The key to video marketing lies in “content”, and the content of the video determines the breadth of its dissemination. The main function of the main picture video is to clearly express the selling points of the product through a few dozen seconds of video segments, and quickly attract the interest of consumers and prompt them to reach a purchase intention. Therefore, in addition to showing the overall picture and effect of the product, the content of the main picture video is more importantly to show the selling points of the product one by one to consumers.
When refining the selling points of the product, you first need to understand the detailed needs and expectations of consumers for the product, and then set the selling points of the product presented in the video according to the consumer’s focus, so as to stimulate the consumer’s desire to consume and form a purchasing behavior.
Take home appliances as an example. Home appliances are often expensive, and consumers are primarily concerned about the product’s functions, accessories and after-sales, and then the appearance and details. Compared with pictures, videos can present the entire use process of home appliances. Let buyers fully understand the changing characteristics and precautions during the use of the product. Therefore, if you want to fully show the characteristics of home appliances, the best way is to focus on the demonstration of the product functions in the video.
First, you can place the product in a scene related to its functional use, use the corresponding props to shoot the overall appearance of the product, and then display the brand logo, product name, product model, etc. Some products can also be displayed in close-ups from multiple angles.
Secondly, shoot the details of the product. You can use dynamic video with subtitles to split the selling points and display them one by one to meet the needs of consumers.
Third, we can shoot product accessories according to needs, and explain the after-sales service, precautions, express delivery information and other contents to show the professionalism and meticulousness of the merchant and gain the favor of consumers.
Finally, add a few frames of ending credits to the video, emphasize the brand logo again, and make additional explanations to improve the completeness and professionalism of the video.
It should be noted that the main picture video should present the product as completely as possible, but it is not necessary to be exhaustive in some details. The selling points of the product should be based on showing the advantages of the product. Too many details will affect the decision of consumers.