“Dropping” A $48,000,000 Explainer Video

When Dropbox first introduced its cloud storage service, the concept was new and potentially complex for the average user. Their strategic response? A simple-yet-compelling 2 minute explainer video that they placed on their homepage along with a sign-up button. Literally nothing else- just the video and that call-to-action.

By today’s standards, the video is rudimentary but, at the time, it was a highly innovative approach. Users who visited the website saw the explainer video and quickly understood Dropbox’s benefits. The jargon-free video presented Dropbox’s service as a user-friendly solution for storing and sharing files.

This video helped Dropbox increase sign-up rates by over 10% permanently—equating to several million additional users each year and ultimately contributing to a funding boost of $48 million. The wild success of Dropbox’s video also helped spawn a whole industry of explainer video producers like Gisteo.

Watch the video:

Why it's praiseworthy:

Dropbox’s launch video isn’t fancy. The production value isn't spectacular, especially watching it all these years later. This relatively low-cost video, however, was ahead of its time and clearly explained Dropbox’s value proposition in a way that words alone could not have done. The company prioritized substance over style, story over execution– making it one of the most cited success stories in the history of explainer videos.?

Key takeaways for marketers:

Clarity is key: Ensure your message is simple and comprehensible to resonate with a broad audience.

Focus on benefits: Highlight the practical benefits of your product, focusing on how it solves problems or improves users' lives.

Use relatable scenarios: Employ scenarios that potential users can relate to, helping them visualize using your product in their daily lives.

Drive action: Effectively conclude with a clear call to action that prompts viewers to take the next step, be it signing up or learning more.

If you’ve got a marketing video project to discuss or a video that you’d like featured, don’t hesitate to contact us at [email protected] or visit www.gisteo.com.