When it comes to increasing brand awareness, broadening your company’s reach, fostering customer loyalty, and driving traffic where you want it, few approaches match the potential of marketing through video content.
In fact, there are increasingly more video marketing statistics signaling that its adoption and effectiveness continue to rise, even in 2019.
That said, when it comes to video content, not every piece is the same!
Different types of videos can help your business achieve a variety of goals, and product videos have proven to be powerful assets to increase sales
In this piece, we are going to break down the how and why of these videos and go over the essential aspects you need to consider when producing one.
What Is A Product Video?
Put simply, a product video is a piece of video content whose primary goal is to showcase how your product (or service) works. Simplifying complex ideas and displaying its major selling points in compelling and entertaining ways.
This way, they help potential customers see the product in action, and allows them to visualize themselves using and engaging with it.
Product videos are the perfect channel to convey what your product or service is all about — their features, differentiators, qualities, etc.
Types Of Product Videos
Just as there are many types of videos you can implement at different stages of your marketing funnel, product videos come in a variety of flavors too:
- Whiteboard animations: Whiteboard animation style involves using a white background and simulating a hand drawing with black marker accompanied by a voice-over. As the voice-over speaks, the hand draws concerning the content to achieve a visual reinforcement. This type of product video has an educational approach and is mostly used for explaining intricate or highly technical products or services. Although this video can be useful for a B2C strategy, it’s much more effective for a B2B approach.
- Character Animations: A custom-made character animation video involves crafting great original characters based on your potential customers’ persona. The use of animated characters is a fantastic resource not only to explain how your product or service is a problem solver but also to generate instant empathy and engagement.
- Motion Graphics: Motion graphic videos involve animated techniques which bring to life graphic-based elements with the purpose of explaining complex business ideas, statistics, and other such concepts in an eye-catching way.
- Screencast: If your product or service is a piece of software, an app, or if you need to explain a step-by-step feature from your website, this is the right style for you! Screencast video involves a digital screen capture recording from a computer display plus a voice-over narration. Screencast videos are especially useful for explaining users new upgrades or features involving your product or service.
- Live Action: Live action video doesn’t involve animation. Instead, it requires photography or cinematography. This style is excellent when you depend on the eye-catching packaging design or physical characteristics of a product to market it.
Mapping Your Product Video To The Buyer’s Journey
According to HubSpot, the buyer’s journey is the process buyers go through to become aware of, consider, and decide to purchase a new product or service.
It involves three steps, which calls for different pieces of content as your offering needs to fulfill various requirements in a potential buyer’s mind before they make a purchase decision:
Product videos are an excellent resource for the consideration stage.
As we’ve seen before, this video style helps users understand how your product or service solves their defined problem, and creates an opportunity.
Salesforce confirms that 85% of consumers conduct online research before making a purchase online – that’s a huge number. With an awesome product video in your hands, you have a piece of inbound marketing content independently engaging your customers and presenting you as their solution.
However, that’s only part of the equation.
Implementing Your Product Videos
Once you’ve produced a cool product video (with the right style and approach to capture your potential customers’ attention) it’s time to use it.
The best product video in the world will do little for your marketing strategy and sales if nobody sees it. You need to reach the right audiences in the right platform to get the most out of your video content.
The ‘Right’ Platform
Let’s get something straight: there isn’t a single “right” platform for all videos. Different marketing goals and outside factors will influence the best way to distribute your content, the least of which are your quantified goals and your potential customers’ habits.
Having established that, instead of going over an unending list of alternatives, let’s focus on the two main approaches you’ll want to consider for product videos in terms of distribution:
The Ecommerce Route
Capturing users’ attention is not easy.
Just think about all the other sites and competitors offering similar products or services to yours. Then add to that the myriad of things also vying for your customers’ attention, and you start to get a better picture of the challenge ahead.
Once you have a great piece of video content, you need to start thinking about strategic improvements you can implement to lead more traffic into the landing page you create for it. Many companies make the mistake of creating amazing videos and then burying them in sites where most people will never see them. Don’t be one of them.
Yes, you can create a landing page specifically for your product video – one with an optimized UX to make purchasing easy – but you also need to ensure people are actually getting there to watch it.
Implementing your brand new video into your ecommerce platform is a no brainer, yet it needs to be done appropriately to get the results you want. Once that’s taken care of, you’ll be on much more solid ground.
How solid? Well, 58% of consumers think companies with product videos can be trusted, and 44% said they would purchase more products from an ecommerce website that features product videos.
The Social Hosting Route
While there are several excellent hosting alternatives to choose from – like Wistia or Vimeo – only one is considered the king, as it combines hosting with social features: YouTube.
With more than 1900 million monthly users, undoubtedly, it’s the largest search engine in the world after Google.
In fact, according to ComScore, it’s the number one platform in reach and watch-time among ad-supported streaming media. It’s a free, high-quality hosting platform in which a brand can create their business’ channel to gain subscribers and create a community.
With this in mind, branding is an essential factor when it comes to developing your channel and implementing your product’s video while standing out from your competitors:
- CTA button: Add a call to action button at the end of your video to strategically redirect users towards your ecommerce site and motivate a purchase.
- Mobile-friendly: In fact, 30% of online retail purchases are taking place on mobile devices. This means that consumer behavior is changing by becoming more comfortable with making purchases with mobile devices. A trend you need to be able to capitalize on.
- Channel design: You should always customize your channel so that it reflects your business identity. Make it different and recognizable for users. The channel design involves not only your profile picture or banner, but also your thumbnail, video designs, and playlist development.
Once you have your product video deployed for those two main fronts, you’ll have your primary bases covered. Then you can start branching out and thinking about additional ways to drive attention and interest to it.
When you do, though, keep in mind that each platform has its own particular requirements, such as video size, ratios, and quality, that you should consider beforehand.
The right product video, used effectively, can really surpass your expectations when it comes to influencing purchases. But for that to happen, they should be implemented as part of your conversion funnel, as it has the power not only to increase sales but even drive traffic and attention to your brand.
Videos are an engaging and shareable resource that strengthens the user-business relationships, but you need to make them right.
Your product videos are meant to bring your products to life and engage your audiences. Showing their features to help you convert passing onlookers into valuable customers, but it won’t happen unless you get started.
What are you waiting for? Go out there and start taking advantage of these powerful and reliable marketing tools!
Author bio: Victor Blasco is CEO of Yum Yum Videos, an awesome video production company based in Buenos Aires, Argentina.