18令人印象深刻的产品演示视频您将要复制

如今，在营销中，您无法挥舞着一个热情的微型影响者，而不会击中谈论视频内容的人。而且并非没有优点。

Arecent Wyzowl studyrevealed that 69% of consumers prefer to watch a short video to learn more about a brand’s products or services.

With84% of peoplesaying they’ve been convinced to make a purchase based on a brand’s video, it’s clear video marketing is the future and product demo videos are a lucrative path forward.

有许多不同类型的产品演示视频，因此我在下面分享了一些我的最爱，以及如何开始使用自己的产品演示视频的技巧。

Want to skip straight to the videos?Click here。

1.确定目标。

购买？订阅？教育？品牌意识？确定您的视频要实现的目标以及您希望观众走开的内容。

您希望观众观看视频后采取什么行动，以及它需要什么业务？例如， ”After watching our product demo video, we hope the viewer submits a demo request form。”

2.确定您的听众。

Has the audience for this video purchased with you before? Are you introducing a new product or feature to them? Or, is this video reaching people who have never heard of you? What will this audience be concerned with? How long will they want to watch? What buyer persona will you be gearing this video for?

所有这些都是要回答的重要问题。

例如，假设您正在介绍调节办公室各个区域温度的软件。bob电竞官方下载

The audience for your video might be harried office managers who are constantly fielding requests to turn the temperature up or down.

They’re concerned with keeping their colleagues comfortable without breaking the bank on electricity costs.

3. Set a budget and a timeline.

Do you have $7,000 or $80,000 to make this product demo video?

确定您的预算，以便您知道如何进行。这也是设定期望的时候。如果您有500美元的预算，那么您将不会发布与Apple最新版本的视频相当的视频 - 没关系。

Oh, and don’t forget to outline when you need this video to be completed. Even the biggest budgets can run up against roadblocks if the timeline is too limited.

4.在内部或代理商之间做出决定。

该决定可能取决于您的预算。如果您有很多工作要做，那么面试机构可以为您的项目提供报价和创造性的推销。

If you have a small budget, you can still create a great video with a smartphone that has a high-quality camera. You can also screen record your computer to use as B-roll as you navigate through your platform.

与您所拥有的东西一起工作，并为自己创造的一切感到自豪。

5. Structure your video.

你会讲一个故事吗？突出显示疼痛点？仅使用文本或视觉效果？确定您要如何传达目标以及如何使目标栩栩如生。

If you’re working with a creative agency or freelance videographer, they may help you define the structure. If you’re going it alone, use videos like the ones we’ve listed below to inspire you and define which format will work best for your product and goals.

Another factor to consider is length. How long should a product demo video be, you ask? Two minutes is the sweet spot. However, you can go up to five minutes, if your demo goes into detail about use cases and features.

6.在动画和真实动作之间进行选择。

动画有时比真人视频便宜一些。

Work within your budget and skill level. In addition, narrow down which option best highlights your product and the scope your project requires.

7.写一个脚本。

The script is a crucial part of your video. It defines the tone, pace, and message.

Start with a project brief, move on to an outline, and navigate your script, section by section, making sure it speaks to the goals you’ve previously outlined.

在整个过程中召集B卷的机会，并始终进行口头直接跑步，然后才能落后。这将帮助您查看是否听起来不自然，应该重新设计。

For more tips and a video script template, check out this blog post and accompanying video on如何编写视频脚本。

8. Create a marketing plan.

Once you’ve shot, edited, and finalized your video, it’s time to decide how you’ll与观众分享。YouTube，您的网站或广告系列登陆页以及特别的电子邮件活动都是分发的绝佳渠道。

但是，不要忽略不太明显的机会，例如在电子邮件签名中包括您的视频，将其分享在合作伙伴博客文章中，并将其纳入销售团队的音调。

产品演示视频示例

1.The Lip Bar

In this demo, a model shows makeup users how to use one of the brand’s products: the "Caffeine Concealer."

在不到五分钟的时间里，该模型将产品纳入其化妆程序中，并在其上解释了应用方法。

这就是为什么这起作用的原因：虽然演示使观众可以看到产品在现实生活中的外观，但它还有助于向消费者展示将其添加到日常美容日常工作中的容易性。

2.可通行

This classic product demo video uses animation to show how users can benefit from it.

该视频的作用是证明了几种不同的用例，采用了一种吸引群众的广泛的，顶级的驾驶方法。

Airtable也做其他非常聪明的事情。当几秒钟的滴答声中，观众从视频中单击了视频，共享的信息变得更加具体，具有特定的策略和功能。

可通行knows if someone has stuck around over one minute into their demo video, this is likely a qualified lead who wants to learn more.

3.Zendesk Sunshine

Zendesk leads with pain points in their product demo video.

"Customer relationships are complicated … made up of fragmented pieces of what you know about your customers … it’s kind of all over the place," a narrator explains. But Zendesk gets it: "What seems like chaos is actually everything you want."

The viewer immediately feels like Zendesk understands them. It’s a full 50 seconds into the video before Zendesk even introduces a solution.

We never actually see the platform at work, but that’s not really the goal of this video. That's what makes it an effective demo.

4.SurveyMonkey

在将近两分钟的时间里，该产品演示具有强大的冲击力，可视觉上显示SurveyMonkey的好处和功能以及产品界面的演练。

它为什么工作：观众看到使用SurveyMonKey发送调查的容易。他们甚至看到它如何与Slack这样的其他平台集成。

这是演示视频的主力军，但是观众见证了SurveyMonkey如何将其集成到他们的日常工作流程中，以及产品从登录到发送的产品的容易。

5.Headspace

有什么困难在互联网上出售than meditation? Headspace makes it seem easy with their modern, relatable animated product demo video.

