![]() ![]() Who’s doing it well: Facebook’s latest series of commercials promoting the Portal device really nail this format. Some get hundreds of views and some get millions, and honestly, production value is not nearly as important as that blend of education and WOW factor. Hands-and-pans food videos, mixology videos, DIY craft videos, and UGC videos on how to beat video game levels are all examples of demo videos. Whether your product is appliances or mosaic tiles or food ingredients or a consumer tech device, the key thing you have to show is, “Here’s someone using our product/service to do a thing/make a thing and enrich their lives.” Though this term is somewhat interchangeable with “explainer video,” I think of it more for consumer products - and it is typically oh-so-much easier and cheaper to execute. ![]() Who does this well? Well, actually, we just launched a new explainer video for ClearVoice. Check it out and let us know what you think! 4. There won’t be a lot of text, but what there is needs to be very simple yet sharp, explaining complex technical processes in such a way that people can understand while only paying 50 percent attention. Not because you’ll need to find an amazing shoot location, or hire a well-known host, or bring in four cameras necessarily - but because you need to find the best way of showing exactly what your product or service does.Īnd if your product is cloud-based, cyber or not visually engaging, you may need to use a lot of motion graphics and visual representations. It can be very difficult to get right, and of all the video formats to go big on budget, this would be the one as far as we’re concerned. The explainer videoįor many types of products, especially in the tech space, having one of these is essential. Curious how he’s integrated island philosophy into one of San Francisco’s towering tech success stories? The #SalesforceOhana Culture video will tell you all about it. Who’s doing it well? Salesforce’s founder is well known to be inspired by Hawaii’s “Ohana” culture- think family, community, welcome home. If you’re not doing an executive interview, you can get casual and fun with these videos… and often win more views as well as more positive customer sentiment. Look for people who have a long history with your company or if you’re too new to have longtime staffers, look for people who were intentional about coming to work for you. Those might come from your sales team, but can just as easily be the staff who are engaging with your customers or working on the factory floor. You’ve got a pool of talent to choose from and should look for the big personalities and fun, spontaneous moments. The biggest mistake companies make on this is only filming their executives. But instead, the B2B tech company seeks out impactful stories from humanitarian orgs, green startups and community-based programs to showcase its stated purpose: “Help the world run better and improve people’s lives.” 2. Who’s doing it well? Enterprise software giant SAP could get the biggest businesses in the world to recommend them - they did, after all, get PayPal. If you’re footing the production bill, it’s a win-win. Most loyal customers are not only fine to participate in these, they actually see value in it… because they, too, need content for their site and social channels. Note, a lot of companies are nervous about asking a client to participate in one of these. If the story and the sincerity is there, the impact will be there - no matter what budget the production. Others go full on short documentary style. Some companies take a straightforward low-budget approach, with the customer telling their story direct to the camera. You can imagine how powerful these are when done right. Take the most important content format in the business development toolbox, and bring it to video. Here are six video storytelling formats to test out: 1. So if you feel like adding video to the mix, look beyond the direct-to-camera sales pitch and start researching the many other video formats out there. Thinking about testing out video as a marketing tool? First thing: Don’t look on Facebook for tone pieces! Social platforms have become inundated with hustle-bro-talking-manically-into-a-cheap-camera videos lately, but that’s not because they are effective - it’s because they’re basically free to produce and the script formats have been ripped directly from 1980s multi-level marketing motivational tapes. ![]()
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