Prerequisites and context for using product presentation videos in 2020
By Nicolas Pagniez
How to produce your product video The Content Factory has listed and analysed a typical panel of product videos to give you inspiration and tips for making product video scripts.
A “good” product video takes into account different customer expectations and includes arguments that will help prospects with their buying decision. So there isn’t just one way to make a product video. On the contrary. However, there are several common features required to make a good storyboard for your product video. So we’ve identified different types of trending videos and formats and decoded their specific characteristics and strengths for you.
Videos to increase recognition through storytelling
This type of video is especially used by the retail, luxury goods, consumer products and tourism industries. In this type of industry, it’s always hard to highlight actual specific features, since the positioning or the products are so similar.
How do you distinguish between two different smartphones? How do you choose a yoghurt brand? Should you choose this or travel agency or another one? With an almost identical positioning on a market, product videos can make a difference by appealing to the consumer’s emotions.
THE GOAL OF A PRODUCT VIDEO IS TO STRENGTHEN THR BOND BETWEEN YOUR BRAND AND YOUR CUSTOMER
Your video has to tell a story that puts the customer’s needs and the solution sold by your company in context. The goal of the product video is to enhance the relationship between your brand and your customer. The video needs to show that you truly understand the expectations of your customers. So the context of your video is the key element in your script.
In other words, don’t just show your product; show how it’s a part of your customers’ everyday lives:
What problem does your product solve? How does this improve the lives of your customers? How is it inspiring for your customers to use your tool?
So this type of video focuses on your business. It’s neither corporate nor centred on your employer.
Explanatory videos for helping prospects to consider your solution
These kinds of videos are meant to help answer a specific question that a prospect might ask. The ROI for this type of video is evaluated by several indicators: the number of views, visits to a target page or interactions with the prospect after the video is posted.
THESE VIDEOS ARE A GREAT WAY TO INCREASE THE PERCEIVED VALUE OF A PRODUCT
These videos are used to explain a product or service in a simple and professional way. They’re a great way to increase the perceived value of a product or service and to increase interactions with your audiences. This kind of video helps the viewer understand how a product works, and may vary in quality or production, but it often includes screenshots, video recordings or someone using the product in their daily lives.
The difference with “awareness” videos is that these show all the capabilities of your product and service. If the customer’s reluctant to buy your solution, being able to provide other features and meet other needs (secondary or in the future) can be a decisive factor.
FOCUS ON SHOWREELS
These videos include showreels, which are a short format that shows all the capabilities of your product. They can be used to show all the needs your product meets. They help the viewer understand how your product works. The editing must be consistent with your product positioning. For example, if you sell an innovative solution that saves time, your showreel will feature dynamic music and sequencing as well.
“When presenting an app, a site or an IT solution, mockups enhance the presentation of your product.”
A CLOSER LOOK AT MOCKUP VIDEOS
These kinds of videos also include mockup videos. A mockup is a model that helps provide context to images. These can be a business card, a website, an e-book or an image that shows your product or service.
One of the most common ways in which mockups are used is for presenting an app, a site or an IT solution. In short, this visual medium is used to enhance the presentation of your product, much better than a simple photo. This technique is fairly popular in the world of new technologies and SaaS for introducing new features or product updates.
Product videos to aid decision-making
When you’re at the end of your conversion tunnel, converting your prospect into a customer is one of the goals of these videos. The ROI is measured primarily by the engagement and the number of conversions attributed to the video.
A CLOSER LOOK AT WEBINARS
Webinars allow you to share exclusive information about your product. In particular, webinars should link your product to a business challenge faced by your prospect. These videos also illustrate the differentiating aspects of your product or service. This kind of video can also be used to educate your prospects and raise topics that are specific to your industry.
- Complete demo
- Examples of customer video creations
- Offers and prices