Time and time again, you've been trying to gain more traction for your brand and for your product. You know you're offering a product that's worthwhile– something that will solve people's problems. How do you get your product out there for people to see?

Make a product demo video.

Credit: Wyzowl

The graphic above resembles the percentage of people that agree they've seen a positive return on investment (ROI) from using video in their marketing strategy.

That's the response from video marketers alone.

If we dial it down to the customers, 96% of people watch explainer videos before making a decision, while 84% of those people end up purchasing the product or service. Product demo videos are becoming the main source of research for customers before buying a product or service.

Start making product demo videos that bring your brand under a good light and leave your audience with a good, lasting impression.

Before you get started

Plan where you want to go first. You don't want to jump in and start recording yourself without knowing what you're going to say and what you want your audience to do. That will become counterproductive, fast.

Instead, reflect on these three things:

Know Your Audience

In order to gain your audience’s trust, you need to understand their pain points. Where do they go for their information? How much free time do they have to watch your product demo video? What are they trying to solve in their lives. Address their objections in your content and you will find their trust in what you have to offer.

Know Your Product

Know what your product is capable of solving now and what it will be able to do in the future. Have a good idea of where you want to go with it. Have your audience in the know. If they join you on your product’s journey now, how much will they be able to grow alongside you and your business?

Know Your Goal

Know the “why” behind your work. As optimist and author, Simon Sinek, advises in his book Start With Why, "People don't buy WHAT you do, they buy WHY you do it."

Yes, your goal could be to gain more followers or more leads. That's important to know, but that doesn't seem appealing for your audience. What they want to know is the bigger picture. They want to be a part of something bigger.

Share that with your customers, and the numbers will speak for itself.

Creating Your Product Demo Video

Once you feel prepared, let's get started.

Think of the technical aspects of this video: how long do you want it to be? Do you want to use animation or have real people in it? You can gain some inspiration by taking a look at Kapwing’s template collection for advertising and sales videos.

Depending on whether a short-form video works better to preview your product or service, or if your product needs more time to dive deep into how it works, you can invest in a longer product demo video walking your viewers through a step-by-step process.

Here are the three main elements to an efficient product demo video that will drive real results for your business:

1. Craft a story

Video storytelling allows your audience to visualize how they fit into your product or how your product fits with them seamlessly. This is important to make sure your product demo video is cohesive. Don’t lose your audience while you’re presenting the value for them.

Example: Buffer

The social media management tool, Buffer, does a great job with storytelling as they begin their video by framing a specific situation that fits their target audience. Immediately, their customers will learn that their tool is relevant to them and that Buffer truly understands their problems.

2. Introduce your product

Educate your viewers here. Introduce your product and present how it works differently from other competitors. This is a nice segue into highlighting your mission and your "why."

Example: Bombas

Bombas's entire foundation is built on a mission: donate a clothing item to the houseless for every item purchased. They frame this perfectly as they walk their audience through their entire journey from the start of their business.

3. Implement a call-to-action

Encourage your viewers to take action and the next steps. Continue the relationship and guide them onto what to do next. Do you want them to go to one of your landing pages? Product page? Or just subscribe and follow?

Example: Rizos Curls

The founder and CEO of Rizos Curls, Julissa Prado, ends her video by encouraging her viewers to watch another one of her videos saying, "To watch how I style with the light hold gel as my 5th step in my Wash 'N Go, make sure you watch my full 5 Step Wash 'N Go." This makes the buyer journey easier as she guides them down the path to watch more content and purchase.

What These Videos Have In Common

Although these product demo videos have specific strengths in them, what they all have in common is relevancy, relatability, and reliability.

They all know their target audience, they know their goal, and they share that with their viewers. They include their customers in their product and their journey.

Quick Tips When Editing Your Product Demo Video

Include subtitles

Invest in accessibility so you can reach a broader audience and include them within your community. You can choose either open or closed captioning.

Use a screen recorder and/or camera

Don’t only reach your audience. Engage with them. Include them in your video and give them the first-hand experience of your product or service by using a screen recorder or a camera.

Pick the right background music

It’s important to set the right tone for your video to get your audience in the right mood. Help them digest your message and feel compelled to take action after watching the video. Use royalty-free music from the best sites in 2021 to find the right music.

Use animation effects

Don't leave your viewer on too long of a still frame. Capture their attention by using moving zooms or jump cuts. Keep their focus on what you think matters most in the frame of the video.

Head over to Kapwing's Studio Editor to get started on your product demo video or any video content for marketing your business. You can also gain inspiration for any video content and techniques on our YouTube channel. Keep updated with more editing tips and video effects you can use by subscribing to our newsletter below or visiting the Kapwing Resources Page.

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