Discovering and promoting amazing products with video content has become a standard for digital marketing. Today’s marketers don’t ask themselves whether an online presence is worth having; it is just a question of when and how to do it right.
Over the past few years, we’ve seen more and more of these witty, visually compelling, and often funny videos coming our way through social newsfeeds, websites, and email strategies to great reception. But as any experienced video company will tell you, that same popularity can play against you.
After all, there is a lot of content out there competing for your potential buyer’s attention.
So, just creating any product video doesn’t quite cut it anymore. You need to make interesting, engaging, and valuable media that people won’t be able to resist.
To help with that challenge, we’ll explore some of the basics – and not so basics – you should know when working on your products’ video content.
Stage Zero: Understanding Your Product’s Key Value Proposition
Here’s a fascinating yet puzzling problem facing many marketers who want to establish a robust online presence: they really don’t have an idea about the product they’re selling. Not in terms that fit their potential users’ perception, at least.
Don’t get me wrong, many of them can lecture you on the benefits and drawbacks of their products — but often their content goes unnoticed. The problem is that they are unable to define the core value of their product and, therefore, cannot devise an effective strategy to convey it.
Before getting into the nitty-gritty of creating a video for your product, you want to consider what aspect(s) make it a distinctive and interesting option. You need to understand your product in light of two vital questions.
· Who are you reaching out to? You face an audience with a certain background, outlook, preferences, and behavior. Naturally, they will have different problems they want to solve. To create a targeted product video that persuades viewers, you need to align your content with their needs.
· What problem does your product solve? Your product is only appealing insofar as it addresses your audience’s pain points. When you think about creating your video, don’t lose sight of those features that make your product stand out as a competent solution. Remember, people won’t care so much about your product per se, but what it can do for them.
Having a precise understanding of your prospects’ concerns and the value your product provides to them will save you trouble when you sit down to craft your videos’ message.
What’s the Best Type of Video for My Product?
Getting a hold on your product’s value from a potential buyer’s perspective is the first crucial first step before creating your product video. But depending on your digital marketing campaign specific needs, you’ll want to highlight certain features of your product above others.
The good news is that there are a number of popular and very effective types of product videos to choose from.
Product Demo Videos
When most people think “product videos,” what they have in mind is the classic product demos. These videos aim at showcasing your product’s looks and how it works.
Great product demos are more than a nice clip of an item: at their best, they illustrate the product in action. You want to use demos to provide clarity about what customers can expect from your product – which often takes the form of showing people using it.
How-to videos are the stars of social media. There’s a reason why you probably watch at least a couple of them every day: They are an effective means to learn useful, step-by-step instructions, so users get value while you promote your product.
The most obvious use for these videos is to teach your customers how to take advantage of your product’s features to create something entirely new.
If you sell coffeemakers, for example, a suitable How-to would show people how to prepare a mocha latte on their own using them. If you sell an online service, a suitable How-to would explain how to accomplish a task with it. The exact content is directed by the product, but the recipe is the same.
If your brand specializes in handmade or detailed crafts — such as jewelry and leather goods — you will benefit a lot from close-up videos.
These videos give your customers the chance to appreciate your product’s features under a closer, more artistic perspective.
These videos are the purview of most products where aesthetics and presentation are a big deal. Embedding this kind of content on your product page or social media accounts is often enough to give interested customers that little push into making a buying decision.
Animated Explainer Videos
Your product is more than a curious gadget, service, or appliance —essentially, it is a solution you offer to improve people’s lives. And communicating that effectively can be all it takes to have people paying closer attention. Animated explainer videos are designed just for that job.
Explainers draw from various art forms (storytelling, branding, illustrations, sound design, etc.) to create colorful animated tales set in an interesting plot your customers can identify with.
With a focus on customers’ pain points and how your product addresses them effectively, you get to highlight your solution as the solutions viewers are looking for in a subtle but effective way.
Not all product videos need to be highly produced by a professional team. Sometimes, user-generated videos can add a little extra value to your marketing toolkit.
One of the best user-generated types of content when it comes to products are unboxing videos.
These videos focus on giving your customers an idea of how the product is packaged and what it comes with. With doubles as an excellent opportunity to talk about its features and provide a bit of a review/overview.
Product Review Videos
Another popular form of user-created videos, having independent commentators reviewing and testing your product can be a boon for building and strengthening brand trust.
Product review videos can address any questions on your audience’s minds. As reviewers don’t have any vested interest in your business, they can give their authentic take on the product’s pros and cons and how their experience went.
