1. Set your goals for your product video
Like any piece of content, you need to know what your goals are before you start. This not only helps you choose the right video format but also helps you brainstorm ideas.
There are many ways brands can use videos in different stages of the customer journey. Depending on what your business needs are, you may want a video for any of these purposes:
- Building brand awareness: introduce a need for your product and make your brand look good
- Generating leads or sales: convincing prospects to get in touch or buy
- Explaining specific features: educating existing customers to improve adoption and retention
Your goals help you determine the kind of video you should produce. If you’re looking to build brand awareness – do a short ad. Want to improve customer retention? Create video tutorials for different features.
Once you have your goals set, it’ll be much easier to proceed with the next steps like writing the script, choosing the tone, etc.
2. Identify your target audience and value proposition
Setting your goals is the first step. Then you need to know who you’re addressing and the message you need to convey.
First, who is this video for? If your answer is “well, everyone?” you might need to spend a bit of time doing some serious research.
Knowing who your ideal customers are will help you choose the best tone and language to address them, increasing your video’s effectiveness.
Then you need to ask, what do we want to emphasize in the video? What is your biggest selling point? Why should people care?
These questions should help you narrow your focus on just the essence and highlights of your product in the video, and make them memorable for your viewers.
Here are some ways to identify your target audience and value proposition:
- Ask your sales team. They talk to customers all day long. They know the kind of people who’re most likely to buy, what they care and worry about, and how they speak.
- Talk to your customers. The best way to understand your customers is to talk to them. Ask them why they chose your product over a competitor’s, what they like most about your product, how they use it, etc.
- Monitor your brand discussions. Sometimes your customers might not want to speak to you. They might just want to share their opinions with their followers and friends. Or they may just want to leave a review online. Keeping a close eye on all your brand related conversations will help you understand them better – what they really think about your brand, as well as the language they use when communicating.
- Steal ideas from your competitors. Your competitors’ customers are your best prospects. Spy on your competitors to see what kind of people they are targeting, and how they’re targeting them.
3. Draft a script and storyboard based on your target audience
Once you decided on your target audience, tone, and value proposition, you can start drafting your script and storyboard.
Writing your script
The script is the foundation of your entire video. Like the script of a movie, basically. If you’ve attended any screenwriting class in college, you’ll know that a good story needs some sort of conflict, and then a resolution. Same goes for a good product video.
Setting up the challenge
You need to first set up the context and the challenges faced by your target audience. Then, you introduce your product as a solution to their challenge.
For our customers, their biggest challenge is keeping track of all brand discussions happening on different channels online. We thought it’s better to illustrate this challenge visually. So we decided to go for animations to create this overwhelming feeling of being drowned in different social media discussions in the beginning.
Use the right tone to reflect your brand
The tone of your video should represent your brand voice and what you’re selling. If you’re representing yourself as a smart solution, sound smart. If you’re a dating app, sound fun and flirty.
Since we want to highlight the fact that we’re easy to use, we chose a very conversational, straight-to-the-point tone, free of jargons and corporate terms.
You also need to speak your audience’s language. Are they tech geeks who like to use technical terms? Or are they teenagers who speak in emojis? To connect with and convince your audience, you have to use the same language as them.
Talk benefits, not features
Your customers don’t care about you. Or your product. They care about themselves, and their problems. The only way to get them to care about your product is to show them how you can solve their problems.
So if you’re selling a drill, talk about the hole that your prospect needs on her wall. The drill is the feature, the hole is the benefit. Your script needs to be all about the benefits. It’s okay to touch on features, but only when you show how it can help your customers.
Choose words that reinforce your central idea
In your video, you should have one theme or central idea.
Have a compelling call-to-action (CTA)
At the end of your video, your viewers should be prompted to take an action. This goes back to your goal. What is this video for?
Some common CTAs are:
- Contact us
- Download our thing
- Buy our stuff
- Subscribe to our mailing list
- Visit our website
When you’ve decided what your CTA is, make sure to include it at the end of your script.
Drafting your storyboard
Once you’ve perfected your script, you’re ready to create the video’s storyboard. A storyboard lays out exactly what you want to show in the video, frame per frame.
So from the script, ask yourself, what am I showing on the screen as I’m saying this?
Be neurotic about it
When it comes to storyboarding, you need to be super detail-oriented.
From the second the music should come in, to the wording you’re using on the screenshot of your app, you need to have every single detail carefully thought and planned out.
If you’re working with an agency, don’t be afraid to ask lots of questions about every single scene and transition. Having a clear and detailed storyboard will save both sides a lot of time later in post-production.
5. Diffusing your video
Once your video is ready, you need to get it out there for the world to see.
Based on your goals, you have to decide where you want to share and host your video.
Here are a few common options:
- A landing page
- Your website homepage
- Social media platforms
- Nurturing emails