A guide for Technology Marketers

Video Focus

Take 1: About this guide

Take 2: Video types

Take 3: Three considerations for a teaser video

Take 4: Why make a trailer video?

Take 5: The explainer video in three acts

Take 6: Show and tell with a demo video

Take 7: When it’s showcase time

Take 8: Keeping it real with a documentary video

Take 9: What makes a good vision video?

Take 10: Specialist agency or production company?

Take 11: The closing shot

Contents

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Who it’s forAny technology marketer who suspects or already knows that video can be a uniquely effective medium for strategic and tactical purposes.

What it isA distillation of experience, insights, practices and pragmatism from a marketing agency dedicated exclusively to the technology sector.

What it is notA comprehensive DIY guide or a geek’s guide to video technology. Nor is it a budget-busting view from a creative ivory tower.

About this guide

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Video typesEstablishing the format for a video is the first step that makes the rest of the process easier to manage by setting expectations about purpose, content and budget.

Video can be an effective medium for training purposes or as a replacement or supplement to a technology user guide. Apart from these two specific applications, the following formats tend to be most commonly used for marketing purposes...

Teaser

Trailer

Demo

Explainer

Showcase

Docu

men

tary

Vision

Mixi

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rmat

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Teaser As the name suggests, its purpose is to draw early attention and interest to a product, service, solution, proposition or event. The teaser is usually followed by a more detailed communication with a specific call-to-action. Teaser videos have the shortest possible running time. Typical running time: 5 to 15 seconds.

Trailer The trailer goes one step further than the teaser with more detail and a clear call-to-action. Trailers are usually constructed from a highly edited version of content from assets (including explainer/promo/vision/documentary videos) that are part of a marketing campaign or programme. Typical running time: 15 seconds to 45 seconds.

Video Focus: video types

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Explainer One of the more commonly used formats for tech marketing. The explainer is usually aimed at an audience that has influence or a decision-making role in a business or technical capacity. While not as detailed as a demo video, it can alternate between ‘lite’ explanation of a technology solution (for example) and the translation of features into business benefits/advantages. Typical running time: 1.5 to 3.5 minutes.

Demo This format will guide the audience through a user experience or journey for a product, solution or service. With careful content editing, the demo video should ideally balance the explanation of features, functions and options with examples of use cases that create context and demonstrate value. Above all, the demo video should not attempt to replace a weighty user manual. Typical running time: 3.5 to 5 minutes.

Showcase Not all tech marketing is about the ‘tech’. The showcase video enables tech companies to promote all aspects of the business - from talent diversity to sector expertise. Video is a particularly powerful medium for this purpose but care must be taken to balance achievements with facts and success with evidence. Typical running time: 1.5 to 3.5 minutes.

Video Focus: video types

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Documentary This video format is more about content than concept. Like all other formats it has to have a clear purpose or message but will ultimately be driven by the ability to obtain insights, observations, commentary, testimonials, access to record products, services or solutions in action or document the progress and success of other aspects of a technology business. Typical running time: 2.5 to 5 minutes.

Vision Video is the perfect medium for a tech business to present a vision for a future state, a thought leadership concept or an innovative direction. A successful vision video strikes the right balance between articulating that vision and showing evidence of the ability to achieve it. And if that vision requires commitment from an audience, the video will also set out a clear path for involvement. Typical running time: 1.5 to 5 mins.

Mixing formatsThe majority of what needs to be conveyed in a video project will determine which of the previous formats will best serve your purpose. However, don’t be afraid to mix formats when it suits. For example, a demo video may benefit from the inclusion of documentary testimonials about the ease of using a particular product, service or solution. The key to avoiding complication or dilution is to establish the main purpose and format first.

Video Focus: video types

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Three considerations for a teaser videoOf all the video formats the teaser video can warrant a level of consideration that’s disproportionate to its duration or even cost.

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It may seem like a low-risk, no-brainer to put something out into your target audience’s space but before you do it’s worth considering three things:

Why?The first consideration is why produce a teaser video. If you know your audience is growing impatient for news of a version release, a product or service launch, or a competition-killing offer then a teaser could buy you time. This could be valuable ahead of producing a more substantial marketing asset or actually being ready to ship.

If your rationale for a teaser video is simply to create some fireworks you need to be confident that your audience won’t be disappointed when you follow through with a longer form video or other marketing assets. With so much content ‘noise’ in the technology marketing space it’s easy to assume it’s better to do something rather than nothing, but audiences can be very unforgiving if the tease turns into an anti-climax.

Who?Target profiling is an essential part of any technology marketing exercise and particularly important when you’re considering the use of a teaser video.

If your target audience is relatively small but also relatively senior you need to question whether they would choose to spend time looking at something that’s not going to give them immediate reasons for consideration.

