The biggest secret to creating a great video is in the first step itself.

Nope, it’s not the script or the concept or the team of designers or the production house you have teamed up with. The secret is in how well does the creative team know your business. Yes. That’s the real key to video success! And all those wildly successful stories you hear? The real difference was in the way the product or service was communicated.

Lets look at two famous examples:

1) Crazy Egg

The Founder of Crazy Egg is the master storyteller himself- Neil Patel. He personally was involved in the entire process of creating that beautiful script behind the video. No doubt, the graphics and animation support the story beautifully.

But imagine if the team handling the video didn’t know the product as well as Neil made sure they did? Your guess is as good as mine.

2) Dropbox

The Founders of Dropbox had created a pretty effective video by themselves before the much acclaimed $50,000 video that catapulted them to cult status. What I am trying to say is that they knew what they were getting into. They ensured the team working for them got the nitty-gritties of their product and covered them in the video.

If you look at the tonality of the video, it clearly caters to a non-technical audience. Involvement of the Founders or the marketing team at an initial stage also ensures the right tonality is maintained in the video.

Therefore, what?

You see, its not about filling up the brief and having a short discussion to give the video team a download.

It is about being involved in the initial stages. No one knows your product better than you do. A copywriter will know the art of storytelling better than you. But it’s your responsibility to be involved with him during the initial phase.

But then why do I pay all that money?

You are paying the money to extract the crux of your story from the hours you spend talking to them. This crux will ideally last at the most 90 seconds and will be delivered to you in the form a beautiful, effective video. Like this one we made for Frrole, a social intelligence tool.

So now that you know the secret behind successful videos, ensure that you use the knowledge effectively to tell brand stories that go right off the screen and into the hearts and minds of your consumers.

By: Deepasha Kakkar

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