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5 Types of Video to Try Now

If you’re cheerfully planning on doing things a little differently in the months ahead, here are a few video approaches that tend to be under-used by technology providers.

Countering Zoom Fatigue

Tiresome or not, online meetings are videos. And they’re not going away. Among the causes and cures of Zoom Fatigue I wrote about recently is stress caused by having a bunch of people staring at you. Give everyone a break by putting yourself into speaker view and doing a show-and-tell — hold up an object, a photo, a diagram, etc.

The How-to Video

Everyone has been buying more stuff online and viewing product demos to see how things work. I especially like the ones that depict something like the six uses of a multipurpose can opener, accompanied by jaunty music and no narration. If your product is useful, people want to see it in use.

Process Video

If you’ve changed or upgraded your solution’s processes, make a video about it. If yours is a technical product or service, make it look more like an engineer’s white board diagram than a marketing video.

The “Day in the Life” video

“A day in the life” of someone has always been a good storytelling approach. But the can feel rushed when you compress it into 90 seconds. Remote workers have the time to appreciate a compelling story told over three or four minutes.

The Chapterized Video

On the other hand, in social media, making one point quickly is what usually pays off. If you plan ahead, you can usually make several 15–30-second videos out of a two-minute overview video.

Any way you look at it, if you’re going to be doing something new going forward, video is going to be a good way to tell people about it.

Bruce McKenzie

A writer with a background in public broadcasting and corporate marketing communications, Bruce McKenzie pioneered the “2-Minute Explainer®” brand video for technology businesses in 2004. Customers have included numerous enterprise technology companies (Cisco, IBM, BMC, Brocade/Broadcom, Software AG, CA Technologies, CompuCom) as well as B2B startups. Rebranded “Technology Business Video” in 2017, the company today produces a variety of “tactical” videos to reach buying team members throughout the sales cycle. We take everything marketers want to say and transform it into short videos that communicate stuff buyers want to know. It’s basically what good writers do, made visual. Visit to learn more or set up a chat about tactical videos with the Technology Business Video professionals.

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