How to make a good promo video for a startup. Part 1. Problem-solution

You have come a long and difficult path from idea to realization of your project. The stage of closed testing is completed and you are ready to present your creation to the world. The main and for some time the only advertising medium that your project can be a promotional video. It can be spread on YouTube and social networks, to send to partners and investors, to place on the home page, to accompany a press release to the media or to spice up a speech at the conference.

The purpose of a promotional video briefly and clearly tell about the essence and value of the project to interest your target audience and motivate to become a user.

How to make a good movie, which will manage until the end? How to make a movie called smile, an interest, a desire to see the project up close? There are no universal recipes, but there are proven plot scheme and rake, which have already occurred many times.


In this article I will do a small review of promo videos for startups, which will show typical errors, I note the key advantages of the good rollers, and will familiarize readers with the insights that come as a result of the analysis.

This analysis I did for myself about a year ago, when puzzled by the production of a promotional video for your project. The project is frozen, the video is not completed yet. Even though this small study will serve as my karma and the readers of Habra who gathered to promote their project.

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Script "Problem-solution"

"Problem-decision" — one of the main scenario schema promos. From the title clear logic: in the first part of the movie indicated some kind of problem, in the second part of the video explains how it can be solved using the service. Very often in the plot of the movie "Problem-solution" is some kind of hero to the audience, it was easier to try the problem for themselves.

The main question that needs to be solved in the production of commercials for such plot — timing. How long to tell you about the problem? How to tell about a difficult problem quickly? When first time insert Intro with the logo of the project?

But let's see something.

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Yelp

The duration suggests that it is not all right. The viewer can be torment for three and a half minutes, only if the movie is funny and beautiful.

Within the first 30 seconds explains the problem. Jeremy not to deal with the variety of offers in the market.

0:26 logo Appears, but the problem Jeremy continues to suck for another 30 seconds. Do note the terrible voice acting: the narrator speaks very quickly. Above the text is clearly not working.

1:00 Talk how it works. Many times mentioned about some magic filter. While no specifics.

1:35 Judging by the timing of the movie did robots, slicing a simple plot pieces for 30 seconds. Again, the splash screen with the logo. Again, explain how everything works, but in more detail. The described profile of the Introducer. The described profile of the company. Shown as associated companies ' profiles and references. This scheme does not deserve to talk about it for a minute.

2:30 repeat, repeat, Repeat

Conclusion

Long, boring, not beautiful. The speaker is in a hurry. The music is so bland and quiet that most perceived as some kind of background noise. Not the best example. However, the fact that the roller is made weak, not to say that such a scenario is not acceptable. Next we will consider more worthy examples of the genre.

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Loopt

This example was included in the review only to show that even a small duration does not compensate for the savings on musical design and the negligence of a visual number. This two-minute clip also unbearably hard to watch until the end, as the previous 3.5 minutes.
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Google Advisor

Start with a fact. Immediately tell that can do Advisor.

0:10 Describe briefly the problem with an example: a lot of information around, spend a lot of time. Total: Advisor will solve this problem in seconds. In 15 seconds we have explained, than a useful service.

0:30 Enter the address of the site. Show the url input in the string is a very simple but very effective technique to increase the conversion from video. Show interface. The described functionality: the types of services. On the initial dive to the site again we also have 15 seconds.

0:45 to go deeper for the same services. No hand-drawn graphics. Google is so proud of its interface, which is actually built into the video screencast. And, really, all you can see and understand. The video shows on the one hand ease of use, richness of settings, which is important for such areas as Finance.

1:10 of the Final chords. "Advisor is simple. Advisor saves your money and time." To argue why you do not want.

Conclusion

Perfectly adjusted for the timing of the plot. Skillfully found the balance between simplicity and variety of possibilities. An excellent example of the genre of "Problem-solution".

Compare the quality of voice that, and the first roller. Feel the difference. Which service solve the problem better: one that long in a hurry, or one that fast though.

