Have you ever needed to explain your product or service to an audience, but you didn’t have the right video to do so? Well, this is what Product Videos are made for. These kinds of videos show how your product or service works, and why it is the perfect solution for your customer’s problems!
Today, we’ll teach you how we make this kind of video for our clients, so you can create your own too. But first, let’s take a look at the basics!
What’s a Product Video?
These kinds of videos are specially designed to demonstrate the benefits of a product or service. It will show every relevant feature of the item, of course, but it’ll also concentrate on how the product relieves your target audience’s pain points.
When you use video to showcase your product, it has the power to create a big impact in your prospect’s mind, increasing conversion rates like crazy! In fact, 73% of customers who watch this kind of video end up making an actual purchase.
This is because it focuses on your audience and its needs – how this product will help them and relieves them from a specific problem.
Choosing the right style
There are many different styles you can choose from – the important thing is to choose the one that goes best with your product and that matches the rest of your marketing content. Choosing the right style is important: You want your video to reflect the style of your brand, and to be appealing and interesting to your audience.
These are the three most used (and effective!) styles for this kind of video:
1. Animated Videos
Animated videos are one of the most engaging kinds of content out there. For starters, animated characters appeal to your prospects in a direct way – especially if you’ve created your characters the right way (modeled after your target audience).
Also, you can explain any kind of abstract concept, because there’s nothing that can’t be done with animation. They’re also very versatile – you could use a whiteboard animation if you’d like to give your video an educational approach, or a motion graphics style (if, instead, you’re looking for a professional and trustworthy kind of animated piece).
Whichever animated style you choose, the fact remains – this is the kind of video that gets the most shares and engagement from audiences, so it’s always a great choice. Just take a look at this example!
2. Screencast Videos
Screencast videos are digital recordings of a screen, that are usually made to show how a digital product works.
It displays an explanation for a product in a clear and effective way, and even though it might not be the most attractive kind of video, it’s perfectly fine for certain products (usually digital ones, like software), and it fits a tight budget.
This is why it is so appealing for startups! A screencast video is also very useful in other situations, like when you need to provide assistance to your customers.
Live-action videos are all about “showing instead of telling”. These kinds of videos show actual actors and actresses using the product or service, and they can be great for products with really attractive packaging or certain physical attributes that would be better explained if shown on film.
They might be a little expensive, though. A live-action production can cost over 100,000 USD… this is, of course, a high-quality one; if you’re filming an unboxing video with your cellphone’s camera, it’ll probably be very cheap – but it also won’t provide any profits!
Videos content for marketing purposes need to be of the highest quality possible. In comparison, a high-quality animated video made by a video production company shouldn’t be over 20,000 USD, so it’s important to keep that in perspective.
Benefits of a Product Video
Regardless of the style of the video, the fact remains the same: People like to try before they buy! Sometimes (more often than not) this is not possible, so this is why audiences rely so much on this kind of video.
Let’s take a look at some of the other benefits of these videos!
● Increases brand (and product!) trust
If your prospects trust your brand, they’ll trust your product – plain and simple. By giving your audience the chance to try the product before they make the purchase (virtually, at least), you’re providing real proof that your product actually does what it says!
58% of customers think that brands with product videos can be trusted. Use this fact to your advantage!
● Educates your audience
Sometimes, future customers are not fully aware of how a certain product can improve their lives. This particular kind of video content will show your audience how your product or service works, and how it solves specific problems… so you’ll be educating your audience in an engaging way.
● Saves valuable time
When you’ve got a video that explains exactly what the greatest advantages of your product are in such an engaging way for your audience, you’ve got yourself a powerful time-saver. Instead of explaining a product to each individual prospect that comes by, you have a piece that you can send to any customer, anywhere in the word, that will allow them to see how your product works… All in a matter of seconds.
Just imagine how efficient this method can be. Your sales-reps will save valuable time!
● Increases conversions
Sometimes, all a customer needs to make a purchase is to receive the right kind of ‘push’ towards the right direction. Because this kind of video provides your prospects with the feeling that they’re trying the product before the purchase, you’ll be giving them just the right incentive they need… highly increasing your conversion rate.
This kind of demonstration video is very powerful – they will help your product stand out from its competition. It’ll also show the true value of your product, so your prospects will be confident that they’re making a smart purchase decision.
How to include them in your video strategy
This kind of video works incredibly well at the end of your customer’s journey, which is the decision stage. These are videos specially crafted to ‘close the deal’!
Let’s take a quick look at the three stages of this journey, to see exactly how this type of video fits in it:
Ideally, during the third stage, your prospect has already understood the kind of problem they’ve got, and they’ve done some research about the best way to solve it.
They’ve decided on a product, and they just need a final push to make a purchase. This is where a product video will really shine!
Your audience already knows what product they’re searching for – now, they want to know exactly what the features that makes it special are. So, when making this kind of content, focus on the features that makes your product stand out from the crowd, explain its basic functions and its special details, and aim to solve all of your prospect’s doubts.
A good product video will convince any hesitant buyers to try your solution!
Some final tips!
Now that you know the best way to convince a prospect that your product is the best one in the market, let us give you some final tips. The first one is to always know who you’re directing your video towards: You should know your target audience and their needs, in order to create a video that solves each and every one of their doubts.
Knowing that, you’ll be able to choose a video style that fits your audience’s expectations! But you’ll also need to have some things in mind:
Keep it short!
Video content for online consumption should always be as short as possible in order to catch your audience’s attention. The ideal length for product videos and demos is two minutes, but it could even be less if you know how to play your cards right.
The fact is that, during the decision stage of your buyer’s journey, your audience is a little more receptive to watching long videos. They need some details of the product to make that long awaited purchase decision! But try not to go much longer than two or three minutes, or you could lose your audience’s attention.
Always go for the highest quality
Video content is your product’s face to the world – as such, you need to maintain the highest quality possible, in order to give the best first impression 100% of the time.
This is why it’s so important to work with a video production company that has experience with this kind of video. Find one with a team of professionals – you’ll need skilled illustrators and animators, producers and writers, and native voice-over actors that know the ins and outs of the job.
It’s not that hard to find the best video company for your marketing content! A pro-tip? Take a look at their portfolio to see if they’ve got experience in the kind of videos that you need, and if their style fits the needs of your brand.
And that’s it! Follow these tips and you’ll have the greatest video to showcase your product. Good luck!