I’ve gotten many requests from companies asking, “How much information should I include in a product installation video?” The simple answer is; depends on the type of product. The better answer is; because the visitor is watching your video online, more than likely the customer just wants the big picture of what’s involved in installing your product. If your product requires complex installation procedures, it’s best to use a printed document or a PDF file.
In an installation video, you have the opportunity to also reinforce your product’s quality by stating benefits and value. Keeping it short. I have seen so many installation videos where they show almost every bolt being inserted, or the process in real time. Forget that! People get that once they have seen one bolt go in, the other 10, 15 or 20 go in the same way.
Brand your videos. Create a graphic and music intro and ending that develops brand familiarity. Here’s an example of removing an old boat seat and replacing it with new seats in less than 4 minutes. The total time to shoot and edit was around 4 hours.
What are the best videos for social media? Of course the one that goes viral, is clever, entertains, demonstrates unusual skills, etc., but what if you or your customer is an engineer, lawyer or accountant? What if they just want to show off their new offices, or they are to busy or camera shy to talk about their services?
> How I shot the law office video below in 20 minutes: Shot still photos of the office in natural light, wedged my tripod into an office chair to use as a dolly track to get the motion and eliminated involving busy attorneys by just doing a voice-over.
Equipment: iPad, tripod, an office chair with wheels, iMove on the Mac and a microphone for the voice-over.
> The manufacturing company video below is shot on an iPad and edited in iMovie – an inexpensive way to create a video for your website. The dolly movement was done by putting a tripod on a delivery cart (and making sure the wheels were clean and didn’t squeak).
Note: I recommend creating a consistent branding approach by creating the same title image background and the same intro music that becomes recognizable to the brand.
Stay tuned, more types of video examples to come …
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