Start with a clear objective
Before diving into the production of a product video, it’s crucial to have a clear objective. What do you want to achieve with this video? Are you looking to increase brand awareness, drive sales, or educate your audience about a new feature? Defining your goal will guide the entire production process and ensure that your video is focused and effective.
Here at iWeb, we always start by understanding our clients’ objectives. For instance, if the goal is to drive sales, the video might focus on showcasing the product’s unique selling points and include a strong call to action. On the other hand, if the aim is to educate, the video might delve deeper into the product’s features and benefits, providing detailed explanations and demonstrations.
Having a clear objective also helps in measuring the success of your video. By setting specific, measurable goals, you can track the video’s performance and make data-driven decisions for future content. For example, if your goal is to increase website traffic, you can monitor the number of visitors who come to your site after watching the video.
Know your audience
Understanding your audience is key to creating a compelling product video. Who are you trying to reach? What are their interests, pain points, and preferences? By knowing your audience, you can tailor your content to resonate with them and address their specific needs.
Our talented team at iWeb often conducts audience research to gather insights. This might involve analysing customer data, conducting surveys, or studying social media interactions. For example, if you’re targeting young adults, you might opt for a more casual and energetic tone, while a more professional and informative approach might be suitable for a business audience.
Once you have a clear picture of your audience, you can create content that speaks directly to them. This might involve using language and visuals that they relate to, addressing their pain points, and highlighting the benefits of your product in a way that appeals to them. For instance, if your audience values sustainability, you might emphasise the eco-friendly aspects of your product.
Craft a compelling script
A well-crafted script is the backbone of any successful product video. It ensures that your message is clear, concise, and engaging. Start by outlining the key points you want to cover, and then flesh out the details.
Our expert developers at iWeb recommend keeping the script simple and to the point. Avoid jargon and complex language, and focus on delivering your message in a way that’s easy to understand. For example, instead of saying “Our product utilises advanced technology to enhance performance,” you might say “Our product works faster and better.”
It’s also important to include a strong call to action in your script. Whether you want viewers to visit your website, make a purchase, or sign up for a newsletter, make sure to clearly communicate what you want them to do next. For instance, you might say “Visit our website to learn more and get started today.”
Invest in high-quality visuals
High-quality visuals can make a huge difference in the effectiveness of your product video. They not only make your video more appealing but also help to convey your message more clearly.
At iWeb, we always emphasise the importance of investing in good equipment and professional production. This might involve using high-resolution cameras, proper lighting, and professional editing software. For example, Adobe Premiere Pro is a popular choice among our team for its powerful editing capabilities.
In addition to technical quality, it’s also important to consider the visual style of your video. This might involve choosing the right colours, fonts, and graphics to match your brand identity. For instance, if your brand is known for its modern and sleek design, you might opt for clean lines and minimalist visuals.
Showcase the product in action
One of the best ways to demonstrate the value of your product is to show it in action. This helps viewers to see how the product works and how it can benefit them.
Our talented team at iWeb often uses real-life scenarios to showcase products. For example, if you’re selling a kitchen gadget, you might show it being used to prepare a meal. This not only demonstrates the product’s functionality but also helps viewers to envision themselves using it.
It’s also a good idea to include close-up shots and different angles to give viewers a detailed look at the product. For instance, you might show a close-up of a key feature or a 360-degree view of the product. This helps to highlight the product’s design and build quality.
Include customer testimonials
Customer testimonials can add credibility to your product video and help to build trust with your audience. Hearing from real customers who have used and benefited from your product can be very persuasive.
At iWeb, we often include testimonials in our clients’ videos. This might involve interviewing satisfied customers and asking them to share their experiences. For example, you might ask them how the product has helped them or what they like most about it.
It’s also a good idea to include a mix of testimonials to appeal to different segments of your audience. For instance, you might include testimonials from different age groups, professions, or locations. This helps to show that your product is versatile and can benefit a wide range of people.
Optimise for different platforms
Different platforms have different requirements and best practices for video content. To maximise the reach and impact of your product video, it’s important to optimise it for each platform.
Our team at iWeb often tailors videos for different platforms. For example, a video for Instagram might be shorter and more visually engaging, while a video for YouTube might be longer and more detailed. It’s also important to consider the aspect ratio and resolution for each platform. For instance, a square or vertical video might work better on mobile platforms like Instagram and TikTok.
In addition to technical optimisation, it’s also important to consider the audience and context of each platform. For example, a video on LinkedIn might have a more professional tone, while a video on Facebook might be more casual and entertaining. By tailoring your content to each platform, you can ensure that it resonates with the audience and performs well.
Measure and analyse performance
Once your product video is live, it’s important to measure its performance and analyse the results. This helps you to understand what’s working and what’s not, and make data-driven decisions for future content.
At iWeb, we use a variety of tools to track video performance. For example, Adobe Analytics can provide detailed insights into viewer behaviour, such as how long they watched the video and which parts they found most engaging. This information can help you to identify areas for improvement and optimise your content.
It’s also important to track key metrics such as views, likes, shares, and conversions. For example, if your goal is to drive sales, you might track the number of purchases made after watching the video. By analysing these metrics, you can determine the effectiveness of your video and make informed decisions for future content.
Call to action
Creating compelling product videos can be a game-changer for your business. By following these tips and tricks, you can produce high-quality visual content that resonates with your audience and drives results.
If you’re looking for expert help with your digital transformation, reach out to iWeb today.
Get in touch
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