Nest Creates Smart Home Products That Consumers Covet
Nest is an innovating technology company that creates various smart home products, such as smoke detectors, home security systems, video doorbells and thermostats -- their original claim to fame.
The startup was founded in 2010 by former Apple engineers and was acquired by Google in 2014. These two associations help to explain the enthralling products, beautiful website design and overall modern yet minimal aesthetic that the brand produces.
Video Design Is Smartly Embedded Into Website
Although this video is on their YouTube page, it can most notably be found on their product page for the Hello smart doorbell on their official website. Upon landing on the homepage, a silent preview of the video automatically plays (which keeps it user-friendly, as you never know where people are when they land on an auto-play video). Following the short but engaging preview, which shows many people from the "eyes" of the doorbell, users receive a subtle call to action to view the video in full.
When clicked, the video opens in a pop-up within the same window. The video itself is embedded from YouTube, which saves space and, ultimately cuts down on loading time. It's also a smart move, considering Nest is both under the Google umbrella and is directly collaborating with them on several projects, as YouTube is owned by Google as well. This streamlines the video placement and loading time, making it very user-friendly.
Video Production Appeals To Modern Consumers
The overall production of the video is, unsurprisingly, very high-quality. Each shot is crisp, filled with clear human interaction and saturated colors in the b-roll. Transitions between clips are sharp and immediate -- there are no bells and whistles or extraneous effects. Instead, the production is clean, simple and effective -- staying in line with Nest's brand identity.
Nest Video Design Incorporates Branding And Personal Appeals
The structure and design of Nest's doorbell video create a positive personal appeal, which is a great tactic for solidifying brand loyalty. The better emotional connection brands can create with consumers, the better their brand loyalty and returning customer rate will be.
Electronics are often the most successful in establishing an emotional connection with people, and it is likely because they can so easily showcase the benefits consumers will experience if they ingratiate their products into daily life. Nest capitalizes on this by utilizing seemingly normal people from all walks of life within their video.
Multiple storylines are showcased throughout the video -- giving the content a strong foundation of caring -- however, the sheer number of consumers featured using the product in various ways shows the product's value. This makes the video effective in two ways -- it builds a brand identity of humanity while simultaneously informs viewers organically.
Various shots of the product being used in real life are spliced together with images of people answering their front door, greeting friends and family, and interacting with the product on their smartphones (including one woman who converses with her delivery man through it!). The only camera shots that aren't traditional are those permeating from the video doorbell itself. Instead, those appear slightly fish-eyed, although just as sharp.
A tiny soft white house icon sits in the bottom right-hand corner. This responsive logo design brands the video with Nest's identity without distracting the viewer. It simply adds another layer of brand awareness to the videography. The entire video is accompanied by a cheerful, pop-adjacent song accented by a strong drum beat. This choice further cements the positive feeling that the videography and editing have perpetrated. However, it somehow avoids seeming like a tacky stock music choice; instead, it sounds reminiscent of modern indie bands like Of Monsters And Men or The Lumineers. This keeps the audio modern and fresh as well.
The final echoes of "hello" from an ever-changing chorus of people that wrap up the video encapsulate the product perfectly. Nest Hello is meant to make greeting people easier, and this video showcases that well.