Create a Product Video
Before you ever begin to create a product video, you need to have your video strategy in place and understand exactly who your customers are. To do that, you must think through exactly how you plan to use each video, who is watching these and where they are consuming your content.
Obviously, product page videos need to showcase various aspects of your product to potential customers that they couldn’t see in a static photo, but these people also need to see themselves in your videos.
For fashion retailers, that may mean using models to show how a product looks when walking down the runway with all eyes on them. For online stores selling outdoor recreation items, it may be best to show a product in use on a camping excursion with a beautiful background of lakes and mountains.
Forty-nine percent of online shoppers say not being able to physically touch a product is one of their least favorite parts of shopping online. Your goal with your product page video should be to bridge that gap and provide a more holistic buying experience. Put the product in scenarios your customer might use to test it out when in the store.
Product videos won’t just be used on a product page.
You will want to use them in email nurture streams and in social advertising on platforms like Facebook and Instagram.
Knowing how you will use a video will help to minimize costs and time spent in creating a video. You can knock out all video uses with a single day of shooting. Aim to optimize your time and resources by properly planning.
Here’s what you need to think through.
Where will you use the product video?
If you have multiple email nurture streams, differentiate between them. A product video for a welcome series email and a product video for an abandoned cart email have slightly different messages. In one, you want to introduce your brand and a popular product. In the latter, you want to encourage a final purchase with customer reviews, urgency or any other psychological trigger.
Think through what is right for your brand. Again, these are three of the more popular use cases.
- Product page
- Welcome series email
- Paid advertising, i.e. Facebook and Instagram advertising
What is the purpose of the product video?
The purpose of the product video will be largely determined by where the video lives. Be prepared to record different voice-overs or multiple bumpers (the video clips before and after the main content of a video) to use for various product video purposes.
Here are the three main purposes of any product video, and the use scenario(s) that most closely aligns with each.
- Increase conversions: product page, welcome series email, Facebook advertising and Instagram advertising (targeting existing customers).
- Increase AOV: product page, welcome series email, Facebook advertising and Instagram advertising (targeting existing customers).
- Attract new customers: Facebook and instagram advertising (targeting net new customers), distribution on YouTube (welcome series).
What does each video need to achieve its purpose?
Video shoots can be difficult, long and expensive –– but not for the well-prepared.
Once you determine where you will use each video and understand the purpose of each, it’s time to gather all needed materials (if you are filming on your own) or make notes (if you are outsourcing) to give to an agency or freelancer.
Product page video
Purpose: Increase conversions and/or AOV
Product page video needs:
- Shots of the product in use
- 360-degree views of the product
- Shots of the product in use with commonly used items you sell, or with necessary accessories
This last bullet point is specific for increasing AOV. Use YouTube’s annotation capabilities to add clickable links to any additional products shown.
This is the main portion of all of your videos for this particular product. It is the most important shot. Here are a couple notes to give to your videographer or to keep in mind as you edit.
- It needs to look clean. This means well-lit on a simple background, usually black or white. Consumers associate cleanliness with trust. Without trust, no one will buy from you.
- Keep it simple! Product page videos should be less than one minute in length. Other videos mentioned in this guide will add bumpers to the beginning and end of these videos, or cut from this video, for usage elsewhere. Simple and to the point is best.
Welcome series email
- Intro the new customer or new blog subscriber to your brand
- Show off a best selling product
- Show off your service and brand capabilities
- A welcome series product video is meant to encourage conversion and brand loyalty. You want to build trust and interest.
- Net new customers: Intro the new customer to your brand
- Net new and existing: Show off a best selling product
- Net new and existing: Show off a new product release
- Existing customers: Encourage conversion
Because of the social aspect of these platforms, customer reviews or testimonials play very well. Consider including one or two in your video ad.
- Text: 90 characters
- Aspect Ratios Supported: 16:9 to 9:16
- Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan
- News Feed Ratio: 16:9 (full landscape) will be masked to 1.9:1. 9:16 (full portrait or vertical) will be masked to 2:3
- Format: .mp4 container ideally with leading moov atom, no edit lists
- Audio: Stereo AAC audio compression, 128kbps + preferred
Promote videos that show behind-the-scenes footage, product launches or customer stories to raise awareness about your brand.
- Aspect Ratio: 1:1
- Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan
- Format: .mp4 container ideally with leading mov atom, no edit lists
- Audio: Stereo AAC audio compression, 128kbps + preferred
- Caption: Text only, 125 characters recommended
- You have eight CTA options with Instagram. As with the Facebook ad, most shops will want to use Shop Now, Learn More or Sign Up.
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