Cute and memorable: We’ve all seen those basic explainer videos that show you how to scramble an egg, use complicated software or understand science. It shouldn’t be that hard to make one demonstrating your own product, right? After all, you can write, choose images and no one knows your product better than you. Why not just make the video?
It’s not that simple. First, you start with a script, because that’s the most important piece no one can automate for you and the part that most needs your voice. Then you figure out what kind of video you want — because once you have the strategy, we can help you find the tool.
There’s a caveat for control freaks. While you’re quickly producing these videos, your time may not be best spent doing the work, but managing the work. Either show one of your colleagues these tools or hire the agency that produces great work using these tools.
Kat Powers leads the content team at CabinetM, as the editorial director. CabinetM is a platform enabling full lifecycle support around digital tool discovery, qualification, implementation and management by individual marketers and throughout enterprise organizations. Before joining CabinetM, Kat was a spokesman with the American Red Cross, serving as Chief of Disaster Public Affairs during the Boston Marathon Bombing relief effort. The book she wrote after leaving the Red Cross, “The Week That Made Boston Strong” focused on fellow communications pros who responded during the crisis. Before joining the Red Cross, Kat was a newsroom leader for 19 years, building a generation of reporters in the Greater Boston area. An award-winning journalist in her own right, Kat’s work has been highlighted in textbooks, classrooms and as a lecturer at the Poynter Institute. She continues to mentor journalists, preferring now to bask in their accomplishments. When she’s not writing or pedaling slowly on her bicycle, she’s debating at least one of her three sons.