There are a lot of ways that small businesses can show off their products, but the undisputed leader has to be demo videos. The old adage “show, don’t tell” is remarkably important in marketing, and especially when you’re trying to explain or demonstrate complex technology, products, or features.
While the concept of a demo video may sound pretty straightforward, we know that creating compelling and effective video content that reaches your target audience is far from simple. That is why we gathered a panel of video production and video marketing experts, and asked them for their best tips and advice on making a professional video that complements your marketing strategy and drives engagement.
From tutorials and instructional videos to product launches and beyond, here are the go-to tips our experts have for your next video project.
Animation or live action for your video marketing campaign?
One of the first questions that many small business owners wrestle with is whether or not their demo videos should be animated or simply show real-life footage. While either method can produce a high-quality video that is perfect for social media, landing pages, and your company website, the answer really comes down to audience, purpose, and effectiveness.
“You always want to think about how a video will integrate with your entire brand strategy. Before you shoot anything, (or start working on the animation), you want to develop a plan as to where this video is going to live, how it will be utilized (direct sales or information), and how you would drive attention to it.”
– Tanya Troska, Owner & President at Back2Basics, LLC
When choosing the method for your video, keeping some basics in mind is key and may help guide your choice between animation or live-action footage. The method that will make your explainer video, tutorial, or other type of video easy to follow while still providing potential customers with useful information is the one that will work the best for you and your products.
“When making demo videos for your prospects or clients it is important to make sure the videos are easy to follow and showcase the best aspects of your product. The main goal of your video is to engage the audience and connect their needs with your product.”
– Hugh Owen, President & CEO at MacRAE’S
Remember that you’re not alone in choosing the format for your video project. Video production companies have gained a tremendous amount of knowledge through working with clients across a variety of industries, and can help you select a great video format that is tailored to your specific goals.
“Both live action and animation are great formats for explainer and demo videos. A lot of it comes down to your budget. To make a really great, highly polished demo video with live action, the price tag may be a lot higher than making something super polished in animation form. If budget is not an issue, the key things to think about are your audience and your brand persona.”
– Daniel Lichtenberg, Creative Director at Slow Clap
Among our panel of experts, many of them pointed out that animation can be particularly useful in demonstrating more complex products or concepts. The use of animation in product demo videos can really help clarify things for customers, especially when intricate details need to be shown or there are multiple steps involved.
“The benefit of creating an animated video over live action is that it is usually easier to show complex actions or systems with animation. You can move, highlight, (and) showcase certain features, and (display) multiple actions simultaneously with smoother graphics and full control over how things look. Animation will keep things moving and draw attention to only the aspects you want attention on.”
– Marcie P. Giannattasio, Video Producer/Owner at WeBo Media and Consulting
When it comes to content marketing, video should absolutely be at the top of every small business’ list. Once you’re ready to begin, you have a tremendous number of choices and options available to help you make a successful video that takes your products and marketing to the next level.
Consulting with video editing experts or a freelance videographer will help you better understand what goes into creating the best videos, including post-production audio considerations, uses for B-roll, motion graphics, and everything else that’s involved in the production process.
Expert advice for effective video marketing
Once you’ve selected the format and method for creating your online video, you’re ready to move ahead with your campaign. Our experts have more tips to help you make the most of your time and budget.
If you are considering using in-house resources to create your video, there are several other considerations such as who will handle the storyboard creation and video script writing, and which video editing software to use. But if you choose to go with a firm that has experience in online video and filmmaking, all of these pre-production questions will be taken care of for you.
Our group of experts focused instead on tips to help you make the most of your product demo, testimonial, or explainer video, and to ensure that you find success on any social media platforms and other outlets you post to. Among the strongest pieces of advice we heard from several experts was to tell a story with your video.
“In most cases, shorter videos are more effective at holding the viewer’s attention. Aim to keep your demo video as short as possible while still covering all the key points. And tell a story! Consider using a narrative structure to help illustrate your message and keep the viewer interested.”
– Marton Varo, CEO & Executive Producer at Brandefy
Of course, no company wants to go through the effort of creating a video that doesn’t get watched. And that’s especially true when you’re investing any amount of money into the production and promotion of your video assets. So another tip is to make sure that it’s as easy as possible for people to find, view, and share your video once it’s posted.
“My best tip for marketing a demo video is to make sure it is easily accessible and shareable. Optimize the video for online viewing by using a platform like YouTube or Vimeo, make sure you showcase the unique value proposition of your product or service, and make sure to include a clear call-to-action at the end of the video.”
– Andrew Eckhoff, Owner and lead creative director at Eagle Wing Productions
Targeting your desired audiences is also a big consideration when developing product launch or demo videos. While there are examples of video content that might be great for “everyone,” when it comes to products and services, you have to get specific in order to make the best use of your promotional or marketing budget.
Just as with any other part of your marketing strategy, getting your video in front of viewers is critical to achieving your key metrics, getting your message out, and bringing customers to you.
“The key to the successful marketing of a demo video lies in the ability to target audiences accurately and create content that resonates with those specific target groups. Additionally, use social media channels like YouTube, Twitter, and Instagram because these platforms will make it easier to reach the right audience and increase visibility.”
– Bruce Kramer, Managing Partner at Buttercup Venues
And maximizing exposure options is another key piece of advice. It may sound obvious, but it never hurts to remind people that the more places your video lives, the more likely it is to reach the people you need to deliver that content to.
“In my experience, the best way to market your demo video is by making sure that you’re putting it on as many platforms as possible—and not just social media. You want to be sure that your demo video can be found in every corner of the internet, so you also need to make sure that it’s on your website, on YouTube and Vimeo, LinkedIn, and any other major video hosting sites.”
– Georgia McKenzie, Founder of Switch on Business
As a small business owner or marketing professional, you’ve probably heard the phrase “keep it simple” too many times to count. And there’s good reason for that. When it comes to your customers and your products, you need to make it as easy as possible for people to understand what problem your product solves and how it will help them.
“Cut off the jargon and complex language. Keep in mind that the purpose of the video is to clarify the product, not to confuse the viewer. And get rid of filler or anything that will make your script longer without contributing anything to the story. Go directly to the topic and keep the promotional phrases to a minimum.”
– Mike Owens, Digital Marketing & Growth Director at HostingRevelations
Easy to understand is one key factor, but keeping viewers engaged is also a big part of the process. You want to make sure that people are likely to watch the video to the end, which means keeping a close eye on everything from your video script to your shot list, intro, transitions, and so on.
“First, make sure to use visuals that are high-quality and engaging. This will help to keep viewers engaged and interested in learning more about your product or service. Additionally, make sure to include a clear and concise explanation of what your product or service is, how it works, and the benefits it provides. This will help to ensure that your viewers understand what your product or service is and why they should consider purchasing it.”
– Jared Floyd, Founder and Executive Producer at Ajax Creative
Explore more video marketing and product demo options
Product demo videos and digital marketing have come a long way from the early days of shooting with an iPhone. And while an iPhone still records pretty great video, creating a successful product demo video requires much more than simply jumping in front of the camera. Whether your content marketing video is a part of a larger SEO campaign or product launch, there are tons of factors to consider before you dive right in.
Fortunately, there are dozens of expert-level video production partners at UpCity who have experience in everything from animation to voiceovers, live streaming to vlog creation, font selection to template creation, and much more. Whatever questions you still have about creating a successful and engaging product demo video, you’re certain to find advice among the numerous partners within the UpCity network.