April 13, 2021


Not only are videos the format of choice for your brand's storytelling – they also provide an excellent way to share information with your customers. Videos enable potential buyers to get a 360 degree view of your product that by far tops traditional product photography. Even more, you can showcase actual in-use situations by creating set designs with actors or illustrations perfectly aligned with your corporate identity.

Statistics prove the uplift that videos generate for product sales

84% of people say that they’ve been convinced to buy a product or service by watching a brand’s video. And also marketers are more than happy about the possibilities of using video along the customer journey with 94% of them agreeing that videos have helped increase user understanding of their product or service.*

Here’s how to get started with promoting your products with videos:

1. Determine your goals

The type of product or service offered by your company and the markets you are operating in will influence your goals. The main aspect you have to decide on is your audience. Ask yourself who you want to reach and which channels are appropriate to get in touch with your customers. This can vary from a very broadly targeted TV commercial (TVC) campaign to the most narrow niche ad campaign on Instagram.

As a next step, consider your marketing and product development plans to decide on the time frame of your video production. Do you need a rather quick solution or are you in for developing the most sophisticated set designs and multiple iterations to come up with the results? And what about the volume? You might need product clips for your shop – so how many products are listed? And while you are already on it: Why don't you shoot a few snippets for social media and email marketing campaigns as well? Do not forget to set your budget accordingly.

2. Choose a format

There are a whole bunch of video styles to let products and services shine. If you want to have a considerable impact on the consumer’s buying decision you should provide them with an experience comparable to examining the item in a shop. This is achieved by displaying classic product demos which show the product in detail and from different angles.

Furthermore, video commercials are your option of choice if you want to launch advertising campaigns to promote your products and services along all your relevant channels. If you aim at educating your customers in using your product with tutorials or feature videos, you might want to go for an explanation type of video. Animations work great in this matter, especially if you are a service provider rather than a manufacturer of physical products.

3. Choose a production company

There are several options to choose from when it comes to video production. Let us have a look at the advantages and disadvantages of each one of them.

Inhouse production units are usually available to mid- or large sized companies only. They offer the best brand fit and of course a ton of dedication from the team. However, since equipment and space are usually limited, the possibilities are as well. Especially scaling the video production can be a tough nut to crack and also the comparably high production costs weigh in on the downsides of inhouse video production.

When working with creative agencies, you will benefit from dedicated teams that bring in a lot of experience with shooting different types of videos. However, you might note a focus on hero content among the creative team which goes hand in hand with long production times and a fair amount of inflexibility. So working with creative agencies might be detrimental when commissioning videos of a whole product palette. Moreover, your video production may turn out to be quite expensive when choosing agencies.

At ShowHeroes Studios we offer top-notch video production with very fast and scalable results. You will not have to compromise on quality when working on urgent projects with tight deadlines. Our experienced production team of +30 videographers, illustrators and cutters is very flexible and always keen to produce the best creative video content for your needs at reasonable rates. So if you want to implement your video strategy quickly, ShowHeroes should be the production company of your choice.

We are happy to assist you!

Checklist for product video projects

* Source: https://blog.hubspot.com/marketing/state-of-video-marketing-new-data

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