Do you know that 89% of consumers have said that watching a video has convinced them to make a purchase?
In modern marketing, videos have become a staple for many businesses. With product videos, businesses and brands can advertise their products and show consumers exactly what to expect.
But how can you create a compelling product video?
Read on as we look at what product videos are, the importance of including product videos in your marketing strategy, elements of creating a compelling product video, and some best practices you should keep in mind.
A product video is a type of video that highlights the features and benefits of your product. It shows a product in action and explains the benefits of using the product.
Product videos are a potent tool for encouraging customers to envision your product in their everyday lives.
A product video may showcase a product launch, advertise new features, or demonstrate how the product works.
Some types of product videos include explained videos, how-to videos, testimonials, product launch videos, etc.
As we already established, product videos are a powerful tool to help consumers make a buying decision. With product videos, consumers can easily understand your product. Here are a few reasons you should consider including a product video in your marketing strategy:
Consumers spend around 17 hours every week watching online videos. With product videos, you can grab the attention of consumers and increase engagement. Videos are a powerful way to tell your brand story and showcase the features and benefits of using your product. You can create an emotional connection with consumers and subconsciously tell them how to feel about your product.
Search engines like Google will prioritize sites that showcase product videos and images over sites that do not.
This means that you have a better chance of ranking up search engines with product videos (especially product videos hosted by YouTube).
Consumers are more likely to click on captivating video content than any other type of content.
You can share video content on social media marketing platforms like TikTok, Instagram, and YouTube and expand your reach. With customers engaging and sharing your video content, you can reach new audiences, expand your reach, and increase your conversion rate.
We know that consumers love video content and are more likely to share a captivating video than any other content. But what makes a video compelling? What gets people to take action?
Well, here are a few secret ingredients that a compelling product video should have:
With thousands of videos online, you need an attention-grabbing hook to pull your customers in and get them interested in your product. You want to pique the interest of consumers and get them to watch the rest of your video. Start the video with some intrigue, mystery, or suspense to get your audience to keep watching. To create a hook that grabs the attention of your audience, you will need to know who they are and what kind of video will compel them to buy your product.
Once you pull your customers in with an engaging hook, you want to deliver a concise message while maintaining your brand voice. Ensure the video captures important information that customers need to make a buying decision. Pay attention to details and ensure the video conveys a single message, tone, and mood.
Your product is designed to address a particular problem or pain point. In your product video, you want to convey your product as the solution to a particular problem. For example, if you’re selling a beauty product, you may want to share a video that shows the face of the consumer before and after using the product. Find a creative way to show how the life of the consumer gets better after using the product.
Your video should come with rich information about your product or service. This includes relevant features and benefits, how the product works, and what it is used for.
Ensure your product video contains all the information customers will need to buy your product.
Your product video should end with a clear call to action that tells viewers exactly what to do. The call to action can request viewers to “learn more” or “buy now”.
You want to include the name of your product and your website address so viewers can easily search for it after watching your video. If you’re sharing the product video on social media, you can attach a link to the caption or bio to direct viewers straight to your website or landing page.
Here are some key practices to help you create a product video that grabs the attention of your target audience and ultimately improves sales:
You may have the most brilliant ideas for your product marketing video but none of it will convert to sales if you don't know who your target audience is.
Understanding who your product video is targeted at will help you decide the language, tone, and type of video to create.
So, the first step to creating a compelling product video is to understand your customer demographics, analyze your current customer data, and identify pain points, interests, behaviors, and so on.
While new parents may prioritize balancing work and spending time with family, a young entrepreneur may prioritize working late into the night.
You want to create buyer personas whose pain points you will address in your product video. You can carry out surveys to identify pain points and areas of objection.
Sometimes, you may have many ways to relate with your target audience. You can use A/B testing to find out which product video resonates best with your target audience.
Whether you’re including a voiceover or working with characters in your product video, you will need to create a compelling video script.
You will need to consider who your characters will be, how many characters you want to include in your product video, their demographics, and what kind of story you want to tell.
Start by deciding on the central idea. Then, create an outline of how you want your product video to appear.
Include scene details, dialogues, sound bites, special elements, and other video elements.
Write out every aspect of the video and ensure the dialogues are conversational and sound natural.
Now you have a solid video script, you want to plan production. Decide on the location of your video, and what props you need, and make a schedule for the video shoot.
If you need to book a space or get permission, you want to do that ahead of time.
Once production is planned out, you can then create your product video.
You can start by using a smartphone’s video camera especially if you’re creating social media videos like Instagram reels.
However, if you’re stepping it up, you will need equipment including a video camera, lens, tripod, microphone, memory cards, and lighting.
Once your equipment is set up, press record and let the action begin.
You can go to sites like Pixabay, Pexels, and Freesound to get free stock videos, images, and sounds for your video production.
The length of your video will depend on the type of video you’re creating and what kind of information you want to pass across. However, with tons of content online, the attention span of a typical consumer has only gotten shorter and shorter. With this in mind, you want to keep your video around 30 to 60 seconds long except you’re shooting a tutorial video or product overview.
You could also record a longer video and cut it into shorter videos you can use over time.
Your product video is the first contact your target audience will have with your product or brand. You want to make an excellent first impression with high-quality videos and sound. Blurry videos or poor audio quality can put off customers, affecting your conversion rate.
Here are some quick tips for creating a high-quality video and audio:
The tone and pace of your video will impact how your target audience feels about your product or brand.
The pace of your video is how quickly or otherwise your video plays out. A fast-paced video conveys a sense of urgency or excitement while a slow video can convey a serene feeling.
The tone of your video refers to the feeling your video gives off. The tone should match your brand voice, lighting, and setting.
If you’re uploading your video on social media platforms like YouTube or Instagram, you will need to include descriptions that tell the algorithm what your product is about.
You want to add keywords including branded keywords in your video title, subtitles, captions, hashtags, tags, and descriptions.
Your video description should let your viewers know what your video is about. You can also include a link in the description to direct viewers to your product page.
Once you’ve uploaded your video, you want to keep an eye on its performance. Set goals and KPIs for your video content and keep an eye on the analytics to see how well your video is performing.
You also want to use A/B testing to find out what videos perform the best.
Pay attention to your results and make necessary adjustments going forward.
Creating product videos can help increase your brand awareness, increase your rank on search engines, and ultimately boost sales. However, to create a compelling product video, start with your target audience and build a story that resonates with their pain points, motivations, and interests.