Video content is increasing in popularity, and research shows that it’s becoming one of the strongest marketing mediums. According to Social Media Week, 78% of people report watching videos online each week, with 55% of those watching daily. A product video is a great tool to increase brand trust, build product awareness, educate your audience and boost sales conversions. It’s also great content to include in newsletters and social media posts.
Videos are not only a great sales tool. Troubleshooting videos can also reduce support calls; In fact, according to Wyzowl, 41% of marketings say that video has helped them reduce support calls. Just last week, my car alerted me that the battery was dying on the key fob. My husband (who was traveling at the time) would be disappointed to hear that I have no clue how to change the battery in my key fob but, rather than calling him, I found a video on YouTube that taught me how to change the battery in less than five minutes.
Whether you’re using a product video to highlight your product, announce new features or functionality, or explain methods to troubleshoot, we’re sharing the best practices for creating a compelling product video:
- Make it human. When creating a storyboard (a visual video outline, often with graphics), try to reflect your goals (i.e., brand awareness or lead generation) within the product video. Identify the tone you want to use — the tone of your video needs to represent your brand. A successful video increases relatability between your brand (or product) and your customer.
- Tell a story. Every good story starts with a conflict and ends with a resolution. Follow the same theme by identifying your customers’ problem and using your product to explain how it will solve that problem.
- Focus on key features. It’s easy for internal sales and marketing employees to think their product is earth-shattering, but not everyone feels the same excitement. Rather than focusing on every product feature, narrow your focus to one or two unique product features that stand out from competitors’.
- Keep it short. The average person has an attention span of eight seconds. Keep your viewers interested by limiting most of your product videos to 30 seconds. Shorter videos are easier to share on social media and embed in newsletters, too.
- Include a call to action. On-screen text or a QR code are great ways to tell your customers the next step. With a call to action, prompt your viewers to learn more information, set up a product demonstration or order the product directly.
Product videos don’t have to be a large production or massive undertaking. They can be a unique look inside your company culture with a story that resonates with your audience. You can also consider turning your video marketing into a series. If your product is too complex for one short video, turn it into a series. Launch videos weekly at the same time and on the same date each week to drive user engagement.
If you’re looking for additional help in developing a product video strategy, rAVe [CREATE] has proven success in video marketing for the AV industry.