176864249Video is an incredibly powerful and, as yet, underused inbound marketing tool. In fact, 80% of consumers will watch a video, while only 20% will read the content. If you’re relying on text to sway your buyers, it may be time for a new way of thinking. Not sure how to get started? Here are some tips to help you create compelling product videos that convert. 

1. Film the Products Where They’re Used

As much as you might want to bring everything into a studio with perfect settings and lighting, consumers really want to see those products in motion. You’re not just showing off the looks of your products; you’re also showing the functionality. Make sure you have great lighting and audio resources available, and then just show those products in action.

2. Tell a Story

This tip goes hand-in-hand with the first one. As you show the products in motion, allow them to tell a story. Reach out to the buyer personas and explain how these items will soothe their pain points. Whether the story is scripted or spontaneous, your customers want to know how your products will change their lives. Take your chance and show them.

3. Focus on the Goods

You don’t need fancy celebrities or models to show off your goods. In fact, featuring anything but the product could lead users to stop the video. Since 45% of users will stop watching after one minute anyway, you don’t really have time to waste on anything but the product itself. 

4. Don’t Be Afraid to Extend the Story

The previous stat could scare you away from expanding on your products, but don’t let it. Sure, the statistics say 45% will stop watching after a minute, but what if they simply can’t? If you have a story to tell that takes more than a minute, go ahead and tell it. Just make sure you’re compelling, that customers won’t be able to take their eyes off the screen. If you’ve got magic, keep it going.

5. Optimize for Searching

Your video won’t help at all if you don’t remember to include keywords and search phrases when uploading it. As with any keyword use, make sure to use phrases that competitors aren’t as likely to use. You’ll get more mileage out of searches. This is especially important when uploading YouTube videos, since YouTube results often appear higher in searches than even brand websites.

6. Check Your Metrics

Your videos aren’t any good to you if no one sees them. After you release to the world, keep an eye on your stats. If viewership is low, try new avenues of promotion. Revamp your keyword strategy. Try paid promotions. If all else fails, you may want to examine your video for flaws that can be fixed. Did you try for an epic adventure video when a one-minute teaser would have reached more? Does your story flop instead of inspiring? Your metrics will help you decide, so don’t be afraid to test, check statistics, change things, and then test again.

Have you used product videos to great success on your ecommerce page? Share some additional tips to keep the conversation going!

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Originally published Nov 5, 2014 10:00:00 AM, updated October 20 2016

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