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Producing a Video About Your Product: 4 Key Things to Consider
By: Tristan Pelligrino
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Videos are a major asset when you are looking to convert website visitors into buyers. Video content provides a way to engage visitors and effectively introduce them to your product. If done properly, videos can become your 24/7 salesperson.

But what are some of the most important aspects of developing a product video? Well, let’s review some of these components:

1. Identify how the product works.
At the end of the day, a product solves your customer’s problem, so people want to know how your product works and how it helps them overcome a challenge. A video on an ecommerce site allows customers to see the product in action. Customers can get a true sense of the size, shape, and ease of use — all in a short video. One of the best ways to showcase your product is through a demonstration. Find a way to demonstrate the use of the product by leveraging a previous customer or someone within the company.  

2. Show what’s different about the product.
More than likely, your product has competitors in the marketplace (if not, good for you!). You should present the main elements of your product that are different from other alternatives. Don’t even give your customers an opportunity to guess what is special...highlight your product’s key features in the very beginning of the video.

3. Make it easy to purchase or try it out.
If your video isn’t living on a landing page with a “trial” button or “buy” button, then you need to think about the next step for the viewer. The video should include a call to action to guide customers in the right direction. If the video does reside on a product page, you may want to reinforce how the customer can click and buy. If you are promoting a trial period, then make sure your viewer knows how to initiate the trial. Ultimately, you want your customers to buy the product….so make it super easy for them to take that step.

4. Ensure that customers care about the product.
Even the most innovative products won’t appeal to potential customers without a story. Within your video, develop a concise message and clearly explain the product in an interesting way.

After it is all said and done, customers should care about the product and be compelled to take action by clicking “buy.” If you consider these four elements within every product video you produce, then you’ll at least have a solid foundation for engaging customers.


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About the Author
Tristan Pelligrino is a marketing director, producer, blogger and co-owner of 522 Productions and 522 Digital. Connect with him @tpelligrino
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