In my 2016 blog The Simple Why and How of Product Demonstration Videos, I showed that product demonstration videos enable better conversion opportunities. I also listed 5 reasons why videos should be an important part of your marketing mix and revealed how you can simply create product demonstration videos in 6 steps.
In this blog, I want to explore in depth a subcategory of product demonstration videos, which is product demonstration videos made by users. There are several reasons why you would want user product demonstrations and several reasons why you would not want them. I have also found 7 features that successful product demonstration videos have in common, which I want to share with you. You can use the list if you decide to produce your product demonstration videos yourself or keep it in mind when using user videos.
Why you should use video in your marketing mix
First, let me revisit why it is important to add video to your marketing mix. In 2015, Matt Aunger has collected 6 stats, which I find very convincing and which I believe still hold somewhat the same value in 2017:
- Video generates 3x as many monthly visitors to a website as other content.
- Visitors spend 88% more time on a website that includes video.
- Organic traffic from search engines increases by 157% with video.
- Consumers are 46% more likely to seek information about a product or service after seeing it in an online video.
- Consumers are 85% more likely to buy after watching a product video.
- Consumers have 57% more confidence in their online purchase with video.
5 reasons why to use user product demonstrations
So, are you convinced that video is important for your company? Great! Would you like some more information about why user product demonstrations are a good idea? Larry Alton has 5 reasons for you:
1. A more “real” demonstration
You have been working on your product for months and so you know how to navigate it easily. When you start showing off your own product, all your movements and explanations will be premeditated, scripted, and rehearsed. Your actions will not mimic those of a user seeing your product for the first time. Putting your product in the hands of real users will result in a “real” demonstration of the product. Your demonstration video is not necessarily about the product itself; it is about the experience of using the product.
2. Illumination of non-intuitive features
No matter how well-designed your product is, there will probably be some non-intuitive features in the finished product. Putting your product in the hands of a real user will lead them to explore these non-intuitive features in a real environment, showcasing them to users who are unfamiliar with them. You may even receive information with which you can improve the product.
3. More trust and conversions
People tend to trust other people like them far more than they trust entrepreneurs or salespeople. Any kind of video testimonial, review, or demonstration from another user is going to make other customers on your site trust Go to the full article.