Today, Tanoy from VMaker (part of Animaker) is going to shine a light on the types of product videos that you can create so that you can kick off your product video marketing strategy. VMaker is a popular screen recorder tool created by the folks at Animaker. Animaker helped over 10M people create awesome videos and is trusted by brands such as Amazon, Unilever, Bosch, Siemens, and many more. They do know how video works.
There’s no secret that videos can have a spellbinding effect on your marketing campaign. Videos are very more engaging and can easily establish connections with your audience. This is the reason why 91% of marketers are happy with the ROI from using videos in their marketing campaigns. If you fall in this category, then this blog is going to be insightful for you. However, if you’re a noob when it comes to using videos in marketing, then we recommend reading a bit about video marketing before going further with this article. Of course, there’s no rocket science here, but it will make it easier to relate to the ideas of this blog when you know stuff about how videos help businesses in general.
In this article, we will discover the steps that will help you to make killer product videos. Using product videos in the marketing strategy gives your business a competitive edge. More about it in the next section.
What are product videos?
Product videos are simply videos made for your product. They tell your target personas what your product does, how it can be used, and how it will make a difference in their lives. Most of you must have guessed it already — product videos are, in other words, advertisements. The answer to that is: Yes and No.
Earlier, product videos were made only for advertisements. However, product videos are now used for a higher purpose. They are more aligned with the customer’s journey and have strategic importance in your overall marketing strategy. This works well for marketers, as 87% of Gen Z users love engaging with branded videos.
To get the whole picture of how product videos are useful, it’s also important to understand its different types:
Product walkthrough videos
A detailed product tour video that shows every module of the product. It’s great for acclimatizing new users to the product design and the flow of using the product. Whether you offer a physical product or a new SaaS feature, it’s important to teach users how to get the best of it.
For example, this product walkthrough video by Vmaker, gives complete detail of how the new VMaker features are designed specifically for the enterprise customers.
Product demo videos
Product demo videos are great for creating brand awareness. Their focus is not so much on the features, but on the whole product experience.
This demo video from HP, smartly showcases the features of their HP Elite Slice desktop. It has no dialogues, but the cinematic experience does justice to the product styling.
Product tutorial or product explainer videos
Tutorial videos guide customers on using a specific feature or a list of features of a product. They mostly follow a step-by-step format to help the user understand the operation. You can create videos that explain how you can assemble a piece of furniture, how a SaaS product works, or even how to create handmade stuff, like in the video below.
In some cases, you can use humor in your explainer videos to make things more entertaining .
Product unboxing videos
Product unboxing videos give a raw and candid experience of opening the packaging of a product. It tells the audience what they can expect when the product gets delivered to their doorstep.
This unboxing video of Samsung Galaxy Book Pro 360 runs from the basic box content, product styling and dimensions, and how it functions overall.
Now that we know which are the most common product videos types, let’s take a look at the needed steps for creating such a video.
7 steps to make a killer product video
Video making requires some extensive effort, and a lot more resources than a knowledgebase article, for example. This is why you need to get more clever with your strategy. and we’ve got some simple steps to guide you.
Don’t jump the gun. Your video is like a window to your product. If you’re not planning before you start recording, you’re inadvertently blocking the view. Note down the important points that you want to cover in your video.
Start with — What problem are you trying to solve with your video?
Who is your target audience?
How will your video help them?
How will it inspire them to take action?
When you have answers to the above questions, you will be in a much better position to plan out the rest of the content of your video.
Write a script
It’s getting a little tough, but it’s very important to have a tight script for your video. Whatever you have decided in the previous step, will help you write the script. In this step, you have to figure out how you can use dialogues, humor and punchlines to hook the audience’s attention. Scripting also helps to be more empathetic in your approach. It reinforces the basic concept of your video that it doesn’t matter what you think about your product, what matters is what your audience wants.
Choose the right tool
Your video recording tool should be the one that you’re most comfortable using, fits your budget, and syncs overall with your organizational policy. If you have a high budget, and are backed by a team with technical expertise, then you can go for a studio-like video production tool. On the other hand, if your budget is low, and you have limited video-making knowledge, then a free screen recorder can get the job done for you.
Now, try to think long-term, because switching between tools will make the experience tormenting, and delay the whole process.
Keep the video short
Your audience doesn’t have all day to watch your videos. After a brief introduction, don’t spend a lot of time coming to the main point of the video. Overall, try to keep the video length to less than 2 minutes for short content. For videos that have more content, try to keep them between 6 and 12 minutes. If you’re making a product walkthrough video that covers every detail of the product, then restrict the length of the video to under 30 minutes.
Show more of your product
Your audience will watch your video to learn more about the product. Your presentation skills and overall appearance do matter. However, unless you’re showing your product to your audience, they will not show any interest in engagement.
In your product video, highlight the physical appearance of your product. Create scenarios and demonstrate how your product can be useful in so many ways. It’s ok to narrate the features of your product, but when you show them to your audience, it gets sealed in their memory.
Use branded content
It’s always a good idea to infuse some branded content in your product videos. Other than showing your logo, you can plug in your brand values and ethics. It will give more confidence to your customers to be associated with your brand. Another good idea is showcasing customer testimonials. It builds social proof, and it comes from people who have actually benefited from using your product, it’s more trustworthy.
Your audience could very well leave after watching your video and without taking any action. You have to give them a reason for them to engage with you. Therefore, add a strong Call to Action (CTA) at the end of the video. Leave an email address to contact your sales team or share a link to special pricing. If they have watched your product video till the end, there is a high chance that they will engage with the links.
As people have become more concerned with what they buy and use in their daily life, product videos have also started gaining more importance. Customers like to engage with product videos as they give a better outlook on what the product does. Making a product video might appear a bit challenging. However, when you follow the necessary steps, soon you will see positive results coming your way.
Tanoy is Head of Content Marketing at Vmaker (a product of Animaker). He enjoys writing about marketing and spends a lot of time getting better at it. In his spare time, he adds new travel destinations to his bucket list.