Creating Engaging Product Videos – Preproduction Tips
Once you understand your product from an audience standpoint and have settled for a style of video to use, you have all you need to begin your work. And that’s when the most critical questions will pop up.
What specific attributes should you highlight? How do you want to stylize your message? What do you hope to gain from this video?
Let’s go through some of those essential questions so you can make the most out of the pre-production stages.
Translate Your Ideas into a Clear Script
Your script is the backbone of your video. By developing and polishing it before moving to other tasks, you will save yourself a lot of wasted time and potential problems during the video’s production.
Keep in mind that good script doesn’t necessarily involve fully composed dialogues — as we saw in some examples, your video can excel without any spoken words. Your purpose in writing a script is rather to set your message clearly in paper. The style of video you choose will tell you a lot of the style and structure of the script you’ll need.
It’s always good to start by composing a rough outline of your ideas in order to chart how the video will unfold as a story.
Once you have your ideas crystal clear, and you revise them extensively, concern yourself with adding drama, humor, or intrigue — to make your video an engaging experience, instead of just a point-by-point list of features.
Flesh out the Visuals with a Storyboard
There’s a reason why many of the best film directors (Alfred Hitchcock comes to mind) mulled over their movies’ visual composition long before shooting even began. Drawing a storyboard is a great strategy to flesh out your video’s looks and spot possible contradictions you hadn’t thought about while writing your script.
You don’t need to illustrate every single scene from your video in advance. Instead, you want to translate the key moments of your script so you can picture the illustrations or shots that will be part of the final product as a whole.
You can either draw the storyboard yourself or create it through services such as Storyboarder or Canva. Armed with a prepared storyboard, you can approach the production team that will help you with a clearer idea of what you want.
Get to the Point Quickly
The price your prospects pay for watching your content is to stop doing everything else they could at that moment — including viewing other amazing content.
For this reason, you need to figure out a way of grabbing your audience’s attention right from the get-go. You can do so visually with compelling frames and shots, or by introducing storytelling resources such as a personal question or a paradox, early on.
Instead of framing your videos with facts, try to always start with a provocative statement. Economist Larry Smith famously begins some of his talks by saying: “I want to discuss with you this afternoon why you’re going to fail to have a great career.” Anyone listening to this bold claim will surely be interested in learning what he has to say on the issue.
Your product videos don’t have to start with such bold claims, but they do need a hook at the beginning designed to pique your target audience’s interest.
Always Brand Your Videos, but be Smart About it!
You need to make room for a friendly reminder of who you are as a brand — otherwise, your efforts can go in vain in terms of marketing.
Adding branding elements to your video doesn’t mean throwing your logo at people’s faces every few frames, though. Instead, you want to strike the right balance between being discrete and promotional with different elements to create a unique style.
Be sure that the music, tone, color palette, and designs you use match your brand’s overall identity. Also, don’t forget always to include CTAs that indicate prospects the next best action to take. Clear cues like “Find Out More” or “Shop Now” are excellent guides to direct viewers to your product page or other content.
While there’s a lot more we could discuss in terms of developing your product video, the ones we just reviewed will serve to give you a solid foundation to branch out from when it’s time to produce it.
On Promoting Your Video the Right Way
Before you go, though, it’s worth it to talk a bit about using your video.
Once the piece is completed, you need to make preparations so that audiences can find it. But some companies seem to be a bit shy about their content, or neglect taking full advantage of it in terms of exposure.
After you’ve put all of that effort into producing it, you need to make sure to establish plenty of opportunities for your audience to see your video. Here are some of the essentials:
· Your landing pages. Product videos fit very nicely on your website as supplements to your content. Be sure that whenever visitors drop by your page, they can easily find your video. Make it the spotlight: whenever possible, place your video at the top-center stage and optimize your content around it.
· Social media. A good social strategy chiefly involves adapting your content to the medium. As a start, always try to go for native uploads. Audiences watch and interact more with videos when they don’t have to open another page to view them.
· Your email newsletters. Don’t think your video is a one-time resource that you place out there. You can make them part of your email marketing strategy—even as teasers, not necessarily the full video. They tend to have a big effect on audiences, as people usually don’t expect such content in their inboxes.
There are many different types of product videos to go for, but before you settle for one, be sure you know your product’s strengths and how they can help your audiences ease their lives.
During the pre-production stage, prepare and prevent those aspects that you want to see expressed in your video. Clarity on what you want is usually the best standard to define what’s finest for your video.
Finally, dare to take your video to the places where your audience is in. After all, the fantastic content that you’ve created for your brand deserves it.