wistiafest presentation by sabrina skau, sandwich video

“The Perfect Content Delivery System”: A Sandwich Video Guide

to Making Compelling Product Videos

#WistiaFest / @sandwich

#WistiaFest / @twitter-handle

Conceptualizing the Video


Using Sandwich’s Creative Process with Your In-House Team

• Separate yourself from your product. Pitch your product to potential users to find out what they view as the most compelling thing(s) about it.

• Brainstorm as a group.

• Consider multiple video styles and choose one that best supports what you want to share about your product.

• Consider casting outside talent.

• Plan ahead for post.


The Direct-to-Camera “Spokesperson/Explainer” Video


The Direct-to-Camera “Spokesperson/Explainer” Video• Compelling character who oftentimes embodies brand

characteristics and/or is relatable to target audience

• Tone of familiarity, like sharing something with a friend

• Explicitly explains product features and benefits

• Great for apps, products that may not be super visually interesting, more complex products or unfamiliar concepts


The Lifestyle Video


• Aspirational

• Often uses voiceover

• Generally a fair amount of product shots

• Great for connecting emotionally or intellectually with an audience, are generally less comedic

• Good for products & services with which an audience may already be familiar or that lend themselves to interesting metaphors

The Lifestyle Video


The Documentary or Docu-Style Video


• Can be an actual documentary (interviewing founders, people at the company, product users), docu-style (shot and edited like a documentary but with actors), or mockumentary (using documentary style and tropes for comedic effect)

• Can lend a “testimonial” aura of authenticity

The Documentary or Docu-Style Video


Narrative Video


• Similar to a short film, tells a story about characters using the product

• Uses actors (Sandwich almost always uses actors for all videos)

• Good for connecting with viewers on an emotional level

Narrative Video


Using Actors• Potentially stronger

performances

• Good for different styles of videos (narrative, lifestyle)

• Increased opportunity for diversity and inclusion

• Downside: They’ll cost you more!


Boost Your Post Game


“We’ll fix it in post!”• Organize your assets. Develop a folder structure

and naming conventions that work for you and your team and use them for every project.

• Hire freelance specialists

• Give yourself enough time

• Attention to detail is key!

• Hire a post supervisor


Using Motion Graphics


Wrap Up

wistiafest presentation by sabrina skau, sandwich video

Marketing