If your audience is bigger and broader and includes a wide range of influencers and decision makers then a teaser video could prove to be something that captures early awareness and interest. If it’s creative and intriguing, it’s also more likely to be shared by this larger audience if it simply captures their interest in the same way that a well-crafted teaser for a Netflix series might do.

When?

Teaser videos can be an effective way to buy time but they also put extra pressure on schedules and delivery dates for other marketing assets and the actual delivery of a technology proposition.A good teaser video will promise the audience a future date when they can expect all to be revealed. It’s what creates the essential drama and intrigue of a teaser but also sets the clock ticking for every other asset and deliverable in a marketing programme. If there’s any doubt in the ability to hit every deadline, it may be best to avoid the teaser in favour of concentrating resources (and budget) elsewhere.

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Video Focus: three considerations for a teaser video

Why make a trailer video?When your marketing strategy includes the production of a short video why would you create a trailer that goes out prior to the release of an explainer, documentary or demo?

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Alternatively, you may want to focus your marketing effort on ‘early adopters’ or even show preference to a key decision maker with an ‘exclusive’ sneak preview as part of an account-based marketing campaign.

A trailer can help to gain an early advantage for marketers especially with the tracking technologies offered by digital marketing. If it’s well-crafted and intriguing (without being too obtuse) it can also be shared and gain a wider distribution within a target customer organisation.

What makes a good trailer video for technology marketing?An effective trailer video relies on a level of intrigue – just enough to spark curiosity but not so much that it simply leaves the audience baffled or simply irritated. Content needs ruthless distillation, with just enough detail to resonate with the audience and leave them wanting more.

If the main video has already been created, it can be tempting to overload the trailer but it’s essential to hone content down to the bare minimum that needs to be shown or said – in the least amount of time.

The audience have to think ‘this is relevant to me, it will deserve my attention and I will want to know more’. And if they think others may also be interested then it’s easy for them to share a short video that won’t overburden bandwidth.

Finally, the call to action is critical for a trailer video. Give your audience a timeline or a launch date; get them to register interest or encourage them to share the video with others.

In the world of technology marketing, you may need to stimulate early interest ahead of a product, solution or service rollout.

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Video Focus: why make a trailer video?

The explainer video in three actsThe explainer video is one of the more commonly used formats for tech marketing.

It’s usually aimed at an audience that has influence or a decision-making role in a business or technical capacity. While not as detailed as a demo video, it can alternate between ‘lite’ explanation of a technology solution (for example) and the translation of features into business benefits and advantages.

The explainer video in three actsWith a typical running time of 1.5 to 3.5 minutes, an explainer video works best with a script that has a clear ‘arc’. Just as mainstream movies have a tried and tested formula, the explainer video can move through three ‘acts’.

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Act 1Establishes a ‘current state’. This could be a quick summary of current technology options and their limitations or challenges.

Act 2

Will be longer than the first and third acts and introduces an alternative solution that challenges the norm. The solution is explained in a reasonable amount of detail and usually compared to alternatives.

Act 3Presents a resolution; explaining how the audience can move from their existing technology with a reiteration of the benefits and advantages to be gained.

Finally, a clear call-to-action is offered. This can take the form of a consultative workshop, a white paper, a market briefing or possibly a customised app that can assist decision making.

Explaining technology can be a challenge when you’re using the highly visual medium of video to articulate intangible solutions.

Video Focus: the explainer video in three acts

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Show and tell with a demo videoWhen the best way to market a technology product, service or solution is also to show how it works, and what it can do, then a demonstration video makes good sense.

Increasingly, training and technology user guides are produced as videos. They form a subset of demo videos, combining user interfaces and drop down menu sequences with a voice-over. While they have a valuable purpose, this chapter is focussed on demo videos which are produced exclusively for marketing purposes.

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Depending on the product, service or solution, it could be aimed solely at technical decision makers, in which case it will largely feature demonstration sequences but still translate these into recognisable benefits or advantages for a technical buyer. However, if the audience targeting is more fluid, it pays to punctuate the demonstration content with an explanation of the wider business impact and even how it can support a bolder vision.

Establish your demo video audienceEstablishing your audience is key to integrating messages within sequences which explain features, functions or options but also translate them into recognisable benefits or advantages to say marketing, operations, finance or C level. Also, bear in mind that video

is a medium that’s more likely to be shared if the original audience believes it has value to other people within their organisation - allow for ‘audience stretch’ when you’re considering draft content.

On the subject of content, don’t waste valuable marketing budget by simply producing a generic guide to a solution that can become a free backgrounder for competitors.

