How to create an effective product video no matter what product or service you're offering
Video on your site has been proven to increase conversions around 80%.
An excellent product video both informs and inspires viewers to give you their attention (and to put their money in your pocket). We've seen our fair share of these videos on our site as well as those that have launched successful crowdfunding campaigns and sold plenty of units in the process.
Here are some helpful tips for making great product videos which convert. We'll also provide an example from small and large businesses who are killing this game.
Unsure how to make an effective product video? Follow these 9 tips.
1. Context is the king.
Do not just showcase your sleek product. Show how it fits in the wider view of your clients' lives. Make sure you answer these concerns through your promotional video:
- What is the problem your product is solving?
- How can you make it more beneficial to the lives of your customers?
- Does it inspire customers to go further?
- Does this product improve the overall satisfaction of customers?
2. Tell and show
A product trailer with a great concept might be beautiful and stylish, but if viewers do not know what your product is when they're done, they probably won't be inspired to become customers.
Imagine you're in the your first year of school doing "Show and Tell" Show the product you have created, then inform your clients about it. It's as easy as that.
Below are some types of product videos that little e-commerce firms and large corporations alike depend on:
- Demo. A demo simply will show how the product works when the user is actually using the product!
- Explainer. A simple explainer video shows that you how the product operates and tells the story behind your company's name using a mix of both text and audio. The majority of the time, explainer video can be the key to convincing a person to make a purchase.
- Tutorial. They are informative, the steps of instructions. Instructions could be tailored to customers who have bought and require help in navigating the product's complexity, not just a sales instrument.
What should be included in your video for product?
- Lots of photography for products best of all, with an oblique view of your merchandise
- Dimensions So that viewers can see how large, heavy or light your product is
- An action on your site or follow your company via social networks, and so on.
- Social proof including testimonials, as well as reviews to prove the reasons why your service or product is superior to the other
- Your personal style and take on the world
3. Let us know your story or have your customers share their own story
When people look at a product video it's not just to understand the technical specifications of the item. They want to meet the people behind this product, as well as those who utilize the product.
(Pro-tip Make sure to include specifications within the description of your product, however that is, or include an instant pop-up with text on your video, with all the details so that the viewers pay attention).
Sure, specs are helpful, they're not everything. The modern consumer is savvy, preferring companies on an agenda rather than ones who just offer a pretty product. The BBMG and Globe Scan deeper dive revealed something telling regarding Gen Z -- they have " 3x more likely to assert that the goal for business is to serve communities and society.'"
Gone are the days of consumption for the sake of consumerism So, make use of your video of product or demonstration to present your company's reasons to exist. Answer the big concerns. For example, does your business:
- Join forces with social justice projects?
- Donate part of your proceeds to local organizations?
- Utilize your social media networks to educate your followers about how to deal with social issues?
- Do you have a significant sustainability strategy for your business, be it removing single-use plastics or becoming carbon-neutral?
Also, being kind is cool.
When it comes to testimonials, you can use an existing customer to be your 'hypeman. These can be raving quotes taking up a single frame of the video of your product, or even a conversation on the way your service or product changed the game.
4. Customize, customize, customize.
Your video for product promotion is an advert -- and a first impression -to promote your business or service So, how you present it is crucial. That means blurry footage or unclear photography can (and could) result in a drop in product sales.
The video you create could be featured in the form of an Facebook ad or embedded on your ecommerce website, so you'd like to feel confident of the final cut. Through Create, you are able to customize your product video entirely according to your preferences regardless of adding your company's logo and fonts, or using our endless selection of stock footage that isn't cheesy to enhance your product demonstration.
Hosting your video in the player offers advantages, too. Give your viewers no pre-roll...because the last thing any potential buyer wants to see the ad prior to viewing the advertisement. (Talk about eye-roll inducing.)
What length should a video be?
Answer: it depends!
- Quick demo: anywhere from 15 seconds to one minute
- Explainer:anywhere from 30 seconds up to 90 minutes (depending the complexity of your services are)
- A quick tutorialIf you're publishing on a form- friendly social such as Instagram, shorter is better.
