Every so often, someone floats the notion that brands need to abandon the traditional product demonstration video in favor of a flashy viral offering. And while social video efforts do require outside-the-box thinking and non-traditional ideas, the demonstration video is far from dead.
In fact, when the brand and concept and execution line up properly, a good demonstration video can go viral all on its own.
Just ask Blendtec, whose Will It Blend series wrote the book on entertaining demonstration videos, and has been producing viral hits for three years. Here’s a look at their most recent Will It Blend video where they attempt to blend… super glue:
A lot of car manufacturers are dabbling in creative online video content, original series, and other inventive marketing concepts. But sometimes a car’s feature or selling point is compelling enough in its own right that social action can happen without gimmicks.
Like the new feature from Ford, designed to stop door dings. It’s simple, yet effective, and solves a problem that pesters nearly all drivers in the world. So all that’s required to wow the viewer enough to encourage sharing is a simple demonstration:
Another recent “demonstration” video comes courtesy of Amazon, and their newly announced Fire tablet device. The video is part marketing promo, part simple demonstration of the interface and features. Again, the product itself, and its abilities, are the trigger for social activity… not a gimmick or special video technique. Check it out:
Scripted videos, web series, and artistic social videos are on the rise… as they should be. But brands would be wise to not abandon the traditional styles that are still proving effective at generating buzz and spreading a brand’s message.