Product Videos for Marketing - The QVC-Style Won’t Cut It
Start your career as color grading editor
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Choosing the right color software
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Choosing the best computer monitor
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Creating your viewing environment
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Conclusion
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Once upon a time, product videos were glorified sales pitches. Think QVC on a weekday afternoon: glossy close-ups, fast-talking heads, and a desperate sense of urgency. But audiences are too savvy for that. It just doesn’t connect with most audiences today, especially for premium goods or services. People don’t want a hard sell, they don’t want to be talked down to; they want a story. That’s why the most impactful/effective product videos for marketing don’t just demo features; they connect with viewers personally, intellectually, and emotionally.
At Motif Media, our clients are increasingly focused on showing, not telling, what makes their services unique. We create immersive, narrative-driven content for our clients that places their goods/services in the context of real life.
From Feature Dumps to Storytelling Gems
Most product showcase videos, in regard to mass marketing, used to be checklists in video form: “It does this, it includes that, it’s made of this. Yes, it can even feed your cat!” But the problem with this strategy? Most customers don’t buy or care about specs. Enthusiasts will kick tires for specs, but most active buyers shop for solutions. That’s why modern product videos focus on the problems the product solves and, even more importantly, who it solves them for.
Local Roots, Wide Reach
Some successful companies today choose to the strategy of showing their products in use in regional markets. Potential customers love to see how products are used in their communities/markets.
For example, spotlighting regional voices and locally relevant use cases can help a product stand out in a growing or established market. Anderson Windows has done this type of product marketing by commissioning content in partnership with The Modern Craftsman Podcast; it’s a great opportunity, as not only are their products showcased, but they are also seen in the field via trusted personnel in the Northeast trades market.
Product Videos for Marketing - Authenticity is the New CTA
Of course, tact and slick production still matter, but not at the cost of authenticity. A beautifully edited video that feels forced or overly scripted can turn viewers off. That’s why our approach leans toward candid moments, behind-the-scenes context, and genuine user experiences. These are the things people remember and share.
At Motif Media, we create product videos that tell stories to resonate and convert. Contact us to learn more about how our local, Boston-based video production services can help you.
For more information on short-form product videos, check out our accompanying blog, Can Short-Form Video Convert Users/Paying Customers?
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