Cut Cognitive Load Before Length
Diagnose and reduce extraneous cognitive load in a marketing video before cutting for length.
The moment Nadia's 38-second app video is losing viewers at second 11. The creative note says make it 20 seconds, but the rough cut already has captions, a UI zoom, a talking head, a music sting, and three benefit claims on screen at once. The teach Cognitive Load Theory distinguishes between the work required by the idea itself and the extra work created by how the idea is presented. In video, that extra work often hides in the edit: too many visual targets, captions that say different words than the voiceover, product screens changing before the viewer can orient, or…
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