Video is a varied and creative marketing medium. Fast growing and forward-thinking, it is the media format of the future. So, what better way to market your technology brand. Tech is an industry that deals in looking into what lies ahead. To make your company stand out in a world of fascinating gadgets and wonderful technological advances, you need to ensure that you present your brand to your target audience in the correct manner whilst keeping stride with the most recent marketing formats.
Video is not only contemporary but also massively popular. 50% of internet users look for a product video before visiting a store. This is an indication of the modern consumer’s reliance on video as a format for building trust in a brand. And why not? The audience get to see everything that the brand wishes to be in front of your very eyes. Video is convenient, versatile and capable of condensing masses of information into just a few minutes. This makes it ideal for tech.
Why video marketing is important in the tech industry
There are a few reasons that video is an important part of marketing strategy in the tech industry. Firstly, video has fast become a vital form of marketing full stop. A massive 92% of marketers now deem video to be an important part of their marketing strategy. On top of that, 48% of consumers now deem it preferable to have videos to reflect the brand that they are interested in. In the simplest of terms, video content holds the key to the future of marketing. So, what more could you ask for in an industry helps to design how the future will unfold?
Video can be used in countless contexts; it allows for unbound creativity and can condense even the most complicated information. Therefore, it is the ideal platform for portraying ideas regarding technology that does not yet exist. The tech industry is rife with scientific equations, technical jargon and concepts that most of us cannot even begin to fathom. Video helps people visualise what you are explaining, making it easier to digest. Your customers are more likely to appreciate their latest tech being presented in this manner rather than a lengthy manual.
Much like in the health industry, video can dissect the inconceivable into more manageable chunks. It not only allows your audience a greater level of understanding but also builds their confidence in your brand. You should also bear in mind that many people don’t like the idea of advances in technology, or even fear it. So, presenting your tech in an understandable manner may help ease these concerns. Whether you are trying to wow audiences with the latest AI tech or promote your most recent gadget, video is the way forward.
Styles of video in the tech industry
Whilst the boundaries of your marketing video content are limited only by your imagination, there are some formats that prove more effective. Dependant on what it is that you are presenting and how you wish for it to be portrayed, one style may be better than another. When it comes to the technology industry, there are a few video styles that are more popular than others.
How you utilise video to present your latest tech is up to you and will likely be based around your content strategy. But for those who are taking their first steps into the world of video marketing, or are unsure as to how they should present their tech brand through video, here’s some inspiration for you:
Brand videos
Videos don’t necessarily have to be focused on a particular product or service. Sometimes they are a tool for summarising your brand and everything that it stands for. Brand videos are a means of building awareness around your company and its products. Is your tech aimed at being family-friendly? Create footage of a family using it in their everyday lives. Are you aiming to be a brand that is perceived as a step ahead of the rest? Try giving your video footage a more futuristic feel.
When creating a brand video there are 2 key things that should always be kept in mind – your objective and your audience. Think about what it is that you want to achieve and how you can address your target audience in a manner that will see this objective accomplished.
As always, make sure that your video’s assets are on brand. This will be your first impression on potential leads, so it has to land just right. It goes without saying that this has to be paired with the right tone of voice. All of the above should be planned out in your video content strategy, so refer to it if you ever feel the project is heading off-track.
For that additional level of branding, you can always include your company logo in the video. Whether you simply leave it stationary within the window or use eye-catching animation to bring it into shot is up to you.
Expert interviews
Expert interviews are exactly what one would expect from such a title – an interview with an expert on the matter in question. This can be a very effective use of video marketing in the technology sector, having confusing subject matter explained by someone in the know. Using someone with authority is a great means of creating trust in your brand.
Your subject doesn’t have to be an external expert. It could be an experienced employee, the company’s founder or even a customer. What is essential with an expert interview is that you have a clear idea of what the video’s purpose is. Is it to answer commonly asked questions, to explain a complicated matter or to have someone in the know proclaim the excellence of your product? Once you have settled on a purpose, make sure that the questions point the interview in the right direction.
Demos and testimonials
Using video demos is a commonly used trick in the tech world. Demos show the customers how they will benefit from investing in the technology in question. By seeing the concept in action, they can better visualise it being in their lives. Studies have shown that shoppers are 81% more likely to buy a product after watching a demo of it in use. This is a reflection of the authenticity that such a video can give to your brand.
