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Have you ever bought something online only to be disappointed by what arrives in the mail? It’s frustrating! And it’s probably why most of us research a product thoroughly before finally making a purchase. We go through catalogues, check out reviews, and watch videos about products to ensure we make a good decision. 

Out of all those options, though, video content has grown to be the most reliable. It tends to give a more precise idea of what a product or service is like, and it even allows us to see it in action!

Lucky for us, in this internet-driven world, it’s relatively easy to find videos about almost any product – whether user-generated or created by the brand. However, the problem is – as most skilled video companies would agree – that some videos don’t do justice to the product — A common issue that can prevent many from buying something they would have liked, and potentially make a business lose sales.

But that doesn’t have to happen to you! Today we’ll talk about everything you need to know to create a video that generates trust in your product and helps the sales go up. Let’s get started!

How to Choose the Right Kind of Product Video

Not every kind of product video works well for all things or services you’ll want to promote. However, as much as 54% of consumers want to see more video content from the brands or businesses they support. So, it is all about finding the right video style that fits your product perfectly and portrays it in the best possible way.

To help you choose that ideal kind of product video, here’s a bit of insight into the most popular types.

Demo Videos

As the name indicates, a demo video showcases a demonstration. Which means these videos show someone handling or using the product. Often, that person doubles up as a narrator, describing what they are doing and conveying the product’s information. 

It’s a quite effective way of demonstrating how to operate a product, on top of being a perfect scenario to showcase how well it performs. 

Demos can be created by a company or by a user. Although in the latter case, they are usually combined with review videos. 

Review Videos

These types of videos are mostly user-generated, but even then, they can be sponsored by a brand.

In these videos, someone reviews an item or service and their experience using it.  They give their subjective opinion on the product, stating its strengths and weaknesses.

Many potential buyers researching products online could find that impression useful. They are aware that most forms of advertisement are biased, so they regard user reviews as a good opportunity to get a more candid opinion.

Unboxing Videos

The recipe for unboxing videos sounds pretty simple, but that doesn’t make it any less effective: a customer or sponsored user/influencer sits in front of a camera and thoroughly unpacks a product. Going through the box’s content in great detail and providing their impressions on the packaging and product.

The act of unboxing is as much about giving an opportunity to share opinions as it is about showcasing the box’s content. Viewers, in turn, can walk away knowing exactly what to expect from the package if they decide to purchase and gain a third-party perspective on the product itself. These are videos that deliver immediate value to their audience, whether they are ready for buying or not, and that makes them a popular style, especially on platforms like YouTube and Facebook. 



How-to Videos

As you may have deduced from the name, how-to videos teach how to accomplish specific goals with a product or service.

Many users want to know that sort of detail even before purchasing an item since it helps them make informed decisions. This is probably why How-to videos get the most attention out of any YouTube category. So, these videos work great for shedding light on software apps or products that may seem complicated at first glance.  

Now, the coolest part about how-to videos is that they can help potential customers as much as users who already bought the item! Once finished, a How-to is there as a reference for anyone needing a detailed overview of how to accomplish a task related to your product. So, you can keep benefitting from them in the long run.

Explainer Videos

Sometimes you want to attract potential customers that might not be familiar with your brand or product yet. Or you want to provide an overview of your product’s key value propositions without coming across as too “salesy.” That’s what explainer videos are all about.

These videos revolve around narrative, using it to create compelling stories that your audience can relate to. They are designed to reflect your customer personas’ pain points and showcase how your product can address them. Add a bit of subtle branding and visual communication strategies, and you have an ideal piece of content to introduce your brand and your products to a bigger audience.

How to Produce Great Product Videos

Scripting Your Video

Outstanding product videos begin with fantastic scripts that take your audience into account and know how to show them your value proposition.

I guess you’d like to have a script like that. So now, we are going to explore some aspects you can’t miss out on when creating a killer screenplay with this approach.

  • Know Who You’re Addressing: First and foremost, you need to know to whom the product –and therefore, the video –is directed to. 

You must understand your ideal customer’s lifestyle, age, spending capacity, level of education, likings, etc. Equally important is to know when and how that type of client would use your product. And I know those are marketing 101 precepts you are probably tired of hearing, but you must have that well-defined before moving to the next step.

