Whether our clients are selling a service, an app or a physical product, a product video can serve to really break through to their potential customers. An effective product video will not only outline a products features and advantages, but it should serve to inspire and empower viewers to give their attention (and money).
So why video? Who is going to watch it anyway? As it turns out, everyone.
Videos increase a site’s visibility on the web. Simply put, Google loves videos. When potential customers perform a search, Google gives preference to sites with videos.
Unlike simple photographs or text copy, videos have a high perceived value. When your customers see a professionally created video about a product, they automatically assume a level of quality and credibility.
It’s no surprise that video increases a customers understanding of the product in question. The chance that your customers is going to delve into large bodies of text is unlikely. But, by watching a well-crafted 60-second video, they can get all the info they need in a pleasant, engaging little package.
And to top if off, according to iMedia, viewers who watch product videos are 85% more likely to buy. This is an astounding advantage.
But, not all videos are created equal. A poorly produced video can be counter productive, and the internet is full of poorly produced video. In fact, according to Marketing Pilgrim, 300 hours of video are uploaded to YouTube each minute. How can you make a video that will stand out?
Here at One Glass Video, we’ve been making effective product videos for almost a decade. Each client has a unique set of goals, and we’ve developed and refined the following process for creating the best product videos every time.
First, it’s important to determine what you want to accomplish with a product video. Of course, everyone wants sales, but this is a good time to really break it down. How is this product better than other products on the market? Is there a common misconception about the product that you want to clarify? Are you trying to increase credibility? Clarity? Trying to reach a specific market or demographic? Setting at least 2-3 goals on the onset will ensure that the final video achieves them.
Write the script for what will be read in voice-over. Keep in mind that people will be viewing this video on their phone or laptop, with the distraction of the rest internet just a click away. It’s important to hook your audience early on and to keep thing brief and to-the-point. Generally, we suggest a product video be no longer than 60-90 seconds. That may not seem like much time to explain all the great things about your product, but a well crafted script will capture many details without feeling rushed. Even though this is a product explainer video, it’s important to think of the script process as story
Here’s an example storyline that we like to use:
- Establish Problem
- Explain existing solutions and why they’re lacking
- Introduce your superior solution
- Highlight product features
- Show examples of how it works for others
The call-to-action is in a way the most important part of the video. What do you want your prospective customers to do after they watch? Sign up for a free trial? Call for more info? Go to a direct purchase link? Specifically direct your viewers to desired action.
Once we have the general through-line of the video, now is a good time to establish the tone and visual approach. If the product is a web-based product or app, often an animated explainer video will be the best-suited format. However, if it’s a physical product, sometimes a live-action video can be the most relatable to prospective customers, and also offer the opportunity to show off the real life product in-use.
Regardless of the format chosen, draw up a storyboard. A storyboard is a series of illustrations or images, displayed in a sequence for the purpose of pre-visualizing a video or animation. Basically we create a panel for each line or sentence of the script, and sketch out the best visual to represent what’s being said.
Here is where creativity is important. Clarity is always top priority, but a lot of people get stuck being too literal with their imagery. Think outside the box, and create a cohesive visual storyline that compliments the scripted voice over.
This is also a good time to get some visual guidelines in place. If it’s an animated product video, establish a color palette. If it’s a live-action video, select a location, actors and cinematic style.
It’s important for you product demo video to have high production value, which essentially defines the professional quality of the video. Don’t skimp on production value. There’s nothing like an amateur video to tell your prospective customers right away that your company lacks legitimacy. The professionalism of a video is as important, if not more important, than the professionalism of the website it plays within. Video continues to spread your brands message even when it’s posed on external platforms, and embedded in other sites. So the look and feel of the video needs to represent your brand perfectly and independently. Aim for well designed & well composed visuals, and crisp clean audio and a soundtrack that captivates your audience.
So after your video is done and posted, we recommend working with your web developers to track the ROI (Return of Investment). Video marketing ROI exceeds results from text-based content – at a rate that has been accelerating greatly over the the past decade.
Make the most of your product video. Not only should the video live on your site, post to your social media accounts, use in social media marketing campaigns, send in email marketing, send to the press. And then, just sit back and enjoy the results.