| A marketing video or an instructional video? What is | | | | video - the demonstration part. This is what most |
| the difference and how to create an effective | | | | people think of when they talk about instructional |
| product video? There is a certain misconception | | | | videos. From a marketing perspective though, this is |
| when it comes to online video marketing: many | | | | a chance to provide the customer with a |
| believe there are two distinct types of videos: on | | | | demonstrative validation, and re-assure the customer |
| one hand there are marketing videos, and on the | | | | that the product is easy to use, the product does |
| other instructional or how-to videos. In fact every | | | | what it promises to do, and the customer can follow |
| product video, no matter how instructional in nature, | | | | your instructions and start using the product as soon |
| is a marketing video. Not every marketing video, | | | | as possible. Here is where you want to make sure |
| however, is instructional - there are plenty of pure | | | | that you give the viewers what you promised them - |
| commercials. However, what is happening right now is | | | | not a commercial, but an educational/instructional |
| a definite shift towards education based marketing, | | | | piece. The more detail you can provide the better. |
| and away from "in-your-face" or what is also called | | | | Keep in mind that while in your own mind you might |
| "interruption based marketing". People are less and | | | | be focusing only on selling the product, the benefit of |
| less tolerant when it comes to video commercials | | | | the detailed instructions are in that the viewer will be |
| online. Unlike banners and text ads, video ads are | | | | able to access the video later, after the purchase, |
| harder to ignore especially when they are played as a | | | | and it is a great way to prevent unnecessary |
| pre-roll before you can see the actual video. A lot of | | | | product returns. |
| us would rather pay for a subscription service than | | | | Not every product can be explained in a couple of |
| have to sit through pre-roll ads. If there is one thing I | | | | minutes. If you can, offer additional instructions, |
| love doing it is clicking off when I see a pre-roll video | | | | additional videos to support the customer. This not |
| ad. | | | | only helps the consumer who already purchased the |
| So let's talk about how to successfully create an | | | | product, but it helps you sell the product in the first |
| education based product video that will serve as an | | | | place - any time there is any doubt in consumers |
| effective marketing tool. | | | | mind, they will always choose a product that comes |
| First of all you need to communicate to the audience | | | | with a better customer support. Just look at Apple's |
| that the video will contain valuable instructions. If you | | | | brilliant strategy of offering free classes to help |
| do not re-assure the viewers right away, they might | | | | people not familiar with computers get started and |
| tune out immediately, fearing that they will simply be | | | | learn how to use any Apple product, from a Mac |
| subjected to another annoying commercial. If your | | | | computer to an iPhone or an iPad. |
| video is delivered in a player that allows you to enter | | | | So at the end what is the right balance? While it is |
| chapters, then you don't need to worry - the | | | | very subjective, the key to successfully using |
| viewers will immediately scan the titles and see that | | | | education based marketing, and creating effective |
| there are chapters that cover some specific how-to | | | | product videos are in paying attention to the |
| aspects. If they cannot immediately see visually what | | | | following: |
| will be covered, it is a good idea to include a brief | | | | - Tell the viewers from the start what you will cover |
| description that tells them what to expect. You can | | | | in your video, and what depth of instructions they |
| do it right in the video itself, during your opening | | | | can expect. It is ok if you cannot cover all the |
| statement, or as a written description. | | | | aspects of how to use your product, but be honest |
| Once you have re-assured the viewer that the video | | | | and don't promise what you cannot deliver. |
| is in fact not a pure commercial, we need to address | | | | - Make sure to deliver the educational component by |
| the key issue of how to approach the video itself, | | | | addressing all the key issues that a viewer might |
| and how to structure it, so that it is in fact an | | | | have about your product: |
| education based marketing piece that will help both, | | | | 1. - What is the product? Who can use it? And why? |
| the consumer who is looking for information, and the | | | | (Value proposition) |
| company that needs to communicate the value | | | | 2. - What are the key features and functions of your |
| proposition of its product and promote its brand. | | | | product? What are the available options, sizes, colors, |
| Ideally we want to separate the video into easily | | | | materials? Why are these features important? |
