- Streaming production
- Streaming fundamentals
- Encoding your video
- Choosing production tools
- Distributing your video
- Video tutorials
- Peer review
Case Study Techniques to Emulate
Again, I didn't study the content of the video that much in this analysis, it was more about encoding and web site presentation. That said, there were a few high points that jumped out at me.
Get to the Point
Most impressive was the first 20 seconds of this video from Zebra Technologies. In some videos, the first 20 seconds present the logo and perhaps some inspiring music. As you can see in the embedded video, Zebra tells you what you'll be watching and why you want to watch it, which is a great way to retain viewers that should be interested in what you're selling.
Beautiful Camera Work is Always Appreciated
This video from Watchguard Technologies also starts with text summarizing the content, but what really struck me was the quality of the camera work, particuarly the first video shot at about 25 seconds in. The lighting is excellent, rule of third classicly done and the soft background focuses attention on the subject and makes the video easy to compress. Just beautiful video.
I also like that the video goes right after Watchguard's main competitor, Cisco, using the customer to detail why they ultimately chose Watchguard. No sense being shy about it, if you know the viewer will be considering a competitor's product, tell them in your case study why they should buy yours. Nicely done at about 1:43 into the video.
My only issue with Watchguard was how they presented this video on their own web page, specifically within a tiny window with no clear call to action. You can check that out at here. Essentially, you get a much better experience watching the video on YouTube than you do on the company's web site, which makes little sense.
Get Social (Media, that is)
It's unlikely that any particular case study video will go viral, but that doesn't mean that you shouldn't try. You should also make the video easy to send to the viewer's co-workers or colleagues. Tandberg does a nice job with that here. Click the figure to visit the Tandberg webpage. As mentioned previously, Tandberg was the only web site with social media links; only one other included an email link.
Have a Clear Call to Action
The point of any marketing communication -- brochure, web page or case study video -- is to move the customer through the sales cycle. In non-sales speak, tell the customer what to do to take the next step. Panasonic did the best job with this; with links to "How to Buy," "Pre-Sales Chat" and lots of other content. The only pity is that the video itself is a postage stamp sized 220x164, with no enlargement option. Click the figure to go to the Panasonic site.
There were the highlights, now let's move to the mistakes to avoid.
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