5 brands &
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Is it worth investing in product videos? And if so, then what's the right way to go about it in order to make an impact and see ROI.

The simple answer to this question is a resounding YES, but there are a couple of rules.

In 2019, we decided to create a few introductory videos for our clients. Those initial projects had budgets ranging from $1,200 to $15,000. We have tried and tested ideas, and boy, we have learned a lot.

1. How much should I pay for a video?

This depends on a few things: Who are your creatives, and where are they based? How elaborate will the shoot be? Do you need models or not? Do you need a specific location?

On average, you can produce a well-made explanatory video for about $3,000. A video featuring a few faces and scenes might cost between $4,000 and $6,000. Prices rise if you need a specific location or 3D rendering.

2. Things to look out for before you start

Make sure your creative not only shoots beautiful images but also understands your product and how to market to your audience. There is nothing worse than a vanilla video that doesn't help your customers make a decision but rather wastes a valuable minute of their time. Plan ahead! Focus mainly on the benefits, and fill the gaps with the essential features. Do not try to show everything.

Communicate clearly any creative expectations you have. If working remotely, please plan in detail, as revisions are mostly not possible. Once the video shoot has been completed and edited, that's it!

If you want your video to resonate, it should be about more than just the product. It should be about the problem, the solution, the experience, and the broader vision of what you're trying to build. Fit your product in a bigger picture. People don't want a knife, but do they want a better cooking experience? Do they want to host a fabulous dinner? No, they want to please and impress their friends!

3. How to sell your product

The initial five seconds are crucial. This is the moment someone is either going to close the tab or really engage in the video. I am not saying the rest of the video should be mediocre. Keep the entire thing short and punchy—between the 45-second and one-minute mark. Remove all boring shots and those that you are not 100% sure about. How many times have you stopped a YouTube video midway through because it got boring? The same applies here. It is better to remove it than keep it.

Words matter. In fact, they can change everything. Remember, people would rather scan than read, so give your video some context. Use short titles that are easy to read and tell a story alongside images. These captions are crucial to the success of your video.

Voice-over is not essential. Try to create a video that does not need one. If you want this production technique, add it once everything else has been finalized.

Include a call to action at the end, which will give them goosebumps.

4. Further advice

Ask your creatives to produce more shots. During our shoots, we discard around 30% to 50% of the scenes we have planned. It is essential to plan ahead, but these are only assumptions. A lot of ideas turn out to be crap later. Remember, it is better to remove unnecessary details for the sake of showing something.

Ask for shorter cuts of edits that are designed for mobile ads and social media content.

Excellent sound design can change everything. Do not go for a piece of generic happy stock music. Spend a bit more time and dollars on picking great tunes from places like www.premiumbeat.com. It will make your video stand out from the crowd.

5. Summary

Video advertising has always been the most effective tool when combined with technology. Amazon is adding new features to help us utilize it, and we can only expect more to come soon. Videos can be used effectively on social platforms as ads or cut into pieces of content that can be shared with your audience. Get ahead and position yourself now with influential product videos.

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Dorian Gorski

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