The potential for information overload is stronger in a demo video format. This can make the video difficult to follow and quickly turn off an audience. It’s a pitfall that’s best avoided by employing a writer who can combine technology insight with an ability to digest all that could be said - before reducing it down to only what should be said.

Explaining any technology is always easier when you can place it in the context of a use case or a sector application. You may even want to consider creating core video content around the explanation of features and functions but combine it with cutaway sequences that contain content and messaging that’s relevant to specific sectors. That way, you have the flexibility to develop more than one version of the video so it can be tailored to various sectors.

Finally, consider the next step for the audience and include a call to action that can take them to a consultative workshop, a white paper, a market briefing or possibly a customised app that can assist decision making.

Video Focus: show and tell with a demo video

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A good demo video strikes the right balance between showing how a technology works and telling the audience what it can achieve for them.

When it’s showcase timeNot all tech marketing is about the ‘tech’. The showcase video enables tech companies to promote all aspects of the business - from talent diversity to sector expertise.

Video is a particularly powerful medium for this purpose but care must be taken to balance achievements with facts and success with evidence.

Amongst other things, a showcase video can promote awareness, create customer preference, influence internal behaviours or encourage involvement. A good showcase video will take the following into consideration...

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Showing substanceGenerally, a showcase video should adopt a positive or aspirational tone and include proof points wherever possible.

Depending on the subject matter, it’s essential to avoid making the audience feel as if they are being bombarded with too much information.Audiences don’t want to endure what can feel like ‘sermonising’ or an over-enthusiastic evangelism that’s not supported by enough evidence of results, impacts or achievements. One way to avoid this is to alternate between voice-over commentary and on or off-camera anecdotes, testimonials or observations from staff, customers, or industry commentators.

Controlling contributorsShowcase videos can involve contributions from close colleagues and other people

around the business. This is especially true when a major project or resource is being promoted.

To keep the delivery of a video on time and on budget it’s essential to establish an approved version of both script and storyboard before production begins. Revisions or additions can be costly once production begins and can adversely affect the quality or original intention of the video if they happen at post-production stage. For these reasons, it’s essential to nominate a project leader who has the authority to control contributors and have the final say on content.

Taming talentAs we’ve established, showcase videos will tend to involve people making contributions on or off-camera. With this in mind, it’s worth reading or re-reading the previous chapter of this guide to ensure your ‘talent’ is supported by the right amount of preparation and collaboration.

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Video Focus: when it’s showcase time

Keeping it real with a documentary videoFrom a production point of view a good documentary video requires more planning and coordination. Whether it’s promoting technology or other aspects of a technology business it will typically blend insights, observations and testimonials – which means involving people on or off-camera.

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Video contributors need preparation and collaborationThe preparation should ideally include a meeting (even if it’s virtual) with the person who’s appearing on camera (let’s call them the ‘contributor’). This will allow the writer for the video to establish the comfort zone for that person and whether for example it would be best to ask questions off-camera to allow them to give answers as if they were in a one-to-one conversation. By combining this Q&A method with side-view, close-up and medium shot filming, the contributor doesn’t have to stare down the lens or look distracted if they prefer to use an autocue.

It’s unrealistic to expect a contributor to put on a performance by using scripted lines - unless they are simply short key statements. By using the Q&A method, the writer can collaborate with the performer (and client) to agree the general content and key points that need to be part of an answer. The delivery

of the answer is entirely down to the style, character and personality of the contributor.

It’s also unrealistic of the contributor to believe they don’t need to collaborate in the preparation - unless they have a role which has already afforded them training in media presentation. So, when production schedules are being drafted, be sure to check diaries and build in enough time to accommodate at least one meeting with the contributor that’s followed up with guidance notes from the writer (and video director if relevant).

Of course, there are occasions when you may only have one choice for your contributor. If you’re uncertain about their on-camera ability there are other safety measures which can be employed to achieve an acceptable result. These can include combining minimal on-screen presence with the rest of the contributor’s audio recording being used as a voice-over supported by relevant imagery, footage or even infographics.

‘All great work is preparing yourself for the accident waiting to happen…and using the power of editing to control it’ Sidney Lumet, Film Director.

This documentary video format is more about content than concept. Like all other formats it has to have a clear purpose or message but will ultimately be driven by the ability to obtain insights, observations, commentary, testimonials, access to record products, services or solutions in action or document the progress and success of other aspects of a technology business.

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Video Focus: keeping it real with a documentary video

What makes a good vision video? How do you sell the advantages of a significant technology evolution or the disruption that can precede business transformation? When an internal audience is key to driving change, how do you create buy-in or behaviour change?

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For tech marketers who need to articulate a bigger vision, it’s unlikely that a PowerPoint presentation will be have the same impact and effectiveness as a video.

