You are about to learn how to make your product videos more effective. If your product video is not working as well as you hoped, it could be. Because, the video must be missing one of the three key appeals: emotional, logical, and physical. If done right, a proper product video must have all those three appeals to win the brain of the audience. Let’s look into some secret techniques that can improve your product videos for marketing purposes. These techniques depend on the aforementioned appeals one way or another, thus facilitating a marketer’s cause.

First of all, product videos for marketing must focus on stories, not sales. Before the rise of social media, if you wanted someone to see an advert, you had to rent space within a popular media channel like TV or print. On social platforms, brands can reach the exact same audience directly. This means that branded content competes with entertainment, rather than interrupting it. If you want your video to be watched, it needs to create some kind of value for the viewer. Videos that are purely focused on a brand, or driving sales, will likely be ignored. The best video content tells stories that connect with the viewer.

Since the attention span for online content is very short, product videos for marketing are needed to use the first few seconds wisely. In fact, the average attention span is now just 8.5 seconds. When it comes to creating a successful video, you must bring your story to life quickly, so as to instantly gather interest as people scroll through their feeds. In the opening seconds, you must give clarity to what your video is about and give the viewer confidence that what they’re about to watch is working their time.

To utilize the fullest potential of a content distribution platform, product videos for marketing must target relevant audiences on social media. Social media is incredible. One of the features that make each social media platform stand out from other marketing channels is the super-in-depth targeting tools you can use to select audiences for your content. Sharing highly-targeted posts is a great way to make your content appealing to every member of your audience. The targeted segment can include criteria like age group, interest, etc.

When creating product videos for marketing, be sure to optimize your content with calls to action. A call to action (CTA) doesn’t always have to directly lead to a sale or sign-up. Video CTA’s could include narration for: subscribing to a service, sharing content with your clientele, or updating an existing product. Also, videos must depict the products in action to add fuel to the video, since products are understood best when seen in action. Also, there are many factors that stop people from buying products online. One of the big ones is that they are unsure how the product will actually look, feel, and act in real life.

Product videos for marketing need to be optimized for searches. Because more than 3.5 billion searches per day are performed on all forms of online search engines, be it for general content or for video searches. Search is also a growing trend on social media platforms, with more than 2 billion searches conducted on an average platform daily. If you have not optimized your video content for search, you could be missing out on huge numbers of views. A couple of tips to ensure your videos show up in searches could be: using keywords in the video title, and adding a video description.

Ninety percent of people today trust peer recommendations over company ads. So, a person can use product videos for marketing by collaborating with other brands and influencers. When a trusted influencer recommends a product, it can feel more genuine and trustworthy than a brand telling you how great its own product or service is. A CEO of a reputed company has said it best, “A brand is no longer what we tell the consumer it is–it is what consumers tell each other it is.”

You can simplify complicated topics through your product videos for marketing to create better understandability for your products. Even if someone could write a ton of content, people are familiar with the limitations of writing. Writing is great when explaining straightforward concepts, but once you try to describe complex situations, it gets tough. A promo video can provide much more context than text does. So, not only do you get all your information in less time but you also get it in a much more clear and practical way. Actionable content is what drives visitors to take action, whether it’s to follow a tutorial or buy a product.

Moreover, product videos for marketing have to be more authentic. Text can present too much of facts, yet zero authentic representation to connect with the readers. Yes, you could say that it’s kind of sad that most people don’t want to read much anymore, but it’s a fact. When there is a limitation of written content, it is hard for the reader to connect with the writer. Then, an Animated promo video is one of the best ways to connect with someone even if it is a one-sided conversation. Compare writing to a video, which takes just about zero effort to click play, and watch. And, if the content presented in the video is reliable and has attained many lead conversions, then, it caters to the fact that a video is more reliable, as it has the capability to present authentic visuals. A good product explainer video will make use of that.

Now, let’s imagine that your video has all those secret ingredients mentioned above. Once posted, what happens over time is that your audience gets invested in the product via all three appeals.