level facts. Use this behaviour-centric formula for your short videos next time instead:
Behaviour = Motivation x Ability x Triggers.

Behaviour: The ideal outcome you want them to do.
Motivation: This becomes the main theme of your video. Some effective motivators are fear, social acceptance, fun etc.
Ability: The audience must be able to execute your CTA and make sense of it. 
Triggers: Signals that can help them remember your messaging. E.g jingle, a logo etc.

2. Pacing is important:

30 seconds may feel short for the people who worked on the video behind the scenes but for audience watching it for the first time, it could feel long, and it all depends on how you strategically pace your video editing. Your music choice not only sets the tone for the video but it also affects the audience’s experience – for example, suspense creates the illusion of time moving slower! 

Another thing to note is to pay attention to how you use transitions. Too many jump cuts could overwhelm your audience and prevent them from remembering key messages! Transitions play an important part in telling a story, be mindful of them.

3. Collaborate closely with your client/creative team:

This is one of the most important parts of this creative process that both parties often fail to recognise. It shouldn’t be a one-time handover like your other projects. In order to deliver an effective video, there always has to be compromises in either your creative storytelling or your key messages. The success lies in striking the perfect balance and you’ll need plenty of discussions to fine-tune that!

4. Have a dramatic hook:

What you do for the first few seconds of your video affects how your audience is going to remember your product/service. An impactful introduction is especially important to capture your audience’s attention – especially with hundreds of other short videos (which usually come as ads) competing for their attention on a daily basis!

Article written by Kyra Coleen, Head of Digital at CVP Group