As we all know, people love to try products before they buy them. Looking at how something works with their own eyes is the best way to understand if a product is going to fill their expectations.
And hey, that’s completely understandable.
Nobody likes to feel disappointed by something they just bought!
But with the rise of e-Commerce shops, this ‘try-before-you-buy’ mentality is something that has gotten increasingly difficult to do.
That’s where video content comes into play. Product reviews, unboxings, and comparisons between products are some of the most popular categories on YouTube, and for a good reason! Watching people telling their success stories with a product inspires trust — and trust drives sales.
But not all product videos do justice to the thing they’re portraying.
After all, any experienced video production company will agree that brands can’t rely entirely on user-generated content!
But how can companies create product videos that make people want to buy?
Well, let’s talk about it!
Show Your Key Value Proposition In Product Videos
Some might think that the best way to make a product shine is to cover all its characteristics and features at once. But in this case, more doesn’t necessarily mean better.
Try to resist the temptation to cram all the information you can into your video. Instead, identify the key value proposition of your product and make that shine.
Best way to identify what that is? Try to put yourself n your customer’s shoes.
Think about what they value the most, and what they are (probably!) most interested in, and turn that into the center of your message.
But why should you choose one specific feature instead of detailing all the reasons why your product is the best? Because when creating content online, we constantly compete for the user’s attention.
You need to make sure that your message attracts (and retains) your viewers quickly and efficiently, or you’ll lose them along the way.
Types of Product Videos
Are all product videos the same? Not at all!
As we mentioned at the beginning, many types of product videos can help you present the benefits of a product in different ways.
Let’s review the most popular alternatives so you can choose the one that fits better with your business needs.
User-generated videos: Unboxings and Reviews
Let’s start with the videos that you can’t control: unboxing and reviews. These are user-generated video content — and it’s essential to keep them in mind when designing a video strategy.
Sounds conflicting? I assure you, it’s not. Of course, brands shouldn’t influence user-generated content; but they can (and should!) use the content in their favor once it’s out there.
People trust the opinions of their peers, and you can pick the reviews and unbox videos that do justice to your product and repost them. That’s how you’re going to put them in front of the right people — your prospective buyers.
These types of user-generated content won’t replace a professionally-produced product video, of course. But it’s a great way to showcase your audience’s confidence and opinions about your products.
Not every type of product video can help your audience understand what your product is all about, especially when dealing with abstract concepts or ideas.
Luckily, you have animated explainer videos to save the day!
Explainer videos use characters and situations to create a storyline that your prospective buyers can feel identified with.
They portray the key features of your product as a solution for the users’ pain points, showing them exactly how it will help them.
Like this one.Tutorial Videos
Tutorials also show the key features of your product, but they do it in a more interactive way than feature-focused product videos.
Their main goal is to teach the audience the ins and outs of how to use your product, showing them the value proposition as well as giving them practical knowledge.
This makes them extra-appealing to people who already have some interest in buying the product.
For example, in the below video, we have shown the key software features as well as how to use those.
Demo videos are one of the most popular ways to make product videos: They demonstrate a product by showing someone handling, using the product, or describing the product.
They are meant to give shoppers the feeling of actually seeing a product in a store and evaluating it from different angles, and they can be live-action or animated.
Product Videos – Things to Keep In Mind!
When creating your product videos, you should always go for the highest quality possible if you want them to work. This involves following a certain pre-production process: if you set a strong foundation for your video, everything will run smoothly thereafter.
Creating the Script
How to create a script that shows the value proposition of your product in a way that’s simple and clear for everyone to understand? Let’s review a couple of tips.
- Keep your sentences positive and relevant: Make sure that all your statements are useful and clear, or you’ll risk your product sounding like a dull, uninteresting (even ineffective!) item.
- Avoid information that’s unnecessary or distracting from your main value proposition.
- Information alone is not enough. Make your script engaging, such as using characters and storylines (just like explainer videos do).
- Show benefits, not features. People want to know how your product will benefit them — let them know!
Make sure your script is not too long! People online have very short attention spans, so if you want your message to get through, you should stay in the ‘Goldilocks zone’ of video marketing lengths: around two minutes — not too short, but not too long.
The second stage of pre-producing a video is to create a storyboard. The storyboard will illustrate the frames of your video in their respective order, creating an idea of what the finished product will look like.
Creating a storyboard is a great way to identify any possible problems in an early stage, allowing you to make changes until you find the best way to communicate the benefits of your product.
Branding Your Video
You’re making a product video so that people will remember your product, but this will be of very little use if they don’t remember which company made that product. That’s why branding your video is so important!
The personality of your brand needs to have a strong presence in your video, from the music that you choose to the characters that are shown on screen or the type of illustration and animation that you use.
So, while you’re showing the best features of your video, make sure to include a hint of what makes your company special.
Viewers want to know why they should choose your brand instead of the competition!
Importance of branding your video
Branding your videos is crucial when it comes to boosting sales through product videos. It’s not just about showcasing the features of your product; it’s about creating a memorable and recognizable identity for your brand. By incorporating your brand’s personality, such as music, visuals, and characters, you can leave a lasting impression on viewers.
When viewers watch your product videos, they should immediately associate the positive experience with your brand. A strong brand presence in your videos builds trust and credibility, making it more likely for potential customers to choose your product over competitors.
Additionally, by consistently incorporating your brand elements in your videos, you reinforce your message and create a cohesive brand experience across all touchpoints.
Ultimately, branding your videos helps establish brand loyalty and recognition. When customers feel connected to your brand, they are more likely to become repeat buyers and advocates, leading to increased sales and business growth.
So, don’t underestimate the power of branding in your product videos–it’s a key ingredient for driving sales success!
To wrap it up, product videos have become an essential tool for businesses in the age of e-commerce. They allow potential customers to experience a product before making a purchase, building trust and driving sales. By following a few key strategies, you can create compelling product videos that captivate your audience.
Firstly, focus on showcasing your key value proposition. Instead of overwhelming viewers with every detail, identify what your customers value the most and make it the central message of your video. Keep in mind that attention spans online are short, so grab your viewers’ attention quickly.
Explore different types of product videos to find what works best for your business. User-generated videos like unboxing and reviews provide social proof and build confidence in your product.
Explainer videos use animation to simplify complex concepts and show how your product solves customer pain points.
Tutorial videos offer interactive guidance on product usage, making them particularly appealing to those considering a purchase.
Demo videos, whether live-action or animated, allow viewers to evaluate the product from different angles.
Remember to maintain a high level of quality in your product videos. Craft a script that is concise, engaging, and focuses on the benefits rather than just features. Create a storyboard to visualize the flow of your video and identify any potential issues. Finally, incorporate branding elements to ensure your company’s identity shines through.
By incorporating these strategies into your product video production, you can effectively engage your audience, communicate your product’s value, and drive sales.
Now, are you ready to drive your sales up with a product video? It’s time to take all this information and start with the production!
Are you up for the challenge? Comment below.
This post has been written by our guest author – Victor Blasco.
Victor Blasco is an audiovisual designer, video marketing expert, and founder/CEO of the explainer video company Yum Yum Videos. Besides running the business, he’s a lifelong student of Chinese philosophy and a passionate geek for all things sci-fi.