Making promotional reels for your product used to be quite hard and expensive, but with the latest versions of AI, there is no reason not to have a product reel on your webpage. AI has brought down the cost of making reels, and it's also made the process a lot quicker. What used to take 5 product photoshoots and weeks of editing can be done in under 5 minutes now.
Why care about videos?
Most users are looking for validation and information before making a purchase. Having a detailed product video boosts customer confidence in your product. Getting to see multiple different angles and views of the product in known environments help users understand the product and its physical presence.
One thing that can tarnish your brand image more than anything is product size or product colour mismatch. Your product listing might mention the product specifications but it's always better to have some reference when showing the product, so that users don't get disappointed on unboxing the product.
Another important aspect that buyers look for, is social proof. Social proof can exist in many different forms, some of the most popular forms are: ratings on platforms like google, trust pilot, etc; product reviews and comments on the product page and the most valuable of all, video testimonials.
Adding a short 1-minute video about your product that incorporates users testimonials from your page and videos that you might have collected can help you convert viewers into buyers. The better your video, the quicker the conversion.
What videos work well for products
Most brand owners will acknowledge the value of a good product video but very few know how to make the video impactful.
To make a truly effective product video, it needs to have a few key components:
- It should follow the 2 truths and 1 product formula
- It should target a pain point that you can solve
- It should feature your product as the hero of the video
This is the formula used by companies like Dettol, Whisper Pads and MDH.
Think back to some of the best ads that you have seen. They start with a relatable setting. Then, they depict a problem that you face, and then, within 30 seconds place their product as the hero that can solve your problems.
Some brands take this formula directly and some follow it more subtly but the underlying fact is the same. Nobody watches your video for the product, they are waiting to see how this product can be usefult to them.
Try to make a video where your first few seconds are aimed at positioning the product by creating a relatable environment and show scenarios where the user is forced into thinking, "Yes, that's true". The first "yes" is difficult and hence needs to be something very obvious, like "floors are dirty".
The second yes is a little easier and can be more product specefic, like, "your wounds can get infected". As the viewer starts saying their second "yes" introduce your product as the hero that can solve their problems.
Here, it's extremely important to talk about how the product solves a real problem. You can trust the user to make some connections while the video pages through the first 2 yeses but you still want to use the product benefits to explain how the first 2 facts might be interlinked, like, "trust soap X, we prevent bacterial growth on your wounds for safer play-times".
Done right, this creates an impression in the users brain that lasts beyond the 30 second product video.
This framework works best for utility driven product videos but can be used for other categories of products as well.
How to make the video
With the advent of AI, the cost of making a good product video has come down to a few dollars. However, if you do have a decent budget then going for a production agency is a great idea.
Step 1: Getting things ready
You want to start with understanding what your site needs. If you already have some reviews with decent pictures and videos, you should be able to create a quick review reel with the reviews read out via an AI-generated voice.
Step 2: Begin
Prepare your product links and the feedback that you want to present in the video. Go to MakeReels.in and paste it in as a prompt. You get some free credits for generations; this should be good enough to begin with. If you're in the ideation phase and do not want quicker results, go for draft mode.
Step 3: Experiment
Try a few drafts and experiment with the content flow till the outline sounds good. Once your content outline is ready, paste your product link, the review comment and the content outline into the input box and create a new reel with the best mode. This mode uses the most expressive AI models to make sure that you get the quality that your product reel deserves.
Step 4: Publish
Push your content to your e-commerce website, and publish the content on all social media platforms. Social proof is one of the best ways to hook in potential buyers.
Did you enjoy this simple cookbook? If you did, then try out MakeReels.in and get 300 free credits on us!
