When your company has a product that needs pushing to the audience that is the world outside, there’s no better way to gain a wider reach, whilst maintaining a full level of understanding, than a product video.
Your company may find themselves represented at a roadshow or an event, during a meeting or completely spur of the moment conversations. And at that point, you can’t always have your product there to be demonstrated.
Here is one place where a product video stands up strong. It can be used to consistently showcase a product on the spot via a laptop or mobile device or simply by sending the video link to each person you talk to.
Furthermore, a product video sits nicely on a website adding rich content for your visitors. Video is also proven to be extremely shareable across platforms. Thus, you’ll find your videos flying around the world wide web offering some efficient marketing.
We’re all in agreement that it’s a good idea to create product videos but how best to go about it?
We’ll cover some simple steps on how best to create a product video but as each product will differ in multiple ways you will need to consider different elements of this article and incorporate them accordingly.
A product video should show the target audience two things. Firstly, what the product is, along with its appearance. Secondly, how it is used, and what its benefits are.
If your product is software-based, you should consider some screen capture or mock-up shots of the software working. This is to show its user experience and interface. Mix those shots together with some acted real-life shots of people using the software on a desktop or mobile device.
Finally, you may want to accompany all that footage with some motion graphics. It can be text, stats, or iconography, to further the message.
For smaller physical products, you can consider a small studio set-up. Let’s take the example of some jewelry. Have a necklace placed elegantly on a surface. Well lit by professional lighting. This will also add sparkle to the jewelry as well as it’s the main purpose to give a clear image. Use this controlled space to pick up some excellent close up shots. That can again be mixed in with some live-action shots to depict the day-to-day use of the jewelry.
Much larger products can of course also be shot in studios. However, this would be a larger setup and shoot overall. Something like a child’s bicycle could be shot in a studio. But you’re better showcasing the product in its natural habitat. So for the bicycle that would be outdoors, maybe on a quiet pavement.
If your product is a service you could consider a dramatized piece of the video. Tell the story of how your product would aid someone’s life. Try and touch the hearts of the target audience, make your product something they’d consider to improve their lives.
It’s always best to think of the context that the product will find itself in once in the hands of the consumer and go with that as your selling point.
Capture some glamour shots, make sure you make your product as sexy as you can. No fingerprints on glass or shiny surfaces, no chipped paint, no wonky surfaces, etc. A pristine, freshly opened product is always a winner.
Storyboard your video concept and stick to it. Use any pre-production time to consider what story you want to tell and sketch that out. Then when you come to the shoot days you will be able to easily visualize and portray your ideas as well as tick off the completed shots as they’re captured.
A solid storyboard would go roughly along these lines:
Open up with some sexy, glamour shots of the product or the product in action at its most impressive. Keep that opening nice and short, maybe 5-10 seconds. Your overall video should get to the point as quickly as possible, so we’re talking 60 seconds if achievable.
After showcasing the sexier side of the product you can move to show how it works and its benefits to the consumer. Maybe the process it completes or the many ways in which it works, in context is always best.
You can utilize some on-screen graphics to explain more or you could rely on a voice-over to give some more input. Keep it as simple as you can, if you can sell your product via video without a word uttered or a letter superimposed onto the screen then great! Simplicity is often the best route.
The style and techniques for getting across your product to your audience are wide so as much as this article highlights typical tactics it is always worth considering something out of the box or out of the norm for your industry, you want to stand out after all.
You would want to finish your video with a strong call to action. Instruct the viewer where to go next, be that to your website or to call a telephone number or send an email.
Don’t leave them hanging, wondering how and where they can get this product, give it to them on a plate, not literally of course, unless you’re a restaurant that is.
Another prime example of how video is such a powerful tool to further your business, spread your reach, get your products out there and gain more and more customers who will come back for time after time.