One of the wisest things We’ve ever read about product advertising came from the writer of the children’s book.
“If you wish to build a ship, don’t trommel up people to collect wooden and don’t assign them duties and work, teach them to long for the endless immensity of the sea, ” mentioned Antoine de Saint-Exupéry, inventor of The Little Prince.
The objective in crafting a perfect item video is not far off. If you would like your video to resonate, it should be about more than just the product. It should be about the issue, the solution, the experience, and the bigger vision of what you trying to build.
Considering the correct video can put an item on the map for the first time or reinvigorate a company that has long been stale, it’s important that online marketers have a strong grasp with this. So to inspire your own attempts, we’ve collected a list of amazing product videos for advertising a product or new release.
What exactly is product video?
Product Videos Defined
A product video is one that explains and aesthetically exhibits a product’s tangible benefits. A lot of product videos tend to emphasize a product’s unique features, but 1 chief thing that really differentiates a good product video can be its ability to exhibit how it solves problems.
Why is a Good Product Video?
As a rule, amazing product videos encompass the following:
- Joining dialogue and narration
- Long enough to fully explain the product and its particular benefits, but short enough to keep the viewer’s interest
- Professionalism, without being “stuffy”
- Empathy and relatability
Want to see how these types of elements are put into action? Read the examples below.
7 Promotional Product Videos That Make You wish to Buy
1) Blendtec: Will it Blend?
I’m digging into the archives for this one, however in the world of videos that add life to a product, couple of have done it better than Blendtec. The company’s CEO, Tom Dickson, became a YouTube icon back in 2006 with the introduction of his Will it Blend? series.
Since then, Blendtec provides expanded the tremendous success of these videos to other channels, enabling viewers to suggest things to blend on Facebook. The company even has its Wikipedia page dedicated to the series.
The success of this video comes down to two things: a definite, unwavering message and a business with a personality. In seven years, the series never changed. The point of each video clip and the underpinning of the item positioning is essentially, “Why yes, it will blend. ”
For a long time, we’ve been watching this product blend everything from glow sticks for an iPhone. The videos are minimally expensive, product-focused, plus garner millions of views. Inside a recent interview, Dickson explained the history and success of the video series:
“‘Will it Blend? ‘ was created accidentally by a new marketing director hired in 06\. I have always been one to try to break my blenders to find their fail points plus determine how I can improve them. George, the new marketing movie director, discovered some of the wacky stuff I was doing to my blenders… With a $50 budget, George bought a Happy Meal, the rotisserie chicken, Coke containers, golf balls, and a few other items, and they made five videos. Six days later, we had six million views on YouTube. Six years, 120-plus video clips, almost 200 million views later, ‘Will it Mix? ‘ has been named because the number one viral marketing campaign of all time [by Ad Age]. ”
Here’s Tom blending a Facebook request: Justin Bieber. It earned 2 . 8 million views (and counting) on YouTube.
2) Dollar Shave Club: Our Blades are Great
Dollar Shave Club also produced waves with their first product video. I’ll warn you now: they’re not shy with all the F-bombs or referring to “your handsome-ass grandfather, ” therefore you may want to throw in the earphones before pressing play. With that said, what’s singular about this product launch video is just how well the company knows its audience and the problem they have trying to solve.
Dollar Slice Club was trying to split into a demographic of youthful, professional men who habitually purchase big-brand razors on local stores. The problem these people attempt to highlight is the ridiculously high cost of store-bought razor cartridges. Thus, the company needed an absurdist, well-targeted item launch video to match.
TOP DOG Michael Dubin, who analyzed improv with the Upright Residents Brigade, wrote the spot themself and hired a comedian friend, Lucia Aniello, to create the video. According to reports on Quora, the video cost approximately $4, 500 — and yet, it got more than 11 million views and coverage upon countless media outlets.
3) Blue Feather: The Power of Terms
In tight marketing funds, professional copywriting services will often be the first to be cut. Rather than hiring professional copywriters, companies opt to take on the writing themselves, figuring it’s not all of that different from other writing they do. They assume the words they choose won’t make a great deal of difference one way or the various other. Based in Glasgow, Purple Feather is a copywriting agency that set out to prove that presumption wrong.
Words matter. Actually they can change everything. Pink Feather made that point extremely clear in this powerful video:
4) Google Chrome: Jess Time
The best product videos focus not on the product by itself, but on the stories of the people who use it.
Technology article writer and NYU Professor Clay Shirky has a great chapter in his first book about the pervasiveness of communications equipment in our lives. In it, he or she explains that technology will not truly get interesting till it becomes so ingrained in our lives that it turns invisible.
No product video shows this “invisibility” of really good products better than Google’s “Loretta” Super Bowl commercial, which tells the story of a guy reminiscing about the love of his life with help from Google.
It below demonstrates how effortlessly Google and all of its products possess melded into our lives and turn into a part of how we interact. It’s a video about an encounter, not software, and that is perhaps what the company truly creates.
5) Apple: The Only Thing That’s Changed
Start videos like the Dollar Shave Club video above have a bit of an advantage when it comes to resonating with an audience. They signify a brand new company, product, or idea. But what if your organization has been around for a long time? What if the announcement you’re making is actually more of a set of enhancements for an existing product than a brand new launch?
This year, Apple tackled that challenge head-on using the following video. This video takes a collection of seemingly small enhancements and strings all of them together in a way that underscores exactly how advanced the total new functionality is. Take a look:
6) Google: Google, Evolved
This year Search engines introduced a new logo for the company and a new mother or father company, Alphabet. It was the ideal moment for retrospection. Therefore the company took to video to demonstrate not only how much Google’s items have evolved, but how much progress those products possess enabled in the world around all of them.
The brilliance of this movie is that it uses others to tell the story. Whereas some companies may have pointed the digital camera at their own designers plus developers (looking at a person, Apple), Google put the focus on the users, media, and ethnic leaders that have adopted and promoted the products along the way. The resulting video plays more like a historical chapter than a commercial.
7) InVision: Design Disruptors
I would like to end this list using a bit of an anomaly, because it pushes at the boundaries associated with what can be considered a product movie and, as such, opens up all kinds of opportunities.
InVision, a prototyping, collaboration, and workflow system wants to empower designers — their primary users. Much of their content strategy is definitely bent on this mission. This year, InVision will launch the documentary on the role associated with design in the modern business.
Design Disruptors looks at how fifteen top businesses prioritize design in their products and overall user experience. Unlike traditional product videos, Style Disruptors will run in theaters and Netflix. And unlike traditional product videos, Design Disruptors never actually promotes the product. The goal is larger than the product.
“We’re trying to provide attention to the increased importance of design in a company’s achievement, ” explains David Malpass, InVision’s vice president associated with marketing. “A lot of our own work is based on doing things that’ll create a positive effect on the design community and that will elevate the role of the designer within their organization. ”
Wish more tips on creating visual content? Check out this listing of the best websites for finding GIFs.
Editor’s note: This post was originally published in October 2017 and has been updated for comprehensiveness.