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A product video is an effective marketing instrument to efficiently demonstrate the benefits of a product to potential consumers. Many product videos focus on the features of the product, but to successfully communicate the benefits your product offers and boost engagement as well as conversions, you need to concentrate on how the product solves client challenges.
A product video increases conversion rates by creating an engaging narrative that demonstrates how your product functions in a real-world environment, and the impact it has on the greater industry. The results of neuroscience research point to a potential explanation as to why online videos remain so popular, and the advantage of incorporating video into your product launches and marketing strategy. Viewers are much more likely to retain information obtained through video, as the information is conveyed through both audio and visual channels. Consequently, when companies need to share something about a product, video is the most memorable approach.
Implementing product videos in digital spaces can help increase your sales and boost the conversion rates of your website. 73% of online customers say that they are more likely to buy a product after watching a video that explains how it works. 58% of consumers think companies with product videos are more trustworthy, while 44% of online shoppers said they were more likely to purchase products from an e-commerce website that features product videos. When businesses consider utilising video on their social platforms, there are three main factors to consider: the organisation and brand narrative presented in the video; the product or service that is being explained; and the customer or audience viewing the content. A short script can be derived from these three aspects.
A goal without a plan is just a wish
Having a defined concept or scope is imperative for your video to accomplish its objective. A successful marketing video doesn’t just occur miraculously, it is the result of meticulous planning and preparation. Before you even start setting up your tripod, consider formulating a storyboard and videography script. Storyboarding helps you understand what shots you need before filming starts, and a videography script is a screenplay for your video. You do not have to sketch a masterpiece - consider using a series of still photographs as a storyboard, or rough drawings to assure you know what shots are required before you press the record button.
Right place, right time
All marketing strategies should be tailored to your target audience. Regardless of how flawless your product video is or how faultless the production is – if your video is not distributed to the right audience, at the right time, on the right platform, it will not succeed. Knowing where your market is and when you need to expose them to your content is pivotal to your success. This is why you should always devise a strategy of how you are going to distribute your video before filming it. Popular social media platforms like Facebook and Instagram prioritise “high-quality, original video”, with algorithms “bumping” content that keeps viewers watching longer than 1 minute.
We all know this saying, first popularised by minimalist architect Ludwig Mies van der Rohe, which has been transformed into a platitude by advertisers, TV shows, and even corporate America. When it comes to video content, this sentiment still rings true. Always stay on topic and focus on the details that are essential to conveying your point. The simplest way to do so is to identify a problem or a point of pain that an audience is experiencing and then provide a solution. By asking and answering the question yourself using this problem-solution structure, you will prevent your audience from becoming distracted by an information overload.
Even if you know how to create a video, consider outsourcing your shoots. If you want your resources to be as profitable as possible, you should engage expert aid to create the greatest content possible. If you drop the ball at any stage throughout the production or editing process, you risk losing the message your video is aiming to convey. Outsourcing video production not only plays a role in improving the overall video quality but also frees up a lot of time to spend on other aspects of your business. In film and writing, the phrase ‘kill your darlings’ is used to refer to getting rid of unnecessary characters, storylines, or other elements you may have worked hard to create but that must be removed for the sake of your overall narrative.
When it comes to educating potential customers about a product, video footage is a helpful resource. Utilising video material has improved consumer comprehension of goods and services. Only after customers comprehend what your product accomplishes and how it will benefit them, will they consider purchasing it. It is not surprising that videos are such an effective tool for conversions, as the visual aspect makes it easier for businesses to explain how products function.
If you haven’t adopted video into your marketing strategy yet, now is the time, as 81% of marketing professionals report that video has a direct and positive impact on their sales. With the effectiveness of traditional marketing deteriorating and the popularity of video accelerating, video marketing has become a necessity for organisations.
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