WHAT IS A PRODUCT VIDEO?
A product video or product demo video is an explainer video that demonstrates how a product or service works to the target audience. It focuses on the features of a product or service relating it to how it will be of benefit to your potential customers and how it solves their problems.
Showcasing the benefits of your service or product and how it works in the real world helps to build trust towards your company, which in turn increases your conversion rate.
Videos are compelling and fun to watch. Hence product videos are great ways to display complex products and services. Product videos create lasting effects on the minds of your potential customers by telling a story they can relate to and using a good narrative.
Five Important Elements of an Engaging Product Video
To make sure your product video is getting watched and educating your potential clients about your products and services. It would be best if you keyed in the following elements. Don't use plagiarised sources.Get your custom essay just from $11/page
- PRODUCT VIDEO GOAL
Just like every other thing in marketing, there should be a why. You should identify the goals for which you are creating the video. Goals let you think about possible ideas to use and helps you decide the right format for the video. Brands make use of videos for different purposes. Based on the needs of your business, your product video may be fulfilling any of the following goals:
- To build awareness for your brand
- To generate leads and sales
- To explain the use or specific features of your product.
A defined goal makes the other steps in creating your product video like scriptwriting, setting the video tone easy.
- TARGET AUDIENCE AND VALUE PROPOSITION
After identifying the goals for the product video, you need to identify the audience that will watch your video and the message you want to pass across to them.
Who is the video for? This question can help you extensively define your target audience, but if the video is meant for everyone, you will not be spending so much time on this.
Identifying your prospects will help you decide the perfect tone and language that suits them. It will influence the effectiveness of your product video.
The next thing after the identification of the target audience is to decide on the message.
What will the product video emphasize?
Is the unique selling point of your product?
Why should your target audience care about it?
Answers to the questions above will narrow your spotlight on the quality and features of products in the video. This will make them easy to remember for your audience.
- SCRIPTING AND STORYBOARD
You have identified your target audience, value proposition, and tone. The next thing is to craft your script and draw up a storyboard.
The script is the skeleton of your video, just like a movie script. A good script should identify the challenges faced by your potential clients, reflect your brand as the solution, discuss the benefits of using your products and not just features, choose words that reinforce your value proposition, and include a clearly defined call-to-action.
Once you have the script, draft a storyboard. A storyboard is a visual representation of what your video will contain, frame by frame. Be detailed in your storyboard and seek a third opinion to be sure you are not leaving anything out.
- ACTORS, FILMING, AND VOICEOVER
Once done with the script and storyboard, you can move on to filming. Filming and voiceover will involve hiring actors and voiceover artists, or you can use employees from the company in the video. Also, depending on the type of product video, you may not need actors for animated product videos, for example.
A way to cut costs would be to hire an agency that would take over the filming and be in charge of needed equipment.
- SHARING AND DIFFUSING
Once the video is ready, its time to get it out for your audience to see. Considering the goals for making the video, you have to select the platform for hosting and sharing the video.
Standard options include your company’s website, landing page, emails, and social media platforms.