Before/after photos: Good
Before/after videos: 3x better
Why? You see the transformation, not just the result.
The Video Structure
Intro (5 seconds) "Meet Sarah. She had a problem..."
Before (10 seconds) Show the pain. The insecurity. The struggle.
Make people think: "That's me."
Process (10 seconds) Show what happened. The treatment. The journey.
Brief. Don't bore them with details.
After (10 seconds) Show the transformation. The confidence. The result.
But more importantly: Show their emotion.
E.g. for a private dental clinic: Smiling > teeth. Confidence > appearance.
Close (5 seconds) "Ready for your transformation?"
Total: ~40 seconds
What Makes Before/After Emotional
Don't just show teeth before and after.
Show:
How they smile now vs. before
Their confidence shift
Their words about the change
How it changed their life
Testimonial > appearance.
Real Example
Weak before/after: "Before: Bad teeth. After: Good teeth."
Powerful before/after: "Before: Sarah wouldn't smile in photos. After: Sarah smiles in every photo. 'This changed my life.'"
Same person. Different story.