By Meg Prater
In marketing these days, you can’t swing an enthusiastic micro-influencer without hitting someone who’s talking about video content. And it’s not without merit. A recent HubSpot study revealed 54% of consumers want to see more video content from brands and businesses they support.
With video marketers earning 66% more qualified leads per year and a 54% increase in brand awareness, it’s clear video marketing is the future and product demo videos are a lucrative path forward.
In fact, 72% of people would rather use video to learn about a product or service. There are many different types of product demo videos, so I’m sharing a few of my favorites below, along with tips on how to get started on your own product demo video.
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1. Identify the goal
Purchases? Subscriptions? Education? Brand awareness? Decide what your video is trying to achieve and what you want the viewer to walk away with. What action do you hope the viewer takes after watching your video, and what business need does it fulfill? For example, “After watching our product demo video, we hope the viewer submits a demo request form.”
2. Determine your audience
Has the audience for this video purchased with you before? Are you introducing a new product or feature to them? Or is this video reaching people who have never heard of you? What will this audience be concerned with? How long will they want to watch? What buyer persona will you be gearing this video for?
All of these are important questions to answer. For example, let’s say you’re introducing software that regulates the temperature of various areas in your office. The audience for your video might be harried office managers who are constantly fielding requests to turn the temperature up or down. They’re concerned with keeping their colleagues comfortable without breaking the bank on electricity costs.
3. Set a budget (and a timeline)
Do you have $7000 or $80,000 to make this product demo video? Identify your budget so you know how to proceed. This is also the time to set expectations. If you have a $500 budget, you’re not going to come out with a video on par with Apple’s latest release — and that’s alright.
Oh, and don’t forget to outline when you need this video to be completed. Even the biggest budgets can run up against roadblocks, if the timeline is too limited.
4. Decide between in-house or agency
This decision will likely be dependent on your budget. If you have a lot to work with, interview agencies who can give you quotes and creative pitches for your project.
If you have a small budget, don’t let that dissuade you from creating a video using your iPhone. You can also record a video of your computer screen while moving through your platform. Work with what you have and be proud of whatever you create.
5. Structure your video
Will you …read more
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