Andoto Teardown Series #002

Meet Edgar Video Teardown

Every week, we pick a company and break down their main sales video.

Learn how you can make your videos more effective by improving the message, production value, and appearance on your website.

    Edgar is one of those tools that's just so dang useful.

    Having a social media presence is a must for businesses in 2020. Unfortunately, it can also quickly become an overwhelming timesink when you're trying to focus on your business.

    Edgar helps by generating, automating, and scheduling your social media posts so you can go back to focusing on doing what your business does best. It's a super powerful tool that can save you a ton of time time.

    Let's see how their intro video rates in this week's Andoto Video Teardown Series.

    Here's what this video does right.

    01.

    Edgar's value add is immediately addressed

    This video wastes no time in answering the "What's in it for me?" question that the viewers ultimately care about. Laura addresses the problems that viewers might be facing and describes how Edgar can help to alleviate these problems right out of the gate.

    02.

    Edgar is representated by a real person

    Yes, the folks at Edgar are selling a software solution, but we humans don't relate to software; we relate to other people!

    The messaging in this video is delivered face-to-face by Laura, the founder of Edgar, and the script she's delivering is constructed in a very natural manner.

    Pay attention to the way Laura speaks throughout this video. Her inflection at 0:48 and 1:03 is disarming; it feels like we're listening to an old friend talking rather than just another sales pitch.

    Laura also does a great job of expressing the value of Edgar instead of just describing the features. The way Laura says "Edgar writes your social media status updates for you! So cool." makes the viewer intrigued and left with a desire to experience the benefits being described in the video.

    03.

    The scaled screen recording helps with visibility

    When demoing software, increasing the size of the screen recording makes it a lot easier to see what is going on when the video embed is smaller or when being viewed on mobile devices.

    This video does a good job of zooming in on the screens so we can see the contents better.

    04.

    Includes a good social-proof bomb

    At 1:55 we learn a bit more about who is using Edgar and gain some confidence in numbers. Laura pulls back the curtain and reveals that there are 10,000+ entrepreneurs using Edgar in their workflow.

    Including stats like this are a good way to ensure the viewer that they'll be in good company when choosing your product.

    Here's where this video needs help.

    01.

    There's room for technical improvement.

    The first thing we're seeing in this video is a nearly two-second pause due to an imprecise trim edit. By cutting off the first second or two, we can get rid of the uncomfortable staredown which occurs up front.

    There are also several jarring transitions of audio and video that serve as a distraction. The video comes to an abrupt ending with no real indication that we've reached the end of the content. A simple fade out of the audio would go a long way here.

    Additionally, twice during this video, at 0:22 and 1:52 we're presented with a 10-second zoom in on the MeetEdgar logo. Although the audio is helping to navigate these visuals, there are so many better ways that these 20 seconds can be used to present the viewer with compelling visual content that might help persuade a conversion.

    The quality of the audio changes throughout the video, with the volume of the narration rising and falling (likely due to changes of Laura's proximity to the microphone).

    Corrections to these mistakes are quick-fixes and will take the quality of the video up a few notches.

    02.

    We're experiencing visual overload

    There's a lot of information to digest in this video, especially if we're brand new to the product. Some of the screens show an overwhelming amount of content that makes it hard to determine what exactly we're seeing or supposed to be looking at.

    How can this be simplified so the viewer, who is unfamiliar with the product, can more easily process what they're seeing?

    In general, it is very difficult for a viewer to follow the mouse motion while simultaneously comprehending the video's message. It might be a good idea to hide the mouse cursor in this video and crop the screen to specific elements you wish to highlight.

    03.

    YouTube is controlling the Next Step

    Take a second and play the video. Then, after a few seconds, click pause. What do you see?

    If it's a collection of unrelated (albeit interesting) videos, you're not alone.

    YouTube's algorithm is notorious for pushing their catchy viral videos for one reason and one reason only: they want you to spend as much time on their platform as possible.

    More time = more ads = more money for Google.

    So, what can we do?

    Here are a few recommendations for improving the quality and conversion rate of this video.

    Our vision

    • Clean up the edit
    • Minimize the screen contents
    • Move off of YouTube
    • Add a call-to-action

    Here's how we'd improve the video:

    01.

    Take an hour, and polish the edit

    A few tweaks to the existing content would help the presentation out. For starters, apply a short trim to the beginning of the video to remove the awkward pause. The graphic below makes a few more suggestions for improving Laura's camera video.

    It'd also be worthwhile to ensure the music loops seamlessly so as not to distract the viewer with an unnatural repeat.

    02.

    Only show the screen content that matters in the moment

    Instead of showing the entire screen output, we'd recommend cutting some of the redundancy and showing only specific elements of the screen.

    This helps users who are brand new to the software consume only the information that is pertinent to the message you're trying to convey.

    At 0:40 we're seeing a bookmarks bar from the browser which has no relevancy to the video and can be removed.

    At 1:26 we are presented with a huge list of items. It might be better to trim this down and only show 4-6 elements in a queue, with accompanying text that matches the voiceover.

    03.

    Don't let Google control your viewer

    YouTube's pause recommendations and end screen actions are pushing Google's business objectives, not yours. The screen capture below show what I'm seeing when this video finishes playing.

    Don't get me wrong, I love NPR Tiny Desk concerts! However, these distracting recommendations are doing a complete disserve to your business objectives.

    For precisely this reason, it's a good idea to use a video platform that is focused on improving your business results rather than pushing their own.

    04.

    Give the viewer the next step they should take

    We need a call-to-action, or a next move to make here. The objective of this video is to give Edgar a try, so let's show a signup CTA once it is mentioned in the video script, as demonstrated at around 1:52 in our video player.

    Of course, we're biased and think our player is the best way to do this, but even adding one in your own way is going to be better than just leaving them hanging, clicking around, trying to find the next thing to do.

    The Verdict

    StarStarStar

    Unknown.

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