The chance to actually put a visual of a product in the minds of potential customers is usually the major selling point for businesses who are on the fence about commercial video production and marketing.
It makes sense. After all, it’s no secret that people will be far more inclined to purchase a product if they get a chance to see it first. And in this day and age, a simple still photo won’t cut it.
People don’t just want to get a look at a product; they want to see it in action. The only way to do that, besides bringing every potential customer into your workplace for a demo, is through video production.
So let’s go over some tips to remember when creating a product video and some of the different approaches you can take, depending on your industry and offerings.
To sell the product, you may not need the product at all.
When most people think of product videos, they probably imagine a cheesy product demonstration accompanied by some talking head, and maybe a sprinkling of some voiceover.
However, there are a lot more ways than that to approach the video production process, some of which don’t even require the product itself.
For instance, video reviews of products from previous customers can be a great marketing tool. Sometimes, what pushes potential customers towards a purchase isn’t seeing a product or how it’s made, but simply hearing from real people about their experience with it.
On top of that, it’s not too hard to accomplish. If you need to offer a coupon or discount to customers for taking the time to do a video review, getting real positive feedback from real people will be well worth it.
You can design a How-It’s-Made video production too.
Another alternative to the traditional approach to a video production intended to push a product is to design a How-It’s-Made project.
It’s one thing to simply showcase your product or see it in action, but showing how your product is made in the first place is an entirely different approach.
Now, this method obviously doesn’t suit every business, brand, or product. In some industries, the making of a product wouldn’t provide enough interest or information.
If, however, you create your product in a factory of some kind, or your business uses some heavy machinery to do it, a How-It’s-Made video could be just what you need. Check out the one KVibe did for our recent client, Gauer Metal:
Not only will your target audience have a better idea of all that goes into the making of your product, they’ll also feel more closely connected with your brand.
Much like a company story or history video, a making-of approach could make the difference between coming off as authentic rather than salesy. It’s a nice way to bring viewers into the true culture and personality of your company.
People tend to move along in the purchase process when they feel like they have some idea of who the people behind the brand are.
Show how or why your product works.
Simply showing off the look of your product and how it works is the most basic approach to this kind of video production. However, just because it’s basic, that doesn’t mean it has to be boring.
Whether you come up with a clever and original concept or you get creative with other video production services later on in the process, the point is that there is a lot of room to make even a basic product video memorable.
For instance, you can use a little time lapse cinematography to quickly show potential customers how your product works and why it’s useful. Then it’s just about cleverly tying in your brand message.
Also, if you’re designing a long-term video marketing strategy, then try to customize each piece for that specific product and its style or personality. Audiences are too sophisticated now for any kind of template to work.
Whatever approach you choose, the basics still apply.
When it comes to trying to get the word out about your new products, there are few more effective marketing tools to use than video production.
You can produce some video reviews or testimonials to let previous customers speak for themselves and potential customers hear the truth right from the horse’s mouth.
You can also take your audience into your workplace and shed some light on the actual fabrication of your product. And even if you go with the traditional product demo mixed with some interviews, remember that there’s plenty of room to get creative.
The point is, there’s no right or wrong way to go about it. The only real mistake you can make is neglecting to take advantage of the power of video marketing in general.
Whatever approach you deem the most appropriate for your industry, brand, product, and target audience, remember that all the video production basics still apply.
That means keeping things quick and concise because online video audiences are notoriously impatient. You also need to know how to execute a quality lighting setup, as well as achieve professional-level sound quality.
And as always, how you use the pre-production process is crucial. Take the time to develop a compelling concept and try your best to plan out the production process in as much detail as possible.
The key is to find the perfect balance between being crystal-clear about what your product is and what problem it solves, while still creating an immersive video. Do that, and your product will be flying off the shelves.
Check out this creative commercial video KVibe produced for Sheets Energy Strips:
KVibe Productions is a full-service video production company. Whether it’s a promotional web video, a corporate video production, or a commercial production, KVibe offers the total package of multimedia services from development through distribution.