A colleague sent this video around to his network today, calling it a "brilliant use of video" explaining a relatively boring product -- Google Docs.
And I totally agree. Yet it's not "brilliant" because it's especially creative. It's brilliant because it introduces a very complex product and explains it very clearly, succinctly, and in a compelling manner.
Here's the video:
Here's why it's great:
* It's so simple a monkey could understand it. It clearly helps you see why you need to change your internet and work habits.
* It demonstrates the power of video. Can you imagine trying to read an article about how (and why) to use Google Docs? Hearing a podcast about it? Uh... no.
* It swats away the fear/concern: "We can't do video because we don't know how to do production." Notice the simple, low-tech production. Notice the offline visuals and manual (literally) manipulation of them. You don't need a studio, production team, or (in this case) anything besides a good idea, well-executed.
* It's a great model for how other companies with "boring" and hard-to-understand products can use video to explain it easily and simply, making their products more compelling. I'm thinking here of B2B marketers, especially. Or consultants. Or professional service marketers. Or... well, you get the idea.
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Comments
This is from the folks at CommonCraft http://www.commoncraft.com/show. They've done a nice series, including:
- RSS in Plain English
- Social Networking in Plain English
I use it on my non-social media blog, because I've got more than half of my subscribers that use email instead of RSS and I'm trying to introduce these topics to them in a way they can understand.
I've had people tell me about the "ah-ha" moment they've experienced after watching these videos. Powerful stuff.
Thanks, all, for the comments. Love its simplicity above all... they didn't try to overcomplicate or impress, and a result spoke to the heart of the issue.
Okay, so I didn't even know what Google Docs was for before I saw this video. I heard the word Docs, my mind translated it as "we already have Word" and I moved on.
I love the point about how you don't need to have production experience to do a video! If Google is doing low budge and erring on the side of simplicity, why can't I?
I noticed this one on Red Hat's website the other day - I love this series dumbing down technical stuff....makes it understandable and dare I say interesting to anyone!
Comments
This is from the folks at CommonCraft http://www.commoncraft.com/show. They've done a nice series, including:
- RSS in Plain English
- Social Networking in Plain English
I use it on my non-social media blog, because I've got more than half of my subscribers that use email instead of RSS and I'm trying to introduce these topics to them in a way they can understand.
I've had people tell me about the "ah-ha" moment they've experienced after watching these videos. Powerful stuff.
Posted by: Scott Monty | 09.20.07
I love these videos. It was because of one of their presentations that I started using social bookmarking. You're absolutely right. Brilliant.
Posted by: Cam Beck | 09.20.07
The genius of this video: With only one viewing I could now competently explain the brand-new-to-me process to someone else.
Posted by: Christian Gulliksen | 09.20.07
A clever way to educate. Love all of these videos they do.
Posted by: Jim Kukral | 09.20.07
That was a LOT of information presented in a not overwhelming way. I feel like I pretty much completely understand how to do it right now.
I agree that was a brilliant video.
Posted by: Neil Anuskiewicz | 09.20.07
It reminds me the pain I feel when managing tons of emails with attached documents for approval. It's really effective.
Posted by: Iron mauro | 09.22.07
Thanks, all, for the comments. Love its simplicity above all... they didn't try to overcomplicate or impress, and a result spoke to the heart of the issue.
Posted by: Ann Handley | 09.22.07
Totally wonderful video Ann. I am changing the way both my clients and I work documents! Thanks for sharing.
Posted by: jennifer jones | 09.25.07
Okay, so I didn't even know what Google Docs was for before I saw this video. I heard the word Docs, my mind translated it as "we already have Word" and I moved on.
I love the point about how you don't need to have production experience to do a video! If Google is doing low budge and erring on the side of simplicity, why can't I?
Posted by: Tinu Abayomi-Paul | 09.26.07
Amazing.
Funny how I just had this issue last week. Thanks for posting this information.
Posted by: Kyle | 09.27.07
If you think that's good, you should see this site, where the shopping experience is accompanied by video on almost every product:
http://www.vat19.com/dvds/trailertheater.cfm
Posted by: Stefanie | 09.27.07
I noticed this one on Red Hat's website the other day - I love this series dumbing down technical stuff....makes it understandable and dare I say interesting to anyone!
http://www.redhat.com/videos/animations/
Posted by: Anna | 09.27.07
Great examples, Stefanie and Anna. Thanks.
Does the use of video in both instances really help sell product, or is it merely interesting? Just wondering if you could share.
Posted by: Ann Handley | 09.28.07