Steve Jobs, never one to accept failure lightly, is quoted as saying:
“Sometimes when you innovate, you make mistakes. It is best to admit them quickly, and get on with improving your other innovations.”
He’s right. Everyone makes mistakes from time to time, and with the ever increasing demands to meet company expectations, pressure can lead to pitfalls.
It’s no secret that by now any marketing executives worth their salt are either using online video as part of their marketing strategy already, or plan to get in the game ASAP.
But not everyone has grasped the core concepts which part successful videos capable of driving ecommerce sales, from wasteful investments into flights of video fancy. That’s fine, we’re all here to learn, and in the online industry, we need to learn quickly and implement QUICKLY.
3 Product Video Mistakes You Want to Avoid
1. Stop Showing Off
No one likes over promotion. When customers watch a product video they want to be informed and/or entertained. They’re not looking for a lengthy ode to the virtues of your merchandise. Avoid using meaningless superlatives and focus on demonstrable features and benefits – the “What, Why, and How” of your product.
2. Keep It Short and Sweet
As a rule people rarely bother watching more than a minute of video. In fact research has found that for every 30 seconds of video about 33% of the audience is lost. Make sure you include your salient selling points in the first few seconds of your product video, and at any rate try and keep it between 30-60 seconds long.
Another useful tip to remember is the importance of keeping your scenes short – Viewers respond better to videos composed of multiple short shots, rather than lengthy drawn out scenes. Try and keep your shots no longer than 7 seconds long.
3. Call to Action
Incredibly too often we encounter product videos where the marketer focuses solely on extolling the virtues of their product without ever once INVITING VIEWERS TO BUY IT.
A video without a call to action is an exercise in futility. What’s the point spending time and resources on educating your viewers about your product if you don’t tell them what you want want them to do next?
The ultimate goal of a product video is to SELL. Make sure this is highly identifiable throughout your video and remember to include all the necessary information needed to facilitate the transaction.