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Create product or service videos for the middle of the funnel

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Nurture leads and increase conversions.

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1. Define the goal of your product or service video based on what you want to accomplish.

Create a goal for your product or service video that’s measurable. For example:

  • Attract views by posting an optimized video to social channels.
  • Drive traffic to your website with an engaging product video on social media.
  • Increase free trial sign-ups by embedding the video on a landing page.
  • Generate sales by uploading a video on a product page.
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2. Choose a video format and length based on your goals and target audience preferences.

Review common product or service video formats:

  • Product explainer – between 1 and 4 minutes: Best for software or SaaS services. Use on a homepage or social media. Product explainer videos are also great for TOFU and BOFU ad campaigns.
  • Product demo – between 1 and 5 minutes: Use on a product page or social media to demonstrate the benefits of a product. A good example is the REI product page, which includes a demo video.
  • Narrative product video – between 1 and 4 minutes: Best for creating an emotional impact. Use on a product page or social media. Narrative product videos are also great for ad campaigns.
  • Looping product video or GIF – under 10 seconds: Best for physical products. Use on ecommerce pages, social media, or as a background video to show a product in motion.
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3. Create a storyline for your video by answering popular consumer questions.

To know what questions your prospects have about your products or services:

  • Talk to your customer-facing teams.
  • Read product reviews to identify consumer concerns.
  • Use a social listening tool, like Mention or HootSuite, to see what people are saying about your products or services.
  • Interview a prospect.

For most product videos, choose a storyline that shows a character with a problem and how your product solves that problem. Be sure to answer any questions your target audience may have by using visuals and dialogue. For a more straightforward video, like Saddleback Leather’s video, show the product and directly answer questions about it.

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4. Draft your script by experimenting with tone and word choice.

If you choose to use narration or dialogue in your video:

  • Use words that appeal to your prospects.
  • Offer tangible solutions to pain points.
  • Reflect your brand voice in the video.
  • Work with team members to write the script, and get feedback from everyone.

For example, Josie Maran’s Pure Argan Oil video uses words like hydrating, healthy skin, and nourish to appeal to prospects. She explains how her product works by using a plum to represent a skin cell. In her video, she thoroughly explains how her product solves the problem of premature aging. The tone is comforting, informative, and friendly.

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5. Storyboard your video by planning out visuals that show your products in action.

To storyboard, each shot of the video should correspond with the accompanying script. 

For physical products, show how the product works and what it looks like in context. In a Training Mask video, you see how the mask looks like on people who like working out and living an active lifestyle. For services or software, the visuals should provide context and clearly demonstrate tangible benefits.

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6. Use a video production method that fits your experience level and resources.

Choose a production method that fits your needs:

  • Work with a production team who can take care of location and talent scouting, shooting, recording voice-overs, and editing, especially if you have the budget and need help with tasks like animation. 
  • Produce your own video in-house with a camera, phone, and basic equipment like a microphone and tripod, if you have some experience. Many product videos can be shot in-house.
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7. Host your video on a site like YouTube, Vimeo, or Wistia.

  • YouTube: Free hosting and the largest video platform in the world. Note, however, that YouTube also comes with annoying ads and unrelated recommended videos.
  • Vimeo: Customizable video player and no ads. Vimeo, however, has a limited audience.
  • Wistia: Premium service built for marketers. It has a customizable video player, lead-generation forms, and advanced analytics. However, Wistia doesn’t have an organic audience.
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8. Publish to your chosen channel, such as a product page, landing page, or social media. Be sure to follow optimization best practices.

To optimize for SEO:

  • Use a searchable video title, like What is [your product]?
  • Put the video on a relevant page, and use the right keywords.
  • Use structured data for video.
  • Create a different version for mobile.
  • Include one CTA on the page or end frame.

To optimize for social media:

  • Upload natively on social media.
  • Add more on-screen text or captions.
  • Choose the right aspect ratio for each social media platform.
  • Include an engaging CTA in the caption or end frame.
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9. Test and measure your video's effectiveness by A/B testing different video variables and tracking KPIs.

To see what works best with your audience, A/B test variables, such as:

  • Video thumbnails.
  • CTA types.
  • Sharing options.
  • Video length.
  • No video vs. video on landing pages.

Focus on the metrics that are relevant to your goal, like play and watch rates.

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Current Playbook:

Create product or service videos for the middle of the funnel

Oct 13, 2021

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