Here’s Why Tech Explainer Videos Are So Important
Some products don’t typically benefit from explainer videos. These products might be simple, low investment products like snacks. Or they’re products that don’t need any explanation to feel any desire for; fashion being a classic example; you see it, you either want it or you don’t.
Technology on the other hand is complex. Whether it’s SaaS, blockchain, AI, cloud computing, or something else, it will almost always need a moment or two to pitch its value.
Tech explainer videos are one of the best ways of doing this and in the following blog, I’ll give you a run-down of exactly why tech explainer videos are such a common feature in any tech marketing campaign. For starters…
Explainer videos are just good idea in general
Quite often the best way of promoting a product is with a quick video elevator pitch outlining the benefits it can deliver and a demo of how it works. And this isn’t exclusive to tech products. Ultimately, explainer videos make a sales message easier to remember, more likely to be shared, they boost SEO, and much more. Hardly surprising to hear that they generate such good results.
Tech can be complex
Technology is made by technical people that feel naturally comfortable with complex technological solutions. However, in many cases, much of a technology’s target audience won’t be nearly as comfortable getting their head around the complex functionality of a product. In fact, some people are downright allergic to complicated technological concepts and a tech explainer video may be the only way to get them interested.
In plenty of cases, your target audience could be highly technical, and very comfortable with complex concepts. However, you might want to save your sales team the headache of delivering a convoluted explanation. Once again, a tech explainer video can be the perfect piece of intro material for warming up the sales process.
Tech can be abstract
Selling technology is all about showing how the technology offers new solutions to a problem. Sometimes a solution can be hard to picture the first time you’re introduced to it. Maybe a piece of technology has a particular process for solving problems that needs a detailed and well-crafted set of graphics to be fully comprehended. Or maybe there’s a bucket load of important data that needs imaginative visualization. Both pictures and tech explainer videos say a thousand words and can give even the most abstract of ideas the clarity they need.
Some tech requires a certain degree of customer education
Occasionally you’ll be talking to an audience that doesn’t know they have a problem. Or maybe your technology takes advantage of a type of process that few people know exists. Either way, if you’re asking people to sit up and absorb new information about your technology, you need to make it easy to consume.
People are busy and have short attention spans. They don’t want to feel like they’re reading an encyclopedia just so they can consider buying your product. Thankfully a tech explainer video can educate your audience on the information you want them to hear, and do it as engagingly and memorably as possible.
This video puts the education a prospect will need to hear about blockchain front and center before making the pitch.
Tech can feel a little cold and unemotional
Whilst we like to think we’re logical creatures, ultimately we’re still animals at the mercy of our emotions. We start by making buying decisions emotionally and then justify them with logic.
Sometimes throwing a bunch of benefits and product features at an audience isn’t enough to get them interested. For your audience to feel invested, you need to dramatize these features and benefits with a story, a vision, a character, etc.
Technology is usually either just a bunch of code or an inanimate, often visually unremarkable object. However, when you use all the audiovisual jazz hands, an engaging narrative, and the emotionally charged sales pitch of a tech explainer video, a cold product can become warm, emotional, and appealing to your audience.
Instead of getting caught up in data and details, this video makes the potentially cold topic of email automation software as relatable and human as possible.
A good tech explainer video is a pretty good idea if you want to secure investment
If you’re going to ask someone for money, lots of money, then you can’t be testing their patience with a lengthy/convoluted/boring/anything short of amazing pitch. The audiovisual experience that a good tech explainer video delivers is the perfect way to help potential investors decide if they’re in or out.
(Some) people think tech is boring
As mentioned. Not everyone’s a techie. Some people can barely use a computer. However, plenty of those people are in the kinds of top-ranking positions that would kill for your technology if they knew what it did.
If you think back to your school days, there were plenty of subjects that felt boring until an interesting teacher or a cool T.V show presented them in their best, most interesting light. Your tech explainer video can do the same. It can talk about something your target audience doesn’t want to hear about (but probably should) and make it so interesting that they forward your video to the rest of their team and sign up to trial your product immediately.
Final thoughts
In my many years as a tech copywriter I’ve combined words to sell all sorts of technologies. From cloud computing to SaaS to blockchain all these technologies benefit from the same thing; clarity. At Bullseye Motion, we only make videos for technology companies. This focus gives us a deeper understanding of what we’re selling. And this clarity is then reflected in the final video we make.
If you'd like a tech explainer video that clearly and simply explains the benefits your technology offers, then click below to book a meeting with me, Bullseye’s creative director.
P.S. all comments and feedback on this blog are appreciated! If there’s any way you think it could be improved, then feel free to shout and I’ll see if I can work them into a redraft. xx
