Award winning business videos are known not because they are a compilation of best practices. It is because they captivate the audience’s attention.
Many business view optimization as a competitive advantage. But sidelining creativity makes all content look the same. You end up speaking the same message as your competitors. Though it may appear effective, the audience cannot distinguish your message from a competitor.
One of the best ways we help our clients distinguish themselves is helping them shift the conversation about the feature/benefit they are speaking. We discuss these subtle differences in our article about testimonials. “What do you like about the product” is a less relevant answer than “how did the product help your business.”
Shifting your conversation from features to results then allows creativity what you can film. We can showcase your product creating successes, rather than highlighting user functions. Results rather than buttons. I’m not saying do not discuss features and operations. You probably already have content and copy that shows those features. But at the top of the funnel, when people are first learning about your product, you want to relate to the results the customer seeks. You want to show the plug, not the cable.
Many companies are shifting video to a model where they present content as documentaries, video learning series, and more. Instead of a technical video about a hammer, it’s a documentary following how a hammer built memories in a family.
