Conventional wisdom out of YouTube culture has it that the most popular videos are brief (most preferably less than 10 minutes), punchy (quick cuts), glib (not too deep on any subject) and highly professional (special sets and photogenic speakers). That may be the case for consumer-focused videos providing entertainment, news, and do-it-yourself instructions.
When it comes to videos from Dynamics ISVs and Partners—meant to educate and inform Dynamics users about new strategies and solutions—the most popular ones on the MSDynamicsWorld.com (MSDW) video platform are often much different. (By popular, we mean the videos that tally the highest number of sales leads for individual ISVs and partners.)
The biggest drawing videos are often 20 minutes or longer. They explore particular Dynamics product areas, strategies, and industry tends in considerable depth. And they aren’t necessarily highly polished and Spielberg-esque. In other words, the emphasis is on substantive information and knowledge rather than glitz and entertainment. Indeed, shorter promotional Dynamics videos tend to perform less well (although still important to have as part of your overall company story).
Here are two examples of videos that have scored big in capturing sales leads for ISVs:
1. A 24-minute video on speeding data entry. It includes specific guidance on how to use the ISV’s add-on to improve data entry without sacrificing accuracy.
2. A 56-minute video on how to use robotics to improve workplace efficiency. The video provides detailed and specific information on how one particular paperless technology can be adapted to achieve best-in-class results.
How come Dynamics users have such different preferences than mass audiences? Detailed assessments of their listening habits tell us that Dynamics users are conducting serious product research and thus are willing to spend more time on videos than ordinary consumers. They will often view individual videos in bits and pieces, over several days. They might watch the same video twice or more, to make sure they fully understand the explanations.
The emerging message is clear: The most effective video content for Dynamics users is serious, helpful, and not explicitly promotional. Comparable, in many respects, with white papers and other print content that attract the most sales leads.
