7 Key Benefits of using Video in Product Showcase Presentations
By Nicolas Pagniez
What are the advantages of video product presentations? Below is a list of 7 good reasons for adopting this best practice in your marketing and business strategies.
1. A better understanding of the offering or service
97% of marketing professionals say that video provides a better understanding of their product for the end user (HubSpot, the state of video marketing 2017).
Video also provides reassurance; 50% of customers say they’re less inclined to return a product if they watch a video demonstration of the product (Source: ReelSEO).
2. The power of illustration: the product from every angle
You can use several shots and sequences in your product presentation so that consumers can view the product from every angle. You can incorporate mockups, 360° photos or shots from different viewpoints. It’s a way to reproduce the in-store experience without the consumer having to actually go there.
Video is also a first way to take in a product. It can provide lots of information, allowing your prospects to save time researching the product (less time consuming, less effort, etc.). It improves your prospect’s visitor experience and product perception.
Learn more: create your own product presentation video!
3. Adding value to your company
The impact of the video lies in the storytelling around the product. Contextualising the product by attaching a story to it can engage your customers emotionally and create empathy.
Buying behaviour specialists agree that “the act of buying is triggered primarily by emotion and not by information” (in Comportement du consommateur – Nouvelles tendances et perspectives, Broché).
4. The ubiquitous presentation medium
Video is a medium that can be viewed everywhere. Its mobile consumption has been growing exponentially for several years now. One sign of this is that 85% of videos on Facebook are viewed without sound, especially in public places. It’s also the most popular medium. According to Wyzowl, 68% of consumers prefer a product presentation video to any other type of medium (text, infographics, instructions, brochures, images, etc.).
5. Highlighting the benefits for the customer
One of the biggest advantages of video is that it can be used to present the product in real conditions. It allows you to explain all or part of the features to improve the consumer’s understanding of the product. In this format, the goal of these product explanations is to link the product’s functions to its benefits for customers, using visuals to show how it can effectively meet their needs.
6. Product videos boost engagement
In addition to your video and detailed presentation, your product page must allow visitors to add comments. Like for a post on social media. Besides the additional engagement this will create around the product, you can also use this feedback to improve your product video or highlight the positive comments. Also remember that your audience’s engagement rate is 10 times higher with video than with traditional posts. This type of video also makes it possible to reach new audiences depending on the social platform used.
7. Product videos increase conversion rates
After viewing a video, 68% (according to Google) or even 73% (according to ReelSEO) of users are more likely to buy a product online. Product videos viewed at the end of the buying process help your prospects with their decision making. A/B testing has also demonstrated the benefits of video presentations. When posted with an order form, video can increase conversion rates by 57% compared to a page with no video (Source: Teester).
The best practice is to include a call-to-action in the middle and at the end of your video. Remember if your video is longer than 2 minutes, only 50% of your audiences will watch the video till the end.
It’s especially important to note that 81% of marketing professionals say that video has a direct impact on sales growth (HubSpot, The state of video marketing 2017).
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