Product Demo Video: Tips for Showcasing Your Product

Product Demo Video Tips for Showcasing Your Product

When it comes to producing a product demo video, the video generally focuses on the product and its features. After all, this is the basic definition of a product demonstration video. No matter what your product is, you can easily demonstrate how to use it and produce a product video. For example, if your product is a tonneau cover for a truck, you could film a person installing it, opening and closing it, removing it, and so on. If your product is a multifunction printer, you could record its various features such as scanning, collating, and faxing. However, while these product videos demonstrate the product and its features, they’re missing two important components: prospects and benefits.

If you want to move beyond merely demonstrating your product and truly showcase it, you’ll need to make sure that your prospects clearly understand what’s in it for them. In other words, how will they benefit by choosing your product?

In order to communicate the benefits your prospects will receive, you must first understand who your prospects are and what problems they hope to solve by purchasing your product. For example, is your tonneau cover intended for work trucks or recreational drivers? Is your multifunction printer designed for the small business owner who works from a home office or is it designed for a corporate environment? You likely already know your intended audience but it’s easy to overlook the importance of addressing your target demographic.

Spend some time identifying your ideal customer and write out a detailed description. You could even create a persona that typifies the ideal. Start by asking the following questions: What is your ideal customer’s age and gender?

  • From what socioeconomic class does your customer come from?
  • What are your customer’s goals, desires, and fears?
  • What problems does your customer have?

As the persona takes shape, give him or her a name. For example, if your ideal customer is a hip 20-something self-employed business woman on a budget, you might call this persona “Ashley.” Take it a step further by searching a stock photography site for a photo of a young woman that looks like what you perceive Ashley to look like. By naming the persona and creating an avatar to match, you’ll have a much clearer picture of your customer base.

You may have several categories of customers. If so, create a persona for each category and then decide which persona your product demo video will target. A product demonstration video for “Ashley” will likely require a different approach than one for “Elmer” because Ashley and Elmer have different problems they hope to solve.

Once you know who your product video is for, the next step is matching your product’s benefits with your prospect’s problems. Write down the problems each persona has that can be solved by your product. Next, brainstorm any additional benefits that each persona can expect. As you do so, your product demo video will start to reveal itself.

For example, Ashley may want a low-cost, yet stylish, device with a small footprint while Elmer needs something easy to install and use. Ashley wants crisp graphics and is tired of wasting money on ink cartridges while Elmer would appreciate the ability to magnify documents. Now that you know your persona’s problems and how they relate to your product, you can write the script for your product demonstration video and showcase your product as the product of choice.

When people just like Ashley view your product demo video tailored to that demographic, they will relate because they share Ashley’s hopes, goals, fears, and problems. Similarly, Elmer’s peers will see themselves in the product demonstration video produced for the older demographic. By understanding who your product helps and what problems it solves, you can produce a product video to match.

What are your thoughts on producing a product demo video for a specific persona? Share your thoughts in the comments section below:

Comments are closed.