A common problem with buying and selling online is that, although most of us are already used to it, we as customers are also aware of its pitfalls. As we don’t have firsthand experience with the product we want to buy, we often need an extra incentive to make a confident purchase.
Will the product be easy to set up and use? Does it fit with my needs? Will this be an investment worth making? Is this product better than the others I’ve considered?
If you want your eCommerce solution to have an effective online presence, you need to effectively address those questions. And while there are many alternatives to do so, today we want to introduce to a medium you may not have considered yet: product videos.
Adding these pieces to your eCommerce video marketing strategy can be a real game-changer. But there are essential details you need to know beforehand for product videos to work.
So, we’ll review some fantastic product videos out there and try to extract valuable lessons from them.
What Product Videos Can Do for Your Brand
But let’s first say a few words about why ecommerce product videos are a potentially great solution to your marketing needs.
Product videos are fantastic to generate conversions: with the right eCommerce video, customers are more willing to take action than if they relied on description pages and written reviews alone.
In fact, some estimates calculate that people are 85% more likely to buy a product after watching a video. Due to their unique format, videos allow you to interact more closely with your followers and visitors: you can use them to start new conversations and build trust.
But what exactly makes a product video awesome? Pay attention to some of the best practices that pros excel at.
Oculus Rift S
Our first video in this list is the type you want to showcase in your home and landing pages: to entice visitors with the product you are selling, you first need to give them a sneak preview of the value they can expect to get out of it.
The piece in question, produced by the tech company Oculus, aims at teasing their new product, a VR headset. But whereas other product videos tend to focus on the list of features that the product has, Oculus gives us the real experience of what it feels like to use their headset.
Granted, the creators of this video took their time to name the product’s parts and qualities, and we get a pretty good idea of how to play with it. But the cash value is that it takes us through exciting sci-fi adventures, climbing mountains, and even fighting monsters, which is, after all, the reason why we’d love to buy products like this.
As a product video, it serves to attract newcomers and raise awareness about this gaming device. It’s also excellent material that people would willingly share on their social networks. Give it a try: after watching it, you’ll be hyped up, too!
This next piece by Casio will be quite an exception to the pieces that follow. It is informative, as it does review the functions of the Mudmaster watch one by one. But it doesn’t feature a single spoken word in it—everything is communicated through visuals and short written lines.
The video’s centered around the idea behind the product: all the elements are customized to convey the view that the Mudmaster’s parts, technology, and design fit the lifestyle that many in the audience want for themselves.
As such, the video has a particular style to it. Watch how the background, the up-beating music, images, and objects presented there help to reinforce the product’s basic pitch: “Absolute Toughness!” This is a watch for people with a lot of energy, who are always up for a challenge.
You want to produce content like this for your product’s presentation. To come up with great pitches to effectively promote your product, think about what it does for the people who will buy it. Your goal is to make an emphasis on how prospects will see their lives significantly improved by your solution.
Dyson Airblade Tap
People rely on product videos to gain useful information about the solution they are interested in learning more about. At their best, this type of video gives prospects an example of how they can expect to use the product in their lives, clearing most doubts in the process.
That said, there’s a question of how you do it. The standard practice with these videos is to exhibit the product in all its angles while listing its features and functionalities. This formula is just okay. But if you want your product video to be special, you can turn to all your resources at hand for a more creative approach.
Take this video by Dyson, a leading tech manufacturer. To show their innovative tap hand dryer in action, they set it in a context: you get to see real people using the device and commenting about it.
Watching this video, not only you get a description of its features (which you could find as text in the product’s page, anyway), but you also understand what made others buy it in the first place. The video incorporates brief testimonials from users, which give us a picture of the product from all perspectives.
A product video is super convenient for customers who are looking for reliable details about their future purchases. At this stage of the buying process, they are actively comparing options to see which one best fits their needs. If you want yours to stand out, you need to tell customers how your solution addresses their concerns and challenges.
Animation is an invaluable resource to help you effectively frame a problem. This whiteboard animated video, produced for ViGlobal, a software solution for employee retention, presents an overview of the service. But pay attention to how it does it.
They don’t start by immediately throwing data at your face. Instead, they take a friendlier approach: they begin with a story. By introducing cute characters set in a situation like those experienced daily by potential customers of this company, the creators of this video can establish a situation prospects relate with, and thus the latter are left motivated to learn more.
Whiteboard videos are but one of the many styles of animated videos you can turn to. They are particularly good at reviewing multilayered products that involve processes, such as ViGlobal’s software. There are other styles, such as motion graphics, which work best for data visualization.
If yours is not a typical product, then you may want your video to be more instructive. Such is the case of this piece by Logitech, which produced its own electronic pen or Crayon for iPads.
The pressing question in customer’s minds is how to use this device and what benefits it brings. Not only does the video describe the product, but it also takes on the task of reviewing the most relevant functions and information prospects need to know before making a confident purchase.
In the process, they go over:
- The specific devices the pen is compatible with and its setup to start using it.
- The information regarding the pen’s battery and led support.
- Important details about its protection, parts, and replacements.
- A closing troubleshooting section, in which the creators anticipated important questions that viewers may be left with.
Throughout the video, they make sure to give customers a chance to fully appreciate the product. They show shots of how to properly hold the pen in your hands as you write, the lightness of it, and how to remove the cap.
Adding a video like this to your landing pages and social media accounts will help you bring customers closer to a buying decision.
If we had to draw just one lesson from the pieces we’ve watched, it is that there isn’t an absolute formula set in stone for producing effective product videos.
The goal of these videos is to be informative: to provide support to prospects who are researching and considering the best options to address their problems and needs. But each video takes a different approach, to the point that neither is the same as the other.
So, when the time comes for you to produce your own video, don’t stay at the level of description: think about creative ways to convey your ideas and values, while also generating interest in your prospects.
The videos we saw used different ingredients to achieve their persuasion goals: from compelling animation to illuminating explanations and exciting music. Now let me ask you: What will you do to make your next product video stand out?
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Victor Blasco is an audiovisual designer, video marketing expert, and founder/CEO of the corporate video production company Yum Yum Videos. Besides running the business, he’s a lifelong student of Chinese philosophy and a passionate geek for all things sci-fi.