One among many improvements that a product explainer video can bring is delivering more of your product value and product understanding that will better educate your employees, increase the perceived product value for your target consumer and ultimately, make for better sales performance.
Product value is what justifies the price tag you put on your product. Better product value means better justification for the price.
The problem is, most end-users don’t see what you’re charging for except the whole product.
By showing your target consumer more of the value of your product, you’ll kill two birds with one stone.
First, you’ll be more transparent about what you’re charging for. Second, your consumer will trust you more and continue to use your product
As for the efficiency of a product video, it’s unquestionable. An insivia study reports that 90% of users say that seeing a video about a product is helpful for the decision-making process.
Whether the product video directs users towards the positive decision (to buy) or the negative decision (to not buy) depends greatly on how your product video is made, how it is visualized, and most importantly how well your script performs.
There is one thing explainer videos do that other product videos like product demos or ads can’t do as well: explaining things, hence the name.
In this blog, I’ll show you how you can increase product value understanding using a product video.
#1. Storytelling and Product Showcase
Storytelling provides a better chance to relate to the target consumer’s problem on an emotional level compared to outright advertising.
A series of experiments performed by neuroeconomics pioneer Paul Zak found that stories that are highly engaging and contain key elements—including a climax and denouement—can elicit powerful empathic responses by triggering the release of oxytocin.
Often referred to as the “trust hormone,” this neurochemical promotes connection and encourages people to feel empathy. When released in the brain of your prospect it can help build trust in your brand or product, and by doing so increase sales.
However, a story that doesn’t clearly define where it begins, where it’s happening and how it ends does not engage our brains in the same way. In fact, people ignore it.
A well-told story can move everyone, even people who aren’t your priority target consumers, even the ones who aren’t likely to purchase your product. Like this video from Intel that moves everyone’s hearts.
This video shows how Intel’s product can help its target consumers, tech developers. The fact that their product has an indirect contribution for the betterment of another human’s lives is the value of their product they showcase in this particular video.
#2. Entertainment and Product Highlights
Many companies overlook the importance of slipping a bit of entertainment into their product videos. There’s an old saying: “We buy from people we like.” Making viewers enjoy your video is the easiest way to get target consumers liking you.
I dare say that any campaign or marketing effort you have worked on aims to increase sales. But if you break down the selling process, sales never comes first.
There’s a series of steps your prospects need to take to become potential consumers before they’re ready to see the offer. Most of the time, this set of stairs begins with getting them to like your brand first.
Just watch this Dollar Shave Club video and you’ll see my point.
Did you like the video? Because I did, and if DSC shipped to where I live, I’d definitely subscribe to them.
Granted, it’s impossible to get everybody’s approval, and passive-aggressive jokes like in the video above aren’t everyone’s cup of tea.
So the best chance comes when you have already determined who your target consumers are and you make a product video that will appeal best to them.
#3.Product Feature Highlight
Imagine highlighting product features like this: You are at the grocery store, contemplating Lucky Charms or Honey Nut Cheerios for your breakfast tomorrow.
Lucky Charms have perfectly-sized flakes and just the right amount of sweetness. But a box costs $2 more than Honey Nut Cheerios, which has more in the box and more varieties to choose from.
Each one of them has features that every cereal brand has but that they’re not always good at. That’s what product features are.
Let’s say your company makes email marketing software, which is a quite crowded niche. What does your app excel at? Perhaps its excellent yet simple subscriber organization, or simple analytic interface?
You can do all the feature highlighting more easily with the help of visual representation (i.e explainer videos). Words alone aren’t going to deliver much value for your product’s best feature(s). If you try to do so, your target audience will see it as another marketing gimmick that won’t deliver.
It’s different when you practically show off your product’s best feature, like BlendTec here.
In the blender manufacturer niche, of course the main feature of the blenders is, well, the blender itself. Now, how strong can a blender blend? BlendTec shows that their products are off the chart.
Product value is what justifies the price tag you charge for your product. The issue is that most end users take a product for granted without seeing what a company is charging for. An explainer video can help your consumers see your product’s value better with the help of visual representation as opposed to word-by-word promotion.
Here are 3 ways you can expose more product value using an explainer video:
- Tell a story about your product’s usefulness in real life.
- Show the non-corporate side of your company, which will get target consumers to like you.
- Highlight the strongest feature of your product to justify the cost you charge for it.
What are your thoughts on this? Let me know.