An engaging and interesting product video can always help boost visibility and drive traffic as well. But, it needs to be done right to gain the most out of it. This is why we are here to help. This post discusses the essential tactics that brands should adopt to create compelling product launch videos. It explains the value of such videos for marketing and provides tips on including context, focusing on benefits, adopting a funnel approach, talking about the product, keeping the audience in mind, having a distribution plan, and including a clear call to action.
Product Launch Video: What Is It?
Product launch videos are often released on the official product launch date across owned and earned channels like the brand’s website, social media profiles, and video-sharing platforms. The average product launch video ranges from 1-3 minutes to keep viewers’ attention. An effective product launch video leaves the viewers excited about the new product and motivated to learn more or take the next step of action, like purchasing.
Some of the common product launch videos include explainer videos, unboxing videos, tutorials, interviews, testimonials, animation, and live streaming videos.
Product Videos for Marketing: Why They’re Important
Here are some key reasons why they are important for marketing new products and services:
Spread organically: Engaging videos, especially those posted on popular platforms like YouTube and social channels, often receive millions of views and shares organically. This speeds up word-of-mouth promotions.
Rank high in search: Google prioritizes video content in search results. Hence, optimal product videos can help brands rank higher in SERPs for targeted keywords.
Build trust & credibility: Letting potential customers see and learn about products through videos builds more trust and credibility compared to simple product descriptions or images. It shows that the brand truly stands behind its offerings.
Support sales & conversions: Various studies show video content improves conversions. On average, videos generate 1200% more shares than text and image content combined. Product videos thus help boost online sales and inquiries.
Top Product Launch Video Tactics
Here, we present you with essential product launch video tactics that can make a big difference.
1. Include context
One of the most important tactics for an engaging product launch video is to provide context and demonstrate how the product or service solves a common problem or fills an everyday need. Viewers need to understand where and how the product fits into their lives before they will be interested. The best way is to show the product in use through a reenactment of realistic scenarios.
For example, a video for a new saucepan could show a husband struggling to cook with an old scratched pan, constantly having to scrape off stuck food. It would then introduce the new non-stick pan and show how easily food slides around. Such contextual scenarios help viewers relate to the problems and visualize how the product improves their experience. Providing a clear context from the start is crucial to effectively communicate the unique value proposition of new offerings.
2. Focus less on product features and more on benefits
While it is important to cover the key features of the product or service, the major focus of product launch videos should be on communicating the key benefits customers will experience from the new offering. Features are functional aspects like specifications or technical details. Benefits focus on how those features solve customer problems and needs by highlighting what the product enables users to do or achieve.
For example, mentioning that a phone has a 64MP camera is a feature while emphasizing how those crystal clear images allow capturing every precious family moment is a benefit. Highlighting clear and compelling benefits in the language of the target audience helps them easily visualize how their lives would improve by adopting the new solution. Product launch videos should answer questions like – How will it save time? How will it boost productivity? How will it improve experiences? Dwelling too much on features often makes content boring and less memorable while focusing on key benefits truly engages audiences.
3. Value of Product Launch Videos
Viewers now expect educational, entertaining, and visually appealing videos from brands as part of the product introduction process. Capturing attention with high-quality launch videos extends the shelf life and reach of announcements well beyond the initial press releases. It helps the new product gain more mindshare in a world of constant new choices and distractions. Viewership metrics provided by platforms give insight into engagement levels across demographics in different regions as well. This assists with optimizing the allocation of inventory and future marketing initiatives.
3. Adopt a funnel-like approach to your video production
Rather than creating just one product launch video, brands should adopt a stage-by-stage funnel approach to gradually introduce the product and nurture interest levels. The initial teaser or announcement video can create awareness and excitement around the big reveal while concealing most details. It may end with a cliffhanger quote to make audiences want more. As the launch date approaches, longer-form videos can start disclosing features along with real customer value.
Then, on D-Day, a comprehensive video would unveil the full product while previous videos keep engagement levels high. Post-launch, specific how-to tutorials and testimonial videos can be released to guide purchases and solve consumer issues.
4. Don’t just show your product — talk about it
While product visualization is important, an engaging narrative is equally crucial. Launch videos where the product is merely shown through static images or footage come across as stale and boring. Viewers want to connect with a brand on an emotional level beyond just product exposure. Brands must demonstrate they are passionate about their offerings beyond commercial aspects. This is where talking about the product and adding personality comes in.
Personal product walkthroughs and demonstrations where a brand representative discusses their vision, inspiration, or even challenges overcome during the development process add a positive human touch. Customer or employee testimonials inject excitement through real emotions and experiences. Studies show that even a simple human voice narrating the onscreen visuals and text keeps 92% of viewers engaged versus only 50% engagement with silent videos. Integrating the human narrative alongside the product narrative makes launch videos truly compelling and drives viewers to take the next step of action.
5. Keep your audience in mind
While creating an exciting launch video is important, never forget to keep your target audience firmly in mind every step of the way. A product might seem incredible to you but will fail to appeal to customers if their specific wants, needs, and preferences are not addressed. Thorough audience research regarding demographics, psychographics, pain points, interests, etc, should influence every element – from video messaging and visual style to featured customers and language used.
For example, tutorials for a skincare brand may be tailored towards the concerns of different age groups and focus on anti-aging for some while acne solutions for teens. Techie product reels could showcase functionality through graphics enjoyed by millennial males. B2B equipment videos may highlight productivity stats relevant to industry professionals.
6. Have a distribution plan ready
No matter how amazing the product launch video is, it won’t make an impact without a well-thought-out distribution plan. Brands need to identify aligned owned, paid and earned platforms appropriate to effectively reach their target segments with launch videos. This includes the company website and social profiles as well as video sharing platforms like YouTube. While organic posting is important, promoting videos through paid social ads can accelerate reach.
Syndicating videos to relevant publisher websites and following major industry blogs and influencers to potentially feature the content also widens the net. Launch period media communications may tease key video placements. Simultaneous across-channel premieres create coordinated buzz. And monitoring engagement metrics across platforms helps identify high-performing content/platforms to double down efforts.
7. Include a call to action
A core mistake brands often make with introductory launch videos is not having a strong, clear call-to-action (CTA). Simply relaying product information is incomplete without directing customers to the next step the brand wants them to take. Product pages and customer journeys are carefully planned with progressive CTAs, so videos should follow suit.
Strategic CTAs can range from seeking more details to making purchases to participating in related efforts like giveaways. They must be prominently displayed towards the end of videos, preferably in both verbal and Overlay board graphic forms. Specific, measurable CTAs provide a sense of completion to the product story and motivate action instead of leaving potential customers uncertain. Tracking CTAs also aids in evaluating video success based on user behavior changes.
Final Thoughts
So, product launch videos are an important part of introducing a new product to the market. They help generate buzz around the launch and give potential customers a glimpse of the product. However, crafting the perfect product launch video takes some planning and the use of the right tactics. The top 8 tactics mentioned above must be in your strategy when creating a product launch video. These tactics will help make the video engaging for viewers and boost awareness of the new product. Good luck!
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