[tcb-script type=”application\/ld+json”]{“@context”:”https:\/\/schema.org”,”@type”:”VideoObject”,”name”:”Type 3_About us video_draft.mp4″,”description”:””,”thumbnailUrl”:[[“https:\/\/video.gumlet.io\/6553c483fc21dc1b6b7e60d4\/65a86fbd1c01587f0e5a0f79\/thumbnail-1-0.png?v=1705537870248″]],”uploadDate”:”2024-01-18T00:24:29.870Z”,”duration”:”PT6M52.30933299999998S”,”embedUrl”:”https:\/\/play.gumlet.io\/embed\/65a86fbd1c01587f0e5a0f79″}[\/tcb-script] <\/p>\n
As Simon Sinek explains in Start With Why, people don’t buy what you do, they buy why you do it. Your About Us video is the perfect opportunity to convey the deeper purpose and motivations behind your business.<\/p>\n
Lean into sharing the founders’ passions, beliefs, and goals that shaped your company from the start. Explain your reason for existing beyond profit – the change you exist to make in people’s lives.<\/p>\n
As Sinek says, people are drawn to and inspired by organizations with a clear sense of purpose beyond their product or service. They want an emotional relationship rooted in shared values.<\/p>\n
So don’t just present your features. Reveal the meaningful intentions that drive you. When viewers share your fundamental beliefs, an affinity is formed that separates you from competitors.<\/p>\n
The main objective of an About Us video is forming a deeper emotional connection with viewers by giving them an inside look into the real people and motivations behind your business.<\/p>\n
Rather than simply showcasing products or services, the video aims to build affinity and trust by spotlighting your passionate founders, employees, and customers.<\/p>\n
By sharing your authentic origin story and values-driven journey in an engaging fashion, audiences will relate to the brand on a personal level. Your triumphs, challenges, visions, and purpose become more than just company history \u2013 they resonate on a human level.<\/p>\n
Effective About Us videos humanize a business by conveying the culture, convictions and commitments that make up your DNA. This bonds viewers who share your beliefs into loyal brand advocates and customers for life.<\/p>\n
Specifically, these videos turn the founders, staff, and patrons featured into relatable characters. Audiences should come away feeling connected and emotionally invested in seeing your continued success.<\/p>\n
An exceptional About Us video should feel as engaging as a real conversation with an inspiring entrepreneur over coffee. The authentic back-and-forth where their passion spills out.<\/p>\n
Imagine sitting down with the founder as they generously share the lightbulb moment that sparked everything. Chuckling together as they reminisce foibles from early days.<\/p>\n
Learning their driving motivations – how experiences growing up shaped their desire to fill an unmet need and change lives. Through their unrelenting belief in their mission that they rekindle when times got tough.<\/p>\n
By the end, you feel like old friends, bonded by the transparent glimpse into their personal journey. You walk away feeling invested in their continued growth and impact.<\/p>\n
An exceptional About Us video conveys that this is a company driven by genuine care for people, not mere profits. It reveals motivations stemming from a higher purpose beyond business gains.<\/p>\n
By spotlighting values of compassion, community, quality, and integrity that viewers themselves share, an affinity is formed. There is clear alignment between consumer beliefs and company principles.<\/p>\n
Relatable, humble founders come across as passionate people any viewer could envision grabbing coffee with. Their authenticity, vulnerability, and principles forge a personal rapport.<\/p>\n
Weaving in lessons learned from failures on the entrepreneurial journey further builds trust in the video. The story arc shows growth through challenges guided by purpose.<\/p>\n
Ultimately viewers come away feeling the brand represents their own highest hopes and needs. They feel invested in supporting the continued success of this company built on shared ideals as much as products.<\/p>\n
You have to be careful when you\u2019re talking about yourself that you stay brief. About Us videos can easily be long if the company has been around a while. Research shows that the majority of people will watch a 2-3 min video (Wista). Stick to that range and only go to the 3 min mark if your feedback from customers is that they want more because your story is so captivating.<\/p>\n
Here are some common mistakes people make when building their About Us video. <\/p>\n
One misstep is leading with boring historical facts and data rather than crafting an engaging story arc. While milestones have a place, don’t highlight achievements over the passion and personality behind them.<\/p>\n
Similarly, some make the video too much of a vanity project about one or two figureheads. Shine the spotlight across your team, culture and community. Humanize the full cast.<\/p>\n
Also avoid portraying an overly rosy, self-congratulatory picture. This feels disingenuous. Share authentic lessons from failures and challenges that shaped principles. Vulnerability builds trust.<\/p>\n
Don’t go overboard talking up accomplishments. Focus more on motivations and who the business ultimately serves. Impress with purpose, not prestige.<\/p>\n
Lastly, many force stiff, obviously scripted dialog. Let interviews and testimonials happen organically to bring natural energy and emotion into your origin story.<\/p>\n
Here how I would structure the key sections of an effective “About Us” video:<\/p>\n
Open with an attention-grabbing opening using stories, statistics or questions that introduce who you are as a company. Quickly establish your name, location, and key offering. This builds initial familiarity fast in the first 10-15 seconds.<\/p>\n
Transition into the origin story conveying how you got started and key milestones. Share founder motivations, early struggles, pivots, and wins that shaped your business. Let their authentic personality and passion shine through with B-roll visuals. This heart of the video builds affinity.<\/p>\n
Spotlight the principles and values at your core even today. Convey what makes your business culture and approach to customers special. Feature employees sharing what they care about. This connects with viewers that share your beliefs.<\/p>\n
Provide proof points on how you deliver for customers by showcasing client testimonials and case studies. Let them describe examples of your stellar service in their own words. Builds trust.<\/p>\n
Give a peek into your future vision and what initiatives or offerings are on the horizon. End by reinforcing commitment to viewers and inviting them to get in touch. This conveys momentum.<\/p>\n
Wrap with a clear CTA like scheduling a consultation. Provide next steps to continue the relationship.<\/p>\n
Follow this framework to tell your authentic origin story, strengthened by calls-to-action and proof of your ongoing positive impact.<\/p>\n
See the script worksheet below<\/p>\n","protected":false},"template":"","yoast_head":"\n