So you have a product that needs to be communicated effectively to your consumers?
At present you might have text and maybe some pictures to illustrate the benefits of your product, but this method being successful relies on a number of factors:
Firstly, a purely text based approach to selling assumes that your customers are already interested in your product enough to spend time reading about it to find out more.
Secondly, it assumes that the customer has enough time and inclination to make an emotional investment to read and find out more about why your product is great.
Finally, it makes the assumption that your customer feels they have the time to spare to read about your product and that they have the attention span to read about it.
If the answer is no to any of these your customer will not spend the time to find out about the product and therefore the advertising format is pointless and the potential customer may not purchase it.
If a picture is worth a thousand words, what’s the worth of a video? And, how would that quantify in terms of sales and profit to your business?
Immediately, a video can grab the attention of any visitor to your website, as videos are associated with entertainment wither it is fact or fiction based (drama or documentary). In today’s online world, users are generally more inclined to watch a video (which can help to explain why we spend so much time watching adverts on television). As a viewer we are used to being told what to watch without choice, from our experiences with television and the cinema.
However, as a reader we are much more judgemental about what we should dedicate our time to reading. We will sit through every advert in an advert break without thought but we will only read the reports that really grab our attention in the newspaper. We give all video adverts a chance and our attention span is much longer as a viewer as opposed to a reader.
The luxury of motion that a video format offers is a great advantage one should keep in mind when deciding whether to get a product video or not. Motion over stills means the viewer can be given a guided tour on the features of a product and more importantly shown about why they should purchase this rather than being told. Despite how interesting you may feel the facts are about what you are selling, the reality is that facts can be boring regardless of the fact itself. Therefore, showing the facts rather than telling them, is a way for the potential customer to feel involved in the journey of discovery of how great a product is.
Showing rather than telling is something a product video format is far superior at achieving than anything else. Choices made in the concept, narrative, camera shots, lighting, editing, music, visual effects, acting can all be effective tolls in the art of showing. This applies to not only your product itself but to your brand also, the right use of these tools can communicate effectively messages about your brand identity that would not have been possible before. The new Iphone adverts on television and online are so effective and therefore so successful as they have mastered showing over telling to their audience. They feature celebrities such as Samuel .L. Jackson interacting with the iPhone and its ‘SIRI‘ (Speech Interpretation and Recognition Interface) technology. The dialogue between the two shows Samuel .L. Jackson cancelling his schedule and setting reminders on his phone as well as interacting with the technology on a human to human level. It does not feature any captions, voice overs or graphics telling facts to the audience. Allowing the audience to be given a tour of the features of the product and make the discovery themselves, with the aid of the product video.
Product videos can be a great aid to your selling strategy when done correctly.