July 6, 2023
2 min read

What type of video content marketing should you start with?

I was browsing through marketing data the other day, and this stat caught my attention: *Among the different types of marketing video content, product videos had the most significant ROI (66%). *Data source: Hubspot

This stat made sense from my experience as a video content producer. So for this week's newsletter, I thought I'd dive into: Strategies for Creating Product Videos.

I've created many product videos in my career, but I still remember the very first one I produced for Microsoft. It was the announcement of the launch of Office on iPad, which marked Microsoft's new CEO Satya Nadella's first public PR appearance. I was tasked to produce a demo video - a typical voiceover-narrated feature explainer video. But when I saw the new UI on the iPad, designed beautifully and quite revolutionary to have Office products on Apple devices, (remember Mac vs. PC guy?), the product marketing manager and I decided that the video didn't need a voiceover.

No alt text provided for this image

We highlighted the new features visually and let the product tell the story - and it worked! On YouTube, the average video viewing time was 1:11 of the 1:40 long video. This is a fabulous number. Julia White, the General Manager of the Office division at the time, praised this video as a standard for other videos. And the rest is history. I've produced almost all new Office product launch videos that were announced between 2014 and 2016.

Fast forward to 2023, there are many more distribution platforms and product launch video types.

What should you consider when you are making a launch video?

Ask yourself these questions:

  1. What is it?
  2. How do you use it?
  3. Who is it for?
  4. Why should we (consumers) care?
  5. In the same vein: What sets you apart? What's the differentiator? What problems does it solve?
  6. What is the CTA - Call to action?

Then, decide on:

  1. What type of videos? Animated Explainer, Unboxing, Making of (Behind the Scenes), Customer Testimonies, Live Launch, etc.
  2. Distribution channels and platforms?
  3. How do you measure the success of the video?

Hope this was helpful! In my next newsletter, I'll dive into different types of product launch videos with examples.

If you are launching new products or services soon and want to ask a few questions, please DM me on LinkedIn or email me. Happy to walk you through some of these steps together.