Accessible production tools and high-speed Internet have made video a potentially powerful tech marketing tool. It can be used for everything from product introduction to user education to online sales. But to use video effectively, you have to understand its strengths, its limitations, and what you are trying to accomplish.

Because it works in two channels simultaneously—sight and sound—video can deliver information quickly and powerfully. Its visual component can convey complex ideas that would be difficult in text alone. And movement/animation makes it particularly suitable for explaining technical processes.

Keep in mind, however, that video moves at a predetermined pace. It is a moving train, and if the viewer falls off, catching up can be difficult. In other words, you must help the viewer keep up with the information flow. That doesn’t mean slowing down. Rather, you need to nail down concepts as you go by establishing a structure, clearly defining your points along the way and summarizing as you finish.

Take, for example, a short video about high-tech manufacturing capabilities that addresses five key point: experience, innovation, capacity, quality control, and support. You could begin each segment with a piece of on-screen text, such as "Innovation." This is followed by narration and images supporting that point. The video literally tells the viewer in advance what message to take from each section.

In our example, after all of the segments have been presented, the five titles are again presented, both verbally and as text, reiterating and reinforcing the five components of the pitch. The presentation then closes, offering the viewer the opportunity to request additional information or a sales contact.