Product-focused videos: A key marketing strategy during and after COVID-19
Thursday, April 16, 2020
The COVID-19 pandemic has upended life in every imaginable way possible. Now more than ever, consumers are clamoring for products that meet their needs, not their wants — and they have to know how those products work before they buy.
How does a digital marketer answer the call? With user-friendly and product-focused video content. According to data from Impact, product-focused videos are a top digital marketing trend this year. Wyzowl's 2020 State of Video Marketing Survey also found that 85% of brands use video as a marketing tool and 86% of consumers actually want more video from brands.
How do you put together product-focused video that is practical, engaging and highly instructional during this very sensitive time? Here are 10 key points you need to do the job right.
1. Clearly show what your product's purpose is. At the top of your video, make sure you devote several minutes to talking about what the product's basic use is for and outlining more specifically how it can help your customers during this period of time.
2. Explain how your product is perfect for your specific demographic, or for a general audience. Make sure your content copy lets your audience know you understand they have very specific concerns during this time. Crunch the specs of your audience profiles so you can figure out what they are needing and seeking, and offer them an easy solution.
3. Show how your product works, with a step-by-step visual demo. You cannot be detailed enough in terms of walking your audience through how to set up and use your product. Break up the how-to process into 7-10 simple steps. Use screen text to drive home each instruction. Use close-ups, and then a slo-mo of each step. This will win you more customer loyalty.
4. Validate your product price. Your price point should be absolutely reasonable right now. In addition, you should also offer easy-to-obtain discounts through your social media platforms, website and through direct email — coupon codes are a great option.
5. Detail why a consumer needs your product at this specific time and in the future. This harkens back to your first step, but if, during the course of your video, you work in reminders as to why your product can remove a worry or concern for your consumers, or make their day easier, that can be very reassuring to them. Also, stressing the long-term reasons they'll want to keep using your product is an important point to make.
6. Discuss why your product is reliable. Is it the quality materials your product is made from? Is it the tech support you're offering (for an electronic device, as an example)? Your consumers want to know that once they buy your product and set it up for use, they don't have to think about any further what-ifs. Let them know you've got their backs.
7. Talk about why your product makes a consumer's life easier right now. Does it save time? Does it feel comfortable? Is it sanitary in a very specific way? Think about the things you're most worried about in your own home and life right now, and what product attributes would take care of your worries in a snap.
8. Prove why your product is safe to use. You should dedicate a specific 3-5 minutes of a 20-minute product video to safety information. Outline everything: how the product was tested, the standards it meets, and safeguard features.
9. Outline where your product is available to buy. It's surprising how many product videos don't include such key information. List all your brand's online outlets and brick-and-mortar retailers. And update them, too! When you get new retailers or partnerships for selling your goods, go back in and update that video.
10. Offer options if a customer isn't satisfied with your product. Money-back guarantees, customer service phone numbers, and live chat offer a range of recourse. Stress how you're happy to help rectify any issues immediately, of course.
Using these guidelines will produce a video that's thorough and packed with information. In addition, make sure your actors, influencers or brand reps appearing in your video are engaging, warm and speak in an easy-to-understand way. Covering all these points is an important way to gain your customers' trust during this difficult time and earn their loyalty for brighter days ahead.
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