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E-Marketing Performance Blog

Product Demo Videos: A Marketer’s Secret Weapon

As you know, video plays a rather significant role in motivating customers to shop with certain brands. But are you using it as you should? Product demo videos are well worth the investment, and it’s time for you to discover the role they could play in your own marketing efforts.

How to Create Stellar Product Demo Videos

There’s a big difference between telling a customer about a product and showing them its value. For years, product demonstrations have been a favorite method for businesses that want to quickly convey value to customers.

Traditionally, product demos have involved in-store presentations or infomercials. However, with the rise of the internet and digital media, it’s become much easier for brands to create their own product demo videos and disseminate them via their websites or social media profiles.

Any brand can create a product demo video, but what separates the stellar from the subpar? Here are a few helpful tips for creating product videos that drive conversions. 

  1. Use the Right Equipment. Production quality is of paramount importance when it comes to developing product demo videos. The last thing you want is for the visuals to be grainy, the audio to be scratchy, or the setting to look out of place. Use the right equipment, and you can avoid all of these problems and the related side effects. 
  1. Develop a Script. There’s a fine line between being too scripted and not having any plan for what you’re going to say or do once the cameras start rolling. With that being said, you need a script for your product demo. Once you have that script in hand, you can then practice making it sound natural and engaging. The product demo found on this page, from the brand Mr. Aberthon, is the perfect example of what it looks like to script a video without making it feel forced. Know what direction you’re going, but don’t make it sound like you’re reading from a teleprompter.
  1. Get the Opening Right. Attention spans are notoriously short in today’s marketplace, and social media platforms cater to this by featuring scrolling layouts that encourage users to keep swiping when they run across something that doesn’t interest them. If you want people to watch your product demo all the way through, you have to nail the opening in 10 or 15 seconds.The famous Dollar Shave Club launch video is the perfect example. From the first few frames, most people are sucked in. And if a customer makes it to the 15-second mark, it’s almost guaranteed that they’re going to stick around until the end. You can take a less brash approach, but don’t underestimate the importance in getting the opening of your product demo video right.
  1. Move People to Action. A product demo video obviously has to explain what the product is, how it works, and where the value lies, but if you aren’t moving your viewers to action, you’re messing up. Viewers need to be told exactly what to do at the end of the video. Usually, this involves buying the product, but a softer “sell” is sometimes appropriate. You should never end a video without moving people in a positive direction.

Don’t Miss Out

In a business world where barriers to entry are quickly dissolving and anyone and everyone can start a business in your industry, it’s more important than ever to stand out and convey value to your customer base. There are plenty of ways to go about doing this, but high-quality product demo videos are always worth the investment. Make sure you aren’t overlooking this opportunity.

Anna Johansson

Anna is a freelance writer, researcher, and business consultant from Olympia, WA. A columnist for Entrepreneur.com, iMediaConnection.com and more, Anna specializes in entrepreneurship, technology, and social media trends. When she isn’t writing, she’s outside on her bike and contemplating her eventual trip to graduate school. Follow her on Twitter and LinkedIn.

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