Oxford is synonymous with innovation. From its prestigious university to a thriving ecosystem of start-ups, labs, and research centres, the city is a hub of groundbreaking ideas. In today’s crowded digital space, simply having a great idea isn’t enough. To raise investment, recruit top talent, and build brand awareness, your innovation needs to grab attention. Video content is the ultimate tool to achieve this. Grace Gibbons is a video producer and content strategist, based in Oxford, who specialises in helping innovators tell their stories through compelling video. Here are Grace’s 10 expert tips to help you create innovation video content that resonates and delivers results.
1. Keep it short (1-2 minutes)
When it comes to video content, brevity is key. Attention spans are shorter than ever, so keep your videos between 1-2 minutes. This ensures you deliver a clear, focused message while keeping viewers engaged. Short videos are perfect for showcasing your idea’s essence without losing momentum.
2. Define your one-line impact statement
Your audience should understand the value of your innovation in a single sentence. Avoid overly technical descriptions and focus on real-world impact. For example, instead of saying, “Our medical AI leverages convolutional neural networks to optimise diagnostic workflows,” try: “Our AI helps doctors detect diseases faster, saving lives and time.” This statement should guide not only your videos but also your website and social media content.
Here’s an example of impactful storytelling in action:
3. Use simple, conversational language
Even if your audience includes scientists, you need to appeal to a broader spectrum—investors, potential team members, and the public. Avoid abbreviations, acronyms, and jargon. Use relatable language that invites everyone to understand and connect with your innovation. Think of it as explaining your idea to a friend over coffee.
4. Create repeatable series strands
Consistency builds familiarity and trust. Develop recurring content themes such as “Meet the team” to spotlight your scientists or “Meet the founder” for investor-focused storytelling. These series create a personal connection and showcase the human side of your brand. Here’s a great example:
5. Use behind-the-scenes footage in your innovation video
Audiences love seeing how the magic happens. Behind-the-scenes footage, such as clapperboard shots or lab walkthroughs, adds authenticity and transparency to your content. Showing the filming process or the day-to-day workings of your team builds trust and engages viewers.
6. Show your personality and lightness
Your scientific achievements are impressive, but audiences also want to connect with the people driving innovation. Showcasing lighter, more personal moments—like a team member’s dog at the office, a fun board game night, or someone commuting on an e-scooter—offers a glimpse into your team’s unique personality. Consider including outtakes, too—watching a leading scientist stumble over their lines and share a laugh humanises them. This not only makes your brand more relatable but also creates a lasting impression that resonates with your audience.
7. Feature a diverse team
Diversity is not just a value; it’s a strength. Showcase your team’s diversity across backgrounds, languages, ethnicities, and genders. Inclusivity reflects the global relevance of your innovation and appeals to a wider audience.
8. Batch film content
Efficiency is crucial when producing content. Capture multiple pieces of content in one session. For example, if you’re hosting a conference or annual team event, film case studies, thought leader interviews, and event highlights. Batch filming ensures you have a steady stream of material to share across different platforms.
9. Consider animation to explain technical processes
Some concepts are too complex for live action. Animation is a powerful tool to simplify technical processes and make abstract ideas tangible. Check out this example of an effective animated explainer video:
10. Optimise your innovation video content for social media
Tailor your videos for social platforms. Use captions to ensure your content is accessible. Distribute your videos strategically across the right channels, including face-to-face events and online platforms like LinkedIn, Instagram, and YouTube.
Final thoughts
Creating impactful innovation content is an art and a science. By keeping your videos short, using relatable language, and showcasing the human side of your brand, you can captivate your audience and make your ideas shine. Follow these tips to craft videos that not only inform but also inspire. The world is ready for your next big idea – make sure they see it.