Working on a project which has a video explaining a new product. The video, as it stands now, is about 5 minutes and has a beginning, a middle, and an end. The beginning is a (rather boring and technical) introduction: "Hi, I'm so-and-so, I invented this product and this is why." Then it gets into how to use the product. The video editor (who comes from a television background) feels strongly that we need the introduction first, for the flow/narrative. I feel strongly that the intro will lose viewers' interest and we should jump right into how to use the product, with only a title card as introduction, and use the intro later in the piece.
My thinking is that web video is not like a TV show: if you don't have your viewer's interest in the first 30 (??) seconds, they aren't going to watch. But I can't find any research to back up my position. Does anyone know of
any research or have any thoughts on this?
By the way, for budget reasons, we cannot do any reshooting or voice work, we can only edit what we have.