It’s easy to see why product videos are so popular these days. They make it easy to show what a product does and how it solves problems or issues that are important to the audience. Even more so for people who shop online, because they are a great way to try out your product and find out more about your brand before deciding to buy.
The problem is that even though there are a lot of different types of videos and companies that are getting noticed online, there are just as many product videos that don’t live up to expectations or hurt their campaigns.
So today, we’ll look more closely at how to make product videos that will help you close more deals and boost sales.
Let’s get started, eh?
Why do people make product videos?
Product videos should be a direct way for a brand and its customers to talk to each other. At the end of a sales funnel, they tend to do better than other types of marketing videos because they help people make better buying decisions and smooth out the sales process, making it easier to turn a prospect into a paying customer.
They offer much-needed solutions to important ecommerce problems, such as showing the benefits of a product, highlighting its key value propositions, and building customer trust. Still, they don’t try to do everything at once very often.
So, it’s important to know what you want your piece to do and make sure it does it. And a story is often the best way to do that.
How important it is to tell a story
Storytelling can help you create an emotional bond and a personal connection between your customers and your brand, which is exactly what customers look for these days. As we’ve already said, this is becoming a more appealing feature when it comes to online sales, where customers usually don’t have a chance to interact with your products directly.
A well-made product video that tells a story can be all they need to decide whether to buy or move on to something else. But in this type of marketing video, a story is only interesting if the viewer can connect with it.
Don’t forget that a story gives the context your product needs to make sense when you introduce it. Every product video should still be about fixing an issue, solving a problem, or taking on a new challenge. But your product videos will be more successful if you can talk about these things while also telling an interesting story that people can relate to.
And the only way to do that reliably is to really know who the video is for.
Getting the word out about how you can solve your customers’ problems
As a key selling point, your product video should show the benefits of using your product and how it solves a certain problem. After all, customers pay attention to a product because it solves a problem or because it meets their needs in some other way.
Think about it: when your customer visits your website or eShop, they are looking for a solution to a problem. They choose your brand when your product seems to be the best way for them to solve a certain problem, and the pros of using your solution outweigh the cons (like spending money!).
Some great things you can do in your video to reach this goal are:
- Using customer feedback to connect common problems with the features and benefits of your product and the story or narrative of the piece can help you improve your product.
- Add a call to action along with a sale, a discount, or an extra perk to make it more appealing.
- Show how you solve a problem, get rid of a pain point, or put a series of improvements together in a way that is clear and easy to understand.
- Try to talk about one or two things that connect your main benefit to what your customers want and need.
As long as you can show how your product solves the problems of your target audience and do it in a way that is entertaining or interesting and that your clients can relate to, you will be on the right track.
Keep things simple and to the point.
To keep your product video short, you don’t have to take away all of its personality. On the contrary, a brand’s personality helps customers relate to your product, which is very important.
Still, you should keep your attention (and the attention of your viewers) on what’s important, which is often the same as not trying to do everything you can think of in one video.
Length is one of the most important things that affects how well your video does, so you need a video that gets to the point quickly. There’s no one-size-fits-all answer to how long the piece should be, but here are some average lengths for some of the most popular types of product videos:
- 15 seconds to one minute for short ads.
- 30 to 2 minutes for explainers.
- Ads last 15, 30, or 60 seconds.
- Simple tutorial: 2 minutes.
- Detailed instructions: 5 to 15 minutes.
Pick a style that works for your goals
Product videos are interesting because no two are really the same. After all, the piece comes to life through your unique marketing needs, your message, and the unique qualities your product offers.
But there are a few popular styles that have a lot in common and that people seem to really like. Let’s find out a little more about them so you can choose the one that best fits your needs.
The style of an explainer video is based on how your product works and how it solves problems for your audience. They can show how your product works on the inside, tell a story that the customer can relate to, or focus on features that the customer might find useful.
The style is popular because it uses both story and data to convince potential customers to choose your product over the competition. This is what makes them such a powerful style of product video.
How-to videos show people how to solve a specific problem or issue in a way that is clear, interesting, and easy to follow.
People all over the world like these videos because they show real-life solutions to problems. Most importantly, they give you a perfect, unobtrusive way to show off both your product and your ability to solve your potential clients’ problems through your content.
Social media videos are popular because they can entertain and inform in a way that is easy to understand and easy to get to.
Social videos often combine knowledge of an audience, trends, and product insights to create the right kind of brand engagement and product interest, which often leads to customers wanting to learn more about your products.
Some Final Thoughts
Overall, product videos can be a huge help or a huge problem for your marketing strategy as a whole. It all depends on how you talk to them and how well they engage and persuade your audience that your product is the best one out there.
After reading what you have so far, you should know a lot more about how to make one of these videos in a way that gets better results.
So, why don’t you just do it? It’s time to start thinking about that awesome product you have and that great video that will make it shine.