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Are you thinking of producing a marketing video? Four aspects

Video has gradually become a key marketing tool also here in Finland. A presentation video adds punch to a sales visit. Videos are becoming the cornerstone of content marketing at the companies' websites and at YouTube as well as in social media.

Some people are still pondering whether video is the right way to market their products or services. Here are a few points to help you to decide:


1. the visual appearance of your product is important

Do you have colorful or otherwise striking products? Carefully designed and stylish? Or perhaps they are used for enhancing, adorning or decorating their surroundings? Many everyday articles, from coffee cups to shoes and from key rings to cars, may be bought largely on the strength of their features if they are pleasing to the eye. Your imposing product comes into its own when its best features are presented with a good beat, (literally) in the right light.

2. the visual appearance of your product is not important

If your product is rather bland and does not – truth be told – really stand out from the competition, other ways to distinguish it must be used. A cleverly composed video can make your company's humble nut or toilet paper look more tempting than its competition. This also applies to services, as they cannot usually be sold with appealing looks, either.

3. your product/service is rather simple

Is ease of use a sales argument that you use for your product/service? That is OK; it is a good reason to buy (provided it is true). Do you also want to demonstrate it easily and quickly? Shoot a video, so your target audience can see for themselves. It is particularly impressive when a complicated-looking product or process proves simpler than expected. This also applies to services, both in the real world and in the Web.

4. your product/service is complex

If you are selling something that takes a lot of information to comprehend, forget any eight-page brochures. Video is a superb alternative, because picture, sound and text combined will carry your message infinitely more effectively than any of them on its own. Besides, while presenting facts on your video, you can use music to stealthily activate the viewer's feelings to side with you.

It is worth remembering that producing a video does not necessarily mean an expensive production team with heavy equipment. Some things are best presented as animations or as moving graphics. A skilled visualist will conjure up a memorable show using mere photographs.

Communication Content production Marketing video Company video Video production

Antti Seppänen

Antti Seppänen

Antti Seppänen is a Communication Designer with a profound experience in digital media since the last millennium. In his work he is guided by clarity, simplicity, and usability. Outside of work though, he likes his stuff to be undisciplined and disorganized.

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