Where do I post my video?
Caitlin and I often find ourselves on the receiving end of this question. While our safe answer often includes the phrase “It depends,” we feel one of the best ways to include video is right in your company blog!
In fact, I recently came across a great example from Backblaze, a cloud storage backup provider for businesses and individuals:
Why is this a good example of corporate video?
1. Short and concise
At less than 2 minutes, Backblaze poses a clear question right at the beginning of the video. For the remaining 90 seconds, the video clearly answers that question in an easy-to-understand manner.
2. Faces! Action! People!
Immediately, the video shows Backblaze employees in their
natural habitat work environment. Following is Backblaze Chief Technology Officer, Brian Wilson, who narrates the question and lays out the Backblaze solution. As a whole, the video makes the people and technology stand out as cornerstones to the company; i.e. the reason for Backblaze and their success is the people and technology.
3. Visuals tell the story
A previous supervisor once told me that he would proof his video work by watching it with the sound muted. Why would you do something like this? Isn’t the interview and information important to the video? Think back 100 years. Did you have sound in movies? Nope. Could people understand the story? Yup. People understood those silent movies because they told the story through the picture. The above video from Backblaze tells the same story in pictures as it does with the audio.
4. Audio matches the pictures
Well, duh, right? Any audio should match what the pictures show, right?
Watch the video again. Close your eyes. Do the words paint a picture? Do you still understand how Backblaze works?
This is one of my favorite strategies when I’m proofing narrated stories or interviews because a well-shot (ah, squirrel!) video can distract you from a poorly written script. Close your eyes and you can more clearly see how your audio, and therefore your video, flows and tells a story.
5. not the whole enchilada
Are you an engineer? Specifically, are you an engineer who actually understands scalable cloud storage architecture? Then this video probably raises more questions than it answers. But…you’re also in luck! Backblaze wrote an article to accompany the video, which goes more in-depth than the video does. Video is probably not the best place to put information like this:
With Backblaze Vaults, we wanted to be able to do maintenance on one pod in a vault and still have it be fully available, both for reading and writing. And we weren’t willing to have fewer than 2 parity shards for every file uploaded, for safety. Using 17 data plus 3 parity drives raises the storage overhead just a little bit, to 17.6%, but still gives us two parity drives even in the infrequent times when one of the pods is in maintenance. In the normal case when all 20 pods in the Vault are running, we have 3 parity drives, which adds even more reliability.
But that type of information is perfect in a written article. Think about what works in your video, and what might work better elsewhere.
Video is one part of a much larger whole.
The Backblaze video is a perfect example of how video is only one part of your entire marketing strategy. I found out about the blog article from the Backblaze customer newsletter. Clicking on that took me to the blog, where I saw the video at the beginning of the article. Did I continue to read the article after watching the video? Nope. Does it make me glad to be a Backblaze customer? Certainly!
Count the marketing touches: email, blog, video. There’s different information, a different purpose, a different outcome to each of these touches. Neither one is meant to convert a prospect or customer on their own, but together they paint a clearer picture of who Backblaze is and how they can help you or your business.