Most business videos fail in the edit — they fail in the plan. A converting video is a sales conversation compressed into ninety seconds, and like any good conversation it starts with the other person's problem, not your logo animation.
The 4-part structure
- Hook (0–3s) — name the problem or show the result. No intros, no logos.
- Proof (3–30s) — show the thing working. Real footage beats stock, always.
- Objection (30–60s) — answer the "yeah, but…" your customer is thinking.
- One ask (last 10s) — a single next step. "Message us on WhatsApp" outperforms "visit our website, follow us, and subscribe" every time.
The first three seconds decide whether the next ninety exist.
Production truths nobody tells you
Audio matters more than camera. Captions are not optional — most feeds play silent. Vertical first, landscape second. And the thumbnail is 50% of the click: a real face plus five bold words beats any graphic.
Measure the right thing
Views feel good; watch-time and replies pay bills. If people drop at 5 seconds, fix the hook. If they watch but don't act, fix the ask. One variable at a time.
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