Written by: Guest | Best Company Editorial Team
Last Updated: February 24th, 2020
Guest Post by Victor Blasco
When it comes to digital marketing, there are few things more important than having your potential customers fully understand your product from the get-go — Especially when we are talking tech.
Not only is it crucial if you want to get people invested in what you are offering, but it’s also necessary to have them making the most out of their purchase and boosting consumer satisfaction.
Add to it that an adept user, one that dominates your particular product, is able to represent your brand and effectively becomes a walking sponsor everywhere they go and the potential benefits should speak for themselves.
Perhaps more importantly, a customer who doesn’t understand your product could potentially damage your image and negatively influence the public perception around it.
So today, we are going to review seven ways to make your tech-related products approachable using explainer videos.
- Instant engagement
- Tone and branding
- Practical value
- Synergy potential
- Motivation to interact
- Effective characterization
Why go with video content?
Before jumping into the specifics of how to make this happen, it is important to elaborate on why a video is the perfect tool for it.
For starters, we live in a fast-paced world that doesn't allow for time to be wasted or poorly implemented. Meaning that audiences seek efficiency and a to-the-point approach in the content they consume.
Then you have the subject of tech, which, although center-stage in most consumers' minds, isn't always the most approachable or consumer-friendly of topics.
Lastly, you have the aspect of social media and digital channels, acting as the primary medium for content distribution.
Video content in general, and more specifically explainer videos, give you a perfect way to address all three concerns. Explainers are ideal to clearly describe even complex topics in effective and engaging ways, and they do so in a short, social-media-friendly amount of time. Not to mention that done right, they also do a great job integrating a bigger marketing strategy to represent and promote your brand.
With that in mind, let's take a closer look at how explainers manage to accomplish those things:
7 ways that explainers make tech products more approachable
1. Instant engagement
When a product is shown or depicted in motion, with proper lighting or effects, and in favorable angles or situations that make them more appealing and attractive to viewers, consumers can get instantly drawn into the piece and want to pay attention to learn more. No extra effort required.
Whether we are talking about a new gadget or a clever new app, there is a good reason why big companies prefer to showcase their products through professionally made, compelling video pieces: To display what they offer in the most aesthetically pleasing way and motivate them into making a purchase.
Something that video can accomplish much better than still images or text descriptions.
Lastly, first impressions are extremely important; and key to a tech product's popularity prior release and early adoption. A fantastic explainer can help you generate hype and get people talking.
2. Tone and branding
When your explainer is made with attention to its visual language and dynamic — one that’s professional but fun — you can convey your brand’s feel and vibe to potential customers.
Do it right, and you’ll have your audience feeling engaged and included. Part of something bigger. Which is exactly what you want to accomplish if you want them to interact with your brand and products in a more personal way.
People should never feel intimidated or alienated by your content, products, brand, or concept. They should feel like they matter, and that your product was made precisely for them — something that explainers accomplish through branding and characterization (more on this later!)
3. Practical value
The actual instructions that explainer videos provide can’t be overstated, something even more important when it comes to the tech industry.
A tech product's main features and functions have to be conveyed in a clear and quick, easy-to-follow way. Whoever clicks on your video — knowingly or otherwise — is looking to understand something.
Your explainer should have them feeling that this lack of knowledge is okay and that your brand is here to help them out. They shouldn’t feel confused — or worse, looked down upon. Your video should have a very clear progression from the start and gradually cover all the information needed to get viewers where you want them to go.
We touched upon this a little bit at the beginning, but it’s so vital to an explainer video that works, that it bears repeating: Audiences nowadays have short attention spans, have little patience for wasted time, and are looking for efficiency.
You only have a couple of seconds at the beginning of your piece to convince them to watch more, and not a whole lot longer before they lose interest. That drop-off mark, by the way, usually sits around the two-minute mark.
The point we just made stands: You need to provide clear and complete information. However, and herein lies the challenge, you don’t have that long to do so! Fortunately, the explainer video formula is designed to work around that constraint and use it as an advantage.
5. Synergy potential
Closely tied to the previous point, this is a good time to mention that the explainer style lends itself to serialization.
Yes, most audiences online have short attention spans and would recoil at the prospect of sitting through a long, boring piece. However, there’s no denying that some tech-products can benefit greatly from longer “air time.”
Enter video series.
Few people browsing through the internet looking for insight into a specific gadget would readily click on a 20-minute video explaining how to use it. Most of them want specific bits of information and want it as fast as possible. In such situations, a series of explainers developed by a skilled video company can grant you access to the best of both worlds.
By maintaining a uniform aesthetic and feel, you can create a series of short videos that are more likely to attract your audience. Keep them clicking through several short pieces and consuming your content where a single, long video would have failed.
6. Motivation to interact
We previously touched on the importance of making the audience feel included and having them feel like they are a part of the brand, the piece, and the product’s promotion.
The explainer video format gives you ample opportunity to prompt viewers into action and interaction.
An explainer is never complete without clear-cut CTAs, and these range from the traditional “visit our site" to more niche and circumstantial ones, like prompting a download, to comment, or to continue watching more of your content.
User interaction is core to the explainer video DNA, and you have ample opportunities to leverage that trait.
7. Effective characterization
Explainers utilize the power of storytelling to make your message interesting and compelling, and an important part of that is the characters.
When it comes to tech, the breach between the audience and the product can sometimes be significant, in terms of clarity and understanding. To get around that problem, great explainer videos use effective characterization.
By basing the piece’s protagonists (or POV) directly on your audience — reflecting aspects like age, gender, career, etc. — you can have them immediately put themselves in the protagonist’s shoes. Once there, you get to effortlessly take them on a ride to get to know your product and its benefits.
When it comes to promoting tech-related products, companies are constantly trying to puzzle out their audiences and the way they view the world, a vital endeavor since they are trying to reach as many people as possible to get their products’ information out there.
Doubly so for companies with complex and layered products and services!
Explainer videos give brands ample opportunity to reflect and incorporate their audience's preferences and practices and leverage them to make the piece even more effective from a marketing standpoint.
If you are struggling to find the best way to showcase what that new app is all about, or aren’t sure how to cram all the necessary info on your new gadget into an interesting piece, it might be time to give this style of marketing video a look!
You won’t regret it.
Victor Blasco’s an audiovisual designer, video marketing expert, and founder/CEO of the explainer video company Yum Yum Videos. Besides running the business, he’s a lifelong student of Chinese philosophy and a passionate geek for all things sci-fi.