The goal of a product video is to create an interest in purchasing the highlighted product. In this vein, the video should be about the problem, solution, experience, and larger product vision. It should be designed to connect with the viewer in the short and long term. In order to inspire your journey towards creating a good product video, here are three tips to keep in mind as you craft the promotional content.
Three Tips To Creating Good Product Videos
Good product videos should have the following characteristics:
- Relatable;
- Shareable;
- Engaging; and
- Compelling.
To help you create a good product video, keep the following tips in mind:
- Keep The Product Video Short –Just as a product description is typically 125 words, a product video should be short and sweet. The viral platform Vine perfectly encapsulates the power of a short video clip. While your product video doesn’t need to be only six-seconds long, it should short enough to convey your point, while simultaneously remaining memorable. A good reference point is 30 seconds. This timeframe is just long enough to creatively describe your video, and is short enough that a viewer is more likely to watch the entire clip, rather than skipping ahead to the ending.
- Keep Your Focus Narrow — 360 product photography can help you to effectively create a video that allows interaction with a rotating object. In essence, the video will succinctly describe the attributes and benefits of the product without going off on tangents. In other words, avoid the temptation to cover 100 touch points within your product video. Instead, think of your video as a circle that has a beginning, middle, climax, and ending. Your product video should take the viewer on an easy to follow journey that leaves them wanting to learn more about your product.
- A Good Product Video Has A Consistent Voice — Your product video is like the teaser for a Hollywood blockbuster — it should leave the viewer wanting to learn more. With this in mind, the product video, like a movie teaser, needs to have a consistent voice that matches the rest of your company’s branding. If your company’s voice is relatable, then your product video should speak in a conversational voice. Conversely, if your company’s voice is educational, then your product video should inform rather than amuse.
The bottom line is simple, a good product video should encourage the viewer to find out more about the product. After watching the video, the viewer should want to visit your company’s website, watch additional videos, or contact a sales representative to learn more about the product. Crafting the perfect product video is made easier when you follow the above tips, take the time needed to understand your intended audience, and produce a quality video.
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