Video -as many people know- is a powerful tool, especially for online businesses. If you want to leave a lasting impression on your audience, video is the way to go, period. One-third of all internet activity is spent watching videos, why shouldn’t they be watching yours?
No matter what you're offering-whether it's a product or service-a truly good product video both informs and inspires viewers to give you their attention, and more importantly, their wallets. People are more likely to retain information received through video because it is presented through audio and visual channels
But like everything that causes a positive impact in peoples’ mind, producing a video has its tricks. The most important part of the video production workflow is what happens before the camera starts rolling. In the planning and logistics phase is where most of the magic happens before it gets recorded. A poor pre-production will break your budget if you don’t do your due diligence
On the next post we’ve gathered 3 of the most important considerations before producing a product video that you should know and some effective strategies/tips in a deliciously complete guide. Believe me, with these tips you’d be capable of selling anything you wish through video content. Convinced? Then let’s get started.
Why do you need product videos?
Product videos increase conversion rates, plain and simple. A well-executed product video will dramatically raise your sales by providing a creative and engaging story that demonstrates how your product functions in the real world, and what type of impact it has.
This marketing strategy can make a better lasting impression in the consumer’s mind, leaving the product features to be experienced rather than explained. In short, this audiovisual channel serves to express something about a product quickly and memorably.
Considerations Before you produce a Product Video
With the idea of producing a piece of video content as part of their marketing strategy, some marketers feel overwhelmed and out of their depth. Many of them, despite their vast experience and talent, freeze at the thought of video and simply don’t know where to begin.
These aren’t isolated cases. In fact, you might even have experienced it yourself. However, video content isn't the big scary monster many digital marketers have convinced themselves it is.
Producing it isn’t as complicated as it seems, it’s actually similar to any other type of content, just with its own peculiarities. But if you don’t know how to materialize your ideas, with this post we’ll guide you through the product video production process step by step, with useful tips for every stage, so you can stop feeling scared and start feeling enthused.
1. Define your goals:
Every beginning must have an ending. It seems a bit confusing, but with this we mean that to get a successful video content the first thing you should do is solidify your ultimate goal.
Just like any other type of campaign, you can't reach your aim without first deciding on what it is. Regardless of what you’re looking for, whether is raise awareness of your brand or encourage your staff to adopt a new internal process, you must be sure your objectives are:
‘What to do if I'm confused?’
If you’re struggling to define what you want to achieve with video content, try thinking about the problems in your business that could be solved with video. In the same way, consider what measures of success you'll need to track to work out how quickly you achieve your objectives. Lastly, there's no point in setting objectives if you can't measure them.
2. Research your target audience
The second most important thing you should consider before producing a product video is to have a complete understanding of your target audience. Unless you have full knowledge of which your audience is, what they like and how they think, you're going to have a hard time creating video content that appeals and invites them to consume.
For this reason, it’s crucial to conduct thorough research into your target audience. From there you can base all of the creative decisions involved in video production on solid facts. Don't just focus on the demographics of your target audience like their age, gender and location. Try to gain insight into them and ask yourself:
· What are their most common problems?
· What do they really connect with?
Conducting interviews, requesting for feedback and listening to the questions your target audience asks online are all excellent ways to learn more about them and their needs.
3. Clarify your Core Message & Create a Video Strategy
Deciding on your message
After establishing your goals and getting to know your target audience, the next step is to decide the message you want to convey and what content strategy you’ll use to do it. Now, let's return to your objectives. Keep your end goal in mind and decide what action you want your audience to take to make it happen.
· What do you want your audience to do after watching your video?
· What do you want them to think?
· How do you want them to feel about it?
Once you’ve got the answers, you should turn that information into one thing your audience need to know to encourage them to think, feel and act that way. This will become the core message of your video content.
Sometimes you’ll need several messages in your video, but try to keep them to no more than a few, why? The more messages your video content contains, the greater the risk of confusing your audience will be.
Building the Strategy
Basically, a good strategy is crucial to the success of your video content. At first, it might be overwhelming, but the truth is that building a strategy for video is very similar to building a strategy for any other type of campaign.
Creating a solid strategy for your video content involves planning a number of things like:
· How will you create your video content? - In house or externally?
· How will you target your audience and distribute your video to reach them?
· How to achieve all of this within your budget and deadline?
You may still have a nagging feel that your inexperience in video means your strategy is built more on guesswork than knowledge. Unfortunately, this can only really be overcome by learning as much as you can and then trying it for yourself.
‘What about asking for help?’
If you've already decided to work externally to produce your video, you can bring an experienced video agency at the strategy stage to help you put these plans in place.
Tips to produce killer videos that sell
· Make it about the client: establishing authority with customer stories and questions is a great way for a product video to build brand awareness, a powerful video marketing one-two punch.
· Focus on just one key feature: If your company makes much stuff, your selling point should be one key feature. It’s OK to briefly mention other aspects of your product but try to keep your content focused on the most essential selling feature for maximum results.
· Get straight to the point: remember video length matters, so be concise and don’t get long-winded.
· Serialize it: If you have multiple products or services, don’t try to sell your entire line in one video. Give each product and feature its own short video. Consumers appreciate the specificity and information contained in stand-alone product videos.
· Find an interesting angle: Let's be honest, not all the products and services on the market are interesting, so you must be really ingenious to make a great video. To achieve this, be creative and stay away from boring statistics and irrelevant market projections. Instead, find something attractive that gets the response of your consumers.
· Include a CTA: the point of a product video -obviously- is to sell a product. One of the best ways to do that is with a clear CTA at the end of your video. Invite your viewers to signup, share, or any other relevant thing with active links that take them to the site you want them to visit next.
Product Videos Production: Best Practices
Make sure the final result of your video complies with the following rules and you’ll see the results:
· Focus on the problem & the solution
· Tell your clients' story
· Provide information & value
· Focuses on a key feature
· Be Transparent and Authentic
· Doesn’t use scare tactics
· Use a clean surface
· Choose a well-lit area
· Add movement
· Show the details
Round Up: Last Tips to make your Product Video even more successful
· Be organized and do your research in good time
· Perfection is the enemy of the good, so don’t waste valuable time on endless revisions. Create a video that you're happy with and then just let it loose.
· If you don’t have the time, resources or expertise to produce video content in-house, look externally. Find an agency that fits with your needs and let them drive you through the process.
· Trust on the professionals and allow them do their work with no hassle.
· Keep learning and trying new things. The only way you could become an expert in video content is through practice and experience.
If you’re about to build a video campaign and you have no clue where to start, feel free to contact us, we’ll be happy to help you out