Product Video Examples
What Is A Product Video?
Benefits of a Product Video
1. Try Before You Buy
2. Increased Dwell Time
3. Boosted Consumer Confidence
4. Attract More Visitors
5. Increased Conversion Rate
6. Improved SEO
How To Use Your Product Video
Product videos, in their various guises, are an outstanding way to do this.
Using a product video – and building it in with other content, such as text explanations, images and FAQs – can help address various different learning styles and give your visitor the essential information they really need to know. In a very short space of time, you can get your visitor excited about key features and selling points of your product – with no reading required!
This can help build customer confidence, optimising the likelihood of them buying – and, by giving them multiple ways to learn, you can also help keep them on your website for longer. This is known as ‘dwell time,’ and it’s a key part of Google’s ranking algorithm – and improving this metric is a great move in strengthening your site’s SEO.
This clearly creates an amount of uncertainty, which can act as a barrier to conversions.
High quality product photography can help plug that gap to some extent, but no media type communicates the true experience of a product quite like video. It could be an animated product tour, a screen recorded demo, or simply a video of a member of your team holding and manipulating the product. Whichever type of video you use, it’s a great tool to build confidence, increase conversions and set realistic expectations around your product.
One of the big buzzwords in eCommerce is ‘showrooming.’ This is where a customer visits a physical store to check out a product, before later buying it online once they’ve built up their confidence. But – if you give them the digital content to feel they know the product well enough – you can increase conversions, and grow sales, while saving your customer a trip to the showroom!
Of course, there are lots of areas of your pitch that you’ll want to mix up depending on your audience – but the broad strokes of how your product works, and what it does, will generally need to be consistently presented.
Video is a great way to package this important information – and convey it consistently across all your different audience, in a way that’s slick, clear, professional and repeatable.
You could throw to video at any point during your pitch, by simply finishing a point and saying: “I’d now like to throw to this short video, which will give you a little bit more information about how the product works.
In a video, you can can cover how a product works, moves, looks and feels. You can explain which sort of customer it’s right for – and cover some of the alternatives with different features and price points, which may be better choices for other customers.
It’s almost impossible to sell a product effectively if you don’t understand it; sure, you can rehearse and regurgitate a basic sales patter, but – without adequate product knowledge – chances are it’ll fall apart under the lightest customer questioning!
Distilling all this essential information into a video is a memorable way to communicate it. Video is designed to address multiple learning styles, and can be revisited whenever necessary. If, for example, one of your sales team is asked a question about a product and they don’t know the answer, they can easily consult the video and get the answer within a few seconds. They could even share the video with the customer.
Not only that – you’re reaching them with a piece of content that’s designed to grab their attention, while quickly, clearly and professionally introducing the specifics of your product. You can explain what your product does, how it works, and show them the difference it can make to their life. That’s a powerful recipe.
Today’s ad platforms give you the ability to target your ad campaigns based on a fusion of age, gender, demographics, hobbies, interests, industry, job role and more. In other words, it’s incredibly quick and easy to build campaigns that are able to reach the exact people who match the characteristics of your target audience. Reaching those people with a product demo video – whether it’s an animated product tour that breaks down the key features and characteristics of your product or a screen recorded video that shows them exactly how an app works – can be a highly effective tool to help aid brand awareness, customer understanding, while generating traffic back to your website and product pages.