19 Impressive Product Demo Videos You'll Want to Copy
In marketing these days, you can’t swing an enthusiastic micro-influencer without hitting someone who’s talking about video content. And it’s not without merit. A recent HubSpot study revealed 54% of consumers want to see more video content from brands and businesses they support.
With video marketers earning 66% more qualified leads per year and a 54% increase in brand awareness, it’s clear video marketing is the future and product demo videos are a lucrative path forward.
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In fact, 72% of people would rather use video to learn about a product or service. There are many different types of product demo videos, so I’m sharing a few of my favorites below, along with tips on how to get started on your own product demo video.
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1. Identify the goal
Purchases? Subscriptions? Education? Brand awareness? Decide what your video is trying to achieve and what you want the viewer to walk away with. What action do you hope the viewer takes after watching your video, and what business need does it fulfill? For example, “After watching our product demo video, we hope the viewer submits a demo request form.”
2. Determine your audience
Has the audience for this video purchased with you before? Are you introducing a new product or feature to them? Or is this video reaching people who have never heard of you? What will this audience be concerned with? How long will they want to watch? What buyer persona will you be gearing this video for?
All of these are important questions to answer. For example, let’s say you’re introducing software that regulates the temperature of various areas in your office. The audience for your video might be harried office managers who are constantly fielding requests to turn the temperature up or down. They’re concerned with keeping their colleagues comfortable without breaking the bank on electricity costs.
3. Set a budget (and a timeline)
Do you have $7000 or $80,000 to make this product demo video? Identify your budget so you know how to proceed. This is also the time to set expectations. If you have a $500 budget, you’re not going to come out with a video on par with Apple’s latest release -- and that’s alright.
Oh, and don’t forget to outline when you need this video to be completed. Even the biggest budgets can run up against roadblocks, if the timeline is too limited.
4. Decide between in-house or agency
This decision will likely be dependent on your budget. If you have a lot to work with, interview agencies who can give you quotes and creative pitches for your project.
If you have a small budget, don’t let that dissuade you from creating a video using your iPhone. You can also record a video of your computer screen while moving through your platform. Work with what you have and be proud of whatever you create.
5. Structure your video
Will you tell a story? Highlight pain points? Use text or visuals only? Decide how you want to communicate your goal and how you’ll bring it to life.
If you’re working with a creative agency or freelance videographer, they may help you define the structure. If you’re going it alone, use videos like the ones we’ve listed below to inspire you and define which format will work best for your product and goals.
6. Choose between animation and live-action
Animation can sometimes be a little cheaper than live-action video. Work within your budget and skill level, and be honest about which option best highlights what your product can do and the scope your project requires.
7. Write a script
The script is a crucial part of your video. It defines the tone, pace, and message. Start with a project brief, move on to an outline, and navigate your script, section by section, making sure it speaks to the goals you’ve previously outlined.
Call out opportunities for B-roll throughout, and always conduct a verbal run-through before getting behind the camera.
For more tips and a video script template, check out this blog post and accompanying video on how to write a video script.
8. Create a marketing plan
Once you’ve shot, edited, and finalized your video, it’s time to decide how you’ll share it with your audience. YouTube, your website or campaign landing pages, and special email campaigns are all great channels for distribution.
But don’t overlook less obvious opportunities, like including your video in your email signature, sharing it in partner blog posts, and incorporating it into your sales team’s pitches.
Product Demo Video Examples
1. Beauty Bakerie
This pleasant demo from Beauty Bakerie's CEO and Co-Founder Cashmere Nicole Carillo highlights the brand's new concealer, foundation and makeup setting mist. Cashmere begins the demo with no makeup on to show her fans what the makeup will look like realistically as she puts it on her face.
While the demo allows viewers to see what the products will look like in real life, Cashmere also gives instructions on how to use it so they'll also know just how easy it is to add to their daily beauty routine.
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