It’s no secret that making use of video production services to promote your products or services has obvious advantages over other forms of content marketing.
If all goes well, the audience will get a chance to see how the product or service works and how it can help them in a way that would be impossible through any other form of content.
But there’s more to it than that. With video, you have the power to not just explain your products or services, but to tell a story that does that for you.
We’ve helped many companies creatively use video to promote their products or services in our time in NY / NJ video production, so we just wanted to pass on some of what we’ve picked up along the way.
Customize each video for each product or service.
Most companies now realize the importance of creating a video production plan rather than just producing a single company intro video for their website homepage.
However, many of those companies that set out to plan a video production strategy underestimate the kind of time and effort that each individual video requires to succeed.
It’s tempting to create some sort of template. That way, you can just sub in whatever product or service you’re trying to promote in that particular video and save yourself a lot of time and effort. Right?
Wrong. Yes, it seems to be a wise way to conserve time and energy and, at the same time, it should ensure that your videos will share some level of consistency among them.
But as longtime vets in the NJ / NY video production industry, trust us, by creating a template and subbing in different products or services for each video, you’ll end up with videos that don’t give the audience any idea of what each particular product or service offers that the others don’t.
They won’t get a true understanding of the specific product or service they’re researching and, on top of that, audiences are too sophisticated nowadays not to notice the template approach, which could be an indicator to them that your company likes to cut corners.
The best bet is to approach each individual video production as its own project. Think about the best and most creative ways to tell that particular product or service’s story.
Tailor each production around the specifics of that product or service so that the audience can fully understand what it is and why it can be helpful in their lives.
Check out this product commercial KVibe did for Foodtec’s new delivery app:
If you do a demo video, entertain while you educate.
We’ve been in NY / NJ video production for a while now, and another mistake we see a lot of companies make when trying to promote products or services via commercial or corporate video production is that they think a demo video should simply demonstrate and educate.
Again, audiences have seen too many of these nowadays. Once they recognize that your video is a run-of-the-mill demo video, they’ll likely lose focus or head somewhere else.
However, that doesn’t mean demo videos can’t still be effective. After all, people still want to see the product or service they’re interested in in action. It’s up to you to design your video to serve that purpose while also providing some genuine entertainment.
How do you do that? Well, you need to use your products or services in uniquely creative ways with relatable concepts or objects.
Think like BlendTec, for example, the blender company that famously put smartphones and other unusual items into their new blender to showcase its power and durability.
They could’ve simply used items that you’d actually put in a blender, like fruit or ice, but instead, they chose to use unusual items that we all have some personal experience with to demonstrate their point.
That way, viewers become immersed in the video as they watch how the product works with, and stands up to, an element they all know and can relate to, and they’re entertained by the overall bizarreness.
The point is, by figuring out clever and relatable ways to prove the quality of your products or services, the video stands a far better chance of remaining in the viewers’ minds after its over.
Take case studies to another level.
Sometimes the best way to promote your products or services through corporate or commercial video production is to simply introduce potential customers to previous customers who have had a positive experience with your company.
Now, of course, you can just show some stats or interview a previous customer and allow them to talk about their time with you and, in our experience in NJ / NY video production, sometimes, in certain industries, that’s the best approach.
However, instead of simply laying out some statistics and showing people the direct results of your products or services, don’t be afraid to get a little more creative with case study videos.
For instance, ad agency John St. did a hilarious case study video about a child’s birthday party they helped promote. Rather than taking a serious, all-business approach, the company made a sort of mockumentary out of it.
They used phrases like “an already cluttered birthday market,” and, when demonstrating how they created word-of-mouth buzz, they showed photos of the three most popular children in the birthday girl’s class and talked about targeting them.
They even presented stats like the average gift price and the total attendance number. The point is, it was a case study video, but one that viewers will surely remember more than most because of the uniquely creative approach.
Don’t just go through the motions, create a movement.
The bottom line is, a high-quality video that cleverly gets your message across has the power to be far more memorable than written content with the same intention.
Audiences these days are much more likely to respond to and remember video content rather than written, however, you’re not the only one who’s caught on to that.
So, if you want to use video to help promote your products and/or services, don’t be afraid to think outside the box. Remember, it’s not just about explaining and educating anymore. You need to give the audience something to remember you for.
About Us: KVibe Productions, a longtime leader in NY / NJ video production, can take you every step of the way, from development through distribution. Whether you need a web promo video, a commercial, a corporate video, or a feature film, KVibe creates to inspire.