How to create the most effective product video
With any product video what you are looking for is a return on your investment (ROI), and so there are two really crucial things to consider. The first is where will it be deployed and the second is what does the content look like.
The second element you can work on with any production agency you engage with, for example we have a wealth of experience in this area and will present our clients with options for how we feel it will be most effectively presented to viewers. No matter how good the video ends up being, if no one sees it it doesn’t really matter. That is why the first element is so important.
Taking from your marketing strategy, looking at your customer avatars / personas, you need to be clear about where you will distribute the video – website, presentations, exhibitions and conferences, social media, LinkedIn, paid advertising, tradition TV, Digital channels – maybe all of the above. The reason it is important to bottom this out is because depending on where the video(s) will be deployed, affects how it will be made. For example if you need a video for an exhibition there is no point in having a voiceover as the audio won’t be heard above all the ambient noise in the room. If you are creating video for a social media campaign, it is better to have them as square (1:1) or portrait (9:16) aspect ratio than landscape (16:9) as they fit better on phone and tablet screens. If you plan to pay for advertising on Sky Adsmart, the edit has to meet a certain production specification to be accepted.
Getting more bang for your buck.
If you are paying a crew to be on site filming your product, hired a location or you have cast actors, explore whether you can create more content while you have already have these elements in place. For example rather than just creating a single product advert, perhaps you can create ‘how to install’ videos or variations targeted at more specific markets. It may cost a little extra in the short run, but you’ll have many more assets in the long run which will increase ROI.
Create a campaign for your product video.
Have a plan for what to do with your video when it is completed way before you even start to plan for the shoot or begin the animation process. If you don’t have the expertise in house to create a solid marketing plan, bring in a consultant to help you. A product video is all about ROI – how can I get someone who wasn’t aware of my product to become aware of it, understand the benefits, how it is better than anything else on the market and buy it from me. Having a strategy in place to ensure it reaches your target demographic and it is easy for them to move down the sales funnel is what will make your product video as effective as it can be.
“We still have this situation where firms are creating pamphlets showing off their products and what they can do. How do you get any traction on a pamphlet? If I call you and want to know more about your product, show me, don’t send me a brochure in the post. In three days I could have found another supplier. When people see it, they want it, so show them.” Jovan Maric – Creative Director, Square Daisy
How do you create a product video – animated or filmed?
It shouldn’t be done ‘quickly’, it takes planning as mentioned above – you want your product video to deliver a solid ROI for you so planning is required, both on the production or animation itself and the marketing strategy it will be part of.
If you are trying to film things like jewellery, watches or things with shiny surfaces, lighting it in such a way that it doesn’t reflect or glare can be quite a challenge, requiring some extra thinking. If you are trying to film things in tight spaces, such as boilers or car interiors, some thought around framing, lighting and equipment used is needed to make sure you deliver the right visuals. If it is software, we always try and avoid live filming because of the potential of screen flicker, showing information that isn’t important at that stage and a lack of control over the interface, so perhaps an animated explainer is more appropriate.
Areas we serve
We currently service many areas with our product videography, including the following:
Sussex, Kent, Brighton, London, Birmingham, Portsmouth, Hertfordshire, Hampshire, & Essex