Compare the level of graphics. Techniques alone, the style is different. Yelp have just drawn and pathetic. Google is simple and tasteful.

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I mOK

After the example of the Internet giant interesting to see how coped with a small startup.

A description of the problem is the first 35 seconds.

0:35 Splash screen with the logo. Describe the essence in one sentence. Immediately reassure law-abiding Americans about privacy. Don't forget buzzword is location based. Find out where your kids are. All as Foursquare, but how to get the children to mention?

0:50 we Reach the main chips of the service, talk about buns that kids receive as compensation for total control over their lives.

1:18 "Hey, where's my bun?" – upset mother. Mamashka and you're not insane? We do this service idea! Mother stops talking and begins to smile. Apparently, this argument needs to act the same way and to the audience. Personally, I smiled. If the movie makes you smile, this is a big plus.

Conclusion

Solid movie with an obvious hit in target audience. Leaves no questions after the viewing. I need some light-hearted music, as in the following video.

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Onavo

There is no conventional voice-over, and, therefore, a double burden falls on the text and graphics. Well, let's see what this compensated for the authors of the movie.

Within the first 30 seconds of the described problem. Many small dialog Windows show the eternal problem with the Internet during the trip. The text in the dialog boxes on the edge of readability, but the situation is so familiar that it is not a serious obstacle.

0:38 Splash screen with the logo. The essence of the service one offer: "Onavo optimizes mobile traffic". The advantage of one offer: "Onavo saves your money." Argument one offer: "Onavo in two (or even three!) times increases the possibilities of your tariff plan". As if not enough VoiceOver. However, at the time when inscriptions begin to tire, they end. I had one and it would be a lot.

0:53 Show that use of the service is very simple: you have to press one button. Twist the same plot with a happy ending.

1:18 and the curtain of the show a couple of buns that didn't think that the service is as simple as three kopecks.

Conclusion

The video script is not amazing plot twists and turns, but completely solves the problem. Leisurely narrative is rather a plus than a minus in this situation. Everything in this clip points to a carefree life app users.

Most likely, the VoiceOver there is not needed, but then you need to pay more attention to design and typography. In many places the text is on the verge of readability. Only the rhythm of the movie saves the day.

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LevelUp

As I said above, if the video more than 2 minutes is suspicious. Most likely there is a lot of water. So it turned out in this case.

Description of the problem. You do — customers buy and will not be returned. This simple idea we explain 52 seconds. Bad start.
0:52 Splash screen with a logo. The essence of the service in rather vague terms.
1:02 How it works. Again repeat the problem.
1.31 Unrolling ago. Repeat, repeat, repeat.
1.58 "Maybe he's even friends will!" Fantastic!

Conclusion

Wow! 2.5 minutes and no specifics! The guys tried. It always happens when you have nothing to say.

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Textingly

Finish on the positive, without going into details of the last movie. This is a classic representative of the genre, and I think you already understand its basic techniques.

Here I would just like to mention an excellent musical solution. Count how many times in the video, the melody, changed the rhythm and mood. Please note that changing the melody exactly where it should be.

Challenge exceeded: the movie want to reconsider. And this is largely due to the quality sound and graphics.

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General conclusions

the Scenario "Problem-decision" is used for services that solve a specific and unambiguous goal, i.e. the problem can be simply described in two words. the

1. Rollers "Problem-solution" usually strictly classical timing 1.5 minutes where the first 30 seconds explains the problem: ImOK, Textingly, Loopt, Onavo, Google Advisor
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2. If the video is over 2 minutes, it is likely he will tighten: Yelp, LevelUp.
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3. professional working with graphics and sound makes it boring even a short video: Loopt
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4. to save the speaker, if to work hard on graphics and typography: Textingly
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5. Roller leaves the best impression if they use a competent balance of graphics, text, narration and bouncy music: Onavo, Google Advisor

How to make a good promo video for a startup. Part 2. Right off the bat
In the second part of the study I had to dissect the rollers with a slightly different approach to the story: "the bat".

Article based on information from habrahabr.ru