In today's digital age, video marketing has become an essential tool for businesses to reach out to their target audience. According to recent statistics, 71% of consumers prefer video over other marketing content, and 55% use videos to make purchase decisions. This makes product videos a crucial aspect of any marketing strategy.
In this article, we'll explore what product videos are, why they matter, the different types of product videos, and how to create product videos effortlessly.
What is a product video?
A product video is a type of marketing video that showcases a product, its features, and its benefits to potential customers. It's a visual representation of the product, designed to provide customers with a better understanding of its capabilities, performance, and usage. According to a study by Wyzowl, product videos have the power to convince to buy a product or service.
Why you need to use product videos
If you want to increase conversions and build trust with your audience, product videos are a must-have in your marketing arsenal. But why exactly are they so important? Let's see.
Reason #1: Engagement
Product videos capture more user engagement than traditional product descriptions or images. By providing information in a clear and concise manner, product videos are more likely to grab customers' attention and hold it.
Reason #2: Connection
Product videos can help convert prospects into customers by providing a realistic view of your products. Research shows that over 90% of buyers are influenced by visuals when making purchasing decisions, and around 65% of users are more likely to purchase after watching a product video. By showing them how your products work, potential customers can imagine themselves using them, which increases their level of customer satisfaction and trust.
Reason #3: Trust
Product videos can eliminate doubts about product quality, which builds trust in your brand. As online shoppers are highly concerned about product quality, having a product video that showcases the product's features and how it works can be highly beneficial.
Reason #4: SEO
Google prioritizes videos. As a result, websites that use videos get 41% more traffic from search results. So if you have an SEO-friendly product video with appropriate metadata, there is a high chance that it will end up on SERP and generate more traffic. Google encourages businesses that use all possible tools, including YouTube, so you can upload your video there and end up in the recommended videos for your keywords.
Reason #5: Accessibility
By adding transcripts or captions, product videos become highly accessible, helping people with disabilities or impairments to access your product information more easily. Plus, video content can reduce confusion and demonstrate product features that can be difficult to convey in writing.
4 Types of product videos
Product videos come in many shapes and sizes, and each serves a unique purpose in showcasing your products to potential customers. Here are five types of product videos and why they work.
#1. Product demonstration video
According to a study by HubSpot, 72% of customers prefer to learn about a product or service through video. A product-focused video shows your product in action and demonstrates its features and benefits.
Why it works
This type of video can help potential customers understand how your product works and why it’s valuable by highlighting the most important product features in a clear and concise manner.
#2. How-to video
How-to videos are created to demonstrate how to use the product. They provide step-by-step instructions on how to use your product. According to Wyzowl, 91% of customers have watched a how-to video to learn about a product.
Why it works
How-to videos are especially useful for complex products or those that require assembly. They show customers how your product can solve a problem or make a task easier. Thus, you can not only give your clients a useful self-help tool but also build trust and increase customer satisfaction.
#3. Product commercial
Product commercials are short and visually appealing videos that showcase the key features and benefits of your product. These videos aim to create an emotional connection with potential customers and generate brand awareness.
Why it works
According to studies, 64% of customers are more likely to purchase a product after watching a branded social media video. With their engaging and storytelling approach, product commercials can help your brand stand out and leave a lasting impression on your target audience, increasing the likelihood of driving sales.
#4. Before-and-after video
DIY products often transform a space drastically. Before-and-after videos can be especially effective to showcase all the positive changes your products can do. These videos can show the viewer the transformation and can be a powerful motivator for someone who is considering making a purchase.
Why it works
Before-and-after videos typically showcase a problem or challenge that a customer is facing before using your product, followed by the positive impact that your product has had on their situation. As a result, your potential customers are more likely to be persuaded to make a purchase. Additionally, these types of videos can also be highly shareable on social media, as they can be seen as inspirational or aspirational, making them a powerful marketing tool.
#5. Video review
Video reviews provide social proof by showcasing the experiences of real customers and featuring positive reviews and testimonials. This type of content can build trust and credibility with potential customers.
Why it works
According to a study by BrightLocal, 87% of customers read online reviews for local businesses, and 79% of customers trust online reviews as much as personal recommendations. And video reviews offer a more personal and authentic perspective. When a customer records a video review, they have the opportunity to convey their emotions and tone of voice, making it easier for viewers to connect with them and trust their opinion.
How to make a product video
When it comes to creating product videos, you normally have a few options to consider:
- Hire a professional team. With a product video production company, you can definitely get unique high-quality videos of any type described above. However, this method can be very expensive and time-consuming.
- Create videos internally. You can delegate video content production to your marketing team and save your budget, but such an approach often results in lower-quality videos and requires a significant amount of time and resources. Plus, it's important to remember that resources are limited, and you may need to hire new team members or give up other important tasks.
- Use a service like MaterialCloud. MaterialCloud offers content packages that include up to 100 videos for your product description pages. These product videos can showcase your product with 3D graphics, custom room interiors, and various video scenarios. The content produced by MaterialCloud is royalty-free and compliant with the requirements of many platforms, including marketplaces like Amazon. Moreover, MaterialCloud uses advanced technologies to produce high-quality videos faster and at a lower cost compared to traditional methods.
As you can see, product videos are an essential tool for any DIY business that wants to increase conversions and build trust with its audience. By showcasing the features and benefits of the products in a clear and concise manner, product videos capture more user engagement, help convert prospects into customers, build trust, and improve SEO. There are various types of product videos, each serving a unique purpose and helping you promote your products. So don't miss out on the benefits of video content! Give it a try and see for yourself how it can elevate your business and engage your audience in new and exciting ways.