Buffer video explainer

Buffer video explainer

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Buffer video explainer project aims to support Buffer repositioning. For many years Buffer was perceived just as a scheduling tool. Thanks to evolving product strategy, Buffer is now an all-in-one social media toolkit that includes publishing, analytics, and engagement solutions.
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Leads coming to the company website should instantly see the product's value. We only have seconds to grab visitors' attention before they leave and search for their problem solution elsewhere. Buffer's website didn't explain the value proposition well enough. Website visitors weren't aware of the full value that Buffer provided. It was difficult to grasp that the product offers also analytics and engagement tools.

In the project we used a concept of storytelling framework created by Donald Miller, described in his book "Building a Story Brand".
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Referring to Donald’s Miller our marketing message needs to be clear and speak to your customer’s needs. I believed that by creating a short and catchy video, the visitors would see value in Buffer and would get more engaged with the website.

The entire video narration is build around internal needs of Buffer's target customer – to move on in their career and to optimize their use of time. Regarding the framework, a company should be a guide for the customer that builds trust and provides simple recipe for their success. To explain how One Buffer could be a solution for such problems, I came up with something I call Buffer Brand Building Loop. It's a simple concept that connects all the experiences into a single cycle:

... → publishing → engaging → analyzing → publishing → ...
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