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Video Inspiration, Video Marketing

4 ways to spark excitement (and sales) through product videos

Apr 23, 2019

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Getting ready to promote a new offer or launch a new feature? Supplementing any big announcement with a product video is a sure-fire way to get your potential customers excited about it. In general, marketers who use video in their strategy see a growth in revenue 49% faster than marketers who don’t. Which can easily be explained by the fact that, when given the option, 72% of consumers would much prefer to watch a video than read text when checking out a new product for either personal or professional use.

Of course, before you get started on creating a product video for marketing purposes, you have to know why you’re using them and what goals you hope to achieve with each new piece of content. Are you trying to increase your landing page conversion rates? Or would you rather focus on improving your product’s SEO? You can also use product videos to increase b2b lead generation, reach specific buyer personas, accumulate testimonials you can repurpose for other sales materials and much, much more.

These 5 product marketing examples from leading brands like Shape, Dollar Tree, and Bizzabo demonstrate how you can effectively get your target audience’s eyes on your product, keep them engaged, and ultimately, convert them into customers.

1. Flaunt reviews

Innovative STEM toy company (and Wibbitz customer) LittleBits sure knows how to grab and keep their audience’s attention. The latest addition to their line of products is the Avenger Hero Inventor Kit, modeled after the popular film franchise. In the example below, we see a quick showcase of children enjoying the new product.

We also see short blurbs from reviews by industry leaders like 9 to 5 Toys, Comicbook.com, and Fatherly. These reviews support the amazing toy demonstrations happening in the video, which makes kids of all ages wish they could own one for themselves. Altogether, this product demo video is just as educational and fun as the toy itself.

2. Deliver value

If you’re looking for video marketing that scores big with b2b lead generation, look no further than this next example from Bizzabo. The beloved event software brand helps modern planners successfully take a holistic and measurable approach to their work. And in this video, Bizzabo is able to both show and tell their audience what they’re all about – seamless event marketing.

Here we see a product demo video of the Bizzabo event app, with a voiceover that explains all the benefits users get from the product. As each benefit is described, the product demo screen completes the task in the same amount of time it takes to describe it. Viewers can see how easy and intuitive the app is to use, along with all the things it can do for them, in just about 30 seconds.

Experience Bizzabo's NEW Fully Branded Event App

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Posted by Bizzabo on Tuesday, February 6, 2018

 

3. Command attention

Dollar Tree is a well-known brand with store locations near almost every major city in the U.S. But what many customers might not be aware of is the specific product mentioned in this video that they can purchase online. In this video their team created with Wibbitz, we see a high-quality beer mug along with an animated speaker, a customer testimonial, and vital product specs.

One thing this product video does really well is creating an attention-grabbing intro using a number of tools. First, their speaker directly addresses the audience within the first second of pressing play. Second, special effects are used to add visual interest to the talking head image without distracting from the message.

And finally, the text spoken is short and sweet. In less than a paragraph, the viewer knows the brand name and where they can find the products they’re about to see. These are all easily replicable tactics you can apply to your next video.

4. Electrify emotions

With the help of the Wibbitz platform, Shape Magazine’s team put together this product video for marketing an Everlast and Bloomingdales collaboration that truly kicks butt. The products featured in the native ad example below include the latest in a line of designer boxing gloves commissioned by the brand that will be auctioned off, with proceeds going towards The Breast Cancer Research Foundation. The one-of-a-kind creations by themselves are enough to get a viewer pumped but, thanks to this video, their marketing really packs a punch now.

There are a few ways they evoke emotion in this product video. The music playing on top of the bejeweled and sparkling gloves as they rotate is high energy. The clips of strong women punching bags and getting ready in the ring are also exhilarating.

And, because this product is connected to a charity, the overall video gives the viewer a strong sense of hope and empowerment as the brand continues to support the fight against breast cancer. If that doesn’t evoke some emotion, we’re not sure what does. But again, even if the product you’re marketing is for-profit, using the right music alongside complementary action shots of the product in use can really stir up some feelings.