The term “video snacking” in regards to consuming online video content is usually in reference to binge online video watching but it also has a place in video marketing. What would happen if instead of saying “we need a product video,” the first thought is, “what do buyers need to know”?
Buyers who are in research mode like summarized or “snackable” content. These are typically 30 to 60 seconds at the most. The different interests of buyers and team members, you need multiple short videos that speak to different aspects of your product or service.
The more you focus your video content on differentiating features, the more your sales team can use these videos to custom lists. Different people at a company are going to want to know about different aspects of what your product or service does. So an overview explainer video is a great start – but where do you take them from there?
Ultimately all your videos will need to tell a story because, let’s face it, everyone enjoys a good story. The stories you need to tell is not about your product or service, but about how your product or service affects those who use it. So don’t focus on a feature, focus on how that feature improves efficiency for the user or makes life less stressful because what used to take the user two hours to do can now be done with the click of a button.
Each video will also need to be focused on the viewer and different viewers see different aspects of value in your product or service. As an example, let’s say you make business software; the IT Department is likely interested in the support aspect and how fundamentally this software will interact with other software at the company. Your Operations team is going to want to know how much more efficient this software will make whatever function your software is designed to help. The Financial Department is going to want to know how this service will impact the bottom line and whether the operational efficiency justifies the cost. All of these are separate journeys being taken to buy the same product.
So “snackable” content has nothing to do with wolfing down mini Reese’s peanut butter cups by the handful (not that there’s anything wrong with that), but it may be more similar to this than you may think. A longer, generic video is more like a Reese’s King Size. If you leave a stack of Reese’s King Size with four full peanut butter cups per package in your lobby area, the casual passerby may think it was left there for someone else or, if they’re feeling bold, they may possibly pick one up.
Now try putting a bowl of tiny Reese’s Miniature Cups in the lobby. They were “created” to be a browsing snack. They’re smaller, so are more appealing. People will grab one without even thinking about it. They will grab a couple for their friends. Before you know it the whole bag will be devoured. That’s what snackable content does to support the buyer’s journey. It helps potential buyers in research mode find little bits of information that are appealing and helpful to more aspects and more people involved in the decision making process than one top level video.
Have you thought about using snackable video to augment your sales process?