The other style similar to both a demo and an interview is a customer testimonial. Seeing the technology used by someone else in a similar position to themselves reassures audiences of how the tech can be used in everyday life. It adds a validity to both the product and the brand, scarpering any doubts that one may have regarding whether they are trustworthy.
Animation
Animation is a form of video marketing that is often underrated and frequently underused. Given the creative freedom that a pen, some paper and an imagination grant to an animator, the options are limitless. In animation, the difference in budget between a simple idea and an extravagant one is minimal. So, if you are looking to let your marketing team’s imaginations roam free, perhaps it is a format that you could consider.
Animation is also very useful for the technology sector in particular. Much like the way that it is used in healthcare, complex ideas can be simplified with the swish of a pen or the flick of a mouse. It can condense otherwise complicated matters into understandable chunks.
It can also appeal to younger crowds and the nostalgia of older audiences. Therefore, if your new tech is aimed at a more youthful market or is perhaps somewhat of a blast from the past, you might consider incorporating animation into your video marketing plan.
Explainer videos or screencasts
As their title suggests, explainer videos are videos that explains your brand or product. Typically, in the form of an individual literally explaining the ins and outs of the video’s subject, explainer videos are a very popular marketing technique. They are also very popular amongst audiences, with 96% of people having watched one in the past to learn more about a product. Given how scientific tech products can be, explainer videos are often seen as preferable to an online manual.
In the instance that it is a programme that you are looking to promote, a screencast may prove an effective alternative to a typical explainer video. Often used in app promo videos, screencasts are video clips displaying what the user will see on their screens first-hand. The video equivalent of a screenshot, screencasts allow viewers to vividly envisage how to use a programme or app.
Educational videos
Almost like a more complex equivalent of an explainer video, educational videos attempt to pre-emptively answer questions that customers may have. This is not an easy task (especially considering some of the strange questions we have been asked over the years…). But the important thing is to consider the questions which are most likely to pop into your target audience’s minds. Answer these questions about your tech and you should be looking at an effective marketing video.
Educational videos build trust in your brand’s authority on the subject in question. If you can effectively educate viewers on the complexities of your tech, you are more likely to gain their trust. This format also adds layers to your brand. It allows individuals to learn more about what it is you offer and how you are offering it. Because of this, it is proficient at enticing new leads into learning more about your brand.
Video blogs
The internet is rife with blogs. From small-scale personal accounts to some of the world’s largest content-heavy conglomerates, they cover almost every subject under the sun. 53% of marketers deem blogging to be their top priority when it comes to content marketing. Despite their popularity, audiences aren’t always keen to trudge through long reels of content. This is where video blogs have an advantage.
In this fast-moving modern world, people often prioritise convenience above all else when it comes to online content. When regarding information about a product, 4x as many people would rather watch a video than read about it. Video blogs are a modernised version of a particular content format, making them perfect for an industry that is constantly living in the future.
VR or AR videos
Speaking of looking to the future, video doesn’t become more modern than it does in VR and AR formats. There are drawbacks of using VR (Virtual Reality) and AR (Augmented Reality). Primarily due to the expense and the fact that not every one of your customers will have access to this tech.
However, if the intention of your campaign is to prove how forward thinking your brand is, it could be an effective avenue to consider. Plus, despite it currently being a rarity, experts predict that the VR market will grow by 21.6% annually between 2020 and 2027. Appearing a step ahead of the curve could place your brand amongst the most forward-thinking in the world of technology.
Conclusion
The tech industry is always a step ahead. With an eye on what the future holds, success through video marketing in tech is achieved by simplifying complicated matters and showing how your latest product will help your audience further down the line. If you can get viewers to visualise themselves using your product, then you have won half the battle.
Using a number of video genres helps keep content fresh. Plus, each genre may be used to introduce a new product or concept regarding your brand. You0 don’t need to stick to one particular format throughout an entire campaign. Video also has the benefit of being applicable across a number of online formats, from webpages to social. This means that you can reuse content to keep posts fresh and relevant.
Video and tech go hand in hand, making it the ideal format with which to promote brands. For more info on using video in tech, drop us a line.
