Stick to what you’re good at?

That doesn’t work in today’s market anymore. In order to stay part of the
game, companies need to take a footstep in everything. They even need to be good at
them. The demand for visuals is getting higher each year. According to Forbes
Magazine, video is expanding in many industries such as manufacturing, high-tech,
banking, retail, and more. It is growing rapidly. Texts are becoming less attractive,
less important. People want to know how products look and what the key functions
are, in a video no longer than 2 minutes. They rather listen to someone talk than
read. With the high competition, companies have to set themselves apart and create
outstanding high quality videos. Technology giants such as Apple, Microsoft, Sony,
and many more other are all engaging in the video business now.

For what?

Technology companies do it when new products are about to release, new
researches are done, and to simply promote what the company has to offer to the

outside world in a clean and fast fashion. It is all about visual marketing in today’s
market. Companies would put videos on their official website in order to showcase
their latest technologies, company news, or research knowledge.

In short, video is a tool. A tool to help gain more exposure and attract a larger range
of audience. Companies would also post their videos on social media platforms such
as Facebook and YouTube. Once the video is posted, it will have a greater chance of
spreading out all over the world. It is a new phenomenon of communications, and
consumers will feel the sense of connectedness.

Let’s get to the benefits

So what does a company gain for doing video marketing? Most importantly, what
does a technology company gain?

First of all, the message will be delivered across faster and easier, and the
consumers will be more interested in it. They will feel more engaged than by only
reading texts. According to Adweek, when users come across interesting content,
they would most likely share it. For example, few weeks ago, the news of the new
released iPhone X has bombarded the Internet. Facebook, Twitter, YouTube,
Instagram. It is the talk of the world. The content that users share is not just text, or
images. It is a video. The promotional video, maybe around 40 seconds long, has the
power to give impressive aesthetic pleasure to the audience. It makes the audience

remember the product, it has a purpose. The more impressive the video is, the more
likely people will share it. To come to the point, by reaching out to more audience,
the chance of the product being purchased will increase.

People, who have watched and enjoy the video, will more likely purchase the actual
product. It drives their purchase intent. Nonetheless, plain text and image can
delivery a certain message across as well, and there are consumers who can be
convinced to purchase by that method. But companies know that the chance from a
video is a lot higher, at least in today’s society.

Some examples

The official homepage of Sony, one of the largest multinational technology and
gaming corporation, is filled with different videos. Videos that are introducing new
products, interviewing celebrities who are collaborating with products, and
promoting new games. The overall visual is strong, comparing to text.

There is no narration in the video. It is simple, yet it brings out a clear message to
the audience. The video shows the product’s strongest strengths through aesthetics.
Slow motions, colour contrasts, natural sceneries, architectures, lights, athletes. The
most basic elements that we see daily, the video has turned them into eyes catching
shots for the purpose of showing what the product is capable of.

Apple’s iPhone is one of the, if not the most popular smartphone in the world.
Apple’s products are known to be simple in design. Their official website is designed
with simplicity as well. The homepage has almost no text, just images. And by
clicking on each image, customer would be led to a different page.

On the new page, the customers have the option scroll down the page and learn
about the specialties of the product, another option would be to watch the videos.
There is a “keynote” video, which is a recorded video of the announcement event of
the product. The video is mostly about the specs of the new announced products,
with simple demonstrations. In it, images and promotional videos are shown. It also
shows the audience’s reactions to the products.

Another video is what Apple calls a “film”. It is more aesthetic based. It is more
about catching the audience’s attention. There is no narration. Just camera angles,
colour, music, and most importantly, the product.

This example is from Intel Corporation, an American multinational technology
corporation. The company produces processors for personal computers, memory
cards, cellular modems, drones, and more.

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The video contains more specs of the product than aesthetic elements, which in this
case, is more useful to the consumers. There is no need for a beautifully made video
showing how the processor looks under different lightings. Alternatively, the
consumers need to know what the product is capable of, such as its speed and
memory. The video is created according to its type of audience.

Making a video for a technology corporation or product is easy. Making it aesthetically
pleasing, attractive to the audience, useful, and simple, is hard. However, it is Ben’s Idea’s
responsibility to accomplish the latter. Aside from emotive storytelling videos, we do
videos for technology corporations as well. We can do it from an artistic point of view,

with detailed information, or explaining the specialties of the product. Whatever our
client desires, we can make it happen.