A marketing video or an instructional video? What is the distinction and how to create an productive stock video? There is a distinct misconception when it comes to online video marketing: many believe there are two distinct types of videos: on one hand there are marketing videos, and on the other instructional or how-to videos. In fact every stock video, no matter how instructional in nature, is a marketing video. Not every marketing video, however, is instructional - there are plenty of pure commercials. However, what is happening right now is a specific shift towards schooling based marketing, and away from "in-your-face" or what is also called "interruption based marketing". People are less and less tolerant when it comes to video commercials online. Unlike banners and text ads, video ads are harder to ignore especially when they are played as a pre-roll before you can see the actual video. A lot of us would rather pay for a subscription aid than have to sit through pre-roll ads. If there is one thing I love doing it is clicking off when I see a pre-roll video ad.
So let's talk about how to successfully create an schooling based stock video that will serve as an productive marketing tool.
First of all you need to delineate to the audience that the video will include requisite instructions. If you do not re-assure the viewers right away, they might tune out immediately, fearing that they will naturally be subjected to someone else annoying commercial. If your video is delivered in a player that allows you to enter chapters, then you don't need to worry - the viewers will immediately scan the titles and see that there are chapters that cover some specific how-to aspects. If they cannot immediately see visually what will be covered, it is a good idea to include a brief article that tells them what to expect. You can do it right in the video itself, while your opportunity statement, or as a written description.
Creating product Videos - Marketing Vs Instructional article - How to structure Your product VideoOnce you have re-assured the viewer that the video is in fact not a pure commercial, we need to address the key issue of how to coming the video itself, and how to buildings it, so that it is in fact an schooling based marketing piece that will help both, the consumer who is looking for information, and the firm that needs to delineate the value proposition of its stock and promote its brand.
Ideally we want to separate the video into assuredly accessible parts/chapters so that the viewers can access any of them based on what they need at the moment. You have to remember that viewers have different levels of awareness about your stock or company: some of them are already well aware of your stock or brand and only need to access specific data or instructions, while others need to learn more about the stock or your firm before they can appreciate the how-to elements you are providing them with.
There will be specific segments in your schooling based video and these segments can be done as separate chapters/videos or as one continuous piece if that's your only option. That's where you will be balancing between the marketing messages and the how-to educational parts.
Start with a short overview of your product, and make sure to delineate clearly what the stock is, who can use it and why - this is your value proposition. This is where the temptation to plug in a commercial is the strongest. As much as you can try to stay away from an distinct sales pitch. It doesn't mean you cannot use some great graphics or animations. By all means use them, but make sure the message is clear, and it is the stock and its value to the consumer that take the town stage, not the fancy graphics and the spinning 3D logos.
In the next step you want to briefly figure the key features of the product, and what sets it apart. This is where you have a opportunity to go into more information and assuredly focus on the differentiating features. A great way to do it is to show the viewers what comes in the box for example, or show the main parts and functions of the product. As you list the parts or functions you are educating the viewer about your product, engaging them, and allowing them to dream how they will be using the stock themselves. At the same time you are taking your time to interpret why each part or function is so great - you are elaborating on your value proposition. Your video now acts essentially like a good salesperson at the store who has already told the consumer what the stock is, and will now show them the stock in detail, turn it around, let them "explore it" and get a better feel for it. At this point the viewer is interested, but has more questions and they need to be answered.
Finally, you will move on to the main part of the video - the demonstration part. This is what most People think of when they talk about instructional videos. From a marketing perspective though, this is a opportunity to contribute the customer with a demonstrative validation, and re-assure the customer that the stock is easy to use, the stock does what it promises to do, and the customer can consequent your instructions and start using the stock as soon as possible. Here is where you want to make sure that you give the viewers what you promised them - not a commercial, but an educational/instructional piece. The more information you can contribute the better. Keep in mind that while in your own mind you might be focusing only on selling the product, the benefit of the detailed instructions are in that the viewer will be able to access the video later, after the purchase, and it is a great way to preclude unnecessary stock returns.
Not every stock can be explained in a couple of minutes. If you can, offer supplementary instructions, supplementary videos to withhold the customer. This not only helps the consumer who already purchased the product, but it helps you sell the stock in the first place - any time there is any doubt in consumers mind, they will all the time choose a stock that comes with a better customer support. Just look at Apple's brilliant strategy of gift free classes to help People not customary with computers get started and learn how to use any Apple product, from a Mac Productive stock videos are in paying attention to the following:
It will not happen overnight. There will be a gradual transition to schooling based marketing when it comes to stock videos, but don't wait to start that transition in your own company. Most companies are already implementing schooling based marketing. They have seen the writing on the wall. If you need any proof - look at Apple and their allinclusive network of how-to classes as well as online how-to tutorials designed to capture the hearts and minds, and enlarge their reach.
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