For my customers who are promoting a new product, I always recommend a short promotional video. A video is the best way to communicate to a potential customer just how your product works. However, a poorly created video that doesn’t seem professional may turn away potential customers who assume that if your video isn’t properly done, the product probably isn’t either.
Here are some guidelines for creating effective product marketing videos:
Define your audience: Research your target audience’s preferences, pain points, and behaviors. What problems is your product intended to solve?
Keep it short: Keep your videos to the point, especially for busy professionals. Just like a newspaper article, the most important information must be presented immediately not at the end of the video.
Highlight unique features: Explain what makes your product unique and what it’s used for.
Use visuals: Use attractive visuals to attract your audience. We specifically shoot close-ups and from multiple angles so we can cut away to other views of the product.
Include a call to action: Prompt your audience to take a specific action, such as visiting your website or making a purchase.
Optimize for online platforms: We recommend that the video be optimized for, and uploaded to your own Youtube channel. Youtube is one of the biggest search engine platforms out there. For many searches, videos on Youtube are the first results. You want you product to be in those results.
Incorporate branding: Include your logo and color scheme to establish your brand identity. We’ll add your logo in an exciting, compelling, and professional way to the beginning and the end of the video.
Good Audio: It is crucial that the audio sounds clear and professional. Good audio in a video makes or breaks the production. This is something amateurs will often overlook because it requires specialized microphones and a quiet context. Often in amateur videos, you will hear background noise, an echo filled room, camera noise, etc. Proper equipment and quiet location will make all the difference.
Music: We always include (and often compose) music for a promotional video. To avoid copyright infringement, it is crucial that your music be either purchased from an online library, or composed as original music. James is a composer and musician, so most of the time he’ll create music for the production which ensures that it is free of copyright, and fitting for the product’s audience.
Edit your video: Remove sections you don’t want or need, and incorporate visual and audio elements to emphasize specific points. This should be done by professionals like James Web Design to ensure that it looks its best.
