How Strategic Original Video Content Enhances Engagement

Video content as a marketing tool is becoming extremely prevalent with technology companies to introduce their solutions. While someone might not have the time to go through a product or company datasheet, almost everyone has the time to watch an entertaining, engaging two or three-minute video about a solution that might be of value to them.

Here are the main areas to focus on when producing video content to market your product or solution:

Video content has emerged as a highly effective marketing tool, particularly among technology companies, seeking innovative ways to introduce their solutions. The beauty of video lies in its ability to capture attention and convey information in an entertaining and engaging manner.

A well-crafted 90-second to two minute video has the power to captivate audiences, delivering key messages about a solution's value proposition, features, and benefits. By leveraging visual and auditory elements, videos create a multisensory experience that is both informative and memorable. Whether it's a software application, a new gadget, or an advanced technological concept, videos can bring these innovations to life, making them more relatable and easier to comprehend.

Videos have a broader reach in today's digital landscape. With the proliferation of social media platforms, video content can quickly go viral, attracting a vast audience within a short span of time. This virality factor significantly enhances brand visibility and recognition. People are more likely to share engaging videos with their networks, leading to increased exposure and potential customer acquisition.

Beyond their promotional aspect, videos also foster a sense of trust and authenticity. Seeing real people or animated characters engaging with a solution builds credibility and establishes an emotional connection. By showcasing how a product or service solves a specific problem or addresses a particular need, videos create a sense of empathy, resonating with viewers and motivating them to take action.

Videos offer great flexibility and adaptability. They can be shared across various online platforms such as websites, social media channels, email campaigns, and even presentations. Their format allows for easy consumption on different devices, including desktops, smartphones, and tablets. This versatility ensures that the marketing message reaches the target audience through their preferred medium, maximizing the chances of engagement and conversion.

Great Stories

While your technology is probably complex, robust, and overall impressive, when using video to market your solution, you should focus on telling a compelling story. Walk the viewer through how your product helped a specific customer get from “A to Z”, how your company started or how a team developed a specific feature. Hook people with a good, easy-to-understand story first, then dig into specifics with them later on sales calls.

Fun Videos

Just because you're in the B2B enterprise space doesn't mean that your videos should be dry and technical. In fact, you should instead aim to create engaging, entertaining content. Using a video maker to create content that is particularly funny, humorous, or enjoyable will help you stand out from the crowd. Take New Relic, for instance. The most popular video on the New Relic YouTube channel isn't a webinar or tutorial, it's a funny rap video about coding made by one of their employees.

Useful Content

Your video content strategy should also make room for educational content. This can include things like tutorials on how to use your solution, product demos, webinars about industry trends and best practices, or “how-to” style videos. Webinars are particularly useful because by requiring people to exchange their contact information to register, you'll be able to build your contact database and engage in marketing or sales activities with those contacts in the future.

Client Testimonials

There are few things more powerful from a technology marketing standpoint than your target buyer saying to themselves, “That solution worked for another company just like ours, so maybe it will work for us too?” Client testimonials serve as reliable, peer-to-peer endorsements for your brand to prospective customers.. And if your solution serves multiple verticals, you'll want to collect testimonials for each individual sector, if possible. This Salesforce customer testimonial video with Dunkin’ Donuts hits the nail on the head, because it's targeted towards their retail prospects and has a brand that's well known in the industry.

Animated Infographics

Most enterprise B2B companies have been producing infographics for some time now. They're an easy, colorful way to present facts and information about your company or industry to potential buyers. However, more marketing-savvy tech companies are taking things a step further by producing animated infographics. These short 1-2 minute clips contain all the information that you would typically present on a traditional infographic but in more of a “slide by slide” format set to music. Animations are then added to help bring the statistics to life.

This animated infographic about video marketing stats by Insivia, for instance, contains much of the same data and visual elements that a normal infographic would have. What makes it stand out is that it's able to walk the viewer through the details in a more engaging and entertaining way. That's what animated infographics are great for, not just presenting numbers but telling a story with them.

Animated Explainers

Animated explainer videos take the product, service, or solution you offer and illustrate it to B2B buyers in a fun, digestible format. Check out the animated explainer Insivia created for Uptima.

Rather than having to spend the time scrolling through a datasheet about what it is, the problem it solves, and how it works, viewers get a clear picture of what their vision product is in under two minutes. And what's more, since the video is light and engaging, viewers are more likely to watch it through to the end and retain more of the critical information you want them to remember.

Key Takeaways

The rising prominence of video content in marketing strategies is no coincidence. Its ability to convey information effectively, engage viewers, and foster trust has made it a preferred choice for technology companies. As the digital landscape continues to evolve, embracing video as a powerful marketing tool will undoubtedly yield significant benefits, enabling companies to effectively showcase their solutions to a wider audience in an increasingly crowded marketplace.