We are living in a visual age. With the internet at the fingertips of the vast majority of the world’s population, buyers of any technical gadget or product are always looking for visual ways of finding out more about the product they have purchased or are looking to buy.
This is why creating the perfect video for your product has become so essential and the key to marketing and selling your product. Here are a few tips on how to create the perfect product video.
Be Engaging Right from The Start
those of who have studied web design or online marketing probably know about the “three second rule”, this rule applies to the loading of your webpage and in general means that the consumer will wait a maximum of ten seconds for your page to load before clicking off and going to the next option within their search.
The same applies to product videos. Your video must engage the viewer within the first ten seconds of play. It needs to communicate with your viewer about your product and show that it will answer any possible questions within the course of watching. Therefore, your video needs to grab attention from the word go.
One of the best ways to engage with your viewer is to have a recognizable figure presenting your video to which your viewer can relate. This doesn’t mean that you need to find a ridiculously high budget to hire a celebrity to present your video. All you need is someone well-spoken who is of a personality type that most people will relate to. For example, if your product video is about a kitchen appliance, you could either have someone who is playing the role of a chef, or a homely mother to present your video and communicate with your viewer. A tool like this will engage your viewer from the word go.
Know What You Want to Say
Make sure that the person who is presenting your product video is well briefed and scripted on what to say. Your viewer will not take your video seriously or continue to watch if the person/character or voice over addressing them is stumbling over dialogue and thinking of what to say.
This is where writing a clear and concise script will come in handy. Figure out what the most important selling points of your product are and script your speaker accordingly. Keep in mind to use subtitles as well, videos today start playing mute on chrome. Always remember that your viewer may be using or buying your kind of product for the very first time and may need more information about how exactly they are going to benefit from the use of or buying of your product. Make sure that what you are saying is informative.
Make Sure Your Video is Just the Right Length
Your video needs to cover all the essential and relevant information about your product, so it can’t be too short. But, on the other hand, it can’t be too long either because this could lose the attention of your viewer causing them to click off and search elsewhere.
This is another point where your research comes in handy. Knowing precisely what is necessary to show and explain the product and finding the best ways to do so is critical. Sometimes the simpler, the better is the best approach. If you are trying to add too much detail and too many shots of your product you could risk being repetitive, which not only will make your video too long, it will also irritate your viewer and cause them to move on. you can always try and divide your video into chapters, this will can help make a long video into parts of content that are “easier to swallow”.
If your video is too short and not informative enough, you will also lose your viewer. So, it is essential that you know exactly what information your video needs to provide before you begin.
Show Why the Consumer Should Buy Your Product
It is essential to show what your product is about, how it works, and what it can do. You have to show the viewer why it is unique, why they should buy it. In a world where we are very spoilt for choice, and there are countless products and gadgets on the market that all do the same thing; you have to show your viewers why your product will change their lives.
What makes your product different from any of the other products out there that do the same thing? How will your product change the daily life of the consumer in ways that its competitors won’t? How will your product ensure a return on the consumer’s investment in it?
These are all critical questions that you need to answer before you embark on making your video. Answering these questions will also help you determine and create the right amount of content for your video.
Don’t Skimp on Production Value
Production value is essential to any form of audio-visual work. Just because you are creating an informative marketing video for your product does not mean that you should skimp on the production value. Yes, you can make a great video on your smartphone nowadays, but you need to look at more than just picture quality.
The quality of your sound is just as important as the quality of your video. If your viewer is straining to hear what is being said they will stop watching. It might be best to consider investing a little more capital in the making of your video and perhaps hire a good quality camera that has positive sound inputs to it. Spend a bit more on hiring microphones so that the dialogue of your speakers can be recorded efficiently and precisely.
To ensure good production value you need to take a holistic approach and spending a little more money to do so will be a better investment in your product. The more watchable your video, the more views you will have.
Set the Scene
Making sure that your product demonstration happens in the right environment is also very important. The environment has to fit the product. For example, you wouldn’t want to see a product demonstration of a kitchen blender happening in the bathroom. Okay, this may be a little far-fetched, but you get the idea.
By making sure that the environment in which you are showing your product fits your product and what it is designed to do, you are further engaging with your viewer by adding to the aspect of creating a recognizable element.
It is also essential to take into account the dressing of your shot. This is what they call production design in the world of film and television. The area in which you are shooting your video needs to look like a real place, so you need to make sure that elements of the specific space are visible in your shots.
For example, let’s go back to our kitchen blender. You would ideally like to show this product and its demonstration in a kitchen, or an area or room that can be passed off as a kitchen. By placing objects that are synonymous with a kitchen in the back and foreground of your shots you are creating this environment. Examples of this could be a shelf of cookery books on the wall behind your speaker/character; a set of kitchen knives on the counter where the blender has been placed for its demonstration. You get the picture I’m sure. The more creative and realistic you get with your production design the more you will add to your production value, and the more watchable your video will be.
Set the Mood
Films and television series use music as an essential part of their story-telling devices. Music sets a mood and tone for your video, it also adds to the overall production value of your video.
It is essential to make sure that you pick the right music for your video, the key here is subtle; you don’t want your viewer listening to the soundtrack rather than your speaker, but you also must aim to create the right tone and mood with your music.
Use Your Brand or Branding
This video is about your product, which is also your brand. So, it is essential to see this branding within the video. You can do this in many ways.
Your presenter/character could be wearing a T-shirt with your logo or branding on it. You could include a strapline across the bottom of your frame with your brand name, website address and details of where to purchase your product. If your product is an outdoor product and you are shooting your video in an outdoor area, you could have your presenter/character under an umbrella with your branding and logo on it.
Just make sure that whatever way you chose to show your branding is more subtle than obvious. Too much of your branding within the shots can risk your video looking more like an infomercial than a product video; you also run the risk of your video looking kitsch and unprofessional.