Audience demand for video is rising due to its ease of use and high quality, as customers increasingly turn to media to research different products and services. This is an important opportunity for brands and marketers to use video to attract new customers (or retain current ones), educate and connect with them, and even drive sales.
Product demo videos are extremely powerful tools for driving customers to make purchases. A survey conducted by Animoto found that 73% of adults are more likely to purchase after watching an online video that explains the product or service, 96% of consumers find videos helpful when making purchase decisions online, and 58% of consumers find companies that produce videos to be more trustworthy.
Think of the last infomercial you saw (our favourites include the ShamWow and Magic Bullet), or the last time you went to a store or tradeshow and someone was there showing off the features of the latest new blender or vacuum. You were most likely mesmerized when you watched these, right? That is because seeing a product in action effectively captures people’s attention and makes them believe in the product, even to the point of purchase.
Demo videos, specifically, are great because they are entertaining, repeatable, shareable, explain things simply, require little effort to watch, and can be watched anywhere and anytime.
Here are some tips to follow when producing your demo videos:
Show, Don’t Tell
A demo video clearly demonstrates the benefits of a product. It often focuses on the features of a product and how it can relieve pain points for users. Demo videos spin a creative and engaging story that demonstrates how the product functions in the real world. An effective demo video allows the consumer to experience the product’s features, rather than having them explained– creating a better lasting impression.
Know Your Audience and the Buyer Journey
As with any type of content creation, you must keep your target audience in mind. If you have multiple target personas, create separate videos (or split one video into several sections) that are tailored to each audience. It’s better to have specific videos for certain demographics rather than one general video for a mass audience. Compile them all into a playlist that flows naturally and creates a narrative.
What problem are you solving for the viewer? What questions do they have? What about the product needs to be clarified? What stage of the sales funnel are prospects stuck in?
- Top of funnel: Prospects are just meeting your brand and browsing topics of interest. They haven’t defined their problem to be solved yet. Create an explainer demo video that highlights a problem they may be facing. It can be funny, serious or insightful. Incorporate your demo video into blogs and “did you know” social media posts to bring attention to the issue. Take advantage of the viewer’s emotions.
- Middle of funnel: Prospects have defined their problem and are researching solutions. Create a product demo video to highlight your product’s benefits. Offer a free trial of your product, link to another demo video, or link to your website for more information.
- Bottom of funnel: Time to convert them into a paying customer. Create how-to videos that give a detailed walkthrough of how to use the product after purchase. Place it on your website’s homepage to convert site visitors. Use it in follow-up emails and remarketing campaigns to remind those who visited your website before but didn’t convert.
Make it Accessible
Take into consideration where the viewers are watching the video. Video formats vary depending on whether it’s being watched on a smartphone or desktop computer. Add captions or subtitles and text-to-speech options so anyone can watch anywhere. Keep it simple and avoid jargon and acronyms; don’t assume the viewers know what you know.
Keep it Short
Ideally, keep your demo videos between 2-5 minutes. It needs to be long enough to clearly explain your product without losing the viewer’s attention. You can also leave a link at the end to a longer demo video for those who are still interested, or a link to book a live demo with a sales representative.
Here are some different types of product demo videos you can create:
These are videos that involve real locations and real people talking. Live action is more expensive because it requires actors, crew, editors and producers.
- Pre-recorded – A pre-recorded step-by-step walkthrough of your product.
- Live – This is a live step-by-step walkthrough via teleconference (Zoom, Skype, Google Hangouts, BlueJeans, Microsoft Teams, etc).
Make sure you use a script and practice before shooting to keep it concise and within the 2-5 minute time frame. Avoid words that make you sound uncertain, like “um” or “sort of.”
Animated demo videos can sometimes be cheaper than live action, and an excellent way to introduce your product to the world in an entertaining and creative way. There are plenty of tools to easily create animated videos for your business, including PowToon, Animaker, Animatron and Prezi.
These are videos made through drawing and sketches, often mimicking drawing on a whiteboard. It is the preferred style of demo video for start-ups.
This is a digital recording of a desktop or smartphone screen, usually accompanied by audio narration. Common examples of screencasts include tutorials, training videos, and video lessons. Use screencasts to give the viewer a tutorial of how to use your software or share your slides with narration. A major benefit of screen casting is that the viewer can watch it at any time and absorb the information at their own pace by pausing and re-watching.
How can your demo videos be used?
- On your website (homepage, landing pages, in a blog post)
- In email newsletters to prospects and/or current customers
- As sales material for prospective buyers
- For customer support
- To highlight new product features
- In digital ad campaigns and social media posts
By hiring a video production company to help create your demo video(s), all the work will be taken care of for you — from creative concepting, to scripting, production, and editing. You’ll get a high-quality final product that you can share whenever and wherever you’d like with customers. Here at Jillian Irene Lee & Associates, we’ll apply our storytelling abilities to create a compelling narrative through your demo video(s). We’ll work with you to create demo videos that evoke emotional responses that linger long after the product’s features are forgotten. Ready to get started? Let’s Talk.