When it comes to video marketing, many Amazon sellers have a serious misunderstanding that there are two different types of marketing videos and instructional videos. In fact, all product videos are marketing videos, no matter how instructive the video is. But not all marketing videos are instructional. Compared to banner ads and text ads that pop up when a user clicks on a page, it takes a while for a video to really catch the attention of a buyer. This makes it easier for buyers to ignore a video ad, especially within a few seconds after the ad starts playing. One major factor that often leads to poor performance of product videos is the way the video is structured. How to make an effective product video? Next, we will guide you step by step on how to create an instructional product video, which will become an effective marketing tool for websites such as Amazon, eBay, Shopify, etc. Step 1: Introduce your video content First of all, you need to make sure that your video solves various problems in the minds of the buyers who are watching and conveys a relative value to them. If your video fails to show "my product can solve your problem" in the first few seconds, then you have lost most of your audience in the crucial first minute of the video. If your product video is presented in a slideshow and you can include chapters, then don’t worry about this. Buyers can easily navigate through the chapters covered. Otherwise, it’s better to give a brief description of the chapters covered and give a hint of what they can expect. You can do this in the first minute of the video or in the subtitles. In this way, introduce what your video covers. Remember, you are creating an educational marketing piece that will deliver high-quality information to consumers while also helping you convey the value of your business or promote your brand. Step 2: Video Structure You need to divide your video group into different parts and chapters so that buyers can evaluate any of them according to their needs at a particular time. Because buyers have different levels of knowledge and awareness of your product or brand. Therefore, each type of audience requires different types of information or guidance. So using different chapters and stages in your product video production can help you with this. Divide your education-based video into different specific parts based on the chapter or aspect you want to cover. Step 3: Introduce your product or brand After introducing the video and its chapters, the next step is to introduce your product or brand. Start with a brief overview of your product and make sure to communicate how and why it is used. Try not to just promote the product, but emphasize the value your product brings to the buyer. Make sure the message is brief, clear, and comprehensive. Step 4: State the product’s features and benefits This is your opportunity to highlight your product’s features and how they compare to other products. One way to find product advantages is to research negative competitor feedback and use it to your advantage. Remember, you are not comparing your product to other products, but simply highlighting the features that make your product unique. You can demonstrate the main parts and features of your product in your video, and while doing this, you should let your audience fantasize about how they would use your product in their daily life. At this stage, you are already explaining what your product looks like and what it does, and your audience may be further curious about your product. Step 5: Demonstration After building your audience’s fantasy, the next major part of your product video is the demonstration section. You need to demonstrate how your products work and how your buyers can use them to solve their various problems. From a marketing perspective, this is an opportunity to provide customers with demonstration validation, proving that your product is easy to use, delivers on its promises, and that your buyers can easily use the product by following the instructions in the video. This section is not completely commercial, but on an educational level. You should provide as much information as possible because buyers will watch your video again before purchasing the product. This helps prevent unnecessary product returns or negative feedback, and the more details you provide, the better. Step 6: Provide additional video Not all products can be explained clearly in a few minutes of video. In this case, you can provide additional guidance in another video to help buyers solve some other problems with the product. This kind of customer support will further ensure that buyers can get support when using your product. Top brands like Apple, for example, offer additional free courses to users who are not familiar with computers or smartphones to help them get started and learn to use iPhone, iPad, and Mac devices. Summarize To successfully create an instructional product video for Amazon, eBay, and other e-commerce sites, you need to pay attention to the following points: 1. Tell buyers what your video will cover and what they can expect from the beginning. 2. If you can’t cover every aspect of your product, make sure you cover all the key questions your audience might have about your product, such as: What is this product? Who can use it? Why should I use it? (Value Proposition) What are the main features of the product? What is the function and purpose of the product? What options are there in terms of size, color, material, etc.? (Differentiation and functionality) How do I use this product? What are the steps? Is it easy to use? (Demonstration) 3. Patiently and in detail introduce these elements to the audience, remember that this is a product video and not just a commercial. These elements can be conveyed in a few seconds of commercials, but making an effective product video on Amazon is to help you build a relationship with the audience and gain their trust through careful product explanations and demonstrations, thereby guiding buyers to place orders. There is a complete marketing funnel in between; 4. Avoid unnecessary elements and parts without any real value in the video.
|
