What makes a great product video for marketing purposes
- Do not focus on too many features. Pick your battles. Most people will not remember the 5 things it does from a 20-sec marketing video. Focus on 1, max 3
- Focus on the product, but if possible also on the pain it solves
- Keep it short and to the point (decreasing focus in general)
- Provide relevant information in a digestible format
- Be clever about how you use and combine visual, audio, and text
- Make it different enough not to make it forgettable
- If possible, exclude clutter as much as possible. Backgrounds, people, hands, clothes, and haircut of a person (if one is in the video) can all take peoples attention away from the message and the product
- Clear CTA (call to action)
Video is quickly becoming the most effective medium for product marketing. It helps customers understand the visual and audio elements of a product so they can make an informed buying decision.
But a product video will only be effective if it is well made. It should include a mix of great visuals, clear and concise audio and it should send a convincing message.
This article will discuss the factors that make up a terrific product video.
Keep It Short and Sweet
In today’s fast-paced world, people don’t have a lot of time to watch a product video. Therefore, you want to keep yours short while making sure the important points are included.
So maybe there are five things about your product that makes it great. I’m sorry to tell you, but that’s too many to add in a 20-second video.
Whittle it down to 1 to 3 features max. Not only will that fit into a short format, but it will also give the viewer less to remember. Because the more they have to remember, the more they’ll be likely to forget!
Focus on the Product and, if Possible, the Pain it Solves
Since you don’t have a lot of time, you’ll really want to hit the viewer with your best product features upfront. You may also want to include the pain it solves.
For instance, say you are selling a terrific stain remover. You may want to open your video with the phrase, “Are you tired of stubborn stains?”This presents that problem upfront. The rest of the video will, ideally, follow up by explaining how your product provides a solution.
If the viewer can relate, you will instantly have their attention for the remainder of the video.
Provide Relevant Information in a Digestible Format
It may be hard to keep your video short if you are showcasing a product that has complex functionalities. What may be even more challenging is presenting it in a digestible format.
If you use language that goes over the viewer’s head, you’re not going to have their attention no matter how short your video may be. Simplify things by using language everyone can understand. Keep phrases and sentences short and concise. Use images to show how complex concepts play out.
Be Clever About How You Combine Video, Audio, and Text
The nice thing about video is, you are dealing with visual and audio elements. The combination will tell the entire story. But if you’re clever about the way you use what’s available to you, the material will be that much more effective.
For example, if the speaker is saying something important in the video, you may want to highlight it by including the text of what they are saying. You may also want to include certain images at key moments so the viewer can put it together with the main message you are trying to send.
You can also use music and sound effects to create a mood that will make your video more relatable.
Make it Unforgettable
Video is an effective way to market a product, but you’re not the only one that knows this. Your competitors are also aware of its benefits. And you can bet they are using it to their advantage.
You can stay on the top of the heap by making a video that stands out. Include funny jokes, clever taglines and unique images that will really grab the viewer’s attention.
If you are using animation, the sky’s the limit when it comes to how unique you can get.
Exclude Clutter
When you’re doing a product video, the product is the star. Therefore, you will want to exclude any background clutter. The set you use should be as minimalist as possible. If you are using actors, make sure their clothing and accessories don’t take away from the product. If you are using a backdrop, opt for one that’s a solid color and lets the item stand out.
Include a Clear CTA
Your video should have a purpose, and it’s important to let the viewer know what it is. It could be buying your product, visiting your website, signing up for your newsletter, and so on.
Be sure to let people know what you want them to do after watching your video and express it in no uncertain terms. For example, if you want them to visit your website, include audio saying, “Visit our website today!” If you want them to contact you about purchasing a product, a phrase like, “Contact us today to find out more about our great products and services” will be effective.
Product videos are a great way to showcase your items to your target audience. The tips in this article will help you create media that is likely to increase traffic, brand awareness and conversions. Which will you be integrating for your next campaign?
