Classification of selling videos about IT products

Hello,

Every time a client comes to us in Alconost with a request to make a burning video about the program, service or website, we ask another question, “what type of clips do you need?”. Typically, the customer does not know the answer, and we jointly determine the type of video that best suits this product, takes into account the characteristics of the audience and the placement of the video and corresponds to the tasks set before the video.
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To help our clients, we have developed a classification of videos, which we want to share in this article.

If you want to know what a roller trailer is, how to use the How to roller correctly, why you shouldn’t make a video presentation for a wide audience, and for which products an image video is suitable - welcome to Cat.


Important: in this article we are talking about videos intended for use on the Internet. Video for television or conferences / exhibitions have their own specifics, and we'll talk about them another time.

So, let's begin.

Trailer

The trailer tells in detail about the problem solved by the product, shows its solution with the help of the product, describes the features of the product, motivates to try the product. The peculiarity of this video is the focus on the viewer's problem: a good trailer sells “not a drill, but a hole in the wall”.

The trailer is universal: it is perfect for distribution over the network, posting on blogs, forums, communities, and for posting on the product page.

The purpose of the trailer is to attract visitors to the product page (read more about driving traffic to the site using video, read here ), increasing the page conversion rate.

Example trailer roller:

Presentation video

The main difference between the presentation and the trailer is the lack of focus on the viewer's problem: from the first seconds, the video says about the product and its features. If a regular trailer sells a solution to a problem, then the presentation sells the product itself.

The presentation format works well if the problem being solved by your product is obvious and does not need additional explanation (for example, downloading videos from youtube) or if the viewer has already become convinced of the seriousness of the problem, has experienced (or is about to experience) negative consequences and now chooses a tool eliminate them (for example, recovering deleted files or treating viruses).

Example video presentation:

Movie How to

Movie How to focuses on showing specific actions that lead to solving the problem of the viewer. How to ask the question “How to solve a problem quickly and efficiently ... using a product” and then answers it, showing screencasts of user actions.

In this video, only key user actions are shown. The way to solve the problem should look simple and straightforward. If in How to show all user actions - the video will turn into a tutorial and lose its selling component.

How to great for posting on the product page. Imagine: the viewer has already arrived at the site, his problem coincides with the problem voiced in the video, the viewer sees specific actions leading to the solution of the problem, and all that remains for him to do is to repeat them.

Examples of How to commercials:

Image clip

The task of the image video is to evoke emotion, feeling, to form the product image. In the image video, almost nothing is said about the problem or features of the product, and the main focus is on the emotional component: a beautiful video series, an unusual idea, good exciting music.

This type of rollers is suitable only for products already well known in the market. For products just entering the market, image clips are useless.

An example of an image video:
Microsoft has made a good movie in an attempt to improve the image of IE. Do you think they did it?



Our classification of clips is very conditional, and, of course, when choosing the type of video for your product, you should not dwell only on one type, experiment and combine. And if you need help in choosing the type of video - write to us , we will help absolutely free.


about the author

Alconost is engaged in the localization of applications, games and websites in 60 languages. Language translators, linguistic testing, cloud platform with API, continuous localization, 24/7 project managers, any formats of string resources.

We also make advertising and training videos - for websites selling, image, advertising, training, teasers, expliners, trailers for Google Play and the App Store.

Read more: https://alconost.com