B2B Content Hall of Fame: “A Video Conference Call in Real Life” (Zoom)

Introducing a new series applauding B2B content we wish we'd written, Ben nominates our first Hall of Fame inductee. It's that rarest of things: a B2B comedy video that's actually funny.

Radix Hall of Fame: Zoom

Think back to the worst conference call you’ve ever been on (sorry to dig up painful memories).

Chances are, it wasn’t the attendees that made it suck, but the platform. Or at least, that’s what comedic YouTube duo Tripp and Tyler say in their Zoom collaboration A Video Conferencing Call in Real Life.

Now, before I start rambling about why I like this video so much, give it a watch (it’s not long)…

Published in November 2015, the Gold Stevie Winner was produced as part of a sponsored series by the Zoom video conferencing service. While not a huge departure for Tripp and Tyler, this is no conventional partnership, especially in the typically conservative world of B2B marketing.

“It’s funny because it’s true…”

In B2B copywriting, every brief/client/project is different, and that’s great, but more often than not we’re working within clearly defined guidelines. I’m talking about tone, voice, and brand personality.

Of course, all of this is entirely up to the brand and how they wish to be perceived, but sometimes they can be constraining. When I see a piece of content like this, I can’t help but think “Ahhh, I wish I’d written that…”.

Why?

Because it’s relatable, funny, focused, and it does an amazing job at selling the product. And it shows that it pays to be a little daring with your content every now and then. Heck, at the time of writing the video has had almost 1.2 million views.

While Radix isn’t exactly the most traditional corporate environment, conference calls are a big part of the way we work with clients around the world. And just occasionally… well, technology and other happy accidents (to quote Bob Ross) can throw a spanner in the works.

Laggy connections, echoed speech, erroneous dial-in codes, interrupting kids – the list goes on.

In Tripp and Tyler’s parody, they effortlessly riff off every one of these scenarios in a way that feels candid. And best of all, the playful scene building makes its call-to-action at the end a lot easier to swallow.

It’s a simple three-part journey:

  1. Video conferencing sucks, huh?
  2. So, here’s some funny yet relatable dialogue to support that
  3. And now here’s a video conferencing product that doesn’t suck

Job done.

I enjoy copy that doesn’t hide behind marketing jargon. So when something like this comes along and uses relatable, grounded copy (or in this case, dialogue) to get to the point – it just works for me.

And by the looks of things, it worked for the client too.

Every month, we’ll induct a new piece of inspiring B2B content into our Hall of Fame. If you’re like to make a nomination (or better still, you’d like to work with us to create a bold new piece in its own right), please do get in touch


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