Consumers shop visually.
The numbers speak for themselves: the average human brain retains visual information at a rate 4x that of read information and 8x that of things heard. If a picture is worth a thousand words then a video is certainly worth ten thousand or, maybe, a million!
Videos convey information and tell a story. They grab our attention and keep it while they showcase products and services in ways consumers will remember.
Amit Manchanda from Net Solutions put the purpose of product videos simply:
“The purpose of a product video is to help businesses convey what their products can do. Also, a video eCommerce strategy enables potential customers to understand all aspects of your product virtually without having to visit in person.”
Shoppers are 1.8x more likely to make a purchase if they view a product video.
Want to see your products convert? Here are 5 types of videos to try out for your business today:
Unboxing videos are hugely popular and super simple. Who doesn’t love it when that new package shows up on your doorstep? An unboxing video is a video where someone opens and unpackages a new product, usually one that has just been released or is highly anticipated. Creators take that excitement to the next level by creating short videos as they unbox a shiny new product. They take you on their own personal journey while helping you understand what to expect when you buy a product.
If your product has great packaging or a surprising twist, unboxing videos can build and share excitement. Capturing an initial reaction and showcasing a product inspires the viewer to want that same experience for themselves.
For this product, the tea bag is opened up from a sealed box and torn open as a sachet. This user journey is a sensory delight and a soothing demonstration of how the tea is made from start to finish.
A product demo video typically provides a step-by-step guide on how to use the product and highlights its key features and advantages. Whether it’s a new juicer or a breakthrough skincare product, the demo quickly gets the consumer more comfortable with the product and closer to actually buying. By showing the product in action, not just reading text or seeing external packaging, the information becomes more believable.
If your product is more complex or there’s just a better way to use it, a demo can communicate that quickly and persuasively. Creators bring greater credibility to a demonstration. They are experiencing the product just as a consumer might.
And don’t forget to highlight the solution. Cloe West at Shopify sums it up:
“Your product or service is designed to solve a pain point for your customer. Impactful video shows how your product provides the solution. It can be as simple as showing a person struggling with a task, introducing your product, and demonstrating how their life gets better as a result.”
For this product, the design is a bit more complex, so the user shows just how to use it and makes it appear stress-free and easy to do (even in a rush!).
A video that provides an authentic user review and reaction adds a convincing personal touch for a viewer. A product review video provides an in-depth evaluation of a product. The video typically features someone who has used the product extensively and shares their experience and opinion about it. A personal experience, story and relatable reason for buying (AND loving) a product is an easy way to convince people to buy.
“By showcasing happy customers and their experiences with your products, you can build trust and credibility with potential customers. This type of content also provides social proof, which can help persuade potential customers to make a purchase.”
Almost every product or service benefits from product reviews. New buyers check star ratings and comments from other customers and experts before they commit to buying. Creators are expert at finding the emotional side of a product, not just the function. They can weave that reason to love your product into their review.
For food, reviewing it honestly with a taste test on camera and explaining what they’re experiencing, including the smell, is a big selling point.
Consumers can often feel overwhelmed by the sheer amount of choices in their search results, social media and email . We all go through a process of elimination when researching new products. We may start with a long list of contenders and soon whittle that down to two or three products to compare. A product comparison video typically provides an in-depth analysis of the features and benefits of each product, allowing viewers to make an informed decision about which one to choose. Creators make comparison videos to put products back-to-back and make it easier to choose the one that’s right for you.
If your product has differentiating and distinctive features, functions or benefits, a comparison video can really tease that out. Of course, choose wisely which product you compare yours to. You need some killer feature or something that is objectively better about your product.
In this video, the user explains how there’s only one thing that works for her restlessness and keeps her refreshed. She explains what makes it unique as a product and highlights these as the selling points.
Stories are an important part of building trust and interest. Employee-Generated Content (EGC) might feature a staff member talking about the provenance of the product or the values of the company behind the product. A Creator might tour the factory or the design office that develops the product. These offer a behind-the-scenes glimpse that just might improve the preference for your product. Who are you? Why should people buy what you’re selling? You can get creative with this style of video. Touch some hearts!
If you have a great story about how or where your products are made or how you engage with the communities you operate in, a story video can quickly communicate that to customers. When a Creator tells that story, they let customers walk in their shoes and get a personal view of who you are.
In this video, the unique reward scheme and app that connects consumers to the stories behind the products is shown in an interesting and engaging way to inspire and move consumers and encourage them to want to find out more!
At KittyKat Creators, we work with an expanding network of imaginative Creators who know how to create the right engaging video for any brand.
