2. Find Their Problem and Present a Solution
The second key element to a successful product video is establishing your audience’s problem and creating a story of how your product can fix it. Tying in Key Element #1, establishing your ideal customer, ties into pinpointing a problem and solution scenario. Is your product addressing a specific problem that is specific to what your ideal customer may be experiencing? How can you creatively demonstrate in your video how your product can solve your customer’s problem?
In order to get your audience excited about your product and what it can do for them, you must first understand the questions they are asking and the problems they are facing. For example, let’s say you have a new and improved toaster that can toast bread twice as fast as the leading brand. In order to create an effective and great product video, you would want to know what your audience most commonly uses this toaster for. The answers: making toast for breakfast or making toast for lunch at work. The next question: why do they use the toaster in these specific situations? This is where problem and solution come into play. Finding a way to creatively showcase this problem/solution scenario in your video will help maintain your audience’s attention – whether it is by a playful script, enticing visuals, or interesting use of text.
Most products address a multitude of different problems. For example, a new and improved toaster that can toast bread twice as fast… and these are the most common uses for this product. What if your audience has recently purchased the toaster and they are trying to figure out how best to use it? What happens if they put the bread in horizontally? Is it going to toast both sides at once or just one side? Out of all of the amazing capabilities that your toaster has, which one will give your ideal customer the biggest value in their life? Base your product video’s storyline off of this key element.
3. Establish Credibility
Your company has succeeded in creating the best new toaster! But who cares?! Just because you say you have the best toaster in the world, it means nothing in a world filled with “best pizzerias” or “best coffees”. How can your product video show that you are not just another toaster creator? To succeed in gaining your ideal customer’s trust in your product video, you must establish credibility to show your authority and knowledge in the field.
So how do you establish your credibility in the product video? Prove that you are experts in your field! Give the audience proof of your credibility in your video by providing them with facts and figures, testimonials, statistics, and other evidence to support your claim. There are many different ways you can do this in a video.
For example, a video showing you introducing yourself and your company’s president talking about how long you have been in the industry or how many total sales your company has made can help you demonstrate your experience. Including real people from your company will help people trust and believe in you, and with this trust, perhaps they will consider trusting your great product as well!
There are tons of different ways to show your credibility in your product video:
– Introducing yourself, your company and your products
– Talking about the total dollar amount of sales that you have made
– Showing your product in action (demonstrating)
– Talking about how many years you have been in the industry or how long you have been providing this type of product
– Allowing customers to speak on your behalf (ask them questions and let them talk about their experience with the product) This is a great way to establish credibility when creating a product video.