Whether you are trying to sell a physical product or an online service, an effective product video can help you win more potential customers. According to a study, adding a video to your website can increase conversions by over 80 percent.
72 percent of people prefer to learn about a product or a service through a video and 84 percent say that they have been convinced to make a purchase by just watching a brand’s video
That means if you are still not using videos as part of your marketing strategy, you are losing out on a lot of potential business.
A great product video can inform your target audience about your products and encourage them to make a purchase. These videos are especially beneficial for leads that are still in the awareness stage of the buyer journey.
Though there are different types of product videos that you can use across the different stages of the customer journey. Here are the top product video types that you can use to boost your business:
Explainer videos are educational videos that provide information to your audience about your products or services. Most explainer videos start by pointing out a major pain problem of the target audience and then explaining how the brand’s products can help. They can improve message retention and nudge the leads closer to conversion.
Animated explainer videos are some of the most popular because they help break down complex concepts easily through motion graphics and animated effects. More importantly, they don’t require expensive shooting equipment and they are easily editable, making them more cost effective and time saving as well.
Demonstration videos or product walkthrough videos highlight the main product features by demonstrating how a customer can use them. By illustrating how your product works in action, demo videos offer a compelling way to communicate the value of your products to your prospective customers. These types of videos work best for innovative or hard to explain product concepts that just cannot be explained that easily in written form.
Demo videos are popular among SaaS companies to showcase their tools and they are also often used by eCommerce companies to show a 360-degree view of their products.
Product feature update videos help keep your existing customer base and your potential customers informed about the latest upgrades and changes to your products. The videos can teach your customers how to use the new features and in turn increase overall product adoption.
You can also use product videos to introduce some of the team members and put a face to your brand which can help humanize your brand and build trust. For instance, someone from your product team can explain their thought process behind the feature updates.
Comparison videos can be used to compare products and make purchase decisions easier for your customers, especially if you offer different variations of the same product. You can also create comparison videos to show how your products are better than your competitors.
When making these types of videos, make sure that you are clearly pointing out the advantages of one product over the other.
People influence people -- It's as simple as that. From Facebook comments to Amazon reviews, honest customer testimonials from previous buyers can change opinions and convince on-the-fence leads to finally make a purchase. This is what makes customer testimonials so valuable for a brand.
By creating customer testimonial videos, you can show how your products can make a positive impact on real people. Hearing from previous customers and seeing how your product has helped them first-hand can be way more engaging than reading a marketing flyer or scanning through a website landing page.
Now that you have a good idea of how to create effective product videos that resonate with your audience and convert them into superfans of your brand, it's time to get to work. Remember, you don’t need to choose and stick with just one type of product video and run with it. You can experiment with all different types of product videos and incorporate them as part of your marketing strategy.