Three quick video marketing lessons from big brands

DJI – Creating Hype

When it comes to communicating product features, one brand stands out in my mind: DJI. The Chinese drone manufacturer has taken Apple’s minimalist and clean feature-heavy product reveal to new heights (pun possibly intended). DJI’s introduction of their Mavic 2 drones in this five-minute video has a clean feature list at its core but is presented in an over the top way using real-life examples as well as rendered images to fully highlight the sophistication of the technology. The stat-packed video is just what early adopters want to watch and get excited for.

Take-away: Think about what features your customers could get excited for and really shine a spotlight on them

Asana – Putting the Audience at Ease

The people at project management software ‘Asana’ do a fantastic job of creating an approachable brand for software that could be extremely daunting to plenty. They employ great use of light colours in their communications and UX which creates an air of ease.

This product demo is lengthy and informative without being overwhelming or boring. Quite a balance to strike.

Take-away: If your customer has clicked on your Product Tour video then they’re already interested. Make sure you hold their hand and lead them through your product in a natural and comprehendible way in order to keep them on board.

Wistia – Being Helpful

Video hosting service Wistia communicate their brand in a different way. Instead of highlighting the features or benefits of their service they more often aim to provide helpful content to their potential customers. They produce short, simple tutorial videos like ‘How To Look Good On A Webcam’ that are genuinely useful.

Take-way: Be helpful. Youtube is built on a foundation of tutorials and ‘How-to’ guides. Their popularity is clear. Anyway, don’t you want your brand to be considered helpful?

Do you make use of any of these tips already? Do you disagree with any of them? Let me know in the comments.

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