My favourite Publishing Product Marketing video of 2024

This product marketing video is a masterclass in engagement, wit, and clever storytelling.

It’s my top pick for 2024, and for good reason.

The team at Sanity has crafted a presentation that’s refreshing and informative, breaking away from the tired old product launch formula.

They’ve managed to blend humour, authenticity, and valuable insights in a way that’s both engaging and effective.

It’s funny, quirky, jazzy and human.

Oh and it’s beautifully filmed!

I’d love for us in WordPress to start creating content with this vibe.

A Clever Opening Gambit

The video kicks off with a subversion of expectations:

The presenters begin by suggesting the launch will be “standard” and “boring,” only to reveal their genuine excitement and pride.

This unexpected twist not only grabs the viewer’s attention but also sets a lighthearted, approachable tone for the rest of the presentation.

26 seconds
They follow up with a thought-provoking question about their unique approach, piquing curiosity and encouraging viewers to lean in and learn more.

This innovative storytelling approach immediately sets the video apart from typical product launches, making it clear that we’re in for something rather special.

Social Proof

The presenters effectively use social proof to establish credibility:

31 seconds
They list several well-known brands and diverse organizations that use Sanity, demonstrating its versatility and widespread adoption.

Product Positioning

55 seconds
The video clearly positions Sanity as more than just a CMS, introducing the concept of a “content operating system.” This differentiation helps set Sanity apart from competitors.

Human Connections

The presenters use a conversational style to create a sense of authenticity and relatability:

2 mins 12 seconds
They engage in a natural dialogue, including moments of humour and self-deprecation, which makes the content more approachable and engaging.

Authenticity

2 mins 16 seconds
The presenters openly discuss their thought process and approach, admitting to “thinking a lot, maybe sometimes too much.” This transparency helps build trust with the audience.

Problem-Solution Framework

2 mins 57 seconds
They outline the problems with traditional content management systems and explain how Sanity solves these issues, effectively communicating the product’s value proposition.

Product Demo

5 mins 38 seconds
The video includes a detailed overview of Sanity’s new features, including Sanity Create, visual editing, and release management. This section provides concrete examples of the product’s capabilities.

Closing and Call to Action

5 mins 39 seconds
The presenters wrap up with enthusiasm, directing viewers to more detailed demos and announcing a live event for developers.

Why This Video Works

1. Engaging Opening: The video hooks viewers with an unexpected and humorous start, encouraging them to keep watching.
2. Conversational Tone: The natural dialogue between presenters makes the content more relatable and easier to digest.
3. Clear Value Proposition: The video effectively communicates what sets Sanity apart from competitors and why it’s valuable.
4. Balance of High-Level and Detailed Information: It provides an overview of the product while also diving into specific features.
5. Authenticity: The presenters’ genuine enthusiasm and occasional self-deprecating humor create a sense of authenticity.
6. Visual Aids: Although not visible in the transcript, the mention of demos suggests the use of visual aids to illustrate points.

Lessons…

1. Start Strong: Begin with something unexpected or intriguing to capture attention immediately.
2. Use Conversational Language: Avoid overly formal presentations; a natural dialogue can be more engaging.
3. Demonstrate Social Proof: Mention well-known clients or users to build credibility.
4. Clear Positioning: Clearly communicate what makes your product unique.
5. Balance Information: Provide both high-level overviews and specific details to cater to different audience needs.
6. Show Authenticity: Let personality shine through; it helps build connection with the audience.
7. Include a Call to Action: Direct viewers to next steps or additional resources.