In Technology Business Videos, Silence Can Be Golden

In Technology Business Videos, Silence Can Be Golden

The power of the unspoken word I’ve always maintained that a good test of how well a video communicates is to watch it with the sound turned off. If you find yourself wondering what it’s trying to say, it’s probably not saying much you’ll remember. It’s not doing what video is best at: communicating visually. That’s why it makes sense to make them shorter. When we’re asked to create a “silent” version for a trade show or other noisy, distraction-filled environment, we sometimes leave out the “problem statement” that kicks off most technology business videos. At trade shows, especially, people are there to sample what’s new. We figure it’s best to concentrate on the most intriguing features and most salient ideas. Capturing cost savings It’s a good idea to consider repurposing when you plan a video project. Whatever you produce, repurposing adds to its value by reaching more customers at different times and in different contexts. Use on-screen text carefully You’re probably going to need more on-screen text for silent versions of videos.

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Most explainers and other types of technology business video feature narration, frequently backed by a music track. But there are lots of uses for video where narration may not be desirable or feasible:

  • live presentations
  • video walls in conference rooms
  • trade shows
  • animations repurposed for articles, blog posts, etc.

The power of the unspoken word

I’ve always maintained that a good test of how well a video communicates is to watch it with the sound turned off. If you find yourself wondering what it’s trying to say, it’s probably not saying much you’ll remember. It’s not doing what video is best at: communicating visually.

Holding shorter attention spans

Of course, most of us do follow along with the narration of a short video. Silent films make viewers work harder. That’s why it makes sense to make them shorter.

When we’re asked to create a “silent” version for a trade show or other noisy, distraction-filled environment, we sometimes leave out the “problem statement” that kicks off most technology business videos. At trade shows, especially, people are there to sample what’s new. We figure it’s best to concentrate on the most intriguing features and most salient ideas.

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