Why you need a video for your online product!

Why you need a video for your online product!

Product video production has come along way in the past 20 years.  I am constantly bombarded with inquiries for product videos crossed with lifestyle concepts.  Most of them being completely “non lifestyle” related.   That said, I have had to really start thinking “outside the box” when it comes to product, e-commerce and amazon video productions.

If you have a product or product line, you may have heard… “hey, you should get a video for your product”!   Or if you have a product on amazon.com, the first thing they tell you before you accept your product into their extensive glossary is to create a 1-2 minute product explainer or concept video.  What these outlets don’t tell you is the how and why!  There is a variety of subject matter you should know before getting yourself “knee deep” in the product video production rabbit hole!   

Here are some tips, tricks and things to think about before and after you create your product, e-commerce or amazon.com video!

1. Shorter is usually better (but not too short:)

The best performing group of videos were 1 minute or less. Videos longer than three minutes were the worst performers. Youtube recommends under 2, which really means 1! Yup, my math is awful but these are common statistics!

While many products may warrant videos longer than 30 seconds, avoid rambling while on camera at all costs. Say only what is necessary to achieve the goal of persuading the shopper to buy the product (from your storefront) or take further action – no more.

2. Tell the shopper what to do

Videos that tell shoppers what to do or where to go perform better than videos that do not. Did you ever wonder why so many television informercials have an announcer repeat the call to action, “Call Now?”

The same concept applies to e-commerce videos. For videos on pages other than product pages, include a link within the video to drive traffic to the product page, and highlight the link with clear text like “Click to buy this product” or “Learn More.”

3. Produce the quality consistent with your brand

As with any endeavor, it is possible to spend an arm and a leg on video, or it is possible to spend next to nothing. If your brand requires high production values, make sure the investment corresponds. If your brand can get away with lower production values (most can, so think hard about whether you really need that $10,000 camera), you will save a lot of money by purchasing lower end gear. A complete basic studio setup capable of delivering semi-professional quality content can be had for under $7,000.

4. Use pro audio

Nothing ruins a good video faster than bad audio. Consider using a professional grade Sennheiser wireless lavalier or other brand-name microphone if you will have a host on-camera to minimize the pickup of ambient noises from HVAC systems or other background sounds.

Never use the built-in microphone on the video camera; the audio will sound muddy while these microphones are excellent at picking up ambient noise that will distract the viewer from your message.

5. Don’t be bashful

If your brand is not identified somehow in the video, how will shoppers know who you are? A simple two or three second introductory bumper graphic showing your company’s logo can go a long way. Likewise, including a light watermark of your company’s logo on the video will help video viewers off your site know who you are. Finally, if your videos have an on-camera host, make sure the host identifies your company in the shot.

6. Be yourself, be unique!

We live in an age of hyper-information and mass commercialism. Against this backdrop, people crave authenticity; the brands that build trust with their customers are the ones that win. Remember this old saying and apply it to your videos, “No one likes to be sold. Everyone likes to buy.” If your staff is knowledgeable about your products, consider using them on camera. A minor flub here or there is often easily forgiven if the presenter delivers an authentic message.

7. Show the product and features

This may seem like a silly tip, but it’s often overlooked. Shoppers are shopping; they want to see a product in the shot. Use the product, handle the product; discuss the product. Show the product. If you offer a service or an abstract/experiential product, show the benefits the product will provide.

8. Use a music score

Choosing the right music sets the mood for buying. That is why brick and mortar retailers spend big bucks on Muzak. Choose music for your e-commerce videos that supports a buying mood. Just remember: no one is watching your video to listen to a rock concert (unless you’re a rock band selling an album). There is such a thing as “too much” when it comes to background music.

9. Schedule your shooting

Simpler production processes are easier to scale. Consider using one camera setups as opposed to two; shoot fewer segments for each video; have products readily on-hand for any on-screen talent; upload files directly to post-production software, or use software that automates some of the post-production for you by automatically adding intros/outros, stitches segments together, etc.

10. Its all about the lighting!

Professional videographers tell newbies that lighting is one of the hardest elements to perfect with video. If shooting at an indoor studio, ensure your subject is well-lit. If you are using a backdrop, ensure it is evenly lit. Shadows in your video can make a perfectly good video look amateurish at best, or cause your shoppers to leave with a negative impression of your content at worst.

• Sales Videos Get Watched

For companies that don’t know if creating product sales videos is worth the time and expense, Invodo says don’t worry about it. Site visitors watch product videos 60 percent of the time that they find them. In fact, videos that educate consumers about a product and demonstrate how it looks or works are often watched multiple times prior to making a purchase.

• Sales Videos Boost Confidence

Invodo’s research shows that customers report feeling more confident about their purchase (51 percent) after viewing a product video. Also, they’re less likely to return that product (52 percent).

• Shoppers Prefer High-Quality Videos

If you decide to go the ecommerce video route, don’t do it sloppy. Of those surveyed, 53 percent prefer videos with a professional look. In fact, 47 percent say pro videos are more likely to lead to a purchase. If you decide to shoot your own videos, read up on video production to make sure your videos look and sound professional.

• Don’t Forget Mobile

Everyone needs a mobile strategy nowadays, even ecommerce sites. If you’re putting up videos, you can’t afford to ignore mobile devices. Nearly half of smartphone users (49 percent) have watched product videos in the previous three months, reports Invodo. The number is even higher for tablets (61 percent). Be sure your videos will play on Apple iOS and Google Android devices.

“In looking at real feedback from our study, it is crystal clear that consumers expect video as part of their shopping experience, and rely on it when making purchase decisions. The insights from this report will help brands make smarter investments in video that will pay off in a big way.