How Apple capture attention through FOMO: Video Marketing Examples #4

^{Obligatory disclaimer: This isn't an ad or sponsored content. We simply wanted to share this analysis with you as a great, recent example of video marketing.}

Prepare for (another) masterclass in video marketing from Apple!

Apple’s October Event was a bumper one, seeing the announcement of the iPhone 12 and the Homepod Mini among other exciting updates.

Missed it? Don’t worry - they created this amazing, typically Apple video - to catch everybody up.

We saw this video running as an ad in the aftermath of the October event.

And there are a few things that make it great...

• It connects with the audience perfectly. We’ve already referenced the highly committed following Apple has. The launch of new products is a biiiiig deal and this video really taps into the idea that the audience needs to know something.

• It’s got FOMO factor. The opening scene couldn’t make it clearer: you’ve missed something, but don’t worry, we’re here to update you…This means that within seconds you know exactly what you’re watching and you’re bought into the full 51 seconds.

• It uses beautiful typography. Typography is a powerful but incredibly simple way to get your message across. (We’re basically talking about the animation of text, here.) No voiceover: just the power of words, arranged in short, sharp statements to get across the message clearly and powerfully. And the animation of the text corresponds with the messaging, like in this little snippet...

• It’s short and to the point. Apple events last hours. This video? A measly 51 seconds. It doesn’t sound like much, and indeed, it isn’t - but that’s actually probably pushing the limit of any audience’s attention span these days. Watch it again and just marvel at how much info is crammed into those 51 seconds. This is one of the skills we use every day writing video content at Wyzowl: making every single word work as hard as possible. Just remember, there are lots of different ways to say the same things... and why waste words?

• It’s tied into other content. At the same time, there’s no way you can get everything across in 51 seconds. If you watch the video on YouTube, you’ll see that Apple uses cards at the end of the video to nudge the audience towards longer product tours depending on what they’re interested in. This 51 second edition is a teaser - and a real gateway to further learning and discovery.

• The animation is right on point. The bulk of the video features a rapid fire, whistle-stop tour of the announcements. Each takes mere seconds to explore, in keeping with the general brevity of the video - but they make a powerful impact.

Key takeaways

In the spirit of this video we’ll keep it short and sweet...

• Don’t waste words

• Grab attention early in your video

• Consider typography as a powerful messaging tool

• Signpost the end of your videos and remember, you can’t say EVERYTHING with one video.

Has this got your imagination firing? Drop us an email to talk about your next video campaign!

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