Great Product Demo Videos Solve a Problem

Product Demonstration

Lights, camera, action! It’s time to make a product demo video. However, before you turn on the lights and place your product in front of the cameras, you’d be wise to consider how your product solves a problem. A truly great product demonstration video illustrates the problem and positions the product as a solution. When prospects view the product video, can relate to the problem, and see the product solving that problem, their natural impulse will be, “I want that product.”

The infomercial is a classic example of an extended product demo video that first shows the problem and then delivers the solution in the form of the product. Love the format or not, infomercials often identify problems prospects didn’t realize they had. Yet, if the problem rings true and the product adequately solves that problem, then desire is created. Before creating a product demonstration video, it’s not a bad idea to watch some late-night television and analyze how those marketing messages solve problems. This doesn’t mean that you should create a product video that feels like an infomercial. It simply means to get comfortable thinking about what your product offers and how it benefits its users.

Steps for Producing a Problem-Solving Product Demo Video

  1. Identify your product demonstration video’s audience – Before you can identify a problem that resonates with your product’s potential users, you must first identify who those potential users are. A product video produced for elderly, house-bound patients will feature different problems than one produced for busy business executives. Identify your primary audience and focus only on that particular audience. If your product appeals to a wide audience, consider making separate product demonstration videos for each market segment.
  2. Find out what problems your audience has – Once you understand who you want your product demo video to appeal to, identify the problems this audience has. For instance, elder patients may be fearful of falling, may struggle with grocery shopping, or may have trouble reading the fine print on labels. Busy business executives may not have time for exercise or may worry about funding their retirement accounts. Brainstorm as much as you can about your audience, even if these problems don’t relate directly to your product. As you learn more about your audience, you’ll be more likely to find ways your product can help them.
  3. Position your product as the answer – After identifying a problem that your product solves, it’s time to focus the product demo video on just that.
  4. Show how your product is unique – Is your product the only product on the market that solves a given problem? Not likely, but it might be better at it, easier to use, or longer-lasting. Consider what makes your product the best choice for your market and make sure that your product demo video clearly positions it as the ultimate solution.
  5. Show your product delivering results to people just like your audience – Your prospects want to know that your product works as promised. By including people in the product demonstration video that your audience can relate to, and by showing their delight with the results, you can build trust and show that your product does deliver. For example, if your product is lightweight, easy-to-assemble shade canopy that appeals to the retired RV crowd, your product video would be more effective if it shows an older couple setting it up without difficulty than if a young, fit man set it up. Your audience needs to be able to see themselves using the product and benefitting from it. The product demo video format lends itself to doing just that.

The golden rule for producing a product demonstration video that solves a problem is to answer the age-old question, “What’s in it for me?” Solve your prospects’ problems and show them how they will benefit by using your product and your product video will have answered that question perfectly.

What do you think about producing a product demo video that solves a problem? Share your thoughts in the comments section below:

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:

Product Demo Video: Engaging Viewers and Calling Them to Action

man looking at computer with engaged expression

Have you been tasked with producing a product demo video for your website? While you have numerous options as far as producing and uploading the final video, you’ll need to carefully plan your product video to ensure that it’s as effective as possible. Not only should your product demonstration video clearly show your product’s features, it must also:

  • Engage viewers
  • Show its benefits to viewers
  • Prompt viewers to take action

Using a Product Demo Video to Engage Viewers

Engaging viewers is one of the most important tasks your product demonstration video must perform. After all, if your product video is boring, poorly produced, or uninformative your prospects will quickly tune out. Today’s online video viewers are pulled in all directions with little leisure time. Make sure that your product demo video engages viewers and keeps them tuned in by:

  • Keeping the product demonstration video short. Your product video should be no longer than three minutes. Viewers that see a long video length may not bother to push the play button no matter how entertaining your video may be.
  • Getting to the point quickly. Online video viewers don’t have the patience for long introductions, even beautifully produced ones.
  • Staying on topic. Your product demonstration video is just that, a product video. This isn’t the time to delve into the history of your company or its accomplishments.

