When you make a technology marketing video to educate buyers about your solution, even if your audience is eager to learn, there’s no end of stimuli out there competing for their attention. Here are some ideas on how to make surprisingly effective technology marketing videos.
Acknowledging this, eLearning professionals try to build as much variety as possible into their courseware. The objective is to make the subject you’re teaching the most interesting stimulus in the environment.
Surprise! This really helps people learn
The part of the brain that eLearning targets is amygdala, the region that responds to interest, surprise, attraction, and motivation. The general idea is to lob new stuff at this part of the brain more or less continuously in order to to keep the synapses firing and to form new connections. If the incoming information coming in is not new, the synapses relax, and no learning takes place.
The amygdala alsohelps to contextualize the new stuff with what the learner already knows.
Knowledge transfer is the aim of most of the videos we make. When you begin an explainer video production project, the “knowledge” you want your prospect to take on board resides in the minds of subject matter experts — salespeople, product managers, marketers and engineers. Some subject matter experts (e.g., salespeople) are invested in the success of the video. Others may resent having to invest their valuable time in a marketing initiative that’s not central to their real job.
We like to keep our “interviews” short, informal and conversational because what we’re really trying to discover is, not how a solution works, but how it’s best explained. Here are a few questions you can ask your SMEs that will help make the knowledge transfer go smoothly.
What do people have the most trouble understanding about your solution?
This question helps to focus the conversation on learning needs and away from video content. It can help in structuring the explainer video production content, too.
What do you think should be the three most important takeaways from this video?