August 5, 2014
Effective product video reviews are difficult to come by. There’s a lot more that goes into a review than it would seem. It takes some practice, and a willingness to learn and improve in order to better serve viewers.
Here are a few tips about how to pull the different aspects together in order to create effect product video reviews.
Create video people actually want to watch
What makes a video go from good to great? Content is obviously the biggest indicator, but what about the details? Background and lighting are two components that can make or break video, while also influencing the viewers trust in the product and review. Anytime you’ve ever watched a poorly shot video, what has your reaction been? Details like lighting, background, and the way the product is displayed can make a huge difference in how your brand will be perceived.
When you have the choice between using natural or artificial lighting, natural is the way to go. For best results, you’ll want to avoid any direct sunlight, otherwise your video might have an imbalanced look. For best results, film in a room with plenty of windows, and bring in a few lamps or other light fixtures to help warm the lighting.
When choosing a background, you’ll want a clean and simple look, in order to display the product. White is used most often because it allows the color and shape of the product to show up, giving the most accurate impression of the product. The main thing to remember is that you need to select a background that isn’t busy, which would take focus off the product.
Know who’s watching
Do you know who makes up your audience?
A product review won’t serve any purpose if you’re operating without understanding who your audience is. When you know who you’re talking to, you’ll be able to really address features and have a good idea about what they would like or consider a drawback. You have to know how they’ll feel about the basics of the product, as well as what they’ll be looking for in terms of features and extra details.
Understand when rules are meant to be broken
There’s a popular golden rule that gets discussed a lot when we’re talking about viewers tuning in versus when they’ll start tuning out. This widely talked about rule warns that video which goes over the minute mark is going to leave viewers bored.
Rather than using a one size fits all rule and cutting off your video at exactly 30 seconds, or never allowing video to reach one minute. The real issue should be whether or not you’re saying everything that needs to be said in a review. That doesn’t mean that your video should go and on, without an end in sight. Just that you should prioritize what it is you want to say, so you can do so in a way that satisfies what viewers need to know.
There are a lot of opinions about length, but how about tone? Do you know how what chord your video’s going to strike with viewers?
The overall goal should be a fluidity that comes with knowing the product, and knowing exactly what you’re talking about. If you plan too much ahead of time, you run the risk of sounding like you’re making a pitch, or worse – coming off as stiff and uncomfortable. The best way to make sure you seem relaxed, like you know what you’re talking about, is to actually know what you’re talking about. Invest the right amount of time and energy so you know the product and won’t be fumbling in front of the camera.
Remember the purpose of the video
Above all else, total and complete honesty is paramount. The reason viewers are tuning in is so you can give them the total experience, showing off the ins and outs that’ll go a long way in helping them make a decision whether or not to invest. This means checking out the good, bad, and ugly of the product – not being afraid to be honest and speak directly to the interests of consumers.