Honesty and Passion
Tell your story – what makes your product so special is the people behind it
This video shouldn’t be focused purely on translating the technical specifications of your product. Viewers want to engage with it’s creators and meet the people behind your product, this is a great way to show off the passion and expertise that went into it’s design which can of course highlight the high quality build and attention to detail that separates your item from the competition.
With so much competition for viewers attention online, the majority of people no longer respond well to hard sell tactics and trying to force someone to buy your product through a video this way is ineffective. Instead, allow viewer the opportunity to buy into your brand’s story, give potential customers a peak into the behind-the-scenes action and capture their interest with the key members of your team that have put their heart and soul into this product, constantly ensuring the product’s quality and going the extra mile with customer service.
Another really effective option is to include one of your satisfied customers in the video, you can craft a story around their experience with the product to help viewers to relate to your customer. It can be as simple as: this was my problem, this how using your product has overcome it.
Your aim should be to create a video more in the style of a promotional documentary than an infomercial, building trust on a personal level will give your brand the all important integrity it needs to convert interested viewers into consumers.
Multi-Platform Distribution Strategy
Different Videos for Different Platforms
This tip doesn’t just apply to product videos however it’s an extremely important point you should carefully consider in the pre-production stage of your project that can make a huge difference to your video content’s effectiveness.
Creating an awesome product video is a great achievement and I’m sure you’ll be really excited to share it anywhere and everywhere as soon as possible but taking the time to consider a multi-platform distribution strategy will pay off in the long run. With so many different outlets for video content you need to make sure that your video(s) plays into the hands of the users and encourage as many viewers as possible to engage.
It’s much easier to convert a potential customer on your website than on a Facebook, Twitter or Instagram timeline where any number of distractions can quickly cause them to lose interest in your product video. This is why creating three or four 5-15 second teaser videos that gives away just enough information to spark their interest & convinces them to click through to your website for your full length video. Once you have the already interested viewer on your website you can create a short and simple path through from watching the video to buying your item.
Know Your Target Market
Tailor your video to the viewers most likely to purchase your product
Ensuring that your video connects with your target market can make all the difference. Think about the style and tone of the video, is it appropriate for the demographic you’re trying to connect with? Here’s some questions to consider to help define the type of video that will work best:
- How much knowledge does your target audience already have about your product or service?
- How is your product going to improve the lives of your target audience?
- What drives your target audience to make decisions?
The better understanding you have of your target consumer the better placed you’ll be to customise your video’s message to ensure that it resonates with the viewers you’re most likely to convert. Demographics such as age, gender, education level, income are all factors to consider and will help you narrow down the style of video that will be most effective.
So why is this so important? Can all this information about your target audience really change how many people engage with your video? Definitely. Take age for example, if you’re looking to connect with consumers aged 16-25, you’re video will need to be much more energetic and fast-paced to retain their interest as they’re used to processing looks of information quickly online. However, if your video campaign is focused on individuals aged 46 – 55, you may need to consider conveying your message at a steadier pace – especially if your product is aimed at late adopters of technology.
Clearly Explain Your Product
Demonstrate & Contextualise Your Product To Help Viewers Understand It’s Importance
You should always aim to inform viewers about exactly what your product is and how it works as simply and smoothly as possible. Similar to my idea of creating a story around your product, it’s important to contextualise it’s use, think about why viewers need to purchase it – do they already have a product or system that works? What makes your’s so unique and neccessary?
It’s also important to understand your target market’s attitude towards your competition, is there something lacking in a previous design that you’ve managed to overcome?
Create Call to Actions
Create a short and simple path from viewing through to purchasing or enquiring
Developing a purchase or conversion path is an integral part of your product video campaign. As I mentioned earlier the easiest way to convert viewers is to have them watch your video on your website as it’s an environment in which you’re able to fully manipulate the video’s surroundings.
There’s lots of great tools for adding call-to-actions at different points in your video along with metrics for judging and modifying these to get the best results. You can see more information on this in my previous blog about online marketing video distribution.
You should always aim to answer any questions that are necessary for a viewer know before making a purchase in your video, however I understand that this isn’t always possible, in this instance ensure that the information is readily available either below or just one click away. From this additional product information you should then continue the purchasing path through to a page when your potential customer can put in an order/ enquiry.
Connect On a Personal Level
Video is a fantastic tool for building trust and rapport with new customers
Think beyond the product in your video, online video marketing is a really effective way to build trust and establish new relationships with potential consumers, or even affirm and build upon the connection you have with existing customers.
Creating a video gives you the opportunity to inject some personality into your brand and put a face to your business, something that’s extremely important and often overlooked by many online companies. This allows you to be unique and set yourself apart from the competition, let viewers know why you created this product, why it works and give them the assurances they need to make a purchase.