It’s no secret that video is becoming increasingly important as a marketing tool. Ever since Google bought YouTube, video has become a powerful way to drive traffic to websites, add personality to a corporate brand, and of course, demonstrate how products can be used. That being said, there are still right ways and wrong ways to approach the development of product demo videos. For that reason, we thought we’d offer five tips today on how to develop an effective product demo video.
1. Decide how you will promote the video before you start the process
Videos are excellent marketing tools, but they won’t do you any good if people can’t find them. Before you start working on your video, consider how you are going to drive traffic to your new video. Creating a corporate YouTube channel is an easy decision. Where will you place the videos on your site? A videos page makes sense, but making the videos accessible from other pages is often a good idea too. Promoting videos via Facebook pages and now Instagram can work. There are out-of-the-box methods to promote videos as well, including proper usage of QR codes and more.
2. Plan it out, in detail, before you turn on your camera
When we are working on a video, the first thing we do is work on the script. There are a few reasons for this. First, writing the script helps us frame out what we want to cover in the video and how we can cover that information in the most concise way possible. The script can also help us think of what we may need to make the video a reality. Do we need a voice-over talent or a model? What props do we need as we discuss how the product should be used? How long does it take for us to read through the script? This gives us a rough idea of how long the video will be and how much we need to add or cut. It’s far easier to do that with a script than with a fully developed video!
3. Invest in a professional videographer and professional equipment
The temptation these days is to stick your smart phone up into the air, record one of your employees demoing your product, and then post that everywhere. The problem is that the lack of professional quality is easy to spot, and it can reflect poorly on your brand and on your company. This video may be the first encounter someone has with your company. You want to make sure you put your best foot forward.
4. If you use slides with just type, make sure you proofread them
Few things can reflect more poorly on your company than a glaring typo in a video intended to be informative. Make sure you proofread everything before posting your video all over the online world. Ideally, all copy should be proofed before the video is edited together. Proofing the script can assist with this step.
5. Invite someone not heavily involved in the development process to critique the video
This can be a nerve-wracking part of the process, but just as we recommend this step for a website, we also recommend it for video development. A person who is new to the project but who is familiar with the product could pick up anything from mistakes in how the product is being demonstrated to a typo that you did not noticed because the development team was so involved in the details. Make sure that a person bringing fresh eyes and ears to the video understands the chronology and doesn’t find any part of the presentation confusing. You won’t have the luxury of sitting next to every person who watches the video to explain parts that may not be intuitive.
There are many other tips we could share regarding video development but these are some of the most important ones. What would you add to this list? We’d love to hear from you!
Image Credit: http://www.flickr.com/photos/racum/2607389923/ via Creative Commons