- 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.
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.dia that is likely to increase traffic, brand awareness and conversions. Which will you be integrating for your next campaign?
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