Product Video: show your products
Why consider video for a product presentation?
The launch of a new product is a major event in a company. To make this event a success, the choice of communications media is essential. 92% of video views on social networks are shared. What better tool in the digital world to promote on the market your newest products? From video teasing on the release date to product presentation videos available for various distribution channels, storytelling videos of stakeholders, and first clients, the videos bring products to life and remain both in the company's history as in the customers' minds.
What elements and messages should you include in your product video?
First of all: write a script before you start shooting and animation
What is the main goal of this content anyway? Your product video should clearly highlight the new features of your product and tell how it differs from the competition. Think of talking about these features through highlighted text vignettes: this way, the message can be understood without the sound.
For example: you want to present your new solution that digitizes all of the HR department’s missions. Ask yourself if your product presentation is going to talk more about dematerialized annual interviews, payroll and vacation management or the learning platform.
Several elements must also be include in the script:
• what theme?
• who is the narrator? Is there a narrator? Is theer a voiceover?
• what template?
• what budget?
• what key information?
Writing a script presents many advantages for your sales and brand:
Clarity: writing a script for your product demo means putting your vision into narration and images, making it visual, moving from theory to practice. It is often difficult to get your important ideas across simply by gestures and words: with a support and images presented in the form of a table, you can visualise things, see what they will look like on video.
A vision, a course on a single document. Once this storyboard has been assimilated by your teams, no one will get lost: from now on, everyone knows that there is only one step to follow, one narration.
Cut the video into several scenes: this step will allow you to see if the cut is coherent, if the sequence of scenes or interventions is not likely to cause problems (comprehension problems, shooting problems, audio, voice and recordings issues, certain scenes may require additional resources, etc.). In addition, your storyboard should help you during the shooting: it will be your “instructions”, your roadmap.
What is certain is that the storyboard is a real time-saver for everyone, to take into account the constraints of production and budget
Identity your targets
You need to show that your brand knows its prospects well enough to understand their problems. And that the way to overcome these problems is through the benefits of the product or service you are presenting. Think of your video as “customer centric”.
Highlight key features
Your product video should clearly highlight the new features of your product/service/app and tell how it differs from the competition. Think of talking about these features through highlighted text vignettes: this way, the message can be understood without the sound.
The AIDA technique: Attention, Interest, Desire, Action
Remember that video that attracts attention
When users scroll through their Facebook or Instagram news feed on their iphone in public transports, your product presentation video, even though it’s drowned out by the crowd, must catch your audience's attention.
How do you do that?
First of all, with the image it reflects: the content on social networks must above all be visual. The visual of your video should not necessarily represent your new product, but put forward a daily situation that many people have to face. Your visual and images are key elements of your brand identity.
Then, by highlighting the difficulty encountered, your video can start with a question or a statement for example, to differentiate yourself from your competitors.
Forget your business a little bit, put yourself in your target’s shoes, and describe their everyday problems. Your video might start with a question for consumers, such as: “Tired of feeling too tight in your clothes?”
A product presentation video that arouses interest
Next, you need to create a correlation between the difficulty encountered and the interest to move on, to get better equipment, to change products…
In your new collection launch video, you should formulate it as a question.
In the presentation video, feel free to insert photos or video footage showing the person’s discomfort. Be aware that on image banks, there are some pretty eye-catching pictures: sure, the emotions are sometimes a bit exaggerated, but since you need to grab attention quickly, it’s worth the effort.
Clearly state the problem and how your new product collection can solve it.
Create desire through video
This is the time to highlight the benefits of the product, to show how it can provide the solution to the problem encountered.
- ROI: 7 key benefits of video product presentations
- Strategy: When to use a product presentation video?
- Trends: Prerequisites and successful formats to present your product
- Content marketing
- Marketing presentation
- Use video for your storytelling
- Promotion
- Social media
- Event
- Determine the purpose and the audience of your infographics
- Write the script
- Collect all the data you will need
- Create a first image version of your infographics
- Start using the web video editor to make infographic videos
Emmanuelle Leduc, Head of Project Contributions and Deployment at BNP Paribas 
Olivier Pottier, Head of Education at Orange 
Delphine Gloux, Project Manager & Designer / Innovation Lab at IT-CE - Complete demo
- Examples of customer video creations
- Offers and prices
