How to use videos to sell new product concepts and ideas
When the brand marketer has a concept that he wants to bring to life, he’ll need to persuade content receivers that the idea has merit. And he needs to do this fast. In today’s digital world, the most efficient way of selling new product concepts is through video marketing. Hands-down.
Videos rule everyone’s social timeline and news feeds. Simply put, a well-executed video campaign can market even the most ludicrous idea. There is always a lot more a marketer can present about a concept in a 60- second video or less. And that “or less” is all about what he needs to make an impression.
The content must work as a lure, compelling the viewers to ask for more. Marketers need to take into account the fact that people are self-interested. They need to find out what is in it for them. They must pick up good reasons to pay attention to the video.
Not all viewers care about the specifics of a product or a service. Some don’t even care about features because they change from time to time. Benefits – that’s what matters the most. Videos help marketers show these benefits and advantages by triggering viewers’ emotions. Tapping on the right feeling will prompt the audience to take note of what they’re watching.
With constant practice, marketers can teach themselves how to create videos that sell new product concepts. To kick-start this undertaking, here are some tips:
Follow the Framework of Infomercials
First, present the problem. Then, fix it. At its core, it’s that simple and straightforward. Marketers don’t have to change this framework because it actually works. Dedicate about ten seconds of a 60-minute video on the problem the concept resolves. Then concentrate on the solution, otherwise known as the brand product or service. How can it fix the situation? What can it do to make the lives of the consumer better? Why will the viewers want to buy the product and not something else out there?
The idea that the product can solve a problem is the most crucial element of the video. So, make sure it strikes home. Marketers have a limitless amount of ways to stage the video to spotlight the advantages of the concept.
Keep the Video Short
Like, just a minute long or less. Television ads are brief for many good reasons. Their main purpose is to communicate the idea that the product is the solution at once. It’s really not about the brand. It’s not even about the attributes of the concept. The goal is to make the viewers care. Concentrate on making an impact in the briefest, sharpest way possible.
Try Things Out
As they say, curiosity is the mother of invention. To see which technique works best with the brand’s target market, experiment. Try filming in various lighting and environment. Try different perspectives such as close-ups or at a range. The goal is to have more than enough content to test and experiment with once the editing process begins.
Also, make a storyboard for each experiment. This may be time-consuming at first, but the boards will save tons of resources in the long run. The marketer can use the other boards for future video campaigns.
Consider a Video without a Sound
If the marketer is great on camera, then that’s awesome! But most people aren’t. That shouldn’t be a problem. This is particularly true today that subtitles and captions are now a video marketing necessity. Filming with no audio provides a whole lot of flexibility and freedom. Instead of narrating the video, a marketer can put in captions detailing the scenes. If subtitles can’t substitute a voice-over, try hiring someone. If there’s no budget for it, ask a co-worker, a friend or family member with a great speaking voice to narrate the video.
Selling new product concepts through videos, if done correctly, can make your ROI skyrocket. Grab the attention of the viewers from the get-go. Keep that hook up until the last second of the video. Make them think. And then prompt them to take action.