Web users are on a decision-making journey. Whether they are researching a product or service, or are ready to buy, they need guidance. Most websites provide users with written content that lists out features of a product or service. Video should not replace this vital content, but should aim to augment written word with real-world context.
Show users how a product or service can solve a specific problem, or enrich their lives.
Think less about using the words “it has” in video and spend more time saying “it does”. Look for ways to place a viewer in the location a product or service would be used. Discuss how it may impact their lives and create value by discussing why features have been added. Show users how a product or service can solve a specific problem, or enrich their lives. When you don’t show it or say it, they have to figure it out for themselves. That effort could mean the difference between a sale and a loss.
The concept isn’t new. Advertising has been utilizing these methods for over 100 years. Yet, we are constantly presented with online video that shows imagery, yet says little about why something looks the way it does, or has the features it has. Dive deeper to increase a viewer’s knowledge of your brand.
Companies and brands can, and should, supply their e-commerce partners with quality video that can live next their product description pages.
Benefit videos are also important in e-commerce, where buyers are already in the process of making tough decisions between products, but are close to a buying decision. Companies and brands can, and should, supply their e-commerce partners with quality video that can live next their product description pages. These videos should, again, supplement copy by adding additional value and context.
You are undoubtedly passionate about and believe in your products and services. So tell people everything you can about why. Show them how far you thought through your design, engineering, or whatever is relevant to them. It will go a long way toward ensuring them you are the right place to spend their money.
///////////////////////////////////////////////////////////////////////////////////////////Transport is a creative agency that focuses on strategically–crafted online video media for brands and products. We are a team of designers, filmmakers, and strategists…multi-faceted and enthusiastic creators of moving images and brand messaging. We believe strongly in the power of online video to transform the way people learn about brands and products. We focus on creating efficiently-crafted, authentic product and brand messaging that connects companies directly to their clients and customers.