  • Provide Context: Once you have figured out the most important aspects of your ideal customer, it’s time you use that information to create your video’s script. 

You see, your video succeeds when viewers can picture themselves using the product. So it’s vital to showcase the item in a context they can relate to. 

Imagine, for instance, your product targets people with an active life and a busy schedule. Then your video should be able to display that through characterization, scenery, and dialogue. Showing without telling.

  • Show Benefits, Not Features:. Potential customers clicking on your videos aren’t necessarily interested in the product itself, as much as they care about what the product can do for them. So a script that’s merely listing your product’s features won’t be enough to attract buyers. 

Instead, focus on tempting viewers by focusing on your benefits. Instead of just telling me the number of megapixels your product’s camera has, show me someone taking breathtaking pictures with it.

Storyboard

Once the script is complete, it’s time for storyboarding

Storyboards illustrate the frames of the video you’ll be producing, in their respective chronological order, and accompanied by the dialogue and production notes. 

Think of it as a comic strip for your video; it’s a powerful planning tool that’s always useful.

Firstly, they help imagine what the product video will end up looking like, which allows for making changes and identifying problems during the pre-production stage and not later, when it might be too late. That way, you can get proper ideas of how to shoot your product.

Secondly, storyboards can be of great help during filming. At which point, they are used as a guide to ensure that your video’s production runs as smoothly as possible. Platforms like Storyboarder and Canva can make the storyboarding process easy to handle.

Branding

Yes, you want viewers to remember your product; but they should remember what company made it as well!

That means your brand’s personality should have a strong presence in the video. It should impregnate the aesthetic, the music, the characters on screen, and every other aspect of the clip.

Viewers want to know why they should buy your product instead of the one from the competition. So show them what attributes distinguish your company from others. 

For example, if your audience is composed of gen-zers, don’t have your narrator be an older male actor. If your product appeals mostly to tech-head, favor minimalistic visuals and a script with data and technical specifications. If your brand is your major selling point, make sure your brand’s aesthetics (color palette, jingles, logo) are felt through the piece, making the video unmistakably yours.

Promoting Your Product Video

Of course, the promotional strategy of your video depends on the behaviour of your target audience and their favourite platforms. Whatever the case, here are some ideas that may help. Let’s take a look. 

Your Website

Your product video should be embedded in your webpage, doubly so if your business has an online selling platform.

In that case, assuming there’s a catalog section, you should add the video there. That way, people can find it next to other types of content regarding the product, such as images or text descriptions. Plus, it can be paired with CTAs on your site, prompting viewers to buy it. 

Social Media

Few businesses can do fine without a social media strategy, especially if they are targeting youngsters. After all, those platforms have become a daily habit for most audiences.

In your social tactic, it’s vital to display your product video on the platform in which your brand performs best

Once there, pair it with methods to enhance its performance, such as using compelling captions, native uploading, appealing thumbnails, and the like.

YouTube

When it comes to video content, YouTube shouldn’t go unnoticed. More than being a great platform to host and archive your product videos, YouTube also presents other opportunities for video and influencer marketing.

For example, you can take user-generated content around your products and use them for your benefit. Making sure to give that content shout-outs on your social channels or email strategies.

Another popular strategy is to reach out to influencers or recognized channels in your niche and discuss the possibility of sponsored content. Where those creators would make reviews, unboxings, or demos of your product for you.

In Short

A well-made product video can be a game-changer on any marketing strategy. “well-made” being the operative word there, though.

Find the right type of product video for you ―one that fits not only your product but your brand and marketing strategy as a whole. Understand what makes those types of videos work, and develop the tools – a solid script and storyboard – for a video of your own. 

Once production is complete, make the most out of your piece! Don’t leave it abandoned on a forgotten corner of your site; promote it and make it available to the audience you are reaching out to.

That way, you are getting a piece of marketing content that lives up to your expectations and delivers on all the effort you put into it.

Víctor BlascoAvatarVíctor Blasco"Víctor Blasco is the founder and CEO of the explainer video company Yum Yum Videos. He is also an audiovisual designer and video marketing expert. Aside from running the business, he loves studying Chinese philosophy and is a real geek for science fiction films and comics! The force is strong with this one.
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