- In-depth tutorial. There's a chance that you're a vlogger doing the "Get Ready With Me" video or a real estate agent teaching how to play the best housing game. On channels such as YouTube the long format (anywhere between 7 and 15 minutes) is fair game.
5. Make sure you are catering to the right audience
In most cases, when bands go on a tour, they'll call out the name of the town the venue is. We recommend doing the same when you make your video for your business, either literally or metaphorically.
No matter what population or geographic segment you're aiming at, it's best to make sure that your video is tailored to meet the needs of those who are likely to purchase from you.
6. Don't foster FOMO.
Nothing screams 'cheap infomercial' as trying to scare customers into purchasing your item. When we say fear, we're talking about FOMO. What kids say to refer to the fear of missing out.
In the case of businesses trying to make a point about the dangers of not buying their product and rely on fear a cheap tactic to get buyers to make a purchase. The best business, such as yours must focus on the advantages of your product/service in your product video, rather than on fear tactics.
If you're struggling to identify the unique selling features of your product (USPs) take an unfinished piece of paper (or Word Doc) and try these suggestions:
- What are your competitions, and what do you find appealing about their product? (It's perfectly acceptable to say that your competitors have done something right! The importance of inspiration is paramount.)
- From the people who before purchased your product or services, what were the common threads in their reviews, comments or comments? Note it down, make the Venn diagram, or whatever opens your brain.
- What's the biggest beneficial aspect of your service or product? Lean into that.
7. Inject some personality
Be sure to make videos to show off the brand's personality. Showcasing your personality is an effective way of distinguishing your item from the millions of similar products available.
8. Include a call to action so people know what (and which) to purchase
Create a simple way for prospective customers to purchase your product/service after the video has come to an end. How? Include a call to action or a step-by-step/loop to follow.
If someone gets through your three-minute blender demonstration it's likely that they'll be very keen to purchase that blender. If your video for product demonstration is more of a proof-of-concept you can include an email or a the link to order your blender within your video.
9. Connect, Human to Human
It's easy to talk about your customers in your video for a product, instead of to them. Since your aim is to begin a conversation with a potential customer, do your best to connect with the human on the other side of the screen.
How to shoot product videos
There is no need for a video production company to create a stunning explainer video. Although we are awestruck by the polished elegant look of a well-produced video for a product, in the current lightning-paced marketing world, small businesses must create content quicker and more effectively.
There's a plethora of marketing channels for you to distribute content to, but we'd bet you're not able to upload the amount of videos you would like. That's where agility and scalability play a role.
The process of shooting product videos, explanations, and demos can be intimidating, but here are some ideas to help you get started:
- In case of doubt, opt for flatlays or a white background. The less complicated the background the better. In the end, you're just selling the background.
- Make sure you have consistent illumination. Avoid shooting with others if you can avoid the situation. Even though golden hour is beautiful, it's finicky and unreliable. You know what's reliable? Good old studio lighting.
- It's not necessary to have an DLSR. Make use of the portrait mode on your iPhone against your simplistic background to get high-quality product shots in just a few minutes.
- Make use of the user-generated content. Are people using your products on social media and tag your brand in their posts? Request if they would let you use their UGC to help you with your promo!
How do you make videos for your products?
Making a product video doesn't have to be an expensive task, or outsourced. Open up the program for desktop or mobile and use an AI-powered guided template to make a product video in a matter of only a couple of minutes.
Answer a few easy questions, Upload iPhone pictures or videos of your products or service, then play with text and a call-to-action. Then save, share, and share to all (or all, we won't be judging) your social channels. Use a template that is guided
The main key takeaways
For a highly successful and enjoyable product video, you must be honest, innovative and a an actual human.
Concentrate your efforts on being helpful, showcasing the unique value of your service -- even if that appears to be something that your competitor has done, too.
The bottom line? The majority of consumers don't pay attention to your every step. They want to understand what the best benefits are of your product as well as how to get it.
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