| accessible parts/chapters so that the viewers can | | | | (Differentiation features) |
| access any of them based on what they need at the | | | | 3. - How can someone use this product? Is it easy to |
| moment. You have to remember that viewers have | | | | use? What are the steps? (Demonstrative validation) |
| different levels of awareness about your product or | | | | - Take your time to communicate these elements |
| company: some of them are already well aware of | | | | and cover them in detail. Everything we mentioned |
| your product or brand and only need to access | | | | above can be communicated in a 10 sec commercial, |
| specific information or instructions, while others need | | | | but it doesn't make that commercial an education |
| to learn more about the product or your company | | | | based video. A commercial is designed to hit you with |
| before they can appreciate the how-to elements you | | | | a sales pitch and entice you to enter your credit card |
| are providing them with. | | | | number and place your order before you had a |
| There will be specific segments in your education | | | | chance to think. Education based videos are designed |
| based video and these segments can be done as | | | | to establish a relationship with a viewer and earn their |
| separate chapters/videos or as one continuous piece | | | | trust by providing them with real information. |
| if that's your only option. That's where you will be | | | | - Tone it down! Be more conversational. Think about |
| balancing between the marketing messages and the | | | | how Warren Buffet delivers his speeches - he is |
| how-to educational parts. | | | | telling you things, not selling you things. |
| Start with a short overview of your product, and | | | | - Cut, cut, cut! Go back and cut out the pieces that |
| make sure to communicate clearly what the product | | | | make your video sound like a Billy Mays commercial, |
| is, who can use it and why - this is your value | | | | or parts that are superficial and do not add any real |
| proposition. This is where the temptation to plug in a | | | | value. If you have your company logo spinning for |
| commercial is the strongest. As much as you can try | | | | more than 3 sec, you might want to take a deep |
| to stay away from an obvious sales pitch. It doesn't | | | | breath and shorten it (even if you spend a lot of |
| mean you cannot use some great graphics or | | | | money on that 3D animation) |
| animations. By all means use them, but make sure | | | | - Step back and watch your video. If it looks like a |
| the message is clear, and it is the product and its | | | | commercial, sounds like a commercial and feels like a |
| value to the consumer that take the center stage, | | | | commercial... - it is a commercial. Don't fool yourself. It |
| not the fancy graphics and the spinning 3D logos. | | | | is sometimes very hard not to make your videos |
| In the next step you want to briefly outline the key | | | | look like a commercial - we are so familiar with |
| features of the product, and what sets it apart. This | | | | commercials, and we are so afraid of not doing what |
| is where you have a chance to go into more detail | | | | other companies are doing, afraid of not looking as |
| and really focus on the differentiating features. A | | | | polished as other companies. |
| great way to do it is to show the viewers what | | | | The truth is that while we might hate commercials in |
| comes in the box for example, or show the main | | | | general, we love our own commercials... Everyone |
| parts and functions of the product. As you list the | | | | wants their product to look its best. There is also a |
| parts or functions you are educating the viewer | | | | push from the marketing departments who are very |
| about your product, engaging them, and allowing | | | | good at making... commercials - they know how to |
| them to imagine how they will be using the product | | | | make them and feel comfortable being in their |
| themselves. At the same time you are taking your | | | | element... |
| time to explain why each part or function is so great | | | | It will not happen overnight. There will be a gradual |
| - you are elaborating on your value proposition. Your | | | | transition to education based marketing when it |
| video now acts essentially like a good salesperson at | | | | comes to product videos, but don't wait to start that |
| the store who has already told the consumer what | | | | transition in your own company. Most companies are |
| the product is, and will now show them the product | | | | already implementing education based marketing. |
| in detail, turn it around, let them "explore it" and get | | | | They have seen the writing on the wall. If you need |
| a better feel for it. At this point the viewer is | | | | any proof - look at Apple and their extensive |
| interested, but has more questions and they need to | | | | network of how-to classes as well as online how-to |
| be answered. | | | | tutorials designed to capture the hearts and minds, |
| Finally, you will move on to the main part of the | | | | and extend their reach. |