How To Create A Product Video?
If you own a product-based business, you would know the importance of the right kind of advertisement. Promotions and advertisements are an integral part of your product's success.
But with the plethora of options available in every category of items, it's challenging to convince people to invest in your product. It is imperative to let people know how your product will add value to their lives. Videos are the best way of emotionally connecting with people through storytelling. According to a survey, 84% of customers buy a product after watching a brand's video.
But how to create one? A compelling product video educates, inspires, and informs viewers. It might look easy; however, it is time-consuming and confusing.
That's why we have created an in-depth guide where we have covered everything from what a product video is to how you can create an effective one. We have also included some real-life examples for you to get inspiration from.
So, Let's get started!
What is a product video?
A product video is a video that highlights your product's features and shows how it can add value to the life of your potential customer. It's a great marketing strategy that helps businesses easily show their product in action and make people learn more about their products.
Types of product video
Product videos are categorized into three types based on their location in the sales funnel and their emotional factors. Here are the briefs about the three categories-
As the name indicates, Teaser taps into the viewer's emotions and perception about different things. Such videos are placed at both the top of the funnel and the bottom. The potential customer gets fascinated wanting more, while the existing customers feel they are part of it and stay loyal to the advanced version of the product. The best example is the product videos of Apple company offering phones, computers, and tablets floating in a gravity-free environment showing off how sleek they are.
Explainer video lets people know "what" about your product. They highlight your product while explaining its value and how it can add value. Explainer videos are placed halfway down the marketing funnel as the customer has already passed the awareness stage and is now at the consideration stage. An explainer video provides detailed information about the product and is not about fascination but about practicality.
A demo video talks about how the product works in detail: depending on the product type, it is often placed at the top of the selling funnel. The demo video shows a step-by-step process of using the product to solve the associated problem. Example of some interesting product videos Here is an example of some compelling videos to take inspiration from.
a. Teaser video- Pringles
b. Explainer video- Wix
c. Demo video- Starbucks
What makes a compelling product video? A product video is about establishing the personality and aesthetics of your product. It shows everything from a product to how it works and the problems it solves to captivate the potential customer. The best product video is the one that narrates a story. Here are a few things to consider to make a compelling product video:
a. It should have a strong hook that draws attention within the first 5-10 seconds.
b. It focuses on customers' problems and tells the benefits of the product rather than features.
c. It is rich in information.
d. It is crisp and to the point.
e. It pays attention to detail and the tone of the video.
f. It has a single call to action.
Now that you know about product videos, let's move further and learn how to make a product video step-by-step.
How to make a product video? Creating a product video isn't easy, even if it isn't your first time. That's why we have listed down the step-by-step process to guide you through each step so that you can make a product video that converts.
1. Speak to your audience-
The first step in creating a product video is to know your target audience and understand their demographics, then decide on the language, tone, and type of video. For that, you have to do a market analysis and need assessment. You can consider your current customer data and survey your potential customers. You can look for the following things in your video-
a. What are the key features of your product, and what problems do they solve?
b. How does it make customers' lives better?
c. Why should anyone buy your product?
d. How does it add value to your customers' lives?
e. How will this product increase their overall happiness?
f. Is it inspiring?
2. Show how it solves a problem-
People relate more to the problems as they are a part of their lives. So, focusing on the pain points that the product aims to solve for the customer makes it worth watching. You can create a teaser video first to trigger an emotional response to an emotional pain point and then further state the solution through your product in a storytelling format.
3. Create an Airtight Script-
The script is an integral part of the product video, so it's imperative to work on it seriously. The right script will make your video impactful and contextual.
4. Keep it short-
The average attention span of humans has now been reduced to 8 seconds. Thus long videos are not a great choice. A product video should be anywhere between 30 to 90 seconds; however, a product demo video can also go up to 5 minutes.
5. Prioritize high-quality footage-
Your product video is the first impression of your product to your potential customer, and as it is said- the first impression is the last, so sure, it is compelling. You can do this by including high-quality images and footage. Also, make sure the quality of the video is consistent throughout
6. Get good audio-
Audio is an essential element of your product video as it sets the tone of the product video and connects with the senses of the potential customer. So, invest in a good microphone if you create a demo or explainer product video.
7. Focus on the pace and tone of your video-
The tone and pace of the video are key contributors to impacting your potential customer's feelings. A product video that is too fast or too slow isn't engaging. Accurate pacing creates a dramatic emphasis on the scenes and keeps the audience intact. Here are a few tips you can follow to keep the pacing right:
a. Informative shots should get a longer screen presence.
b. Moving shots should stay longer than static shots
c. Shots in a sequence should be of varying lengths.
Getting the tone right is another important element to consider. The video's tone includes script, shots, editing, voice, and music. Consider your video type and then fix a tone for it. For example- In the case of a kid's product video, use bright colors, bold and playful fonts, simple language, and a friendly narrative voice. 8. Get visually creative-
The video consists of audio and visual elements; however, visuals are more important. You need to find creative ways to make your video appealing and exciting.
9. Use captions and subtitles-
If you are launching your product video on social media, include captions and subtitles, as 92% of viewers watch videos without sound. So, supporting texts, captions and subtitles are elements they rely upon. 10. Inject some personality-
Product video gives you a chance to showcase your brand's identity, so ensure to add some personality to make your video stand out.
11. Show and Tell-
Instead of making your product video fancy, focus on the concept because if your viewers don't know what you are selling at the end, they won't make the purchase. The best way to do that is to show and tell. First, show off your product and then tell your customer about its benefits.
12. Don't foster FOMO-
FOMO, which means Fear of missing out, is a cheap tactic to sell a product. A good business doesn't foster FOMO; instead, they focus on solving the problem through its product.
13. Include a call to action-
A product video is incomplete without a call to action. It isn't very worthy if your video doesn't include the next step your viewers should take. Don't keep your viewers hanging; provide a clear and easy call to action at the end of the video. Here are a few ways you can include a call to action in your video:
a. Add a title card at the end of your video
b. Ask the person speaking on camera to tell viewers what to do next
c. Mention a link or website address in the caption
d. Include some scan code
14. Connect human to human-
Try to include human elements in your video as it becomes more relatable and authentic. You can include people in your video using your product to build connections.
15. Incorporate your branding-
Your brand ensures the credibility of your product and should take the center in your product video. Ensure to create everything that speaks and reflects your brand, from colors and fonts to tone.
16. Make it easy to share-
Sharing is a form of passive marketing these days. People share content that they find interesting. You are creating impactful content, and you would want it to reach a larger audience, then make sure it is easy to share. You can upload it on social media platforms like YouTube, Facebook, and Instagram, where it is easy to share videos.
17. Include customer testimonials-
People trust what others say about a product rather than what the company says. So, include customer testimonials in the video to build credibility and establish authenticity.
Regardless of the kind of product-based business you own, a product video is a great idea to showcase your brand and build an audience. To create an interesting and impactful product video, try to be creative, human, and direct. Ensure to emphasize the unique selling point of your product to stand out in the crowd.
Written by- Anukriti Srivastava
Content writer @Skyshot Media