Creating an explainer video may be harder than you think
In one of the generally excellent HubSpot blogs, I recently ran across this bit of advice: Compiling an explainer video isn’t much more complicated than putting together a slide deck in a PowerPoint presentation. You decide what to say and find some relevant graphics to jazz things up. Leaving aside the question of whether your […]
Why technology marketing videos shouldn’t be funny
Getting people to chuckle is a good way to get them to keep watching your video. Good explainer video producers can deliver engaging, humorous videos, which turn out to be hugely popular with sales teams and executives in the companies that commission them. But, does this make them effective? I haven’t been able to turn […]
How to write explainer video scripts using case studies
This article will give you several examples of how to write explainer video scripts using case studies Marketing videos, particularly the two-minute (or less) videos my company specializes in, try to encompass a great deal of product information in a very small space (250 words is how I think of it). You might think that […]
Explainer videos for prospects who avoid “marketing” videos
“Make sure it’s not too sales-y” is a request we’re hearing more often when we begin scripting a marketing explainer video for prospects that don’t want to see a marketing video. A software company CMO recently told us that his buyers, mainly software developers, Do NOT want to be marketed to DO want video, not reading material When we began making […]
5 things your B2B video script needs to avoid
A one-minute B2B video script should contain about 125 words. Any more and it will start to sound like a list of side effects at the end of a pharmaceutical commercial. Assume that the first 30 seconds are more important than the second 30 seconds. So the first 60 words are crucial, and they need to be very, […]
How many seconds do I have to get to the point of a video?
A recent discussion in our LinkedIn group Video for Technology Sales and Marketing took up the question of viewer attention-span length from several points of view, and it got me thinking. How long we can realistically expect someone to watch a marketing video that doesn’t speak to their own specific need or interest? Is video […]
Is mobile growth a consideration for B2B video?
Video viewing on mobile devices grew 700% between 2011 and 2013, and didn’t slow down in 2014, according to the Ooyala global video index. Does the conjunction of B2B video and mobile growth matter to B2B video producers? True, most of this viewing was sports and entertainment, and there is still considerably more digital viewing […]
How to use video to increase penetration at key accounts
It’s easier and cheaper to grow your business with existing customers than it is to acquire new ones. So why don’t technology companies devote more video resources to this marketing tactic? Because most marketers think of making videos in just a few categories — overviews, testimonials, executive presentations, demos. But there is a more appropriate […]
Explainer video scriptwriting, in chapters
In fiction, everyone in the audience starts out knowing little or nothing of the story — and looks forward to the telling. Effective commercials tell stories. Most technology marketing videos tell the story of characters (e.g., the CXO) overcoming difficulties (e.g., bad data, poor performance) with new technology solutions. This article will discuss approaches to […]
Explainer video scripting: don’t tell buyers stuff — give them a vision
If you did any holiday shopping for, say, appliances or fitness gear — items that are practical and not cheap — you probably watched online videos. You tried to envision yourself and/or your giftee actually using the product. Maybe you watched the same video more than once, to reassure yourself. Maybe you sought further assurance […]
