More than anything else, buyers want insight. Videos that are rich in visual information can deliver a lot of insight.
This is the third post in a “What are the best subjects for technology marketing videos?” series. Click here for Part 1 and here for Part 3
According to the social media analytics firm Simply Measured, video content gets shared 12 times as often as links and text posts combined. True, the videos behind this stat are promotions by Facebook’s top ten brands, and your technology solution video may attract a different sort of fans. But video, and visuals generally, are more likely to be shared online than content that requires more effort to grasp. And what is the quickest and easiest thing to grasp? Pictures. Information presented visually.
Visualizing the value proposition
A hypothetical, but realistic, value prop calculation, can challenge the viewer to think hard about the vision you’re presenting.
If you can quantify your value proposition or proof points visually, you’ve got the makings of a very persuasive video. Of course, sometimes there are too many unknowns and complications to come up with a back-of-the-envelope value calculation. But if you can find something to say with numbers, you can gain credibility and demonstrate your understanding of the customer environment. Here’s a down-to-earth excerpt from a BMC product video in which it’s clear that the company is savvy about mainframe costs and the value of their solution.
One of the best subjects for technology explainer videos is the concept that underlies the solution you’re marketing.
This is the second post in a “What are the best subjects for technology marketing videos?” series. Click here for Part 1 and here for Part 3
In a recent survey of B2B marketing and sales execs, one of the top obstacles to “video marketing success” was reported to be “creating compelling content” (45%, second only to “lack of budget” at 47%. Source: The State of B2B Video Marketing. )
One thing marketers can do to overcome this obstacle, and possibly free up some budget resources at the same time, is to stop thinking in terms of product videos. Videos about technology products are hard to produce — let alone make “compelling” — because, for one thing, most tech “products” aren’t products at all — they’re collections of capabilities and ways of doing things. And having defined this nebulous product, product managers and marketers feel compelled to include all its capabilities in their video. This pretty much rules out compelling.