A product video must be included in your company’s digital marketing because it is your marketing prince. It helps you get better search engine results and increase conversion with impressive ROI. It does not matter if you are running an e-commerce business or trying to generate visitors to your website, a product video can be a game-changer. Here are some statistics to show why businesses take product video production seriously and actively look for a good video production company in India.
- The audience reach of online video content is 92.3%.
- Over 1 Billion Hours of YouTube video content is consumed daily worldwide.
- One-third of all online activity is done watching video content.
- The information retention rate of video content is 95% as against 10% retention rate of text-based content.
- 92% of mobile viewers tend to share a good and useful video with others.
If you still haven’t considered creating your product video, you can start after reading this. We will discuss what an engaging product video is and how to create one. Whether you plan to create it in-house or get it done from a product video production company, the steps will remain as your guiding parameters.
What Makes an Engaging Product Video?
A product video ad will highlight your product’s features in action. Everyone knows that. But the catch is, what makes it engaging? The key factor is, it should creatively highlight how it solves the pain point of a user.
This needs to be shown in such a way that your potential customer wants to know more and finally gets an impulse to think of buying it.
A product video not only shows your product in action, but brings life to your product through engaging visual storytelling. It has to be that intense that a potential buyer is able to visualize feeling it, using it and truly owning it in every sense.
Lastly, it needs to show how your product is superior to other products in the market. That is to showcase your unique selling proposition. The buyer must have a sense of assurance that by using your product one has everything to gain.
Any top video production company in India, aims to achieve all these through the video they make for their clients. Showing your product, making it indispensable, assuring a sense of all gain no loss, and finally creating memories to carry on. If a video has all these strings tied together, it is bound to increase sales or any other goal with which it is made.
How to Create a High-Impact Product Video?
We now know what makes a product video unique. Next, we will discuss how to create a high-impact video marketing point of view and then the technical steps involved.
- Showcase It as a Pain Balm
This is where you will make your video loved and shared. Show how your product (or service) solves a pain point of your audience.
- Show and Talk
Videos showing a great looking product against a lovely backdrop is eye-catching no doubt, but it must convey more about how the product works or what makes it unique.
Go in-depth talking about the product, its uniqueness, the story behind it, and what happens if one uses it.
Amul Food Factory – Ice Cream – Hindi is a great example. The video has 11 million or 1.1 crore views.
Good use cases:
Demo Videos
Demonstrate your product as a user uses it.
Tutorial Videos
Show your viewers how to use the product.
Explainer Videos
Explain how your product works and its genesis (the story behind it).
- Relate to Your Brand
The audience must be able to relate the product with your brand visually. Including a logo or your company’s specific color palate is a way to go about. Another option is using the same host, spokesperson, or theme song that your company uses. Include that in all your product videos. Such videos increase recall value.
Example :
Ariel’s “Share the Load” campaign. It visually connects with the brand using their consistent logo, colors. The storytelling resonates with cultural themes. The videos integrate the brand effortlessly into everyday scenarios.
- Audience First
Your audience should be able to relate your video and their experiences. Therefore, choose such scenarios to showcase your product that your target demographic can relate to.
Example:
Festive Moments Styled by Myntra – got 11 million views.
Single Parenting, My Choice: Bold is Beautiful|The Whispers | Myntra – 2.2 million views.
- Play Safe
Marketers use negative marketing by playing on fears or creating a sense of alarm. But unless you can place it strategically it can badly backfire, especially if it feels manipulative or insincere. For example, Surf Excel’s ‘Rang Laaye Sang’ Video Ad got a backslash.
Negative marketing can work by playing on fears or creating a sense of urgency, to grab attention. However, it can also backfire badly. Therefore, it is better to play safe and focus on the benefits your product adds to your viewer’s life.
- Include Humor
Humor elements and personality to your product video also work well. This way, your videos become more exciting and showcase your brand’s identity.
Example: Flipkart has the best deals for all your needs! The video got 15 million views.
Include a call to action (CTA).
Tell your viewers how, where, and when to buy your product. You can include CTAs like “Call to Buy” etc.
Now let us talk about the technicalities of making a product video that is how a product video production company shoots it.
Shooting a Product Video: The Steps
Step 1
Planning– it includes determining your target audience and what would be their take away from your video. Accordingly, create a storyboard to outline the video flow. It will help in visualizing your story telling process. You can team up with a reliable product video production company for this.
Step 2
Scripting – writing a compelling script highlighting the key features and benefits of your product while keeping the audience hooked. A product video agency can help you with this or refine your script to resonate with your target audience.
Step 3
Setting Up the Shoot– you will need the right location, quality equipment, good lighting, and sound quality. All of these will make a major difference in your final product video.
If you want a professional touch, consider hiring a video production company in India that specializes in product video shoots. They’ll bring along all the expertise and equipment to ensure high-quality production while you can relax.
Step 4
The Shooting – includes capturing high-quality footage by focusing on proper lighting and camera angles. Experiment with different shots to add variety and keep viewers engaged. Product videography requires a keen eye for detail and creativity, so ensure you include only the experts to do the job.
Step 5
Post-Production – includes trimming of unnecessary footage, enhancing colors, and adding background music or voice overs to make your video more engaging. It can include graphics and animations if required. Partnering with a professional product video production team can take your video to the next level.
Step 6
Optimization and Distribution – maximize your video’s reach by optimizing it for search engines. Include relevant keywords in the title, description, and tags. Share your video across various platforms like YouTube, social media, and your website. You can take help of product video services for this.
Conclusion
Creating a product video not just filming. It’s about storytelling, engaging your audience, and showcasing your product in the best light possible and ensuring that it creates a lasting memory in their minds. It is a professional venture and mostly cannot be managed well in-house. It is better to team up with a product video production company such as SRV Media.
