When we want to buy
something, many of us will turn to the internet for reviews, general
information, and increasingly, video content. Being told about something in a
blurb isn’t the same as seeing it in action, so getting your promotional video right
is important.
When Should You
Make a Product Promo Video?
To
demonstrate how to use something. This can work for most products, but is especially important if you
have a product that is complicated or relies on a particular quality. A
cleaning product, for example, being shown to cut through some tough grime. You
can still add personality and brand messages to this type of video – check out Solo Stove Bonfire’s video to see how you
might approach that.
To
set your brand up as an ‘expert’ on what you do. Talk about industry news or offer ‘inside information’
while you show your product. This video
by Nike is a great example:
To
show off how much people love your product. Testimonials are great, so why not show off your product at the same
time by having those testimonials featured in a video. Take a look at Slack’s testimonial video:
Give
your brand a personality. Use
personality-led videos to build up trust and reputation for your brand, while
also using the platform to show off a product. A great example of this is the ‘Will it Blend’ series of videos
by Blendtec:
How to Make a
Great Product Demo Video
Get the
Balance Right
You want to
create an accurate representation of your product, but you also don’t want to
lose the attention of your audience by going on for too long. Bear in mind too
that you might need to create several versions of your video if you’re intending
to post them on your social channels.
Have a Purpose
If your video is
simply to show off your product, it might not get much attention. You should
aim to have a reason for your video other than simple promotion: be aspirational,
or inspirational, knowledgeable and so on. Reflect this in the style of video,
or template you choose. If you were selling running trainers aimed at athletes,
you’d probably want your video to be fast-paced, inspirational and upbeat.
Know Your Audience
The answer to, ‘who
should buy your product’ might be ‘everybody’ in an ideal world, but if you aim
for everyone, chances are you’ll hit no-one. Know the people in your core market and craft your message to resonate with
them.
Use High-Quality
Design
Your product might
be world class, but if your video is poor, people may assume your product is
poor, too. Hiring a professional designer or film producer is the ideal, but if
your budget doesn’t run to that, then you can still produce something of very
good quality by using a template designed by a professional. Let’s take a look
at a few.
Create Your Product Promotional Video in After Effects From a Template
Using some ready-made templates to show off your product is a sensible move if you don't feel like you're ready to create something from scratch yourself, and you're not in a position to be able to hire someone. Templates are created by folks who know what they're doing, so they look great, they're generally easy-to-use, and best of all, you can customise them to fit your brand.
Here are a few great examples of high-quality templates for Adobe After Effects. 1 and 2 are from Envato Elements, where you can download and use as much as you want for a monthly subscription. If you prefer a 'pay as you go' option, we've got you covered—3 is from Envato Market, where you can buy templates and other resources individually.
1. Product
Promo Mockup KIT from Envato Elements
Product Promo Mockup KIT is a modular AE template that you can use
to promote books, software, DVDs and much more. Make use of the three pre-edited
cuts, or create your own with over 11 different modules. Everything is fully
editable so you can create something unique for your brand.
2. Elegant
Slideshow—Product Promo from Envato Elements
A slideshow is a tried-and-tested favourite, and this After
Effects template from Envato Elements is colourful, fresh, and suitable for a
range of products. There’s plenty of room for titles and explainer text too, if
you have a product that’s a little more complicated to demo.
3. Professional
3D Device Pack for Element 3D from Envato Market
This is a great pack if you want to demonstrate a product on
a number of popular devices such as a smart watch, pad or smart phone – there are
17 different 3D models included, which are being updated all the time to keep
you current. As the models aren’t pre-rendered, you’ll be able to customise
them easily to keep everything looking right for your product.
More Product Promotion Help
Here are a few tutorials and product round-ups to keep you learning and making great videos.
