Rising Above the Noise with a Different Breed of Product Videos

Bynder, a leading SaaS/B2B digital asset management company, recently released video I shot and produced with Jeff den Broeder for their external uploader product feature. While that news in and of itself may not be that interesting given the glut of product in use videos that promise to transform your business, I thought my approach might be unique enough to be worth sharing.

As a documentary filmmaker that long ago began and continues to happily work in the commercial realm (where what I do is known as producing “content”), I continue to enjoy the tough narrative challenges in telling a story about a brand offering. Let’s face it, advertising a SaaS feature can easily end up looking like one tediously long screencast demo rather than a thoughtful, emotionally engaging filmic experience that may appeal to a wider audience beyond the intended target.

Thanks to its viral nature, simple accessibility and built-in value, video marketing stands out as a smart way to approach content marketing.

Video marketing is an incredible way to create content that is personal and has a real impact on your audience.

It has an incomparable ability to create emotion-driven sales – and sales are always personal on some level. Buyers want to feel good about their choice, and video marketing, when done correctly, is the best way to create this feeling.

— Forbes

Whether it’s referred to as content or film, success in this medium shares the main ingredients: emotional connection, solving for challenges, well-composed shots, more “show” rather than “tell”, and an edit that moves and grooves. In documentary film, the primary goal is to galvanize the audience by shedding light on a societal issue. Though you may not personally connect with the specific subject, you may be emotionally drawn in by the hero overcoming seemingly unbeatable odds. With all films, content, etc. I believe that weaving very specific but vital point into a story of every day life can create an emotive connection. Against a back drop of constant media bombardment, creating that moment for attachment is the best chance any person or product has to rise about the noise.