Video marketing: 5 technology brands who do it right!

video marketing

Have you ever wondered which technology companies are embracing video marketing and doing it well? Video marketing is becoming an ever increasing phenomenon as the web continues to grow and flourish. A third of all internet traffic is now coming from video, requiring technology brands to be competitive and do all they can to be creative and get consumers and businesses talking about their promotional videos. Video marketing in today’s age must connect and engage the user, making them feel like the product or service can actually benefit them in the long run. Let’s take a look at the 5 brands who have done an exceptional job through video marketing to connect to consumers.


Everyone knows Google as the giant search engine that a person can find virtually anything and everything on. However, Google has recently introduced the Chromebook, a laptop very similar in looks to the high end MacBook Pro. Google has utilized a video campaign based on the idea of a laptop for ‘everyone.’ In one of its videos Google appeals to virtually every person: small and big, young and old, for kids, for parents, etc. The video makes it clear that the Chromebook is a user friendly device for experienced users or perhaps someone who has never used a laptop before. To add to this appeal, the use of bright colored font makes the on screen text jump off the screen and seem more attractive. On top of this, Google uses a montage approach by condensing numerous videos and giving them a humorous tone. The campaign that Google has used is the perfect example of a company utilizing video marketing in a fun and efficient way to reach customers.

Intel and Toshiba

Toshiba utilized a far different approach than Google’s campaign based on the idea for everyone. In their video campaign, Toshiba used film stars Harvey Keitel and Craig Roberts to act out an end of the world scenario with aliens involved in the action. The ad promoted itself as the first ever ‘social film’ by allowing viewers to decide the outcome of the storyline and possibly even getting to audition to make an appearance as an evil Ulrick or guardian of the human race. This video campaign was based on the idea to inspire the user and unlock their creativity by allowing them to decide how the video would end. This campaign is quite genius and truly shows that there are numerous options a company can choose to best reach their target audience.


A technological powerhouse, Apple has been reinventing the way people use technology for over twenty years when they first introduced the Macintosh computer in 1984. Apple has not looked back since, however, they did not solely rely on the sheer effectiveness of their products: they built an effective video campaign that informed the user and made them aware of all the technology available to them. Apple’s newest campaign for the iPhone 6 relies on a more subtle approach by giving various specs of the phone along with numerous 360 degree views of the phone. Apple wants the user to focus on just how beautifully engineered this new device is and that no other phone on the market gives you beauty and functionality like the high end iPhone 6 does. This campaign shows that a company does not always have to be flashy or over the top, they need to be real with the customer and give them facts pertinent to the product.


Perhaps the most worthy competitor to Apple, Samsung has utilized a similar, yet somewhat different approach to the one Apple used. In their campaign, Samsung shows off the Galaxy Note 4, a large phone with a beautiful display and a plethora of widgets and applications. The video runs through various features and specifications, which appeals to technology enthusiasts. Samsung’s video is good for enthusiasts who want to compare the iPhone 6 to the Galaxy Note. Samsung also utilized various 360 degree angles and shows varying colors and options the user can choose from when purchasing the phone. In both videos, Apple and Samsung show practical, real world applications of their phones by showing various scenarios or instances in which a particular gadget may come in handy. While it is similar to the campaign utilized by Apple, Samsung does a great job of showing all of the features available to the user.


Zysntra is a Hybrid IT server appliance solution which is essentially a cloud computing client. Zysntra utilizes a campaign similar to a television commercial, but the content is more about persuasion and logic rather than appealing to the emotions of the audience. With many animated images and graphics, the video shows the user what Zynstra does in a practical and easy to understand manner. The video is very relevant to the company but also somewhat appealing because it uses bright colors and moving images to convey the message to the consumer.

All of these examples show just how different a video campaign can be and that the effectiveness of the campaign depends on what segment your company is in. Whether a company chooses to use a funny, serious, informational or specification oriented video depends on which one will communicate best with the target audience. In today’s increasingly technological world, it is clear that companies must be able to create effective video campaigns in order to be competitive.