YouTube is famous for funny videos of cats and kids, but what if you are a B2B company? Video can still tell a powerful story. The virality that is possible on video-sharing sites like YouTube adds a new level of reach to compelling video stories.
Recently, glass company Corning released a video on YouTube that could arguably be the best B2B viral video ever made. At the time of this blog post the video "
A Day Made of Glass... Made possible by Corning
" had more than 10 million views.
Do you think your product or service is boring? Is it more boring than glass? I doubt it. Yes, Corning's video was likely expensive to make but it wasn't the production quality of the video that made it successful. The marketers at Corning brought a simple product to life in a new and hopeful way. The video doesn't demonstrate what glass does; instead it shows what glass could do. When it comes to marketing content, it isn't about your product. It is about how your product changing the work of your customers and the lives of their end users.
What did you think about the video?