Where both video and text are available on the same page, 72% of people would rather use video to learn about a product or service.
In a survey done to help marketers understand the current state of video marketing, 81% of people said they were convinced to buy a product or service by watching a brand’s video. Consumers are actively using video as a tool to help research and make purchase decisions. Most state that watching a video is what led them to buy a product or video.
This shows you just how much emphasis video has as part of the sales journey.
For the most part, the types of videos that lead people to make purchases are product videos. Product videos are a great way to showcase your product to both prospective and existing customers. They can also walk them through how that product works and give them the information they need in order to make a buying decision.
Key Benefits of Product Videos
1. Explains the product’s features and how it can help you.
Product videos are a great way to explain how your product is unique and how it will benefit the customer. It’s a way of selling your product without being too obvious about it. You can use this video as an opportunity to explain why you’ve included certain special features and how these features can make solving your customer’s problem even easier.
2. Demonstrates the product in action.
Customers are always going to be cautious about any claims made in ads they come across. The best way to convince customers that your product actually does what you’re telling them is to just show them. Product demonstrations are a great way to show customers that yes, your product can solve their problem. They watched it happen right in the video! When you take them step-by-step through the process they’ll also be able to see they can realistically use your product.
3. Acts as a tutorial on how to use the product.
Product demo videos can be beneficial both internally and externally for your business. You can use them to demonstrate how customers can use your product or service, or you can use them as training videos for your team. Whichever fits your business needs!
4. Serves as a branding video for your business.
Branding videos are a great way to raise awareness about your business. However, sometimes you want to do a little more than just put your name out there. While branding videos have a time and place, product videos can also be used as a way to reinforce your brand. After gaining brand awareness from an initial branding video, you can use product videos as a way to keep your business in the front of your customer’s mind while also providing them with more detailed information about your products or services.
5. Provides video analytics that can help improve demonstration process.
Your work with your product video doesn’t stop just at sharing it. You can also use it as a tool to see what is and isn’t working for your customers. Once you have a decent amount of views/data, you can go back and look at your analytics to see how viewers interacted with the video. Were certain parts boring and caused a drop off in views? Did customers have a lot of questions about a certain feature? Could you go into more detail about that in a future video? These analytics can be a great tool to help you improve your future videos and demonstration process. They’re a great way to figure out what your customer is actually looking for so you can tailor your content to fit their needs.
Product videos can be a great way to turn browsers into actual customers. You’re making them comfortable with the product and showing them that it does exactly what it’s supposed to. This way, you’re giving them the tools to make an informed purchase decision on their own, rather than just telling them they should buy your product.