The statistics continue to point to the potential usefulness of video marketing for an extremely wide range of brands as we look to 2020. One report, for instance, revealed that 87% of businesses now use video as a marketing tool, compared to 81% last year and 63% the year before that.
No less fascinating and instructive, however, is the data that indicates just how useful videos are continuing to be for customers.
68% of people, for instance, say they’d most prefer to learn about a new product or service by watching a short video. This compares to the 15% who cited text-based articles, the 4% who suggested infographics, the further 4% who ranked presentations and pitches highest, and the 3% who indicated they would most like to learn about a product or service via ebooks and manuals.
All of this suggests that product demo videos could play quite the part in helping out your customers and fuelling your brand’s efforts to boost awareness in 2020. So, let’s take a look at the key steps to creating the most effective product demo video.
What is this video supposed to achieve?
Before starting work on any product demo video, you need to be sure of what you want it to do for your brand – and your customer. What should the viewer gain from your video, and what actions will you want them to be inspired to take next?
Will you be looking to tempt them into making a purchase straight away, for example? Or will your video be aimed more at assisting those who have already bought the given product, but who may be struggling with a particular feature or setting it all up? Alternatively, you might actually be targeting heightened awareness with this video, above all else.
Who are you aiming at with this video?
It’s crucial with each and every one of your product demo videos to be appreciative of who you’re addressing with it.
What will be the big concern of whoever’s watching the video? How long will they be willing to watch for? Think of the ‘customer persona’ involved. Will you be targeting someone who is entirely new to your brand or product, or people who have purchased from you before?
Decide on a budget and timeline
You might have many thousands of pounds to invest in your product demo videos, or instead just a few hundred. This, and the timeframe in which you want and need the video to be completed, will have a big impact on the decisions made in its creation.
Here at TMC, we’ve produced high-quality videos for as little as £150 – so while a modest budget will naturally bring restrictions, it won’t necessarily be a terminal obstacle to your ambitions.
Put together a structure and script
Different types of product demo videos will doubtless have different structures. Those businesses that wish to address the customer’s pain points explicitly from the outset of their video, for instance, might not use the same kind of structure as those that favour more of a ‘story-telling’ approach.
The script, of course, will also be crucial. It will be instrumental in determining the tone, pace and message of your video. You’ll therefore need to take great care and time over the project brief, and then the outline of your script, methodically working through each section and contemplating how well the script serves the goals you determined above.
Would you like to learn more about the sheer power that your brand’s product demo videos could have when they are done right? If so, don’t wait any longer to get in touch with the TMC team in Ayrshire or London, so that we can discuss how we can best serve you.
