Video Marketing Tip – The “Rule of Ones”

Web Video Production TechniquesIn web video land, you get a small window of time to make a lasting first impression. In regards to educational videos, product demonstrations, and tips and tricks type content, many videos fail to capture and keep the viewer’s attention due to lack of a targeted message. The guide I use when creating this type of online video is called the “Rule of Ones” It helps me to stay on target and provides a necessary frame work to create value driven content in less time with greater impact.

What is the “Rule of Ones?”

One Minute

The case for shorter video goes like this.. In one minute you have more opportunity to keep the video action packed and engaging. Drawing it out longer can potentially work against you. Attention spans can wain with each passing second. That’s why shorter video length is typically better on the web. It also fits into valuing your clients time. Many people are looking to get what they need quickly.

This is not a hard 60 second rule as in television, so going over the minute mark isn’t going to necessarily make or break a video, but figure that focusing on shorter and giving yourself a time constraint will help you to make smarter editing decisions to cut out any information that’s not necessary. Recent online video viewing studies have shown that the trend in online advertising and viewing in general is “shorter is better.”

One Subject 

Boil down the subject matter to one main point. If you can’t do it in one, then break it into parts and create more related videos. You could build a series of videos dedicated to the general topic at hand. I love it when I see bigger subjects breaking down into smaller sub videos. That means more content to put in the pipeline and to keep the steady stream flowing! Consistency is key. Record and edit these videos in one sitting. It will save you a lot of time and effort.

One Example

Is there a specific example you can use to illustrate your point? Strive to make it the strongest possible. It could be an example of why something works or doesn’t work. It might be a single product demo, a quote you heard, a comment given in a related post, or a response to related topic or inquiry.  Think about what your audience really needs to hear that will give the greatest impact. If you can’t narrow it down to one example then create another video around that next example. More fuel for the video content engine! Her’s an example of an instructional video we created that incorporates the “Rule of Ones.”

One Benefit

This is not an infomercial where you have tons of time to repeat the benefits. Take time to craft a well thought out and concise benefit to your solution, product, or demonstration. Make it a couple sentences max. Place it in the video right after the example. Give your viewer an “AHA!” moment, or discovery. Maybe it’s not a huge revelation you need to give your audience? Whatever you decide to do, make it memorable. Make it relatable.

One Call to Action

Give your video power and purpose. Don’t confuse your viewers with a bunch of choices to make at the end. Be direct. Like, “Subscribe to My Newsletter,” “Check Out My Blog At…,” “Call the Number at the Bottom of the Screen.” If you’ve been helpful and demonstrated believability and trust in your video, your viewer is more likely to take action. Make it as easy as possible for them to do so. Tell them one thing to do at the end of your video.

One more please…

Do you have anything else to add? I’d love to hear what you have to say! One comment below would be fine.

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  • Awesome post Tim! I am working on a few short videos for my church- informational videos to grow awareness within the community, what we’re up to, etc. These points are going to come in very handy when filming/editing begins.

    Quick question though- is there a ‘standard format’ to a good 60 second video? For example, how long do you recommend for the intro, and various phases of the video? Thanks for the awesome article!

    • TimDanyo

      Chris,

      Glad I could give some usefl info. There are no completley cut and dry formulas for 60 second videos. It depends on the type of video and the audience you are shooting for. 

      For your Church videos, since they are instructional and informative… this may work:

      1. 0- 10 sec. Hit the viewer up with an attention grabbing question or invitation to think about a new concept or idea. And then let the viewer know you the video will work to answer that question or finish that thought. 
      2. 10 -25 present a well known or relatable problem that exists in example form, or something the viewer is struggling with themselves. You could explain why it is an issue. This will draw the viewer further into your message..
      3. 25 – 40 Present the solution, or how what you are proposing can make a difference positively. 
      4. 40 – 55 give the benefit of the solution you just presented
      5. 55- 60 (or so) make your call to action

      Hope that helps! 

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