Show, Don't Tell: How to Create Product Stories with Video

Video marketing is hotter than ever and only promises to continue growing. In fact, consumer video traffic will account for "82 percent of all IP traffic" internationally by 2022. With numbers like that, it's easy to imagine why a business would want to make product videos.

Of course, knowing where to start may be a challenge. You know you want your audience to get excited to make a purchase, but you don't want the video to come off like a sales pitch.

The key is to understand how to tell stories around your products, instead of about your products. If that sounds confusing, don't worry, we're going to break it down for you so you can get started making product videos right away.


Show—Don't Tell

Don't bore the audience by listing out the product's features. The folks at DocSend say, instead, think about a "job story" in which you can put the product into action.

Show the audience that you understand how they feel and highlight how the product solves their problem.


Consider these things:

What's at stake Create a sense of urgency Connect it to positive outcomes

Then develop the job story: When [X] happens, customers want to do [Y] to accomplish [Z].


Be Consistent

Once you have the product story, post videos on landing pages, social media, on your blog, and play the videos at events. A successful product story is a memorable one. What's more, you can develop a narrative that your fans will want to follow.

Here are five types of videos that every business needs:

Introduction About Us How-to Product in Action Testimonial videos


Let's Make a Video

Now that you have a better understanding of how to tell stories around your products instead of about your products, are you ready to get started? If you want some help producing professional quality videos for your business, give the experts at Social Motion Films a call.



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