What makes a great product video?

The secret to standing out from the crowd

20 Jan 2021

It doesn’t matter whether you’re selling custom-made clothing or revolutionary shower cleaner – the ever-present and all-persuasive product video can make or break a customer’s decision to hit that ‘buy now’ button.

You already know the power of video (you’ve read all the stats and figures) and you’ve done some research around the types of videos you could create to show off your product or service. The next step is creating an engaging and memorable video that both informs and inspires your customers to buy.

A lot of time and effort goes into filming and editing a video. To get you started, we’ve listed eight steps that will help you grab your customers’ attention – every single time.

1. Set your goals

Video is incredibly versatile – brands can use it at different stages of the customer journey to communicate various things about their business, product or service. The key is to get clear on what the purpose of your video is before you start filming – otherwise, you’ll be running blind. Here are some ways you might use video to meet business goals:

  • Build brand awareness. Catch viewers’ eyes and introduce them to your product or brand in a fun and memorable way.
  • Generate leads and sales. Show prospective customers what makes your brand or product so special – so they’ll get in touch or add to their shopping cart.
  • Explain specific features. Educate existing customers to improve retention and drive repeat purchases. 

2. Identify your target audience and value proposition

Targeting everyone will only end in money down the drain. Knowing who your ideal customers are will help you create a video that directly addresses what they need – and increases your video’s effectiveness. Also, make it clear to people why watching your video will be of value to them. It may only be 30 seconds, but if they feel like you’ve wasted their time, they may not come back.

3. Context is key

Customers need to see how your product or service fits into the bigger picture of their lives – how it can make life easier, tasks quicker, add value or increase their happiness. Your video must have context or viewers will fail to see the relevance.

4. It’s time for show-and-tell 

Your video doesn’t need to have all the bells and whistles. You could shoot and upload something from your mobile – so long as your customers can see what your product is. Follow the simple formula of show-and-tell: show people your product and tell them what it’s about, and you’ll be well on your way to a killer video.

5. Be the storyteller – or let your customers tell your story for you

These days, the eCommerce world is saturated with products that look very much the same. For this reason, people don’t just want to know the technical specs of your product – they want to meet the people behind the brand. Take it one step further and bring customer testimonials to life on the big (or little) screen. Studies show that 92% of people read testimonials when considering a purchase, and 72% say positive reviews and testimonials helped them trust a business significantly more.

6. Have fun – inject personality

While your video has a specific purpose – to drive brand awareness, generate sales, or explain a product’s features – don’t be afraid to breathe life into your video content by showcasing your brand’s identity. It’s the best way to differentiate yourself from the millions of similar products out there.

7. The cherry on top – a compelling call-to-action

Whatever your video’s intention is, make it easy for your customers to take the next logical step in their journey with you by adding a call-to-action. A call-to-action will motivate your sales funnel, tell your customers what you need them to do next (believe it or not – they expect this!) and help you seal the deal with prospective buyers.

8. Don’t forget human connection

Just like meeting someone in person, strive to make a connection with the humans on the other side the screen. Avoid talking at your audience. Focus on talking to them and starting a conversation. Find creative ways to engage with your customers on an emotional level because it’s people who buy products.

Start making your own product videos

Now all that’s left to do is to get out there and start filming. It might take you a couple of failed attempts to nail the final edit, but once you get it right, there’ll be nothing stopping you from showing the world what you’ve created. Don’t forget to share your product videos through your social media channels. Use them to drive traffic to your website – and ultimately, close that sale.

Get in touch with the Solutionists team today to find out more about video and eCommerce.



date published:

20 Jan 2021