Video is the number one type of content used to sell products and services. With 71% of consumers believing that video explains a product better than text or photos, it's easy to see why product videos are an essential part to any marketing plan.
Last month we did a #LiveStream on what makes a good product video. You can watch the video below for the full details. But in true blog fashion, we're going to answer the top 5 things you need to know about product videos (in question and answer form, of course).
1) Is Quality Important?
As a professional videographer, I always want to say "Absolutely!" whenever I get asked this question. But I also understand that small businesses might have small budgets when it comes to video production. 58% of shoppers think companies with product videos can be trusted. This tells us that costumers are using video to judge if a brand can be trusted with their credit card and personal information. Producing a low-quality video can make shoppers to look elsewhere. Think of it like online dating. You see a profile that looks interesting, you click on the photos, and woooh! Every photo is blurry and looks like it was taken with a flip phone. You can't really tell what the person looks like, or even which one they are in all these group photos. Sure, they could be a completely normal person, or their account could be a scam. Are you going to take that chance? Most likely, you're going to swipe left. It's the same idea when it comes to product videos.
2) How Big do I go?
My rule of thumb is: go as big as you can without losing quality. What does that mean? If the best quality you can make is a simple video of your product rotating on a stand, no audio, no actors, nothing else but some nice glamour shots - do it! That high quality glamour video will do much more for your brand than an elaborate video that is riddled with shaky camera shots and horrible acting.
3) What Makes a Good Product Video?
The biggest takeaway for this one is KISS - Keep it Simple and SHORT (I changed it because this one is better). Be clear on what your product is, focus on what problems it solves, and address your target audience. Live action shots of your product are much better than a graphic rendering (remember, people are watching because they want to know exactly what to expect from your product). Be sure to demonstrate how to use the product. Don't forget to add your personality to the video, and use your brand's "voice." Always add a CTA (call to action) at the end of the video so customers know exactly where to buy your product.
4) Where Should I Post a Product Video?
In one word? Everywhere! You spent time and money to make this video, so share it with the world! We want as many people to find your video as possible. Be sure to post it on your product listing (such as Amazon or Etsy), your website, and your social media.
5) Do I Need a Product Video?
I know this is going to come as a shock after reading this entire post, but YES! You absolutely need a product video if you are selling products. 73% more people buy after they watch a product video. Not only that, but 46% of people will "Showroom" if there is not a product video. What does that mean? Showrooming is when a potential costumer goes online to find a product. They're searching all the keywords and (because your SEO is on point) they find your website. Awesome! But you don't have a video to explain your product. Your potential costumer doesn't want to spend money on something they are unsure of. So instead of clicking "add to cart," they hop in their car and drive to the nearest store that sells a similar product. It's human nature, we want to be able to hold the item and look at it before buying. Now that they are at the store, the shopper will just purchase the product there. "Showrooming" looses you money. Product videos fill that need to see and touch an item, and they give the shopper the confidence to make an online purchase.
Do you have a specific video question? Schedule a free video analysis call at bit.ly/callawv