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Apr, 2024Apr 19, 2024
Product Video Explainer: Telling Customers What They Need To Know
Over 80% of marketers claim video marketing has increased sales. Nearly 90% of marketers claim video is vital to their marketing strategy. Plus, the average retention rate for all videos is 54%. These numbers may illustrate the close relationship between having a video and succeeding in marketing. Yet, they don’t tell you anything about the types of videos that enhance a company’s bottom line.
Video marketing isn’t a magic trick that can automatically drive business. To succeed, video marketing must be executed successfully, too, which requires nuance, strategy, creativity, and vision.
But above all these, there is one rule about video marketing the statistics won’t reveal for you: the reason why you should avoid presenting over-technical and complicated product specifications, but communicate the benefits the product offers to your potential customers.
Pain Points Of Video Marketing
We’ll be honest—it’s better not to make a marketing video than to produce a bad one. But it’s even better to make a good one by putting your audience at the center of your product communication showcasing how your product meets the customers’ needs.
It is far more common for companies who don't have a clear picture (or think they do) about how to do video marketing right. Especially for companies highly focusing on product research and development, for example, some high-tech companies, or companies mainly serve for professional industry.
Companies lacking professional guidance are always struggling with how to execute and what videos they should make, eventually spending a fortune but getting a video that actually confuses, misleads, or effectively communicates to the audiences. Best intentions aside, the result can leave long-term damage to the brand and product association, which will require exhaustive efforts to recover.
So, how videos based on technical specifications can hurt your business while modern explainer videos—executed correctly—can inversely drive growth.
Common Mistakes Made In Video Marketing.
Brands commonly make these 3 mistakes when producing videos aiming to explain their products:
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Over-explanation - Present over–profound technical mechanism explaining the science behind the science, confusing the customer.
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Non-effective communication - failing to communicate how the product will benefit the customers, what problem has been solved, and why this product is important, but only throwing massive technical specifications on the audience's face.
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Redundant - Pursuing long, head-to-toes, excessively gimmicked videos and adding unneeded glitz and glamor to their products.
No matter how likely your targeted audience would be interested in the operation process of a racket, they won’t be interested in the science behind the rocket science.
In fact, modern explainer videos can perfectly show the professionalism of your product while also being user-friendly, often yielding superior results than videos that follow and translate a series of specifications.
Shorter Is Often Better For Modern Explainer Videos.
We’ll first clarify that it is not the length that irritates the targeted audience. A long product film can be effective as long as it is appealing to the customers.
Still, almost three-quarters of consumers would rather watch short-form videos when searching for products or services. The younger your customers are, the shorter the product video is recommended. Research also shows that nearly 60% of Gen Z consumers prefer watching short videos to educate themselves about products and services.
See Through The Eyes Of Your Target Audience.
What happens when you drown your potential customers into pure product or service specs? You waste the chance to connect with your audience.
Specs don’t add direct value to the largest part of your potential customers, who, truth to be told, can hardly care about the byzantine technical mechanism.
This isn’t to detract from your product's specifications. You should be proud of all the work it took to create or maintain them or their accuracy.
But in terms of product marketing and product communication, going down-to-the-earth is much more important. So compared to showcasing the specs, interpreting them into the contribution the product is about to make for the customer’s life.
Nevertheless, you can include specs in your explainer videos, but only when they are addressed from the customer’s perspective.
What would be the right way to communicate your benefits with the customers？
Within this short thirty-second, it communicates the benefits in a simple, engaging, yet humorous way. While this isn’t an explainer video (we’ll have it later), the core of product communication shines through.
Benefits Versus Specs: Core Differences.
Understanding the distinction between product/service benefits and technical specifications is crucial when creating explainer videos.
Product specs, including safety standards, dimensions, and performance metrics, serve as blueprints for products, detailing their appearance, specific requirements, and functions, along with the target user persona.
Product benefits, on the other hand, are the positive values or outcomes delivered to customers. For instance, a smartphone camera with high resolution provides detailed photos and enhances content viewing experience.
Highlighting a product specification is only necessary if it offers a tangible benefit. For example, an expiry date can emphasize a product's durability and reliability, which are highly valued by consumers.
Overemphasis On Specs Interfere Your Visual Storytelling.
What's the story behind your brand?
We ask because research shows that 92% of consumers respond positively to transparent storytelling in marketing.
When your marketing videos are overloaded with technical specifications, you limit your storytelling opportunities. This can lead to disengaged audiences, defeating the purpose of creating such videos.
On the other hand, focusing more on the benefits of your explainer videos allows for better storytelling.
This video effectively addresses the audience's pain points, using lively animations and a touch of humor to keep viewers engaged. It communicates what the product does, how it can solve problems and its benefits. Remarkably, it achieves all this in just 2 minutes.
Conclusion
Long-winded videos solely focusing on product specifications aren't effective for business. They tend to bore audiences, missing the opportunity to establish a connection.
Today's audiences prefer shorter, impactful videos with high production quality, incorporating elements of humor and engaging storytelling techniques.
However, creating explainer videos that truly resonate with your audience requires significant effort, often beyond the capabilities of most companies in-house. Thankfully, partnering with Naturality Digital can elevate your video marketing efforts to the next level. Contact us today to learn more.
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