The Anatomy of a Perfect Video with PlayPlay’s CEO, Thibaut Machet

Yeah, it’s a very good question. I love the question, but at the same time, it’s difficult because video, to me, doesn’t have one single meaning. Video is so versatile, so polymorphic, with many different types. This is the first thing I want to highlight: Yes, you end up with an MP4 file, but video can be so different from one to another. For example, you can create an Instagram story that’s just 12 seconds, a 3-minute social clip, a 5-10 minute interview, or a tutorial. Video is just a way to present moving multimedia that captures your attention on digital platforms, but there are so many types.

That said, there are general insights I can share. The first and most important thing is to focus on the first few seconds of any video, whether it’s a one-minute clip or a one-hour video. The first 5 seconds are crucial because we live in a world of scarce attention. There’s a massive battle for attention, especially on social media. People will typically give you only one or two seconds of attention. Facebook even did a study showing that people scroll every 1.5 seconds. So, you have just 1.5 seconds to grab their attention. If you waste that time with a 10-second jingle or your logo at the start, no one will watch the video. The first 1-2-3 seconds must immediately grab attention, either with movement or with a strong message.

Another key point is that videos now autoplay on platforms like Facebook and Instagram, meaning people often watch videos without sound unless they have headphones on. Most of the time, these videos are muted, so people are essentially “reading” the video. This is why subtitles, headlines, and text are essential. If you’re doing an interview but don’t include subtitles, people will quickly leave. Text is vital in today’s video consumption.

The third thing to consider is the pacing or dynamics of the video. People get bored quickly. Long static scenes with lots of text will lead to quick disengagement. It’s crucial that each scene flows smoothly and transitions dynamically. We recommend keeping each scene to a maximum of 4 seconds. You need to craft your storytelling so that each scene flows into the next, creating suspense and keeping viewers hooked.

When making a video, it’s essential to first write out your script. You’ll typically start on a Word document, outlining key messages and ideas, and then break them down into scenes. Jumping straight into editing without a clear script can lead to disjointed and ineffective storytelling.

Another crucial aspect is the quality of the footage. Videos are visual, and viewers want to watch high-quality visuals. If possible, shoot your own footage; it adds authenticity and naturalness. However, when shooting your own footage isn’t feasible, stock footage can be used, but make sure it’s high-quality. Poor-quality footage, no matter how good your story is, can ruin the entire video. We’ve seen a lot of great stories undone by low-quality footage. If you need stock footage, work with trusted sources like premium libraries.

The format is another important consideration. You must adapt your video format to the platform you’re using. Most people now watch videos on their phones, so the video should be vertical for mobile-friendly platforms. For LinkedIn and YouTube, horizontal (landscape) is still preferred. On Instagram, square format is the standard. It’s essential to adapt the format to the platform and audience.

Finally, the most important aspect of any video is the story. The best stories are those that evoke emotion. Surveys have shown that people engage with content because it makes them feel something. If you’re a brand or company making video, don’t just focus on technical tips and best practices. Emotion is key. The most engaging videos move people, so ensure your video storytelling evokes emotion, whether it’s excitement, joy, or empathy.

Yeah, so it’s related to what we’ve just said. I would say that the best brands are the ones creating emotion and not being too commercial. If you try to sell your product too directly, you fail, because video is content, and content is not about selling. To me, the best video creators right now are still publishers. So if you want inspiration from the best trends, look at the publishers. I’m thinking about BuzzFeed. I’m thinking about Novi. There’s dodo in France, and we have a brand called Boots. They’re like social-first video creators, doing awesome videos. Traditional publishers like the New York Times are also creating incredible content—especially on Instagram. That’s where you can really see how strong storytelling works. Another one that comes to mind is the World Economic Forum or OECD on LinkedIn. The way they cover topics like climate change—it’s not easy stuff, but they tell the story so well. Obviously, brands like Nike are doing great too, but when we talk about emotion, footage, and storytelling, the best brands ever—maybe it’s more marketing stuff—but HubSpot also does great videos. They’re obviously marketing-oriented, and maybe you won’t have tears or laughter every time, but their storytelling is spot on. Those are the people worth watching.