This is the final article in a four-part series.
Click to read the first article: VIDEO GETS RESULTS: Part One – Increasing Brand Awareness with Video
Click to read the second article: VIDEO GETS RESULTS: Part Two – Increasing Traffic with Video
Click to read the third article: VIDEO GETS RESULTS: Part Three – Increasing Conversion Rates with Video
Increased product understanding is one of the greatest gifts video can give, because it leads to many other things. With increased product understanding comes better educated employees, well informed customers, and, ultimately, more sales!
Studies have found that an incredible 93% of businesses who use video believe it has increased user understanding of their product or service! And, after watching a video, 77% of consumers have been convinced to buy a product!
So far in this blog series, I’ve proven that VIDEO GETS RESULTS when it comes to increasing brand awareness, increasing traffic, and increasing conversion rates. In this final article, I’m going to prove that the same can be said for increasing product understanding.
How to Increase Product Understanding with Video
If there’s one thing I’m sure of, it’s that consumers like to watch videos.
How can I be so sure, you ask?
Well, when surveyed, 69% of people agreed that they would prefer to watch a video to learn about a product or service when both text and video are available. So, if you want to increase user understanding of your products and/or service, then creating a video is a great way to start!
There are several different ways to increase product understanding with video, and several different target audiences, too! In this section of the article, we’ll look at each of them individually.
1. Video as a Sales Tool
The relationship between customers and brands has changed over the last few years. Customers are no longer susceptible to disruptive marketing techniques. They have the ability to do their own research and make sure that they find the product or service they are looking for at the best price.
Sales tools can help you to secure customers — and there is no better sales tool than video. Video is a powerful tool for explaining concepts, products, and services in a way that users can easily digest. In fact, when having difficulty with an app or product, 68% of users would prefer to watch a video that explains how to solve the problem, as opposed to calling the business and speaking to a support team member. What’s more, there is an immediacy to video that other resources, such as eBooks and guides, can’t offer.
At Wyzowl, we use videos throughout the sales process to nurture clients and to successfully manage their expectations. Take a look at some examples below:
2. Training Videos to Increase Product Understanding
Videos aren’t just good for prospective customers, they’re also great at engaging employees. You can use training videos to increase product understanding among new and current employees.
Ensuring that your employees understand your product is essential for making sure that customers know the benefits of your product and are encouraged to buy.
3. Engaging Videos
Increasing product understanding is particularly important for new brands that want to make a great first impression. The best way to do this is through an engaging video that consumers enjoy watching, and also enjoy sharing with their friends.
This explainer video is a great example:
The clever and witty voiceover keeps viewers interested, while the animation explains how the product works.
Types of Video for Increasing Product Understanding
There are many different types of videos you can create to showcase your business, it all depends on what you want to achieve. For the purposes of increasing product understanding, here are 3 types of videos you can use:
As mentioned above, training videos are great for increasing product understanding among your staff. This works particularly well for products that are somewhat complicated and a little difficult to explain to customers.
However, training videos also help increasing understanding of internal products to improve efficiency in your business. Take a look at this video by SEGA:
Although this video is over twenty years old by now, it is still a good example of an engaging way to increase understanding of a job role and the products of the company for new employees.
Did you know: 90% of people say that seeing a video about a product is helpful in the decision-making process?
Let that sink in for a second: Ninety Percent!
With this information, it’s clear that product videos get results. Product videos are the closest your customers will get to actually seeing and/or trying your products before they buy them.
Product videos don’t have to be too extensive – just a short clip that accentuates the products best features will do. Check out these ASOS product videos for inspiration:
Explainer videos are often times the first introduction to your company for many customers — so it’s important for them to be clear, concise and, at the same time, engaging.
A well-written explainer video can increase product understanding at the same time as entertaining potential customers. On the other hand, a bad explainer video can scare customers away for good. A recent survey found that 61% of consumers were put off buying a product after watching a bad explainer video. The majority of these (37%) said that they were put off by the fact that the video didn’t explain the product or service clearly enough.
When creating an explainer video for your business, be sure to work with a professional, well-established company to ensure you get the best results.
Speaking of results…
Let’s take a look at a couple of case studies that show how businesses have achieved excellent results from video marketing campaigns that revolved around increasing product understanding.
First, we’ll look at an in-house video that was created to improve product understanding among employees:
This video uses personification to creatively tell a story that gets a clear message across to employees: do not use any email, application, or device to send delicate client data.
This video was created as part of EY’s ‘Living the Code’ campaign which centred around engaging and educating employees about ethics and compliance issues. The video was so good at what it set out to do that not only did it increase product understanding among employees, but it won an award too!
One of the best reasons to create an explainer video is to increase understanding of a new product that your potential customers may not even know exists. This way, you create a need in them for your product and this is how your business grows. This tactic worked wonders for Poo Pourri!
Poo Pourri increased awareness of their new and unusual product with a fun, engaging explainer video titled: Girls Don’t Poop. After posting their video on YouTube, their Facebook fanbase grew by 70% and their Twitter following doubled! Since then, they have grown into a well-loved brand with customers who actually look forward to their next video. Here is the one that started it all:
I hope you’ve enjoyed this four-part series that proves VIDEO GETS RESULTS! There are many different uses for video, and, seeing as it is one of the most preferred marketing methods by consumers, it helps to have lots of different videos that fulfil lots of different purposes.
And, if you’re thirsty for more video marketing results, keep an eye out for our new survey next year – The State of Video Marketing 2017 – which will be filled with up-to-date facts, figures, and stats!