Product videos are everywhere. We see them in store aisles, at the gasoline pump, on television, and in every corner of the internet. Why is it so important to have a product video? How do you make your video stand out from the rest? What are the best practices for product videos?
Video can be subtly targeted to reach your primary audience and addresses the core triggers that urge customers to buy. Video attaches an emotional connection with the product and immerses the viewers in the product’s potential through visuals and sound.
Lay the groundwork for your product video by thinking about your customer base first. What qualities appeal to them best? Are they looking for products that are: reliable, affordable, fun, or chic? Use these qualities to help your video production company understand the emotional effect your video should have on viewers.
Once you’ve outlined the tone/feel of the video, it’s time to address the exact messaging. What features, information, and demonstrations need to be communicated? Are there common questions about the product that you can address?
Product messaging can become tricky, so make sure that you consult with your production team closely and take key messaging techniques into account. Together you will decide what visuals should go with the scripted words.
1) Keep your messaging short, simple, and cohesive. Aim to intrigue, but not intimidate or confuse the customer.
2) Never forget where the video will be seen. How the video will be viewed affects your audience engagement.
3) Take visuals into account. Are there ways you can show rather than tell?
Now you’re ready for production and post-production, which includes shooting, editing, and animation. The majority of costs for product videos are spent here, but you can save time and money by following a few simple guidelines.
1) If you are filming, give your video production company as much information before the shoot as possible. Photos or access to the location before-hand, a realistic shooting schedule, and a solid shot-list will make the shoot run smoothly.
2) When planning your project goals and deadlines, make sure that you have enough time to receive the video, give feedback, and have the revisions completed in plenty of time before the release date. Keep in mind that the higher the number of people involved in the approval process, the more time is needed to provide feedback to your production company.
3) Collect everybody’s feedback before sending revision requests to the post production team. Having everyone’s ideas on a single list will help you clarify what your team is looking for and lead to efficient revisions.
Get the greatest return on your video by following the best practices for product videos and optimizing it for your viewing audience. If the video is going online, employ the correct SEO strategies for your product!
By Liz LeGrande
Frozen Fire is a digital business development and communication strategy firm that exists so that businesses have the tools necessary to know exactly who their customers are and what their customers are looking for; we help companies connect with their customers via digital marketing strategies; and we help them to drive their sales, business development and marketing efforts, so as to gain the maximum return on their investments in terms of marketing dollars, efforts, and human resources. Contact us to learn how we can help your business know, connect, drive.
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Want to know more about video pricing. Check out our article here.