When it comes to video, people often try to cram too much information into whatever length that video is. Instead of focusing on what they are really trying to convey, people want to get every remotely interesting aspect about the subject matter into the video. If we were all recording the video, pausing it and taking notes for each frame, a lot of information would be fine. However, we’re usually taking about a couple minutes of video that people are going to watch before quickly moving on to something else. With all of the media that we consume on a daily basis, it’s really tough to truly register everything that is said inside of a video. That’s why simple is better.
You’ve got 60 seconds to impress a message on people with your video, so it can’t be complicated. Typically, people don’t have a lot of bandwidth to register a lot of information, keep it and use it for something later on. If you’re trying to convince someone to do something, that message can get completely lost when they’re hit with a giant batch of information. Your video should be a welcomed distraction in the middle of their busy lives.
Look at the verbiage and make sure you’re not overcomplicating your message. “Don’t use 7 words when 4 will do”. The same thing applies to graphics and visual effects. Using visual effects to make the content more appealing is not always the right way to go about it. The content should be appealing because you designed it that way, not because you put some flashing effect on it. Effects are great if they’re really driving the story line, but if they’re there because they look cool, they aren’t really serving a purpose.
By keeping only the important things in your piece, you’re more likely to get the results you desire, and to get people to respond accordingly.
Here’s a great example of a simple message kept simple with powerful results: