It is no surprise that video marketing has become influential in promoting products and communicating with the target audience. And tech businesses are no exception here. Whether you’re introducing a complex digital product, demonstrating its interface, or showcasing new updates, videos are an effective way to capture the attention of your prospects and drive conversions.
In this article, we’ll talk about video content strategy for tech brands, show why it’s important, and bring some practical tips to help you improve your software marketing and stand out among others. 🤩
Summary
- Importance of video marketing for tech business
- 10 effective tech brand video content strategies
- 1. Create ‘How it works’ video
- 2. Generate new leads via promo content
- 3. Build branding via visuals
- 4. Engage viewers through animation
- 5. Demonstrate product details
- 6. Provide industry insights
- 7. Combine live videos and animation
- 8. Use motion graphics & other interactive elements
- 9. Source ideas from FAQs and customer support
- 10. Go with ‘problem-solution’ scenarios
- How Blue Carrot can help your business
- Summing up
Importance of video marketing for tech business
One of the key advantages of video content is the ability to make complex ideas easier to comprehend for a target audience. This is crucial for companies dealing with digital products that cannot be presented effectively in any other way than via video.
Unlike physical items that can easily be showcased, tech solutions often exist in the form of software, algorithms, systems, etc. Videos bring these abstract ideas to life, illustrating their functionality, value, and benefits in a way that static content cannot do.
Technology brand video marketing can also play a significant role in product adoption. By demonstrating how a product works, videos provide detailed insights that can educate users and make the onboarding process smoother.
Moreover, videos can also help build emotional connections between businesses and their audiences by using animated characters or relatable role models with which viewers can identify themselves. It humanizes the brand, fostering trust and strengthening long-term “client-business” relationships.
10 effective tech brand video content strategies
Now, let’s examine some of the most popular tech brand video content strategy examples that offer tech companies vast opportunities to connect with their users. It’s also important to focus on the audience’s needs and preferences when discussing these. First and foremost, your video should be clear and consistent and produce the results you want it to deliver. Thus, always align video content with your marketing goals and measure its impact.
✏️ 1. Create a ‘How it works’ video
How-to videos are especially effective for products with multiple components that feature various levels of functionality. These videos visually demonstrate key features and processes, providing a step-by-step guide to how the product functions. With this type of video, companies can address common questions or concerns about the product, thus building confidence in their product.
A good example of this tech brand video strategy is the explainer video we produced for the Auka app. The video illustrated how the app allows users to send funds in just a few clicks, even between different banks, through secure cloud-based technology. The video clarified the product’s workflow by focusing on the app’s functionality and presenting a clean, dynamic interface in detail.
✏️ 2. Generate new leads via promo content
Along with informing the audience about your product or service, one of the main goals of any marketing video is to encourage viewers to take the next step in their buyer’s journey. Highlighting key benefits, addressing common objections, and showing real-world product applications can significantly increase the chances of generating leads.
A clear call to action (CTA) at the end of the video is also essential. This could encourage viewers to sign up, request product demos, download a free version, or contact your sales team. Additionally, incorporating interactive elements like clickable links or forms within the video can facilitate immediate action.
✏️ 3. Build branding via visuals
Building branding in tech videos involves following a cohesive visual approach that aligns with your brand’s values and mission. This includes using consistent color schemes, typography, and graphic elements that adhere to established branding guidelines. Animation style, element placement, transitions, and character design all should work towards creating a unified brand image.
Doing so can establish a certain perception of your company in the viewer’s mind, making your product or service memorable. This, in turn, will foster emotional connection, making the audience more likely to engage with your further communications or recommend your offering to others.
✏️ 4. Engage viewers through animation
Animation is a highly effective tool for engaging viewers in tech marketing videos. Incorporating different animation techniques alongside strong emotional storytelling makes it possible to grab users’ attention and keep them engaged through the video. Animation also allows flexibility, helping you easily emphasize key points or use accessible visual metaphors even for the most complex tech concepts.
You can use dozens of animation styles and types based on your marketing goals. 2D/3D, whiteboard animation, and traditional, cut-out motion graphics — all serve a specific purpose. More about different animation styles and types, and how to choose those read in our article Different animation styles & types of animation techniques with great examples.
✏️ 5. Demonstrate product details
This technique is widely used in educational videos or when showcasing physical mechanisms, machinery, etc. However, it can also be adapted for tech products. Similarly to the “how it works” videos, you can also demonstrate how your product functions but in a more sophisticated manner via 3D animation.
Here’s an example of such a video — Parallelo, an AI-powered software that assists architects in finding the most space-efficient solutions for large-scale projects. To reflect the unique nature of the software, we used a futuristic visual style and 3D models, showcasing its capabilities in architecture.
