Came across this classic What is Segment brand video while watching an interview with one of the folks behind it, Maya Spivak (she is awesome btw).
What I like about it is that:
• it is fun, not formal, builds rapport
• it introduces the core problem the tool solves
• it shows the tech and explains it in a way that is simple but not simplistic
And it follows a flavor of the classic AIDA format:
Putting all that in 90 seconds is hard.
And even though this video is 4 years old it could easily still work today IMHO.
Really solid baseline to s̶t̶e̶a̶l̶ get inspired by ;)
There are a lot of boring vendor t-shirts at conferences.
And they get boring results.
I like this bold design from GitGuardian:
Nice.
This is one of the most interesting content pieces I have seen in dev tools recently 👇
Comes from @SST and believe it or not is a comedy video created to promote integrations.
That's right.
So SST integrated with Astro and instead of creating "just another how-to use X+Y" video they created this:
It was a fun brand play but got way more views than a tutorial ever could.
And it connected with their audience in a human way that will be remembered (and shared).
Nice.
How to do a dev-focused brand video and get 10M+ views?
Making a memorable brand video is hard.
Doing that for a boring tech product is harder.
Doing that to the developer audience is next level.
Postman managed to create not one but three of those brand videos that got from 4M to 10M youtube views.
The videos I am talking about are:
So what did they do right?
Honestly, I am not exactly sure what special sauce they added but those are just great videos that you watch.
And I definitely remember them and the company which is exactly what you want to achieve with brand ads.
How to do a dev-focused brand video and get 10M+ views?
Making a memorable brand video is hard.
Doing that for a boring tech product is harder.
Doing that to the developer audience is next level.
Postman managed to create not one but three of those brand videos that got from 4M to 10M youtube views.
The videos I am talking about are:
So what did they do right?
Honestly, I am not exactly sure what special sauce they added but those are just great videos that you watch.
And I definitely remember them and the company which is exactly what you want to achieve with brand ads.
This is a really clever billboard campaign.
Show don't tell they say.
And Segment did exactly that by putting billboards with the wrong location printed on them (LA in SF etc).
The theme/message was "What good is bad data?" which was exactly what they wanted to convey.
What I like about is the alignment between:
This is hard to do imho so big kudos to them 🎉!
Downside?
Reportedly many folks who saw billboards didn't get that it was intentional and Tweeted at them about the error.
Or maybe they were next-level jokers...
Just wanted to share this classic dev tool branding campaign.
There is even a book about this from Jeff Lawson at Twilio.
But I recently saw someone share on HN that it got changed to "How can I reduce acquisition costs by 65%". Made me a bit sad.
But perhaps after years and years of working it stopped delivering any additional brand awareness/affinity.
Could they have come up with another flavor of "Ask your developer."?
Maybe. But maybe at their levels of mind share you are playing a different game.
The good thing is, you are not at that stage ;)
And f you pull off something that is 1% of the success of that famous Twilio campaign you can make your brand noticed and remembered.
I know we are in the year of doing what brings results right now. And branding campaigns may not make the cut.
But maybe we can (and should) afford to do something that helps us deliver that pipeline next year or a year after that?
Need one more call to action idea for your dev tool blog?
How about starting an article with it?
Sounds weird but if done right it can work. Even with devs (or maybe especially with devs).
Earthly did and they are known for great dev-focused content.
Ok, so how does it work?
You start your article with a contextual call to action where you explain:
And then you let people read.
Those who find the topic important will remember you and/or maybe click out to see more.
I like it. It's explicit, transparent, and actually noninvasive.
Just an awesome billboard/ad format for a dev too company coming from Vercel.
What I like about it is:
Simple and beautiful.
Btw, they actually run similar ads on Reddit and it makes a lot of sense IMHO.
How to do a dev-focused brand video and get 10M+ views?
Making a memorable brand video is hard.
Doing that for a boring tech product is harder.
Doing that to the developer audience is next level.
Postman managed to create not one but three of those brand videos that got from 4M to 10M youtube views.
The videos I am talking about are:
So what did they do right?
Honestly, I am not exactly sure what special sauce they added but those are just great videos that you watch.
And I definitely remember them and the company which is exactly what you want to achieve with brand ads.
"There are two types of companies": Just a beautiful piece of copy from Fly.io
Doing us vs them doesn't always play out well.
But folks from Fly made it snarky and playful and fun.
And they basically said that they are:
And this is just such a nice brand play as well.
You just show personality and confidence in this devy snarky way.
I dig it.
Dorky joke right?
But it does two very important things beautifully.
It gets a smirk (from some people) and when it does you know you just moved someone closer to your brand.
It has a clear CTA which is hard to do with joke-format ads.
This subtle call to conversation/check us out does the job.
Love it!
Make login our problem. Not yours.
This is a beautiful messaging of Auth0 solution.
Login
Simple explanation of what it does/gives you.
Simplified of course
Our problem. Not yours.
You "outsource" this boring but important problem to someone else.
It also has a feel of SaaS in there.
They will take care of it.
Handing #1 dev obstacle: "We can do it ourselves".
Check it out from second 0:35:
"I bet you're like
We can do it ourselves, it's not that hard.
We know what we're doing.
First, I hear you.
Second, are you sure?"
This is mastery.
Pointing out ignorance without alienating people.
Ideating how to do dev tool billboards?
I like these from Snowflake.
Especially the customer showcase ones as the format can almost be copy-pasted ;)
One more interesting thing about those billboards though:
By doing that they seem to have billboards everywhere, fight ad fatigue, and stay top of mind.
Love it.
Is this brand campaign 💩 or ❤️?
I like it a lot actually.
It gets attention, it is memorable, it gets reactions.
And It does speak to a product message: that you have better developer experience than other tools.
It definitely beats flavors of "5x developer productivity".
A classic "It doesn't suck" campaign.
Afaik, Barebones ran the first version of this campaign 20 years ago and it was a huge success.
It is so simple, it just speaks to that inner skeptic.
It doesn't say we are the best, we revolutionize software.
It says it doesn't suck.
That is way more believable and makes me think that there is a dev on the other side of that copy.
And there is something cool about this message that makes me want to wear it to the next conference.
Good stuff.