The Ingredients of a Successful Product Video

February 6, 2017

It sounds simple. Create a video of your product. Then, when you begin creating your video, you may wonder about the best way to move forward. The goal of this type of video is to educate your consumer about what your product has to offer and what makes it different from competitors. What goes into creating a product video that truly reaches this level of expertise? Here’s where to start.

Begin with Research

You’ve done research to create your product. Now, do research to choose the right type of marketing and video for it.

  • Who is your audience?
  • Where is your audience?
  • What information does the audience need?

With some basic research, you can begin to answer some key questions and make decisions about your product video.

What Ways Will You Communicate Your Message?

Multiple video formats are available. Most product videos should be a demonstration of the product in some way, such as of the way it works. But, there are multiple ways to do this. For example, it may be someone presenting the use of the product. You may need to use screenshots of it. You may want to create a more creative approach to the product.

Show Don’t Just Tell

Every person has seen a commercial, but when creating a product video, you need to do more. It’s important to stand out from the competition by showcasing what the product can do. Showing how the product was is important. Words are not enough to describe its actions. To really stand out, it is important to be able to show how this product will change their lives.

Creating the right hook is tricky, but this may be one of the best ways to make your product video a true success. It’s important to know that quality videos need this hook – or they just look like an average commercial.

Product Videos Need to Brand Your Business

Perhaps the most important step for companies to take is to invest in the branding component of these videos. That is, you need to ensure your video is creating, building, and promoting your brand, not just your product. To do this, first create a consistent brand message and image. Define what your brand is in images, words, and messages. Then, ensure your video communicates this.

Ensuring your brand image comes through is difficult in some cases. However, the tone and visual theme are important. Colors, logos and even the images you use should help to solidify this type of brand message. In many cases, this development of your brand and the carrying through of it to other product videos, will help your business to grow and become respected.

Product videos take some work to make them excellent. Remember, it is not just about communicating what the product is and how it works. It is about providing some element of creativity that helps to bring the viewer in and keeps them watching. Then, it is about showcasing what the product has to offer that stands out from the other competitors. It is only through these steps that your product video can build your brand image and truly reach its goal. Product videos are valuable and they can be one of the best investments today’s businesses can make in their marketing efforts and strategies.


Posted in: Video Production Tips


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