Videos for your product are a great tool for B2B and B2C companies. Product videos are useful for increasing product sales and educating people about your product. A report by the company, Animoto, said that 75% of those surveyed found video to be helpful during the research phase of the buying process. 84% of those surveyed said they would like to see more video on retail sites such as Amazon.
Make sure that you know what stage of the buying journey your video will be seen in and know your target audience. You need to show the right type of video at the right time in order to have the greatest impact. For example, an animated motion graphic video is best for a cloud product but, for a product such as a coffee maker, you need to show the product and also people interacting with the product to give it scale and show how it fits into real life.
Three Common Types of Product Video
- Creative – Be brand focused but don’t be afraid to be creative. These are the most expensive, riskiest and hardest videos to create but if you get it right, they can make your brand a household name.
- Informational – Make sure this video has the information that they are looking for. Focus on the benefits of the product, not the features. A typical product video outline might look like this:
a. The problem
b. The solution
c. How it works
- How To – While you would think of them as product videos, these are the most effective type of video overall, not just in the product video category. People want to know how your product works. Don’t assume just because you feel your product isn’t exciting that your video will be boring. Your video doesn’t need to win any awards but you still need to engage your viewer.
Keep product videos short. They should only be as long as they need to be to get your point across. Many retailers say that around 30 seconds is best but don’t take that as a hard and fast rule. There are many different factors you need to look at when determining how long your product video should be.
Make sure your product looks good. This means that you need to spend some money to make sure your product has proper lighting and camera work. It isn’t 2008 anymore. You can’t use your flip camera or your cell phone. Invest in script writing. It is an art and, if you can afford it, not only will your video be better but it will also let you take a step back and look at your script from a different set of eyes. That being said, it can be hard to invest thousands of dollars on a product video when you will need to sell a lot of product to cover the cost of just one video. If you have more than one product, you can save money by recording many videos at the same time and possibly also create a template and use the same locations and lighting in all the videos.
A call to action is important. It lets the viewer know the next step toward purchasing your product. For the most part, it will be as simple as “buy our stuff” or “contact us for more information”.
If your video will be on retail partner sites, make sure they allow you to have a call to action. In my experience, most of them don’t. We recommend creating two version of the video: one for use on your retail partners’ websites and one for use on your company website and social media. The cost of doing this is minimal and it allows you get more use out of the video.
Market your product video. Your product video probably won’t go viral. It is important to have a plan for how people will find the video. While using the video on retail partner sites is important, and most likely the reason you are creating this video, you should make a plan for how to maximize the exposure of the video to get the greatest return on your investment. Some common places to market your video are your retail partners your company website, YouTube, or other social media sites. It is very easy to target to a specific buyer by using video advertising and it is also very affordable and measurable. It is now available on may different platforms: YouTube, Facebook, Twitter, Snapchat and Instagram.
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