Back in the late 2000s, the video strategy for a product was fairly simple. Whether the product was physical or digital, we’d produce a 90-second explainer video that introduced it to the world and provided an overview of what it did. That was pretty much it.
These days, a simple explainer is not enough, especially for a complex and feature-heavy product. There are too much content and noise. People expect videos for everything. In addition to the explainer, we need a series of videos for social media and short demos for each of the features.
Here’s a quick overview of the types of videos to include when marketing a complicated product.
Hero Video
This is the main video that will live on your home page. In the old days, this would be the explainer video, but unlike the explainer, this is more top funnel: more than a teaser, but not as in-depth as an explainer.
These videos should be 30-60 seconds in length. That means, the video needs to address the main selling points immediately and not dwell on secondary features. Our clients often want to include everything in one video, but no one watches an entire video listing off every product feature. They want an essence of what it does and what problems it can solve. Once that initial test is passed, the buyers will seek more.
The video should be engaging, and of course, consistent with your brand character. Avoid long set-ups and emotional build-ups unless it’s a creative and well-executed concept. Get to the product right away.
Feature Highlight Video
This is a short video highlighting all of the product’s features. It does not go into deep detail about each of the features. A line or two per feature is sufficient. It’s simply a fly-by giving the audience an overview of what the product can do.
Avoid distractions and stick to business with this one.
Feature Demo Videos
These videos introduce and provide details about a feature. For a simple, straight-forward product, all you may need is the hero and highlight video, but for a product that is more complex and/or feature-heavy, separate videos for each of the features are beneficial.
These demo videos should be short and clearly labeled so that audiences can find them right away. These work well as social blasts as well. Stick to one or two features per video. Audiences know what they want to know – make it easy for them to access that video and not have to scrub or search for it.
As with all feature videos, keep it tight and short.
Testimonial Videos
On the same page as your feature videos, include testimonial videos. Show your potential buyers how your product addresses problems for real users. Juxtaposing feature videos with videos of people hyping them up is the best combination for heating up that warm lead.
We’ve come a long way since the days of the explainer video. People expect more and at a much faster pace. To keep us with that demand, brands need a marketing strategy that addresses the different periods of a buyer’s journey.
To learn how Picturelab can help you with your product marketing videos, contact us at info@picturelab.com. We are a full-service creative video production company based in Mountain View, CA, and Irvine, CA.