Demonstrating a Product’s Benefits in a Product Demo Video

In addition to engaging viewers through product video length and pacing, your product demo video must speak to your viewers by addressing what’s in it for them. For example, your product likely has several features that you’ll want to showcase in the product demonstration video. However, how do these features solve your viewers’ problems? Make sure that each feature you introduce in your product video is balanced by its benefits. This helps keep viewers engaged, shows you understand their problems, and most importantly, positions your product as the solution.

What Action Do You Want Viewers to Take after Watching the Product Demo Video?

No matter how engaging and benefits-oriented your product demonstration video may be, it can be even more effective if you add a call to action at the end. Think about what actions you want your viewers to take after watching the product video. For example, do you want them to order a free sample? Download a trial version? Request a custom quote? Request a product brochure? Order the product right away?

Carefully consider what action you want viewers to make and use the product demo video to guide them toward taking that action. At the end of the product demonstration video, explicitly prompt your viewers to take that action. You can do this in several ways. For example, you could have the narrator of the product video say, “Call our office to schedule a free consultation” or you could have a popup screen appear at the end of the product demo video prompting viewers to “Download a free trial version now.”

An effective product demo video is one that engages viewers, positions the product as a solution, and prompts viewers to take some sort of action. Once your prospects answer the call to action, you can then follow through with other sales steps.

What do you think the most important part of a product demo video is? Share your thoughts in the comment section below:

Product Demo Video: The Importance of High Quality Video

product demo video

A good product demo video not only showcases the product you are demonstrating, it also sends a message to viewers about the product’s quality. Make sure that your product demonstration video features the best production values possible so that viewers receive a message of quality. After all, an amateurish product video screams out that your product or company is also amateurish while a high quality video has the opposite effect. In addition to production values, your video should also contain quality content that shows you understand the benefits your viewers will realize by choosing your product.

Product Demo Video: Production Values

Whether your product demonstration video focuses on luxurious cosmetics or heavy duty construction equipment, the quality of the video production says something about the quality of the product. For example, if you were considering purchasing a $250,000 bulldozer, what would you think about a product video with fuzzy images, horrible sound, and jerky camera moves. If the video looks like it was shot on a cell phone by one of the equipment operators, what does that tell you about the company’s commitment to its customers?

While you may not be able to drag a bulldozer into a video production studio, you can certainly hire a professional video crew to shoot and edit the product demo video. Using a professional-grade video camera, tripod, sound equipment, and lighting is a must because the overall quality of the product demonstration video relies on the production values used at every point of the process including shooting.

In addition, the product video should be professionally edited. A good editor can do wonders with raw footage, voiceover, music, and interviews. A good video editor can transform a lengthy product video into a short, engaging product demonstration video.

High Definition Product Demo Video – Is it Necessary?

Before you shoot the product demonstration video, make sure to consider shooting in high definition. Even if your product demo video is destined for your website where high definition may not be necessary, shooting a high definition product video gives you options. Remember, you can always scale down a high definition product demo video for the small screen, but you can’t necessarily do the opposite. Once you have your product demonstration video produced in high definition, you can repurpose it for tradeshows, sales presentations, Blu-ray discs, or even television commercials.

Most video production companies have the capacity to produce your product video in high definition. In fact, most will be happy to produce the product demo video in HD and provide you with alternate formats for the Web and other uses.

Product Demo Video: What to Include

Okay, so you know you want your product demonstration video to have the best production values possible and be shot in high definition – now what? Before sending a product video film crew to your jobsite or booking studio time, you’ll need a solid idea about what your product demonstration video should include.

You may have already detailed which features to demonstrate in your product video. While that’s a great start, a feature-rich product demo video is missing a key component: the viewer. Instead of focusing your product demonstration video solely on your product’s features, switch perspectives and adopt the viewer’s perspective. What benefits will viewers of the product video realize if they purchase your product?

A product demo video that focuses on benefits answers the question of “what’s in it for me?” Viewers watching a benefit-focused product demonstration video will know that the product makes them look younger, saves them money, saves them time, reduces injuries on the job, makes them more productive, and so on. A product video that focuses on benefits creates an emotional connection and helps frame buying decisions.

When a product demo video features high production values and focuses on the benefits viewers will receive by choosing that product, it’s bound to be a success. How have you incorporated benefits into your product demo video? Share your thoughts in the comment section below: