When launching a new product or service, you have a lot to tell your audience… So you write pages full of reasons why people need to give your product a shot. Nope! Think again – that doesn’t work. Customers want to be entertained.
According to growth platform HubSpot’s research, more than 50% of consumers wants brands to create videos over and above any other type of content. Video beats email, social images, and blogs when it comes to sustaining a product launch. Why use video marketing? We’ll give you five reasons.
1. Video marketing can be done cross channel
Your product launch video can tell the same story on every platform. You can repurpose your video content endlessly for:
- Crowdfunding platforms like Kickstarter — make a longer edit that explains your vision
- Your website — embed your video into blogs and newsletters
- PR — upload your video on a video hosting platform like YouTube and make it easy for journalists to include it in articles
- Social media — use different edits or short clips
2. Video generates buzz
A creative video will fire up social media channels. FOMO will do the rest as your followers don’t want to miss out on the talk of the town. Teasers, previews, giveaways, compilations… all work together to keep your online following engaged.
You might think you are just doing a store activation or a roadshow, but physical activation can become a great video marketing effort too. Just make sure to think with a video-state-of-mind when deciding on how to activate your launch: use an aspirational location for the backdrop, eye-catching outfits for your promo team or an original vehicle for the activation. And then you’re ready to catch two birds with one stone!
3. Video allows you to stay in control
Video can look spontaneous and effortless, but don’t be fooled: the creator is always in control. You can turn a small live event into a great video experience. Or you can skip physical launch events and control the narrative from A to Z. You can incorporate the whole development journey, from the initial planning to launching the product. Where did the idea for the product come from? What problem does it solve? You’ve probably seen a lot of these videos on Kickstarter.
In the run up to your activation, you can film short teaser snippets, like the initial arrival of a box of your new product at the warehouse… and save the big reveal for the main feature!
Your website could feature a product launch timeline to evoke anticipation, which can be shared on social media. For added excitement, you can build an audience for a live stream of your product launch which can then be uploaded to your website and social media channels. Don’t be afraid of putting your process on film – if things don’t go quite to plan, it will add authenticity to your video and serve as an ice-breaker. In the end, you’ll still be in control.
4. Video is the next best thing to in-person
Nothing beats face-to-face contact. Eye contact and spoken word can evoke desire, trust and excitement so much better than written content. That’s why positive human interaction when making a purchasing decision is more successful than impersonal forms of marketing.
Video, when used right, can evoke the same feelings and bring your vision across, almost as well as in-person. You can create video with your targed audience in mind so the end result is tailored to ideas they can relate to and want to associate with. Why not make alternative edits for different audiences? A/B testing will tell you a lot about why consumers might choose or not choose your product.
5. Video triggers engagement and instant feedback
You may be telling everyone that your product is great, but what is more powerful than your audience saying great things about it too? Create content that centers around your audience testing the product, then capture their reactions and feedback in an authentic way. Video marketing goes hand in hand with influencer marketing. Bring your ambassadors to life!
The video production process
Deciding what story you want your video to tell can be the most fun and the most difficult part at the same time. You’ll want to outline the following four elements, which serve as a rough framework of your story:
- Protagonist with a goal – Aligned with your target group.
- Conflict – Your customer’s pain point.
- Quest – The way how you will introduce your product or service.
- Resolution – How your product solves the problem.
Once you have outlined these 4 elements based on your brand’s mission and values, you can start crafting your story. What emotions do you want your story to impart on the viewer? Do you want them to laugh? Should they feel inspired after watching your video? Or rather happy? Think about that emotion when you complete your script. Now, all details matter to convey that emotion in your story: from the props and the location to the colours and the wardrobe.
We can help you launch your product or enter new markets with your existing product. We can create new videos or remix your existing video material in our launch marketing mix. We’re happy to discuss the opportunities for your brand.
