I’ve watched a ton of online videos.
I’m not ashamed to admit that. After all, it’s a big part of my daily job responsibilities with Demo Duck, but it’s also something I’m passionate about. The content of these videos range from a new startup debuting their cool service with an explainer video production, to a product release for more established companies, or well known companies focused on furthering their mission through branded video production.
One thing to note, is that not all products or services are created equal when it comes to video. Some videos don’t need to rely on inventive techniques because the subject matter is already interesting enough. While others are more reliant on creative methods to engage the audience because the content may lack the pop or pizazz needed to intrigue viewers.
However, I’ve realized that there isn’t an exact correlation between an exciting product and a great video. Some of the best videos are for seemingly mundane products or services.
So how do you create an exciting video for a boring subject? Here are five techniques (and videos that use them) to engage viewers for a yawn-inducing topic.
1. Use A Storyteller
Book your doctor's appointments online—whenever you want. Not exactly the toughest concept to comprehend so it's important to make it memorable. So Demo Duck leveraged a storyteller to keep the audience interested. They want to hear the rhymes that harken back to their childhood. Like all good storyboards, a narrator can also add a sense of charm and the visuals create a dash of whimsy.
You can also play with the perspective of who the storyteller is too. The narrator can be crafted to be a current client, a neutral third party, an employee, a spokesperson, or maybe even written from the POV of a jealous competitor.
2. Try Some Unique Visuals
Fiberglass window may not seem super rad, but they really are. So while the building improvement space can often feel pretty stale, we took a 3D approach to this video for Pella to elegantly dive further into the materials that make their product so unique.
But we didn't choose 3D because of the sleek look alone, by introducing the Z-plane the visuals feel more tactile and the audience better senses the sturdiness of these panes.
3. Make the Stock Sing
What's that? Stock? You might ask to yourself. Look, we get it. But stock gets a bad rep primarily because it's often used in a very straightforward way—full frame, one clip at a time, and without bulding a cohesive narrative. For this Appfolio explainer video, we put the stock in some containers, paired it with punchy UI, worked in some custom footage, and create a zippy rundown of what their technology can do.
4. Use a Metaphor
Not many cyber security videos feature wolves on the prowl, but our animated explainer video for Bitdefender features some howls and more. By using a metaphorical approach to cyber threats and protection with our visuals, we were able to get outside the box with our designs while still clearly communicating their offering in a very clear manner with our narration.
5. Add Some Humor
Jondo is a global printing and fulfillment company. Perhaps not the most exciting industry, but their owner John Doe (yup) is a really charismatic guy and fun personality—so we put him in the animation. Don't worry he wasn't harmed, but he does give us a fun tour of what his company can do.
6. Find a Common Reference Point
ConnectWise crafts high-end remote monitoring software, which means their audience is primarily IT folks, which means their audience is primarily a bit...nerdy. So, we decided to create a concept around a common reference point for that audience with this space travel themed commercial campaign.
Those are just a few videos that utilize different creative techniques to engage the audience on topics that may normally be avoided or tuned out. Keep these five strategies in mind while working on your next project, exciting or not.
There are plenty of other videos out there that spice up boring subjects. What are some of your favorites?