3 B2B Brands That Made Boring Products Brilliant With Video


  • Relatable use of metaphor — Comparing a customer/business relationship to a marriage is a nice analogy and super relatable. Everyone has seen or experienced a relationship like that. And everyone has experienced a sour customer in one form or another.
  • Perfect framing of the problem — This video hits on the pain points for Zendesk’s customers. They sell software to increase communication. It also manages to frame the problems the business has (like being overwhelmed) as well as the problems that that business’ customers have. That’s impressive and something you should aim for in your videos.
  • Use of humor — When your product or service is boring, you need something to make it interesting. In this case, the use of humor throughout made this video much more engaging than it would have been otherwise.
  • It told an authentic story — this video claims that it is from a real support ticket. Even if it isn’t real, the story feels like it could be true.
  • It’s aesthetically pleasing — the videographer for this video knows what they are doing. Each shot is set up with nice lighting and composition. The shots follow what is trendy right now, making it more likely that others will enjoy it.
  • It’s later in the funnel — while the first video was clearly a top-of-funnel lead magnet, this video is for later in the pipeline. It shows an actual interaction using ZenDesk, giving the buyer an idea of the experience they are buying.


  • Use of visual overlays — There are two dialogues occurring in this video. There’re the talking heads, explaining how and why they use Slack, and then their Slack conversations are being shown in the background. The combination of both makes this video rich with information.
  • Different scenery — You get the impression that they wandered around the office making this video by the number of different locations the video is filmed in. The locations were probably picked intentionally for each interview. If your video is only filmed in one location from one angle, it is unlikely to keep the attention of your viewers.
  • It’s short — Topping out at 2:20, this video is short enough for the average viewer to get and stay engaged.


  • It explains a trending concept — This video is good because it explains a concept that is often hyped in the news and explains it in a down-to-earth way. It talks about the real-life ways that AI and machine learning (ML) are being used in business today.
  • It’s well-animated — The illustrations backing this video make it super interesting to watch. They are cute and aid in explaining the concepts that are touched upon in the video
  • They never mention the product — This educational video is great because it’s designed solely for education, not to push HubSpot’s services. It alludes to them at many points in the video, but this middle-of-funnel piece of content works well without pushing Hubspot onto the audience.
  • Are you touching on a pain point?
  • Are you giving them value?
  • Are your videos aesthetically pleasing?
  • Are they in touch with the times?



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