✏️ 6. Provide industry insights
Backing up your messages in a video with industry insights or using them to highlight the problem your product aims to solve is another effective video strategy for tech businesses. By doing so, companies automatically increase trust and brand awareness through video and credibility, leaving prospects with the impression that “they know what they’re talking about.”
A good example of such an approach is the Route4Gas video developed by our team. Here, we started with the industry insight — the current structure of gas transmission planning in the European market — and then offered a clear solution, showcasing how the client’s platform enables traders to save money and reduce time spent on routine capacity bookings.
✏️ 7. Combine live videos and animation
Combining live videos and animation helps to enhance engagement. For one, live footage can humanize your brand, establishing trust and relatability, while animation can effectively support the statement, technical concepts, and other details with strong visuals. You blend the emotional connection of “real-life” visuals with the clarity and creativity of animation.
Live-action scenes can demonstrate your team or product in use, while animated overlays can highlight UX/UI, certain features, data, and workflows. Here’s an example of this technique from our portfolio:
✏️ 8. Use motion graphics & other interactive elements
Motion graphics will be especially valuable for tech companies when they need to support the narrative with graphs, numbers, and other forms of representation of complex information like data flows, AI processes, etc.
Such visuals enhance audience engagement and turn intricate ideas into easily digestible video content, ensuring that even a non-tech-savvy viewer can clearly comprehend the video. For more information on how brands can effectively use motion graphics in their tech videos read our article What is motion graphic and how to use it for SaaS marketing?
✏️ 9. Source ideas from FAQs and customer support
FAQs and customer support inquiries are valuable sources of information for any business, whether in tech or any other industry. They provide common customer pain points, questions, and concerns, which can guide your video’s messaging.
Customer support insights can also help identify recurring challenges or misconceptions about the product that the video can clarify in a clear format. This approach ensures the content resonates with the target audience, simplifies complex topics, and positions the product as a solution to real-world problems.
✏️ 10. Go with “problem-solution” scenarios
Using a “problem-solution” approach is a common practice for most video campaigns for tech companies due to its effectiveness (when done right). This approach starts by identifying a problem your target audience has. Once the problem is established, the solution your product or service offers is presented compellingly, showing its unique benefits and advantages.
By focusing on this structure, you create a narrative that guides the viewer through their challenges and positions your product as the solution. What’s important here is that you need to make the solution look “achievable” for the audience, as this will help better convey the idea that your offering indeed simplifies the viewer’s life, business processes, etc.
How Blue Carrot can help your business
At Blue Carrot, we have been creating marketing and explainer videos for over 10 years, successfully completing numerous projects of varying sizes, durations, and complexities. With each project, we ensure we deliver high-quality visuals and digital content that fully aligns with our client’s needs and effectively brings their vision to life.
Supplyframe
Supplyframe, a tech company, needed an explainer video for their Shift Left product as part of a global promotional campaign. The goal was to showcase the product’s benefits while appealing to their tech audience of engineers and stakeholders. Explaining Shift Left’s complex, intangible nature required balancing clarity with depth to, on one end, be relevant in terms of language to a viewer and, on the other, avoid overwhelming them with excessive details.
Our team created a smooth, visually engaging 2D motion graphics video aligned with the voiceover provided by the client. Minimalistic storytelling, a blue palette, and visuals accompanied with text highlighted key product benefits. As a result, we delivered a coherent and engaging message, leaving viewers with a clear understanding of how Shift Left can help boost their business efficiency.
Prowriter
Presto Media contacted us to create a promotional video for ProWriter, a platform that helps freelance writers organize and showcase their portfolios. The goal was to attract new users and highlight the platform’s advantages. We developed a short, engaging video targeting freelance writers, scriptwriters, journalists, etc. It showcased the platform’s ease of use, from creating a portfolio to sharing it with clients.
Incorporating ProWriter’s interface and visual effects and their provided voiceover ensured alignment with the brand style. The video effectively communicates ProWriter’s value as a time-saving tool for freelancers, boosting platform appeal for existing and prospective users.
Summing up
Video marketing can do wonders for software and tech brands in terms of connection with their target audience, explaining products, and building long-term relationships. By leveraging the marketing tactics described above, you can create content that resonates with your audience and achieves concrete marketing goals. When executed effectively, video strategy for technology brands can significantly enhance lead generation, increase conversions, and, as a result, foster brand loyalty.
If you need more information on how to use videos for tech business or assistance getting your project up and running to boost your brand’s digital presence, contact us. With vast experience producing viral videos for diverse industries and businesses, our team can help you craft compelling tech videos that drive results. 🥕
