Video Strategy: Making a Game Plan for Your Tech Company Launch

As an entrepreneur, you’ve known no rest recently. Your passion for the company you’re building has kept you awake. You’ve toiled over your R&D, found that elusive thing we call product-market fit, and poured your heart and soul into making your company ready for the world.

And now, it’s finally time for your tech company launch.

In this world where video is currency, you’ve made the wise decision to use video in your launch strategy. As a company with decades of experience in business and brand video production in DC, we’ve seen firsthand the transformative impact of video on the businesses we’ve worked with.

That’s because video gives you a decisive edge. Videos allow you to convey your brand’s ethos, showcase its unique offerings, and narrate its story in a visually compelling and concise way. Considering today’s consumers’ preference for dynamic content, videos ensure better engagement and forge a deeper emotional bond. Plus, they often lead to higher conversion rates. 

But how can you best leverage this potent medium? Through a solid, audience-focused video strategy.

In this blog post, we’ll cover:

  1. How to develop a video strategy for your tech company launch
  2. The types of videos you should be making as part of your launch strategy
  3. How to ensure your video succeeds

How to Develop a Video Strategy for Your Tech Company Launch

Implementing a robust video strategy involves more than just shooting and uploading videos online. It demands careful planning, research, and a touch of creativity. Here’s a comprehensive overview to set your tech company on the right track:

1. Determine your company goals

Before diving into video creation, clarify your objectives. Are you looking to raise brand awareness, educate users, drive website traffic, or convert viewers into customers? Pinpointing your goals will dictate your video’s style, content, and placement.

2. Determine the use of your video

Next, zoom in on the goal of the video itself. Video content can be versatile, but deciding its primary purpose is crucial. Will it be a homepage explainer video for your website, a teaser for social media, or a detailed product tutorial? The platform and purpose can influence the video’s length, tone, and content. 

3. Study your audience

A strong understanding of your audience can either make or break the success of your video. Dive deep into market research, analyze feedback, and interact with potential customers. Understand the kind of videos they consume and, more importantly, share. What platforms are they most active in? By understanding your audience, you can craft and deliver a video message that truly resonates with them.

4. Develop a great script 

Your video needs a clear and compelling narrative. Whether it’s a 30-second teaser or a 5-minute explainer, a well-thought-out script ensures your video stays engaging and on-brand. Cover the essential points, create a logical flow, and remember to include a call to action. If you’re in the nation’s capital, Rock Creek Productions, our video production agency in DC, can provide expert guidance at this crucial stage of video development.

5. Be innovative with your approach

Brainstorm ways to push the envelope on how your video storytelling can be resonant and unique. These factors motivate today’s audiences to share content. Two of the many ways you can do this are by being strategic with your music and using creative storytelling techniques like animations.

Music: The right soundtrack can elevate your video’s impact. Choose music that complements your brand tone and message. Whether it’s an upbeat track for a product teaser or a mellow tune for an in-depth tutorial, the music should enhance the viewer’s experience.

Animations: Animations and motion graphics can simplify complex concepts, making them digestible and engaging. If your tech product has intricate features or if you’re introducing a novel concept, consider integrating these techniques.

This video we made for Blade Diagnostics efficiently uses animations to explain how the product works and its salient properties.

Blade Diagnostics Corporation – SBIR Promotional Video

By integrating these points into your video strategy, you’re not just creating content—you’re telling a story, addressing needs, and offering solutions. With the right approach, your video can be a powerful tool, driving your tech launch to new heights.

6 Videos to Include in Your Tech Company’s Launch Strategy

There are different types of videos you should consider making as part of your video strategy for your tech company launch. We’ve listed them below.

1. Brand introduction video

A brand introduction video serves as your company’s digital handshake. It’s your first impression. Through it, you convey your company’s mission, vision, and core values underpinning your brand.

2. Product explainer/demo videos

Tech products are often complex, understood best by their creators, and must be “translated” for the end users. A well-crafted demo or explainer video can demystify these complex functionalities, offering viewers a clear understanding of the product’s features and benefits. Explainer videos can live on your website and also be played at trade shows or industry presentations to draw attention.

For example, Ekso Bionics used video to demonstrate its exoskeleton technology in action.

Ekso Bionics – SBIR Success Story

3. Teaser videos

Anticipation is a powerful tool. As the name suggests, teaser videos give just a hint of what’s coming, kindling curiosity and excitement. Teasers are perfect for social media. Their short and snappy nature makes them ideal for platforms like Instagram, Twitter, and TikTok.

4. Founder/team stories

People connect with people. By showcasing the real human beings behind the innovation—be it the founder’s journey or the team’s passion—you bring a personal touch to your brand. Additionally, sharing these stories on social media can build a community of followers who connect with your company’s ethos.

The promotional video for Blade Diagnostics we mentioned above features many members of the product’s technical team, providing a personal touch.

5. Customer testimonial & case study videos

Nothing boosts credibility quite like genuine, positive feedback from early adopters or beta testers. These videos provide social proof, assuring potential customers of your product’s value. Integrate these into your product pages and sprinkle them everywhere. Social proof is powerful.

6. Behind-the-scenes videos

This is the most important type of video you can make, as it goes a long way in building transparency and trust. You humanize your brand by showing the behind-the-scenes workings—from brainstorming sessions to coffee breaks. This also gives you an opportunity to communicate your core values. Informal behind-the-scenes videos are great content for platforms like Instagram Stories or TikTok.

Partner with Rock Creek: A Video Production Company in DC

At Rock Creek Productions, we’ve been making videos for decades, and we’ve seen that it’s not just important for the video to have a solid strategy and a terrific concept – all that falls flat if the production quality is not up to par. People from all generations spend a significant part of their days watching videos – be it through Netflix or user-generated content on TikTok – and have come to expect a certain level of quality from the content they consume. We can help you meet and exceed those standards by partnering with you through the entire video production process, from the beginnings of an idea to scripting to the final product. Contact us today!

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