Every time a team hits the drawing board to come up with a corporate video, the aim is to make it amazing. It’s easy to invest too much time, however, on all the wrong aspects of a product demo video, or even the right aspects but in the wrong way.
In our years of experience creating corporate videos, we’ve learned what elements are key in every product demo video project.
A Killer Script
The most important part of a good product demo video is, without the slightest doubt, your script. Video quality? Definitely important. Good voiceovers and great music? Certainly a bonus.
Killer script? Vital.
If the script isn’t good, your video won’t convert well and you’ll find that all of the time, energy, and money you invested produces minimal results. So, settle down, grab your pro-marketing team (or just your own laptop) and start writing.
One thing we would suggest is this – while your video production company may pour hours into getting to know your team, they’ll never know you as well as you or your staff know your business. This means that when it comes to writing the script, the help of a video production company is extremely beneficial, but the content needs to come from YOU. Here are the key elements you’ll need to include as you write:
Address the problem. Use common phrasing when explaining how your product will fix the problem your viewers are facing. A good way to get insight into this phrasing is by talking to your current clients about why they chose you. Their feedback wording is what you want to include when talking about your target persona’s pain points.
Explain how your product fixes their problem. Again, including phrases from current clients will help you as you’re working on creating your script. Be very clear on exactly how your product fixes their problem.
Take it one step further with awesome-ness. You’ve fixed their problem. Now make them WANT it. Videos are the perfect medium to show off all the incredible benefits of your product. Make sure to explain what your features do and why they are beneficial for your viewer. Don’t assume that they connect their own dots – explain it for them, clearly and concisely.
Does anyone have any objections? Take a moment to address any commonly heard objections when people are considering your product. Do they have something similar? Then explain why yours is better. Do they balk at price point? Tell them why it’s worth it. Too much time investment learning how to use it? Reassure them that setting up or using the product only takes a snippet of their time. Whatever the objections you most often hear, make room in your video to remove those objections for your viewer.
Add proof elements. Proof elements can be a logo of another brand or entity that uses your product, a quick testimonial from an actual client, or anything else that confirms that others use and love your tool.
Once you start writing, you’ll be amazed at how tricky it is to get all of the above information into one short video. If you get stuck, a good video production team like ours will help you hone your message to the main highlights.
A Crazy-good Video Production Company
You have script in hand — now it’s time to find your video production company. But who to turn to?
Step 1: Look at portfolios.
Take time selecting a video production agency with experience and video production skills that are in line with your vision of your product video. For instance, look at our portfolio. We can do pretty much any form of video production, but we specialize in animation, motion graphics, and 3D visualization.
Step 2: Set up a time to talk.
Get to know your potential production partner. During your initial get-to-know-you meeting, listen for language that indicates they take understanding your vision, your goals, and your brand, rather than just focusing on nebulous terms like ‘creativity’ and ‘innovation’. While those elements are great, what you actually need is someone who is willing to take the time to dig into your brand to get a deep understanding of your brand voice, your buyer personas, and what makes your customers buy from you.
Step 3: Get Rolling.
Start working out a timeframe and schedule for your product demo video. Make sure they can meet your deadlines.
Gather a Clever Marketing Team to A/B Test the Video
A/B testing helps you refine your product demo video. You’ll be able to gather data on where the viewers dropped off, which iteration converts better, and so much more. This is where your marketing team will play a huge role in utilizing every dollar spent on creating the video.
People didn’t even click on your video? You may need to change the title or the placeholder image with something more exciting.
Your conversion rate of viewers is only .02 percent? You definitely need a stronger call-to-action or a clearer layout of your product benefits.
When iterating on your video, you have two options.
Option One: If you have an in-house team that can handle some video editing, they can use the assets your video production team created to edit your video.
Option Two: Work with a video production team that understands that you’ll want more than one video variation. This might mean they create two versions right away, or it may mean that they agree to work with you after the original has been created to iterate on the design. Be aware that this will add to the overall cost of your video, but the continued improvement (and improved conversions) should make it completely worth it in the end.
A Catchy Call To Action:
If you have managed to grip your viewer from beginning to end, now is your moment to reel them in. Capture that conversion before they slip away into cyberspace. If they just sat through the whole video, chances are they are feeling pretty positive about you. Capitalize on that. Sell it.
Whatever you’ve found is the best way your brand converts, put it right at their fingertips so that their next move is entirely natural and intuitive. This might be getting them to watch another video, reading about your products, pricing information, or a way to contact one of your team members.
KISS (Keep It Simple, Stupid)
Simplicity is the essence of a great product demo video. Don’t give too much information — just the essentials. Keep the imagery low-key, so the focus is entirely on the product. (This is part of the reason that animation is so often used in product demos. Animation allows you to strip away all the excess and focus on the benefits of your incredible product using simple graphics and clear messages.)
Remember to focus on your main highlights. These are what your viewers are going to remember anyway.