All marketers and business owners are constantly on the lookout for the most effective way to sell. And while there isn’t a definitive answer to that, these days you’d be hard pressed to find a better alternative than video content in most situations.
Video allows us to convey our message in a compelling way while bringing audiences closer together and building branding, trust and appeal – not bad for one content!
However, as awesome as video marketing can be, that doesn’t mean just any video will do.
The thing with the video – and doubling for product videos – is that for it to be effective, a lot of effort and care must be brought to the planning and production stages. And it starts with understanding and choosing the right kind of format that best matches your message.
Today, we’re going to cover everything you need to know before you create some great product videos that actually help you sell more, meet your expectations, and deliver the returns you’re looking for.
Understanding the Best Types of Product Videos:
There are already a handful of popular formats that have grown in popularity over the past few years when it comes to product videos. As video becomes increasingly ubiquitous in digital marketing strategies, consumer trends and preference patterns become easier to identify, revealing the type of content most likely to deliver results.
These formats resonate well with most audiences and are likely to prove to be an asset for companies looking to boost their product marketing strategy through videos.
Character animation videos
A favorite of business owners and marketers, character animations provide many alternatives for businesses to present their products and services to an audience.
The major advantage of this format is in budgeting, as they can be put together efficiently without breaking the bank or sacrificing visual quality, and still work wonderfully as one of your top converting content in your marketing campaign.
A key idea that you need to keep in mind when it comes to character animation videos is to make sure that your main character is a carefully researched mirror of your target audience.
This seemingly small but crucial detail can be the difference between a great looking video and one that continually helps you convert viewers into buyers.
Probably one of the most effective types of marketing video formats for the early stages of the buyer’s journey, animated videos on whiteboard resonate with most audiences in all kinds of niches, as they appeal to a basic human need: the desire to understand.
They are the perfect way to communicate on complex topics in a way that anyone can understand, using a style that can easily grab everyone’s attention.
The most appealing feature brought about by whiteboard animation is that the action of what is described by the narrator develops right in front of the viewer’s eyes. This makes it relatively easy to get lost in the explanations of the video effortlessly, making it an ideal situation to have the rest of its marketing elements – brand building, subtle CTAs, etc. – to take place all the more efficiently.
By combining the allure of educational videos with subtle yet powerful visual marketing techniques, whiteboard animations dominate this ideal niche of content that can help you sell more while bringing audiences closer to your brand, all in one. times.
Usually reserved for more complex types of products, animated videos tend to be the ticket whenever trying to explain highly technical or involved products and services in detail.
Here, you use digital animation and footage to showcase your product while creating the illusion of real-time movement and rotation. This visual dynamic helps you explore every detail of the components and inner workings of something in an interesting way that can hold the viewer’s attention.
This particular format is often used to showcase complex hardware or technology gadgets, help people visualize it, and present the features and processes of software platforms and applications without losing the viewer’s attention.
Perhaps the most easily recognizable and resource-intensive format on this list, live marketing videos typically refer to the classic type of TV commercials we’ve known for years, but adapted for the online arena.
In reality, live product videos include a much larger category, including in-depth reviews, unboxes, videos, and a lot of other seemingly user-generated content.
By their very nature, live action videos are attractive to most physical products – as opposed to software solutions and applications – since you can represent them used and appreciated by people in real situations. These types of videos help make connections between your potential customer’s weak points and how your product addresses them.
There’s a reason this format has remained a popular choice for marketers over the years, and that’s because when done right, it’s easy for potential buyers to see themselves reflected in the video. and link to your product.
The tricky part, however, is translating this format to work on an online platform as well.
That is, to make sure that you meet expectations and that you work within the constraints of the support (like format, lengths, SEO, etc.), which we’ll discuss a bit more in the next section.
Important points to keep in mind when working on product videos
So now that you understand – and i hope i chose one of the – these popular product video formats, now is the time to briefly go over some crucial things you need to consider (and stay present) when working on your company’s product videos.
Accuracy on propagation
When you plan to cover any of your products in a video – especially if it’s your first – it can be difficult to resist the temptation to include as many as possible (generally each) on the different functionalities and characteristics of your product. Most often this is a mistake.
Nine times out of ten, you’ll want to use concise videos (typically less than 90 seconds, sometimes even shorter) as part of your marketing campaign. This means that determining precisely which feature, or handful of features, you want to focus on is one of the most important decisions you’ll need to make when it comes to the content of your videos.
One main feature followed by two or three more seems to be the sweet spot for most of these short videos. Always keep in mind the weak points of your audience and work to match them with the functionality of your product; after all, there are others – and better suited – video styles to promote the rest of your marketplace catalog.
Screenplay and production
Your script should work like a marketing element, period. Even in whiteboard animations (and perhaps even doubly in these) where subtlety is paramount, your script should be intelligently written to lead the viewer on a short adventure that meets their needs and how your products solve them. This means that you have to find a way to convey information in a compelling way and in a short period of time, which can be reasonably difficult, and this is precisely where your storyboard comes in.
Use a storyboard to complement and develop the work you have already done on your script from a visual perspective. Most of the points you make on the script will need to be reinforced or developed on the visual content of your video. And making good use of your storyboards is the only way to make sure the whole thing is cohesive, and two, that your script’s narrative is working to convince your viewers while getting your message across.
Voice over, music and sound effects
Once everything else is done, the audio part of your video needs to be working well to bring it all together.
Voiceover offers an ideal opportunity to boost the marketing appeal of video. Most of the time, you’ll want to choose comedians who resemble your target demographic.
Music is a big part of the overall feeling of your video and should match the developing events in the video. Side note, avoid music with lyrics as it overlaps the voiceover.
Finally, we have the FX, which can have a powerful effect in helping your video achieve its ultimate goal of promoting your branding and converting people. For example, a common use of sound effects on product videos is to add quiet cheers and applause effects when your brand makes its first appearance on the video. And on that note …
Tag your product videos
Whichever format you choose, you need to make sure that your branding is reflected in your video.
It can mean a lot of things. Using your business colors and aesthetics in your video or including your motto transparently in the script are all common strategies that can help you keep your business image front and center, even when it isn’t. is not openly stated.
Here’s a great example of how a video can effectively use branding without being entirely obvious about it:
Not only All Video, but the Law A
As you can see, when it comes to video marketing, making sure your video effectively fulfills a few characteristics is part of the deal.
Videos can be a powerful element to incorporate into your product marketing campaign to complement other strategies like link building and email delivery, but in order for you to see the results you want, you need to create optimized elements like the ones we discussed.
So take a look on YouTube to find product videos that you think fulfill most of these characteristics, that inspire you, that you find effective, and share them with us in the comments below as you get started. to work by yourself!