Most likely your company is creating a video for distribution to an outside audience. This could be future customers or potential investors. The point is you are creating content for an audience that does not work within your company. Also, they may not work in the same industry as you. Your points should be simple and understandable. State what they need to know. Make sure to keep language general. Define any terms that are necessary and particular to your company and its services. If using abbreviations adding annotations as a visual aid can clarify their meanings.
Once filling them in on the pertinent information it becomes possible to discuss the advanced topics. This includes the products and services your company offers. People like to feel like they have accomplished something. If they can learn something they did not previously know so teach them. You should do this in a friendly tone. They will respond in their heads with, “Wow, I did not know that!” Instead of berating them with facts that drudge up memories of mean school teachers.
People tend to lose focus when being fed new information. It doesn’t matter how interested they are it is a byproduct of the presentation. If the information is properly presented you will keep the audience focused. Two major tips to keeping your audience’s attention are to present the information as a game. This means using the new knowledge as a reward based system with an achievable goal. At the end, offer some token of wisdom. Now the product your company holds desire. The other tactic to keeping the audience’s attention deals with data. If you have statistics, graphs or pie charts make sure to present them in an exciting way. Digital animation can aid in this quite effectively and at a much lower cost than printed models. Maybe just using something simple like a handful of marbles or an actual pie. Strike yourself to stand out in this area. Most people have a boring conception of numbers. Still, they are a key factor in convincing your audience.
The final tip to remember is to engage your audience directly. Ask them questions. Talk to them as people. Give them a chance to comprehend what you are saying. Only then, move on to the next topic or piece of information. Take the time to focus on specific demographics in your audience. Most likely your company is creating a video for distribution to an outside audience. This could be future customers or potential investors. The point is you are creating content for an audience that does not work within your company. Also, they may not work in the same industry as you. Your points should be simple and understandable. The goal is to inform others about your company. So write your script for someone who might have little or no idea about what you do.