• Katie Kerr

WHAT MAKES A PRODUCT VIDEO SO GREAT?

Updated: Jun 1

Products can be best demonstrated through video. You can show an accurate representation of how they function, look, wear and sound.


Video provides a great opportunity for tutorials, demos, how to's and installation walk throughs.


So, using this in marketing strategy can be extremely beneficial for your brand.


Product videos are a powerful tool for engaging viewers and turning them into customers.


They provide the perfect opportunity for brands to tell their story and demonstrate why their product solves a problem. Viewers claim they retain 95% of a message when obtained via video. This means product videos can be leveraged to be the most memorable form of content marketing.


Compelling product videos must have some key characteristics to be successful


To create exciting video content focus on fulfilling the following criteria...


1. They engage


Successful videos grab the attention of the viewer in the first 12 seconds. Content is carefully thought out to captivate the audience from start to finish. Interactive video marketing is the latest trend to demonstrate incredibly high engagement. Clickable, shoppable videos engage the customer by involving them. The viewer becomes an active participant in the interactive campaign and not only remembers it, but buys into it via a call-to-action. Interactive video marketing is 3-4x more engaging than standard video.


2. They educate


Product videos need to provide the viewer with all the information they need to make an educated purchase. So, effective product video's explain with simple language and visual ques. Interactive campaigns are excellent at educating as the viewer can click hotspots to find out more product information and to be transported to product pages. This provides a fun and engaging way to learn about a product in a short space of time.


3. Good videos are good quality


Videos that are high quality will look more professional and gain the trust of the customer. Good quality visuals, smooth playback with clear graphics and sound make videos more engaging presenting products in a clear way.


4. Using calls to action show the customer how to make a purchase


Interactive video marketing allows brands to include clickable areas that direct viewers to product or transaction pages. Calls to action can be something like "buy now", "see more", "add to basket", "book a test drive" and more. If you are not using interactive campaign technology, you can include a link in the video description to your ecommerce site.


5, They connect with the customer


Videos provide a more dynamic representation of a product. Formats like live video shopping allow viewers to purchase products in real time. This brings the benefits of offline, in-person shopping online by connecting brand associates and customers virtually. Live video shopping is an exciting new way to display products in action, strengthening customer trust. Viewers can ask questions alongside the stream in a chat bar with hosts answering them. This provides a personal and human focussed shopping experience.



If you are looking to incorporate interactive video marketing and live video shopping into your strategy visit smartzer.com












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