In the fast-paced evolution of the marketing industry, video marketing, at one time, was considered the most powerful arm in the arsenal of a company. Having worked with hundreds of technology firms-from scrappy startups to established enterprise players-we have learned that when used intelligently, video actually works perfectly with marketing strategy.

After all, the numbers speak for themselves. Our tech clients always say that the most engagement their video content receives is much higher than any kind of engagement the text and static image content garners.

What separates a good video marketing campaign from a bad one is really the knowledge of how this tech industry works.

Chapters

Why Video Works Particularly Well for Tech Companies

Tech products and services are often complicated, abstract, or so innovative that potential customers cannot relate to their value immediately. Video simplifies the complexity in a way that other mediums are simply incapable of doing.

We sat with a cloud infrastructure company with technologically complex yet dull offerings. Through animation and real-world analogies, the video converted complex technical processes into simple visual concepts-a 43% rise in qualified leads by prospects who expressed that they had gained clarity on the product’s benefits.

This ability to explain complexity is especially important in the tech world because explaining “what it is” presents one of the main obstacles in the sales process.

Visit the Zelios Agency website to see great tech company video examples that convert.

Types of Videos That Drive Results for Tech Companies

Through our extensive work with technology firms, we’ve identified several video formats that consistently perform well:

Product Demonstrations

Perhaps the most straightforward application, product demos show your solution in action. For software companies especially, seeing the interface and workflow can answer questions that prospects didn’t even know they had.

One SaaS client we collaborated with created a series of two-minute demo videos focusing on different aspects of their platform. These videos became their highest-converting marketing assets, with viewers being 2.7 times more likely to request a full demonstration than those who only read product descriptions.

Explainer Videos

The simplest way to demonstrate is to show a product working. For any software company in particular, an overview of the interface and workflow could be enough to answer questions that the prospect did not even realize they had.

The client had a small SaaS company, and they created a series of short demo videos, about two minutes in length, each emphasizing a different feature of the platform. These videos became their best-converting marketing material. Viewers that saw the video were 2.7 times more likely to request a full demonstration compared to those who just read product descriptions.

Customer Success Stories

In a nutshell, simple, usually animated, guides that simplify a complex value proposition into an easy-to-understand narrative. The very best explainers do not focus on features but rather on the problem the technology solves.

A cybersecurity firm attempted to sell their threat detection method to non-technical decision makers. Their explainer video used a simple home security analogy that connected with C-suite executives and helped open previously closed doors.

Behind-the-Scenes Glimpses

Tech buyers increasingly want to know the people behind the products. Manufacturing-and focusing-on-your-culture, development, or mission-will create emotional links that differentiate you in a crowded market.

The world of AI is vast, and the startup we worked with created a short documentary-style video that explained how their research team approaches the ethical development of algorithms. That video did not sell any product per se but generated enormous goodwill and opened up dialogue with enterprise customers who shared their values.

Strategic Placement Across the Customer Journey

Knowing where and when to place the videos is as important as having the videos. Some of our most successful tech clients tie their video strategy into different phases of the customer journey:

Awareness Stage

High up on the funnel, the videos should resolve the problem pinpointing rather than the product potentiality. Short attention worth of content that names common pain points will work best on the social platforms and become the introductory content on websites.
A network security company with whom we worked created a dozen 30-second security nightmare scenarios that were somewhat viral within the industry and drove significant traffic to their longer educational content.

Consideration Stage

Once prospects got the evaluation of solutions, they would get really appropriate to see more finely detailed videos. Product overview, feature highlights, and comparison content allow potential customers to comprehend your unique value proposition.

From our experience, interactive product tours and “day in the life” scenarios hold the greatest appeal at this stage as they enable prospects to see the hows and whys of their new technology.

Decision Stage

When prospects are very close to making a decision for procurement, detailed implementation videos can enable customer testimonials and ROI-focused pieces to pass the last objections.

One enterprise software client created a series of “implementation journey” videos whereby customers were talking through their onboarding experience. The videos specifically targeted concerns about deployment and helped increase close rates by 22%.

Production Approaches That Make Sense for Tech Companies

Not every tech company needs Hollywood-quality production. In fact, different types of videos call for different production approaches:

In-House Creation

For regular content such as product updates, simple tutorials, or a thought leadership interview, it is just right to build internal capacity. Today’s smartphones, basic lighting kits, and accessible editing software make decent-quality video production possible without the need for anybody to be a professional in the trade.
Most of these clients we have helped establish internal “video studios” with hardly any investment—typically below $5,000 in equipment and training—allowing them to churn weekly content on their own, without additional support.

Professional Production

If it is your chief content material that is going to represent your brand for an extended period of time-main explainer videos, brand stories, or grand prize case studies-the more professional route to production is usually a better option.

The policy-that is, understanding what content justifies this investment-we usually made an exception for professional production on content to be seen where it hits paid ads or represents the company at trade shows and events.

Hybrid Approaches

Many of our most successful clients adopt a hybrid model, maintaining internal capabilities for regular content creation while partnering with professionals for strategic projects.

This approach allows for consistent content output while ensuring that pivotal marketing assets receive the polish they deserve.

Measuring What Matters

The tech industry loves metrics, but we often see companies tracking the wrong video performance indicators. Views alone tell an incomplete story. More meaningful metrics include:

Engagement Depth

How much of your video are people actually watching? Drop-off points can tell you what content doesn’t resonate or where natural break points for shorter cuts exist.

An interesting case with one developer tools company showed high drop-offs by the 2:30 mark in this 5-minute product overview. By altering the content to include the key information prior to the 2:30 mark, they managed to increase their conversion rate without ever developing additional content.

Conversion Actions

Inspire a viewer to do something after watching? A post-viewing conversion behavior analysis gives you an idea of which content really attempts to persuade action, as opposed to mere passive consumption.

Attribution Modeling

How does the video impact the entire customer journey? More advanced attribution modeling can help assign value to video, even when it does not act as the last-money player toward conversion.

An enterprise software client found through multi-touch attribution that prospects who watched its thought leadership content were 3.2 times more likely to become customers, although the videos rarely led to immediate inquiries.

Final Thoughts

Maybe the most considerable lesson we have taken along our client journey with tech firms is that authentic always ‘wins’ over manifested. Against a backdrop of hype and exaggeration that has come to characterize the tech industry, it would seem all the more imperative to have genuine, heartfelt, and dead-honest video content.

The most successful tech companies use video not as an additional element of marketing but as a transparent showcase of their workings, culture, and capabilities. Instead of making an impression, they want to express reality in the most straightforward manner.

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