How To Create An Eye-Catching Product Video

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In a highly competitive market, businesses must have a robust marketing strategy to stand out. One of the ways to make your business thrive in the industry is by incorporating product videos in your marketing channels.

Product videos are marketing content that showcases a product or service. Many marketers focus more on delivering benefits than features when creating a product video. Still, highlighting primary benefits may also be necessary.

But is creating product videos worth it? In fact, most customers love to see product-related videos more than other content. Additionally, more than 50% of buyers agree videos help them make a purchase decision.

The remaining question is, how to make one? The following discussions will help you learn how to create an eye-catching product video for your business.

#1. Understand the Target Market

Before creating a product video, ensure that you understand your target audience. This strategy lets you know audiences’ content preferences, such as visual styles, tones, language, and background music.

Start by segmenting the demographic and psychographic factors of your target audience. Demographic segmentation includes age, gender, income, occupation, and education.

Meanwhile, psychographic segmentation focuses on social status, lifestyle, interests, opinions, and attitudes. Identifying your target market allows you to create a more personalized product video to engage audiences optimally.

#2. Decide Your Video Style

You must decide what video style you want for your product video. Will you go with a live-action or animated video? Both are great for product videos, but your final decision may depend on your product.

Live-action videos are excellent for introducing your product and showcase. You can show the physical appearance and how your product works in detail. However, this type of video may not be the best fit for digital products or services.

That’s when animation videos come in. For example, if you are a fintech app or IoT software developer, animated explainer videos can be a more suitable way to showcase your product in a detailed and delightful way.

If you struggle to choose what style to use in your video, try studying your competitors. Learn how they market their products through videos and try to come up with a fresh idea to stand out.

#3. Craft Your Script

The next step is to craft your video script. You need narration to direct the video you’ll convey in your script. Your script should be short, concise, and compelling to engage target audiences.

Choose a language style and tone that resemble your brand. Also, consider your target audience when writing your script. For instance, a semi-formal language with an exciting tone may be suitable for targeting younger age groups.

Moreover, keep your script short and clear. Commonly, product videos last for 30 seconds to two minutes. Longer than that, audiences will most likely lose interest. In this case, you need around 240 words to fit the two-minute video.

#4. Use High-Quality Equipment

High-quality equipment is required whether you want to create live-action or animated videos. Investing in top-tier cameras and lighting is necessary to create a live-action video. You also need to use a specific room for shooting.

Meanwhile, comprehensive editing software is also necessary for creating live-action and animated product videos. You must add animation, effects, correct lighting, and include audio to make your outcome flawless.

#5. Add Audio Aids

Audio is an important element in your product video. You must decide whether to add a voiceover narrator or background music. Both work well for a product video but bring different functions.

If your product has a more complex explanation, relying only on visual aids and background music won’t be sufficient. Adding a voiceover narration can help you explain your product better and engage audiences optimally.

However, if you only want to show your product briefly. Adding a music background can be sufficient. You can support your video with typography or simple sentences to hint at your product.

#6. Include a Clear CTA

Marketers use product videos to achieve business goals, especially to boost sales. You can increase conversion rates by incorporating a clear CTA into your product video.

For example, use CTAs like download and buy to encourage audiences to take action. You can also generate quality leads by incorporating CTAs like ‘sign up’ or ‘request demo.’

The common rule is to put your CTA at the end of the video. But if your product video is short enough, you can incorporate CAT in the beginning or middle of your video.

Takeaway

Using videos gets more necessary for today’s marketing. Creating product videos is also a way to stay competitive in the industry. Besides, they are highly shareable for multiple marketing channels.

You can also add a product video to your website page to drive traffic and enhance SEO. Meanwhile, optimize your content on social media to reach relevant audiences and boost visibility in search engines.

About the Contributor

Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video production company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).