Marketing videos, particularly the two-minute (or less) videos my company specializes in, try to encompass a great deal of product information in a very small space (250 words is how I think of it).
You might think that the marketing department’s messaging documents, which represent the distillation of a lot of hard work, would be a logical starting point for video script development. But we find that using case studies (or use cases) yields better results.
Toning down the salesy-ness
For one thing, our clients are trying to bring down the level of “salesiness” in videos today, both because buyers are increasingly distrustful of broad claims, and because many viewers of the video are “researchers” who are doing their best to evaluate a solution. They take an interest in the experiences of people “just like them.” The people quoted in company case studies talk like real people. They are talking about real experiences. This is how your video should talk, too.
Name that user
In the case studies, too, you’ll get a sense of the job titles and specific activities that you may want to allude to in your video to keep it real. How many employees get involved? How do they spend their time? How does your solution help them spend their time more productively?