The production of a good vision video begins with audience establishment. Regardless of the subject, the common purpose has to be winning hearts and minds. That means being clear about who the audience is and why they should care about the vision you are about to present.

While the vision can unfold to be something that’s compelling and even exciting, you need a starting point that resonates on a personal level.

Once you’ve created early interest, make it clear to the audience how the vision can translate into short, medium or long-term benefits and what it may mean to their customer journey. For an internal audience, tell them the steps they can take in order to become part of the team that makes it happen.

Vision videos may be inspirational, motivational or aspirational but they should use a call to action to lead the audience to the next step.

Making a technology vision credibleThe vision also needs to be credible and, in the audience’s mind, achievable.

If possible, content could include achievements to date, validation from industry commentators and evidence of ‘ability to execute’. For an internal audience, the same can apply, and if there’s already buy-in and momentum from leaders or managers in the business then you may want to get them on camera too (although, exercise caution when choosing your evangelists or advocates - see our blog, Video Focus #2: Why careful casting is critical)

Video Focus: what makes a good vision video?

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The key is to approach it like any other format and not let the reach of the production values exceed the grasp of the budget. With the right script, energy and brevity, it’s possible to make an impactful vision video without relying on original footage or Pixar quality animations.

On another production note, the soundtrack and voice-over deserve particular consideration. The vision video presents

an opportunity to be less conventional. A bold vision, a unique differentiator or an aspirational proposition calls for a voice over with character, gravitas, or simply infectious exuberance. And if it’s energy or edginess you need, you don’t have to confine the soundtrack to an anodyne piece of library music.

Finally, vision videos tend to have a more extended internal approval process with

executive level and brand management oversight. So, it makes sense to share and edit a detailed storyboard with screen direction notes, a full draft script and even voice-over and soundtrack samples in order to manage expectations and avoid potentially costly revisions or additions further down the production line.

With what seems like a much bigger canvas for the imagination, a vision video can seem more daunting than other formats.

Video Focus: what makes a good vision video?

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Video can also be one of the more costly assets in a campaign or programme so it’s critical that as a marketer you can be confident you’re making the right choice when looking for a capable video production partner

The choice typically falls between a video production company or your marketing agency. Specialist

agency or production company?As a marketing medium, video is in the ascendency. For tech marketers, video can be a powerful asset with a unique ability to stimulate interest, accelerate understanding and influence decision makers.

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2. Content creationContent and purpose should determine the choice of format for your video. With seven types to choose from, you need to be confident that your video partner has the experience to know which will suit. This requires an understanding of the bigger picture such as your audience and market positioning and experience of integration with other assets within a campaign or programme.

With a specialist tech marketing agency you can also expect an incisive approach to the concept for a video; with content that is purposed to articulate and support a clear technology proposition or explain a technology innovation. It’s also particularly valuable to have a specialist agency writer when you need to include interview footage with subject matter experts or sales people who may need coaching to get the best result for an explainer, showcase or demo video.

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Video Focus: specialist agency or production company?

While a video production company may seem like a valid choice there are clear advantages to be gained from opting for a specialist technology marketing agency.

Here are four reasons why:

1. The learning curveWhile most video production companies will be used to dealing with a range of sectors and subjects, a specialist agency will have a more immediate grasp of the tech sector, your audience, the decision-making dynamics and even your competition. They will also have an experienced creative team on tap who are well-versed in audience care abouts and the development of technology propositions and messaging.

3. ConsistencyIf your agency is not only working on your video but also other assets, as part of an integrated campaign or programme, you not only gain economies of scale in content creation but also ensure message consistency and a joined-up approach to audience targeting.

If your current agency doesn’t have video expertise, you have the opportunity to introduce a specialist tech marketing agency with the potential and commitment to add more value than a video production company that will simply be waiting for the next video brief.

4. CostVideo production companies generally like to impress – even if it’s at the expense of your marketing budget. The business model for video production also tends to be based on outsourcing and a fairly rigid approach to manning a shoot. For scripting, they will typically draft in a freelance writer, especially if the subject matter is as specialised as technology. These factors can combine to create unnecessary or inflated costs.

Alternatively, a specialised technology marketing agency will have the insight and experience to manage both client budget and production values without compromising the purpose and impact of the video. Efficiency and cost gains will also come from the agency being more immediately up to speed on the technology sector, market and audience.

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Video Focus: specialist agency or production company?

The closing shotAt The Rubicon Agency, we are enthusiastic and experienced advocates of video as a technology marketing asset. From launch trailers to aspirational vision videos, they have a unique ability to stimulate interest, accelerate understanding and influence decision makers – three key goals for any tech marketer.

To see examples of some of the videos we’ve produced for technology clients take a look at our online gallery.

View Video Gallery

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