Creating an image and explainer video for your product that sells all by itself without having to do much – that’s what many dream of. Maybe you too?
Many examples show that it can work after all.
SafeDrive has gained a lot of attention with this video.
Slack created a compelling, clear product video with a very simple story and integrated CI.
Hornbach tells stories that captivate, get under the house and take you on a journey.
But the work and preparation behind it, along with the subsequent distribution and publishing, are also crucial.
Today product videos
It’s not about hiring the most expensive agency, spending a high budget and incorporating lots of colorful grandiose effects.
Rather, you need to create a story that brings your product closer. And it does so through emotion, charm, humor, entertainment and hard facts. A classic product video that exclusively shows your product from different views and describes soft department store music in the background is old-school and marketing of yesterday. You can no longer inspire a customer with this.
Bring your product to life with scenes and characters that appeal to your target audience.
Address your customer’s problem and offer them a solution – your solution. And in such a way that the viewer doesn’t want anything else but your product while watching it.
How do you create a product video that sells?
It all starts with a little Gripps on your own. Take a short creative timeout and go through the questions and tips.
1. first ask yourself the following questions before you commission your video anywhere:
1.why should the viewer buy your product?
Ask the “why” question first, rather than the “what” question as is so often the case
2. are there any specific requirements according to the guidelines on how your product may be marketed?
Colors, embedding in the scenes: are they only allowed to be integrated as a real image or can you have them animated and drawn?
3. who is the target audience for your product that they want to reach with the video?
It is worth choosing the images, scenes, speech and tonality accordingly.
4. how should the customer experience your product?
Do processes and facts need to be explained to convince the viewer of your product? Or can you take him on a journey and show him how others are successfully using your product?
2. the choice of video agency
Whenever you create a product or explainer video for your product and brand, it’s helpful to include as much input as possible from your side. This should happen in close coordination with a competent agency. Don’t try it on your own – especially for the first video – using inexpensive in-house production solutions.
The standard graphics are often very limited. You quickly reach your limits when it comes to integrating the product into the perfect scenery and creating an individual story. Moreover, you will often find the same characters in other videos.
Remember:
ANCHORING PICTURES AND STAYING IN MEMORY.
Nothing is worse than the viewer subconsciously associating your product with another product because of previously seen videos with the same characters and scenes.
They should also research agencies thoroughly. Often you offer cheaper solutions, only here mostly standard solutions are used.
With this small checklist you will find your agency and the right arrangements.
1. make sure that the agency creates individual graphics and not standard solutions.
2. watch previously produced videos of the agency. How many videos has she already produced? How do you like the style and design of the videos? If necessary, pick your favorite videos from them right away to cite as inspiration when you commission them.
3. what references does the agency have and what is the feedback from customers? Are previous customers satisfied?
3. create a video script
Most agencies offer the creation of the video script or screenplay mostly inclusive.
But it’s good to know what to talk about. Or if you even prepare the work in part. Working together is the best mix for a good result anyway: Because you know your product and company best – the agency owns the craft.
Procedure of an explainer video script:
1. introduce the problem
2. explain the alternatives (and why they do not work)
3. present your solution
4. show why your solution is the right choice for your target group
Show by example that it works.
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4. design & style of the video:
Do you have a specific CI (corporate identity), such as colors, logo and product integrations, slogans and shapes that should be used?
Do you want an animated video or is a whiteboard-style product video enough for you?
Are there mascots or characters that is already used for communication and marketing purposes for your product or brand? If not, how could look at this figure?
5. voice & music:
Voiceover can also play a big role. Thus, a male or female voice, language and dialects can play a big role in the empathy and likability of the video.
Word choice, colloquial language and tone are also important. For example, the narrator’s voice of a video aimed at teenagers should certainly sound different than one for older people.
Do you want to integrate additional background music in your video? Music usually has a positive effect on mood and emotions. With the right music, you can push stories and product presentations to success. But beware: the reverse is true with the wrong music. If it doesn’t match the story and product, it can be distracting. Also, make sure the music is royalty-free or you have the rights to use it commercially.
6. processing & using your video
If all the above point have been prepared by you supportively, your product video can be produced successfully.
But here too: No agency can give a guarantee for success.
Because even if the explainer video for your product turned out well: as long as it’s just sitting on your desktop, it’s not helping anyone.
So now it’s all about: upload, spread, share. In your online store, on your website, in a newsletter, on all social media channels, to their customers, employees and partners.
You may want to publish a press release, article or ad in the context, or contact bloggers and other influencers to tell them about your product and the new video.
Now it’s up to you to pull the right levers: Have a video created that everyone will get to know and that will boost your sales.
