4 Expert Product Video Strategies

Chris Sams, December 30, 2015

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On average, 75 million people watch video online everyday.  In fact, Youtube reports they receive 72 hours of content uploaded  every minute.  As more Americans spend time viewing video online, business are taking note.  More and more, business are turning to video to market their services or products. However,  not all videos are created equal. This something the experts know well and they have developed key strategies to help create content that is informative, entertaining and shareable.  Below we will address some of the best strategies the experts use to create compelling content.

Strategy 1:  The Expert

  • Strategy: Use and expert, or perceived expert to create 100% informative videos about the product you carry, and friendly comparison videos that shine a very positive light on what you have to offer.  This follows the pattern of: 1. Teach, 2. Be the Expert 3. Buy from the Expert.
  • Example Video: https://www.youtube.com/watch?v=g6hPiRKEGv4
  • Pros:  With an expert, you will rarely run out of ideas for videos.  A dedicated person can also build a genuine social media presence.
  • Cons: It can be difficult to find the right person.  They will represent the company and product, so better have and keep a clean record.  Make sure you have a clear contract where you own the content and own virtually them!

Strategy 2: The close up demo

  • Strategy: Use someone passionate about the project, with a good voice to give a voice over.  You can use shots of this person for intro and outro the videos, but only voice over for the main portion.
  • Example Video: https://www.youtube.com/watch?v=ce5Y4fG5XmA
  • Pros:  Easy to shoot.  You can systematically knock out a lot of videos of similar products.  Voice over can be recorded at any time and changed easily.  You can use multiple people, and easy to transition talent.
  • Cons: It can be difficult to find the right person, but just a good voice is the key.  As long as you have a good script writer you are fine.

Strategy 3: The straight demo (no words)

  • Strategy: A straight demo of the product and what it does.  You can use simple text to explain or go along with images.
  • Example Video: https://www.youtube.com/watch?v=E0d7HBrFgDk or https://www.youtube.com/watch?v=0Oa7S2wCGLU
  • Pros:  Easy to systematically shoot lots of products.  No need for voice talent or script.  Get a good formula for each video and knock them out one after another.  Example:
    • Identify the product with a nice intro: Plant Therapy presents Lavender Oil
    • List the benefits: Lavender Oil is best for . . . 
    • List how to use: Lavender Oil can be applied by . . .
    • Call to action: Start by ordering a 5oz bottle . . . 
  • Cons: Lacks the human touch, or the personality.  Delivers the message without being personal.  No expert testimony or witness 

Strategy 4: The lovable and clever narrator

  • Strategy: Use a top expert with lots of personality to deliver the message in a very fun and creative way.  The delivery is as important as the message.  Think of Car Talk on NPR.
  • Example Video: https://www.youtube.com/watch?v=kL6CjHLDK2M
  • Pros:  The personality becomes a part of your brand.  Easy to do a Podcast or other related mediums.  The person doesn’t have to look great, just sound great.  They don’t have to be local, could be anywhere, and record voice over.  You could do a contest with your current client base to find a talent.
  • Cons: Products and video have to be pretty compelling and shot well if its going to work.  You can use photography also, but it needs to be top quality.  It may be hard to get a good talent, or someone to fit the needs.  Even if you do, it might be hard to keep them.

For more information on how video can help your business, call  the professionals at JEMSU.

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