Video marketing is a fantastic tool for promoting new products and bringing recognition to your brand. Consumer research indicates that 66% of shoppers would rather watch a video to learn more about a product over reading descriptions or reviews. A product video is a unique way to introduce a product to consumers and demonstrate the features that make it an incredible purchase. Videos are accurate and compelling, giving potential buyers a way to interact with your product before they make the purchase. These videos can help overcome potential hesitancies over a purchase.
Avoiding Product Video Mistakes
Making a video might seem easy, but a few tiny mistakes could sabotage your success. These are some of the more common mistakes to avoid when making a video promotion.
1. Not Understanding the Medium
While it is a form of marketing, you have to think about the product video beyond its business context. In reality, the average consumer is faced with thousands of online video options, and these videos are your competition. To attract their attention, you need to think of your video marketing efforts as more of a TV channel. This means you need to go beyond just a product demonstration with your content. You need to entertain and inform your consumer.
2. Underestimating Your Options
As a small business owner, you may think your budget is too small to support making a product video. Thanks to the superior quality of video tools on an iPhone or Android, you don’t have to make excuses concerning your video marketing strategy. Working with a video marketing company can provide an excellent return on investment, but you can first start small with your video releases. By creating videos for mobile devices, you can increase access to your content, as consumers rely on their mobile devices for the bulk of their watching.
3. Treating It Like It’s a Television Infomercial
A product video is like an infomercial, where you take a product and highlight how it can solve a common problem. However, if you think of the natural response to a commercial break during your favorite show or the way you cringe when the infomercial gets started, some advertising is just too much to handle. Although you do want to inform your consumers about a product, it shouldn’t be an obvious sales pitch. Keep each segment short and creative, utilizing storytelling to connect to viewers. The sales pitch should be a natural byproduct of your enthusiasm and passion for the company or product.
Tones that are too “salesy” put people off. Even if the product would be helpful, a consumer might refuse to purchase given their impression of you or the company. It’s also important to remain professional through the video, as inappropriate jokes, bad taste, sarcasm or other condescending behaviors will also undermine the consumer’s confidence in your brand. Instead, make your video approachable and engaging. Use your target audience to guide your tone and video setup. Each product video should be unique to the consumer you are trying to reach.
4. Copying Someone Else’s Idea
If your product is something readily available from another retailer or isn’t exactly novel, you have to differentiate your marketing efforts from the competition. This means changing up your video ideas from what is already out there for people to watch. Before you develop the plan for your video, see what others have already done. Take notes of what you liked and what you didn’t like, as well as features or talking points that weren’t addressed. You can use these to inform your own video and make it stand out from the rest.
One thing to keep in mind with your product video is that while you are looking for sales, you are really working to establish a relationship with your consumer. The more you can earn their trust and engage them through original, informative and relevant content, the easier it will be to establish brand loyalty.
5. Missing the Mark on Keyword Usage
Using target keywords in your product videos will help generate more conversions and give your company a higher return on investment. Keywords are important for reaching a specific audience as these words improve your search engine rankings. Utilizing relevant search terms helps you capitalize on search engine traffic, but too many inexperienced video producers sprinkle the words in haphazardly or not at all.
Excessive use of keywords makes your content seem like spam and too little produces zero results. Research appropriate keywords for your content and place them naturally throughout the video. Use them in the description and title to ensure SEO success.
6. Forgetting the Purpose of the Video
If you are a creative person, it’s easy to get lost in the fun of preparing and making a product video. Even if your goal is to entertain, don’t forget that you are still selling a product and working to convert viewers into paying consumers.
While you are free to engage and excite your audience, always include a call to action at the conclusion of the video to motivate viewers to take the next step with your brand. This call to action can encourage consumers to sign up for the weekly newsletter, download a coupon or request a free sample. Make sure you clearly display your contact information as well.
7. Skirting Social Media
Your product video should appear in more places than your company’s website or blog. Social media channels remain a leading way to drive traffic to your video and reach greater numbers of viewers. Consider running a social media campaign to promote video sharing or other interaction with the content. Social media channels make it easy to target a much larger audience than your website, particularly if you tap into the networks associated with each viewer who shares or reposts.
Developing a Stellar Product Video
By working with the group at MatchPoint Studio, you can avoid a lot of these mistakes. Turn out a product video that drives sales and encourages brand loyalty by contacting our team today.