By Victor Blasco
Video is an integral part of the digital marketing puzzle. It is an opportunity for brands to present their products in a fresh and engaging way. And if the audience craves meaningful video content too, they’ll share it with their friends and followers until it (hopefully) goes viral.
This trend is particularly true at a time when online shopping has become the new norm. Video is the most effective way to promote what you are selling. Many customers may have doubts about buying a new brand, and this is where product videos come in.
Product videos are amazing elements that show the audience what you’re offering and encourage potential customers to close a sale.
But it’s about more than just filming your product in slow motion. In this post, I’ll go into the essentials of making a great piece that will produce the results expected.
Before you begin: Understand your product’s key value propositions
There are a few things to think about before you start producing your video. The following questions will help you understand the essence of your piece and highlight the most important aspects of your product that will make it memorable for your viewers:
1. Who is this video for?
You need to have a picture of your ideal customers in mind. Now is the time to determine your customer personalities: what are they like? What is bothering you? What are you interested in? How do you talk What kind of content makes them tick?
Knowing more about your customers can also help you choose the right tone and language to address them in your video. Videos that speak directly to their viewers create a stronger bond with them than those that feel generic and too “sellable”.
Note: If your target customer is “everyone,” you likely need to do some serious research.
2. What are you selling?
Most people don’t know anything about you or your product. They only know themselves and their own problems. The only way to get them interested in you is to show them how to solve their problems.
Think of your product as more than just an object. It should be a solution that improves your customers’ lives. Therefore, your script should highlight the benefits of your product, not just its features. It’s okay to go over the features, but only if you can show how they can help your customers directly. What else are they good for?
Answering these two questions will not only benefit your video but your overall marketing strategy as well.
Choosing the Right Video Type for the Right Product
Choosing a video type will keep your message consistent. Also, if you stick to one style, you avoid getting a piece that feels disjointed. And while your video will be a one-of-a-kind piece with its own message, you can always take inspiration from other videos for structure and tone.
Here are some examples of different types of videos:
Demonstration videos
One of the simplest types is the demonstration video. It’s usually short pieces that show what your product looks like in the real world. These are great for product pages and give your customers a clear idea of how you are using your product.
Say hej to IKEA Place
By Victor Blasco Video is an integral part of the digital marketing puzzle. It is an opportunity for brands to present their products in a fresh and engaging way. And if the audience craves meaningful video content too, they’ll share it with their friends and followers until it (hopefully) goes viral
Explanatory videos
Explanatory videos are more elaborate parts that use animation and a narration to tell the story of how customers can benefit from your product. Audiences love explainer because they feel like tutorials or how-to videos as they provide meaningful information, not just trying to sell it.
Flower | Explanatory video from Yum Yum Videos
By Victor Blasco Video is an integral part of the digital marketing puzzle. It is an opportunity for brands to present their products in a fresh and engaging way. And if the audience craves meaningful video content too, they’ll share it with their friends and followers until it (hopefully) goes viral
Review videos
One type of video that is great for social media is the review video. If you’ve ever seen an “unboxing” video or checked the reviews of a product before purchasing it, you know what I’m referring to. Review videos can build trust in your brand by putting the spotlight on the customers you’ve already helped with your product.
Why customers love Dropbox | Dropbox customer stories | Dropbox
By Victor Blasco Video is an integral part of the digital marketing puzzle. It is an opportunity for brands to present their products in a fresh and engaging way. And if the audience craves meaningful video content too, they’ll share it with their friends and followers until it (hopefully) goes viral
Video production tips and tricks
No matter what type of video you choose, there are rules that apply to each format. Here are some tips that will guarantee the effectiveness of your video:
1. Plan before you shoot
You can’t start producing a video without first having a comprehensive plan. Creating scripts or storyboards for your video is the smartest first step you can take so that you have a clear idea of what you want your piece to look like.
Even if you are planning to interview a client for a review video, you will need a script to plan your footage and structure your play. And remember, the secret to great videos lies in capturing emotions that your audience can relate to. Keep this in mind as you work on your script.
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2. Keep your video short
By the time your audience is done watching your piece, they should have a clear idea of what your product is and how it can help them. However, no one has the time to watch a long product video. To make sure your audience sees the whole thing, you need to keep it short, preferably below the two-minute mark.
If you’re having trouble with the two-minute limit, there are two pieces of advice you can follow:
- Use a three-act structure (beginning, middle, and end) in your script and distribute your two minutes accordingly.
- Create a series of short videos, each focusing on a specific use or function of your product.
3. End with a compelling call to action
The main reason you want people to see the end of your video is for the call-to-action (or CTA). It is the moment in your play when you ask the audience for action.
Here are some basic CTAs to include in marketing videos:
- Visit our website
- Download our app
- Contact us (or one of our sellers)
- Buy our product or service (online or in your local market)
- Subscribe to our mailing list
Make sure your audience has instructions on where to go next.
Promote your finished video
Once you’ve finished your masterpiece, it’s time to bring it out!
Where you want to upload or promote your video ultimately depends on where your ideal client spends time. One of the greatest strengths of video is that you can embed a video almost anywhere: your landing page, your newsletter campaign, and any of your social media platforms.
And one more piece of advice: consider creating multiple versions of your video, each tailored to a specific stage in the customer journey.
If someone finds your video on social media, they probably don’t know about your brand and you need to introduce yourself first. However, if they watch your website, they likely know your product and just need an extra boost in their purchasing decision. You can also customize your CTAs accordingly.
Small businesses can also produce videos
Video ads used to be a luxury only available to the most resourceful of companies. However, in today’s world, producing a video only takes a reasonable budget, time, and planning.
Do you feel inspired? Well, now it’s your turn. Start by researching and scripting your piece, and get ready to see those sales grow.
RELATED: How to Create the Perfect Corporate Culture Video for Your Business
About the author
Contribution by: Victor Blasco
Victor Blasco is an audiovisual designer, video marketing professional, and founder / CEO of explanatory video production company Yum Yum Videos. In addition to running the business, he’s a lifelong student of Chinese philosophy and a passionate geek of anything science fiction related.
Company: Yum Yum Videos
Website: www.yumyumvideos.com
Connect with me on Facebook, Twitter and LinkedIn.
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