Communicating complexity with video marketing

 

By Joe Cox

Communicating complexity is something that video excels at. The ability to present a complex product in a simple light in a short space of time is a powerful weapon in the marketer’s arsenal.

When selling your product relies on your ability to quickly communicate to the viewer what your product does and how it works, then techniques like 3D animation, timelapse and architectural fly-throughs can really start to come into their own.

Video marketing is often viewed as a way to promote something that already has intrinsic visual appeal. The automotive sector is a good example of how video marketing has taken aesthetically pleasing design and played upon these aesthetics in a variety of ways, often introducing an engaging story into the mix to pull the viewer in.

B2B businesses are often looking to push altogether less glamorous products and systems to their potential clients and this can involve effectively communicating how something works in a way that doesn’t drown the viewer in technical data but adequately communicates what you want to communicate.

Tried and Tested Techniques

Animation presents an extremely effective medium in which to show the intricacies of machinery or architecture to scale in ways that were impossible ten years ago. The growing affordability of these types of technologies has allowed more and more marketers to utilise it without sapping their entire budget.

Waste recycling technology firm CPME, used stereoscopic 3D technology and 3D glasses at a trade fair, to showcase their latest waste recycling facility, reporting more direct enquiries and sale leads as a result. With the right type of product, an investment in this kind of high quality video technology can help you get across the technical information you need to get across in a way that is both novel and extremely concise.

Whilst video marketing can be tailored to suit any industry sector, there are a lot of highly specialised industry sectors where video is only just beginning to catch on and reach its full potential. Continuing innovations in animation and 3D are allowing engineering companies to engage with their customers in new and innovative ways for example.

Another example of this kind of engagement is in the medical devices sector where marketers are working alongside clinicians and practitioners to create videos that not only advertise and promote but inform and educate. Testimonials and video interview can then be brought in to sit alongside and even complement the technical aspect of a medical device video.

Striking a balance

Key marketing principles still hold true of course. The ability to communicate a product’s application is always paramount, with the product itself often coming second, even in a B2B setting. As human beings we are always more moved by human stories than by raw technical data. Testimonial is almost always necessary to communicate a product’s application.

Whilst it’s true that highly industry specific videos will never get millions of views on YouTube there are plenty of success stories out there that manage to engage with their key audience on a human level as well as a technical one. Striking this balance is the key to any video’s marketing success.

About the author

Joe Cox writes for Bristol based video production company, Hurricane Media, who have brought their expertise to a number of successful video content marketing campaigns, utilising a variety of techniques from stereoscopic 3D and animation to live event filming.

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