7 words or less
START making it simple; STOP overcomplicating it. If you can't explain your business in seven words or less, nobody will pay attention to your 5 minute pitch, let alone thirty seconds. Our attention span is limited! If you think an investor or customer is willing to sit through waffle for you to get the point, then you're not respecting their time.
P.S. How many words were in the first line of this post?
Do you believe that ONE sentence succinctly explains the idea behind the video or not?