How To Make A Product Video – A Quick Crash Course
Now that we’ve had the Internet for over 20 years, users are getting smarter and smarter. Especially when they’re looking to purchase something. We’ve emphasized the importance of a video for your business over and over again because nearly 85% of users are more likely to make that purchase after watching a video.
So no video? No deal. Sorry. That’s just the way it is. Video also serves as proof that your business can actually deliver what you promise. Think of it as a certification that you can use to share it with your audience. Nobody is going to just take your word for it anymore.
Nobody is going to just take your word for it anymore. Ergo, use your video to help you convince your audience that you are the best choice in the market and make it easy for your viewers to make that impulse purchase.
Setting your goals
Just like any other piece of content, there is a reason to do it. Setting your goals from the get-go not only helps you deal with the nitty-gritty of the entire process but also helps you when you’re brainstorming ideas.
There are lots of different reasons why a brand decides to make a product video. But it can be narrowed down to these few topics:
- Building brand awareness: Telling your audience why they need your product or how your product can help solve their problems.
- Generate leads and sales: Convincing your audience that your brand is the leader and they should come to you.
- Additional education: Educating your existing audience about how to use your product, with the goal of improving brand loyalty.
Your goals will tell you what type of video you should produce to get that maximum results. Once you have that, you’ll be clear on how to produce it and achieve the results that you desire.
For instance, if you’re looking to build brand awareness, make a short ad that is jam-packed with information and compels viewers to share it. All you need is a well-crafted 1-minute video and that will be the face of your brand. Want to lock your existing customers to your brand? Give them everything, including tutorials and follow-ups so that they don’t need to leave your site at all.
Your next steps such as storyboarding, scriptwriting, and tone-setting should come easy.
Identify your target audience
You’ve identified why you want to make a product video. Now, address the to whom you’re making this video. The answer you never want to hear is ‘for everyone’ because such videos are weak and are not targeted with the highest impact.
Knowing who your ideal audience is will help you choose the best tone and language to address them. Don’t you worry about missing a few views due to the specificity of your video because the ROI will tell you differently. Ask yourself what do you want to highlight in your video? What is your biggest selling point? Does it tickle the naughty buyer in your viewers? And why should they even care?
The good news is that this information is not hard to get. Here are some of the easiest and most accessible ways to get them:
- Ask your sales team: They’re the ones who are in direct contact with your clients all the time. Hence, they should be the people who are clearest about what your clients like and don’t like.
- Reach out to your customers: Send a survey form to your clients and ask them about what they like most and how they use it, etc.
- Monitor the market: Sometimes, your clients might hold back as they feel intimidated by the size of your corporation. So what you can do is to check out some of your reviews online.
- Steal from your competitors: Game theory. Your goal is to be better than your competitors and ideally one step ahead. So stalk them, but study them even more and see how they are strategizing their business.
Tailoring your storyboard to the target audience
At Annaba Resources, we’ve always done our videos in-house, from the start to the end of it. Part of it is because the scriptwriting part is the foundation of the entire video. There is also the challenge of building up the context within that few seconds to your target audience.
Building the script also encompasses the tone of the video. Which represents your brand voice and what you’re selling. For example, if you’re a dating app company, use a fun and flirty tone; If you’re a modern fintech company, focus on the simplicity of language used. Also, an important thing to mention is that always make sure that your target audience understands what you’re trying to say. If you’re being too technical and not getting the selling point across, then the point of the whole video will end in futility.
A good method that we use is that we don’t talk about the features at all, we talk benefits. Here’s some brutal truth: Your customers don’t care about you or your product. They only care about themselves and their problems. In other words, if your product doesn’t help them solve their problems, it’s bye-bye. It’s okay to touch on features, but the spotlight should always be on the features of your products.
If you plan everything ahead of time and meticulously enough, the production process should be the easiest. Actors and voice-overs should have been trained and rehearsed before the day of the shooting. The scripts, as well as the sequence of the shots, should also be properly planned ahead of the shoot. Depending on the type of video you’re producing, sometimes, the process of setting up can even be longer than the shooting itself.
Distributing your video
Once you’ve completed the post-production part of it, your video is now fresh out of the oven and ready to be blasted through every channel that you have. A few common places to start with is putting it on a landing page, your website’s homepage, social media platforms, and newsletter emails.
Tie this part of the process with your SEO techniques. Make it come full circle. Depending on the type of video, you can better target the type of audience according to the platform. For instance, if your video is SEO titled, it should come up as one of the recommendations when the public watches one of your competitor’s videos.
Crafting that perfect product video that will go viral just isn’t that easy. Sorry. But if it was, your video wouldn’t stand out all that much either. Even when you’ve checked all the boxes of a viral video, it still might not do as well as you want it to. It’s all about that consistency and being genuine, when your audience sees that, there’s almost no chance that you won’t get at least a few eyes on your brand.
I know, it’s a lot of work. Actually, a shit ton of work for that 1-minute long video. Quite often, as I write the scripts and clients still don’t like it even though it’s Version-12, that enthusiasm and excitement turn into fury and anguish. But, once we’re through that and see a finished product that we’re happy with, it makes it all that more rewarding.
If you’re having trouble with producing an impactful 1-minute video, please leave us a message at the bottom and we’ll get back to you as soon as we can. Let’s talk.
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