Any video that explains what a product is and what its benefits are can easily be classified as a product video. A product video effectively explains and visually depicts the value proposition of a product.
The video makes a strong case for why whoever is watching should stop everything they are doing to go buy the product. The reason most product videos are not able to elicit such a response is simple.
Many marketers make the mistake of focusing their product videos on the unique features of the product instead of how it solves the customer’s pain point. A good product video should not only talk about the features of the product, but it should also demonstrate how it solves the problem.
Types of Product Videos
There are two main types of product videos marketers can choose from. These are:
• User Created Product Videos
• Brand Created Product Videos
Both video types have their advantages and where they come into the customer journey. We explain both types in detail below
User-created product videos
As the name implies, these are product videos created by ordinary people. Product unboxing videos, product reviews, and How-To videos are all great examples.
User-created product videos have two main advantages. They are free, and because they are created by ordinary people, they are viewed as more trustworthy.
Brand-created product videos
This entire article is based on brand created product videos, and that is because you have more control over it. Examples include explainer videos, product demos, and feature videos.
While user-created videos can work before and after a customer buys your product, brand videos are what pushes them to buy in the first place. Other benefits of product videos include brand awareness and higher conversion rates.
So, how do you stand out with your product videos in this noisy digital world? Discussed below are six features every successful product video must have to stand out.
6 Features of a High-Converting Product Video
It does not matter whether you are trying to sell a physical product or a SaaS product, creating a product video is essential to your success.
This is because people retain more information when all their senses are engaged. So, a product video will more likely resonate with your prospects and increase their chances of buying.
Some of the most remarkable product videos have many things in common. We discuss six of them below.
1. Remarkable product videos only focus on their target audience
If you want to create a remarkable product video, you need to know your ideal customer(s) and understand the problem they are trying to solve.
A perfect example is the Dollar Shave Club with their “Our Blades are Great” product video. The company was targeting young, professional men who spend a lot of money buying big-brand razors at local stores.
2. Remarkable product videos tell a story
Storytelling is one of the most powerful forms of selling. And that is because people love stories.
One of the best ways you can use storytelling in your product video is to let your customers tell their story. Doin this elicits an empathetic reaction from your audience which increases your chances of conversion.
Bibliotheca does this brilliantly with their Kickstarter campaign.
3. Remarkable product videos are short and sweet
Nobody will stick around for 10 minutes watching a promotional video. If you want your product video to be remarkable, then you need to look for a sweet spot between 1 and 3 minutes.
Anything longer than that, and you risk losing the interest of your audience. The key is to capture their attention and keep it for the duration of the entire video. Mention nailed this short and sweet tip with their explainer video.
4. Remarkable product videos are relatable
Most product videos make the mistake of talking AT their audience instead of talking TO them. It is easier to sell to someone when they can relate to you.
So, as a marketer, your goal is to start a conversation with a potential customer. The easiest way to do that is to connect with the viewer on an emotional level.
One of the best examples of being relatable is Freaker’s product video
5. Remarkable product videos are engaging
For your product video to cut through the noise and stand out to your audience, it must be engaging and captivating. You must tell a story, be creative, and most importantly, be willing to think outside the box.
One of the most popular product videos of all time is Blendtec’s Will it Blend. With over 200million views on YouTube, the video series has been rated as the number one viral marketing campaign of all time.
Instead of trying to tell people how awesome their blender was, they decided to show people. Now, they are engaging their audience and takin blending requests. For example, below is Tom, the company’s CEO, blending a Justin Bieber based on a Facebook request.
6. Remarkable product videos have a strong CTA
The most successful product videos include a strong call-to-action at the end to nudge viewers in the right direction. If you want them to buy or pre-order? Tell them. If you want them to visit your website? Tell them.
Whatever it is you want your viewers to do after watching your product video, make sure you include it at the end. A perfect example of this in action is this video from Pebble.
To create a remarkable product video, you need to be creative, relatable, and engaging. This helps you connect with your viewers, which in turn, helps you sell more of your product.
Patrick Foster is a writer and e-commerce expert from e-commerce Tips — a leading ecommerce blog that shares the latest insights on the ever-changing online retail world. Follow along on Twitter @myecommercetips.