In this digital era that provides endless options, potential customers want to make sure they make the right purchasing decision. They can spend hours just browsing a product they’re interested in to get to know it and understand how it’s going to help them solve their problem.
In this case, you must notice that simply offering them a bulky text of descriptions or splashy product images is not enough. You need to show your product or service in action through a more dynamic and engaging format. That’s where product demo videos came into play.
After years of being a nice-to-have marketing tool, product demo videos have now firmly become an essential part of the marketing strategy of businesses that are determined to cut through the digital noise.
But, of course, you need proper, well-crafted product demo videos to ensure you reap all the benefits you deserve. And in this post, we’ll dive more into how to create a product video that can help take your overall marketing strategy to the next level which leads to increased conversions.
Why Do You Need a Product Demo Video?
Before we get into the nitty-gritty details about the essential practices to create well-crafted product demo videos, you might be wondering, ‘why is the demo such an important element in marketing strategy in the first place?’
The answer is quite simple and predictable as you can see from the name: it helps you to demonstrate your product or service, making it easier for you to communicate its value to your prospective customers.
That’s how you generate more trust. And remember, people only buy from a brand they trust. Now, it should come as no surprise that more than 73% of prospective customers who watch product videos are more likely to make a purchase.
You can show your prospective customers your key features and tell them how they work and make their life much easier. In other words, it gives the potential customer reasons why they should buy from your brand.
Not to mention that product demo videos are also highly shareable. You can spread a single video to different digital platforms at your fingertips. That’s how you expand your reach.
How to Create a High-Converting Product Demo Video
Product demo videos are such a powerful tool to enhance brand sales and may represent new products, existing products, or recently launched products. That being said, poorly executed demos significantly slow down close rates and harm your online reputation.
So, here’s how to make sure that you craft a product demo video that skyrockets your conversion rates:
Understand Your Prospective Customers
The first rule is to get into the mindset of the new customer. You need to put yourself in their shoes in order to understand their needs and expectations from watching your product demo videos.
Your customers don’t want your product video for the thrill of owning it; they want valuable information. By all means, thinking like a customer will help you gain more insights into what type of information they really want to watch in a product demo video. This way, you know what to include to make your product video even more relatable.
Always Offer Value First
Nobody wants to be sold to. It means you should never make your product demo just to hard-sell your brand. Avoid bragging too much about your excellent features. Your prospective customers couldn’t care less about what you sell. They only care how it will help them at some point.
So, make sure you provide prospective customers with the values and benefits they will get from using them. It shows your prospective customers that your brand cares about them and wants to help them overcome their problems by offering your product.
Keep It Short and Sharp
A well-crafted product demo videos answer your prospective customers’ basic questions in a short period of time. But, it doesn’t mean you put all the information at once since it can only overwhelm the prospective customers.
You need to make the product video as concise as possible. The ideal length of them is around 2 minutes. That is what makes a short and straightforward type of videos like explainer videos and tutorial videos ideal for product demonstrations.
Add a Clear Call-to-Action (CTA)
Product demo videos aim to educate your customers about your product and encourage them to take action. Therefore, an obvious CTA button is essential. It helps them to understand what they need to do after they watch the video.
More often than not, CTAs are put at the end of a video. But, to make it even more noticeable, you can also put them at the beginning of your product demo videos.
Done right, product demo videos can be such a powerful marketing tool to increase your conversion rates. They do a flawless job in showing your products or service in action, helping prospective customers understand more about them. There are endless possibilities to improve the quality of your product videos, but four of the tips mentioned above are some of the handiest, most essential, and actionable ones.
About the Author
Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).