In the past year, there has been a significant increase in the consumption of video content. According to a report, around 78 percent of consumers watch videos in a week and 54 percent of them have expressed interest in viewing more video content. For marketing, videos are proving to be an effective tool and bringing a high return on investment for businesses. One of the most important forms of video marketing is product promotion.
It is essential to focus on producing an engaging video with high quality visuals so that your audience can get a clear idea of the features and uses. Product videos can also help boost visibility and awareness in a short span of time. They are crucial for an effective branding strategy as well as they can help more people become familiar with the core values and culture.
To make a product video stand out, you may need to focus on a few factors that can make the content unique and engaging.
Begin With An Introduction of the Company and Item
There are many brands or businesses which create products without talking about their company or giving a detailed explanation. This can confuse the audience and they may turn away quickly. When making a product video, you need to keep in mind that new consumers will be viewing it. If you share it on your social media page or create it for the YouTube channel, you should make sure that people get an idea about your business first.
So before anything, begin the video with a brief introduction of the company. Then, describe a common problem that the product may solve for the consumers. You should aim to convince people that the business offers a solution to make their lives easier. It is also ideal to use product videos for branding and add a logo in the top left corner or at the bottom.
However, make sure that it’s clearly visible and can be used as a watermark too. One of the common mistakes in logo making is that people do not consider a simple variation of the design so it can be easily incorporated within videos.
Write A Script For The Video And Storyboard
With a product video, it is important to appear genuine and interact with the audience in a friendly manner. However, this doesn’t mean that you can produce the content without being prepared. Before you begin working on it, create a draft of the script and get input from marketers or your team members. Focus on adding elements for your target audience and use terms or language that they may be familiar with.
Consider the examples of product videos by Apple or Microsoft. They make use of animations, storytelling and illustrative graphics to promote a new product or announce its launch. This requires an engaging script and storyboarding so that people can get an idea of how their video would look.
So if you are launching a short video on your social media or website, you can storyboard and create a draft of the visuals in the same sequence as they appear in it. This way, it becomes easier to improvise and figure out how the audience might perceive the content.
Highlight The Benefits Of The Product
While it is important to focus on the features and talk about them in the product video, you can make it stand out from the rest by highlighting the benefits. Most brands or businesses discuss the features in unboxing videos for smartphones or laptops for example. It is common to tell the people how the product works or the number of features it may have.
You can make your product video unique by highlighting its benefits in detail. Just give a brief overview of all the features and lead the audience into a discussion about the advantages. If you think about it, people are usually interested in how an item or service can solve a problem for them.
Once you begin talking about the benefits, they may be encouraged to look for further information and check out the listing. If you are promoting cleaning equipment for carpets, you can highlight how it can remove stains and dirt efficiently.
Add Details Of The Website Or Product Listing
If your video is posted on a social media platform, you can include the link to your website in the description or within the content too. Both Instagram and Facebook have the ‘Story’ feature where you can promote the video and include a link in the post as well. This allows the viewer to just tap on it and visit the listing or the website.
It is important for video content to have the details of the business so that people can easily locate it and decide whether they want to purchase the item or not.
Include A CTA at the End
Your product video may not be as effective or stand out without a call-to-action (CTA). Sometimes, brands include this but there are many who skip on this in their product videos. To make it unique and generate higher sales or traffic through it, add an urgent call-to-action such as ‘Contact Us’ or ‘Buy now’. Think about the terms to use and how to get your audience to purchase or take action when writing the script.
Typically, product videos feature a CTA at the end to encourage people to watch the entire content before making a decision. Consumers who stay until the video finishes may be interested in buying the product and you can direct them to the next step successfully.
To Sum Up
These are some ways that you can apply to make your product video stand out. Some of the techniques are highly effective for getting the attention of the consumers and increasing sales. An engaging video can also generate a positive word of mouth and may be shared by a lot of people on various mediums. So that can also help you reach out to a wider consumer base and make an impact.
Christy Young is a professional copywriter who’s just started her freelancing career. She writes on diverse topics including business, marketing, branding and real estate. From blog writing to ad copy and SEO writing, she delivers top notch content to her clients.