Generating ideas to promote your brand can be a fun task, but it comes with particular challenges.
As many product marketers know, any promotional campaign’s success depends not only on how persuasive and sharp your message is but on making your content memorable enough to stick in your targets’ minds.
As promotional content goes, product video marketing gives you an ideal medium to bringing to life all the features and benefits that make your offerings unique and valuable. But what goes into creating a fantastic product video? What do you need to know to get started?
In this piece, we’ll take you through all the aspects you need to consider when planning and shooting your next product video. To make sure it is not only memorable but also effective.
When Should I Go for a Product Video?
The first step in your new content marketing strategy is to specify, in the most straightforward terms, what you want to achieve with your new product video.
Many companies and creators jump into this type of video without doing enough research, but you need to be aware of what kind of goals your video can serve. In general, a product video can help you to:
- Give viewers detailed information about your product. As a substitute for long product pages and written descriptions, a video can condense all the useful information your audience is looking for into a fun and compelling piece.
- Showcase your product’s value proposition. Product videos are a great contrasting content to differentiate your solution and its features from other competitive offerings.
- Tell a bit about your product’s background. Through a powerful story and visuals, a video is a great educational tool to familiarize your audience with a little more of the history and thinking that went into your product.
Understanding what you can achieve with a product video will greatly help you make decisions in the pre-and post-production process.
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What Type of Product Video Suits You Best?
You can use a product video to fulfill a variety of goals: you can adapt it to build brand awareness, generate leads or sales, or explain specific features of your product. Depending on your goals, certain types of pieces will be better suited than others.
Among the most popular (and reliable) kinds of pieces that many brands and content creators have tried and tested, you have:
- How-To Videos are the ideal choice to give audiences hungry to know more about your product. Through these fun tutorials, you can take the time to explain in detail the general use of your product–or rather, how one can install it or create new things with it.
- Animated Explainer Videos are great allies when you need to present technical products or complex services. Through the use of colorful animation and characters that think and act like your audience, you can take more time to review the problems your solution addresses, as well as the benefits it can bring to prospects.
- Classic Product Demos are the quintessential option for brands that want to present an overview of their product. In general, demos serve a similar function to a trailer, where audiences get enough information to know what the product is about and how it is used from a live demonstration.
How to Make Compelling Product Videos – Useful Pre-Production Tips
Having learned the basics, let’s now move on to what you can do in the pre-production stage. Here, you want to make your piece not only persuasive and professional-looking but a visually impressive video that expresses the very qualities that your brand stands for.
Build Your Scripts Around Your Customer Concerns
Like in movies, the script is the backbone of your video. Both the clarity of how you explain your product and whether your audience will sympathize with your message or not depends on just how effective your script is.
Like its cinematic counterparts, a good video script involves two essential elements. Together, they ensure that your message is meaningful enough to capture the attention of your audience.
- The challenge. Why does your product exist in the first place? As a rule, viewers do not care about your brand or product itself, but their own problems and needs. That’s why, at the very start of your script, you should have a story or situation that illustrates the kind of real-life challenges your product is destined to address.
- The solution. Your product is the hero of the story, but you shouldn’t merely focus on it. Instead, show your audience how, through your solution, they can make their lives easier, more practical, and happier. This is where one can best appreciate the value of using characters, as their expressions and experiences effectively convey these benefits.
Put Everything in Perspective via Storyboard
When preparing your script, you need a test that allows you to evaluate what works in it, what can be rather discarded, and what is missing. You can do all this through a storyboard.
Creating a storyboard allows you to visualize, frame by frame, the total progression of your video. Think of it as similar to a comic strip: you want to capture in images the key moments to introduce an idea or resource, and the way you want to do it.
Your storyboard’s level of detail is up to you: you can hand draw it or use apps like Figma to do a more professional job. Whatever option you choose, working on a storyboard will allow you to gain clarity on what you want to achieve in your piece’s production, as well as anticipate problems that may eventually arise.
Branding, Branding, Branding
Once you’ve prepared your story and the means to illustrate it on video, you need to use all the elements at hand to personalize your piece. You don’t have to look too far to find them, as your brand most likely has various features that give it a coherent and distinctive identity.
For example, you can employ your color palette to give life to key components of your video, such as fonts and shapes, as well as your characters. Your brand colors can also be useful for designing eye-catching thumbnails, which work best when they have a unified style and colors.
Your logo and tag lines are also precious in terms of your video’s branding. Logos are best added in the corners of the piece, where they do not interrupt the flow of the story. Moreover, you can end your video with a final frame that clearly shows the logo, tag lines, or phrases you want viewers to remember.
Let Viewers Know What They Can Do Next
If you have followed all these steps so far, you will have produced a video that empowers your viewers and motivates them to learn more about your product. Now, as a final step, you need to clearly indicate the best actions and channels for them to go to become completely familiar with your brand’s offerings.
At the end of your video, you need to reserve a space to show the next step your audience can take, as well as the best place to do it.
- Next step. In a phrase, what’s the best thing your viewers can do once they’ve seen your video? Is it to “Sign Up for a Free Trial“? Or is it to “Discover More” by following a link? Make sure your prospects know about it.
- Best place. Along with your call-to-action, include the best communication channels where your audience can contact you. These can be both your website and your brand’s social media presence.
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A Few Tips on Promoting and Using Your New Product Video!
Finally, after having put all your efforts into producing a stunning, persuasive video, you need to take full advantage of all your communication channels so that the piece reaches your intended audience.
Among the best ways to use your video are:
- As online ads. Many content creators either adapt their product videos or make them short enough to repurpose them in their promotional campaigns. If your brand features a compelling and informative video about your product, then you should think about running it, say, as a Facebook or Instagram Stories ad.
- In landing pages. Your video should be a core component of your sales pages, where customers go to get useful information and the most minute details about your product. When adding your piece to your landing page, make sure it’s easily visible so that visitors don’t have to scroll down to the bottom of the page to view it.
- As social media posts. Whether your presence is on Instagram, LinkedIn, Facebook, or any other platform, your product videos are perfect content to share as posts. Here you want to think about what works best for you: uploading the entire video, which is great for YouTube or IGTV engagement, or adapting parts of it for stories, so you can lead your followers to discover more on your website.
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As a tool to showcase and explain your solution, as well as to highlight its features, a product video is a perfect choice when you want to communicate your message memorably.
A big part of the success behind any successful product video is how well they understand their viewers. If your piece springs from your audience’s need and focuses its narrative and visual resources on them, you can be sure that your video is on the right track.
But only experience can tell. Start working on your product video today and use your creative drive to build your brand’s next success story!
Meet the Author
Victor Blasco is an audiovisual designer, video marketing expert, and founder/CEO of the explainer video production company Yum Yum Videos. Besides running the business, he’s a lifelong student of Chinese philosophy and a passionate geek for all things sci-fi.