They offer a "healthier, happier life" and show you how the app works for a variety of users with differing goals and times.

该演示效果很好，因为它是一个包容性的视频，可以传达很多东西，而不会让观众不知所措。

6.Esusu

esusu，一个由福布斯30岁以下30个社会企业家修道院Wemimo和Samir Goel, aims to help people in marginalized locations with financial planning. The demo created by the company gives viewers a look inside Esusu’s platform and the tools it has to offer.

Specifically, this demo walks through how families can use the platform together to build each member's credit, save funds together, or send funds to each other.

关于上述介绍的一件很棒的事情是，它通过询问观众是否曾经处理过不良信用或储蓄不佳来确定一个痛点。然后，它精确地突出了Esusu如何帮助他们。

This demo is also a great example of how a quick and simple tour of an app can show potential users exactly what they need to know about navigating and using this type of financial planning app.

7.Apple

这个光滑的产品视频通过显示可以做什么，介绍了新的iPhone 12。简单的文本通过生动的视觉效果向观看者提醒观众的功能。

The goal of this product demo is to wow rather than educate, and that’s exactly what it does.

8.松弛

Slack使用这个鲜艳的视频来打破对他们平台的常见误解：仅用于发送私人消息。他们引导观众了解团队如何使用其界面进行通信。

演员解释说：“这不仅仅是一个可以说话的地方，我们也将所有文件保留在这里。”

该视频具有丰富的功能，但演员鸣叫着这些功能如何转化为好处，因为他引导观众进行Slack的展示。

一个简单的“从Slack开始，今天”以清晰的呼吁交易结束了这个信息丰富的视频。

9。The Origins of Nike Free

该产品演示讲述了耐克免费跑步鞋的起源故事。

What works well here is the context the brand provides for the idea and vision behind the product.

鞋子的创作者分享了鞋子的设计方式，并唤起了“更自然的运动”和“尼斯，现代进化”之类的好处。

A simple tagline at the end reads, "Engineered for modern motion."

10。Duolingo

Duolingo通过《华尔街日报》中的社交证明来揭开序幕：“远和远离最好的免费语言学习应用程序”。

What follows is a description of how the platform works, backed with more data on how effective it really is.

If you want to prove that your product works, sometimes facts are more alluring than a demo of the product itself.

11.宜家地方

说明您的目的前期没有错。

“嘿，宜家希望每个人都知道我们新的增强现实应用程序的地方，”该演示视频解释说。

What follows is a demonstration of the app and a video montage of people struggling to design and furnish new spaces.

"We want to make it easier for people everywhere to imagine a better place," the narrator explains.

Why this works: It addresses a pain point and explains why this product is here to solve it. Not every demo has to use this formula, but it is a great place to start.

12.Nosefrida

Your baby is cute until she’s not.

该演示中的叙述者解释了婴儿生病时鼻子会发生什么，以及为什么您的宝宝变得挑剔。

他立即确定了观众的痛点，并解释了Nosefrida的竞争对手的问题。

The narrator begins to explain how to use the NoseFrida, a device that allows parents to physically suck snot out of their baby’s nose and effectively ruins your days of carefree milkshake sipping forever (take it from me).

在这里，公司做了一些精彩的事情。bob全站app他们知道客户最大的购买块是这种产品引起的严重因素，因此他们正面面对它。

叙述者说：“呼吸轻松，我们知道您在想什么。”然后，他们解释了Nosefrida的设计如何卫生和安全。

Know your product has a big red flag for customers? Try addressing it bravely, like NoseFrida does, instead of tip-toeing around the elephant in the room.

13.Craftsy

How do you get people to part with their most valuable asset: their free time? Online learning platform Craftsy, formerly known as Bluprint, has the right formula.

他们首先让用户知道他们为每个人都有一些东西。叙述者说：“无论您是刚开始手工艺品还是寻求提高自己的技能，我们的世界一流指导都在这里提供帮助。”

The video then outlines the various lessons consumers can take, from baking to knitting, emphasizing the value of having seasoned instructors to guide them.

14.Sphero

您以一种产品而闻名，但想介绍另一种产品？Sphero对此有所了解。

几年前，该品牌创建了一个名为BB-8的机器人，用于一部鲜为人知的电影《星球大战：力量觉醒》。对他们来说幸运的是，我听说那是骗人的。

In a Kickstarter video for their newest robot, they begin by featuring the iconic BB-8 robot that skyrocketed their success. Once the viewer knows who they are, they present their new robot: The Sphero RVR.

res的t of the video features the robot’s engineers speaking about what their new creation does and why it’s special. We believe them because they’ve tethered this new creation to their past authority.

在这里运作良好的是，Sphero通过引用过去的成功并引入其新产品及其功能来直接确定其信誉。

15.Ring Door View Cam

This is another great example of向观众展示instead oftelling他们您的产品可以做什么。

该视频显示了每天使用Ring's Door View Cam以多种方式使用的人。

We see them use the mobile interface, benefit from the speaker, and avoid danger using the camera.

Many times, demos outline the benefits but what's better than seeing it in action? That's why use cases are great for demos.

16.Peloton

This product video begins with an origin story of the Peloton bicycle and quickly moves to the benefits (i.e., you can ride it in your bedroom without waking your partner).

Before you know it, the video is speaking to viewer pain points, "One of the challenges with boutique fitness is that it can be inconvenient."

他们的解决方案？Peloton。

Thousands of classes, experienced instructors, community, and ease of use.

使用机器的特写突出显示了某些功能，但是该视频最多的是您使用Peloton的体验。

一位视频参与者说：“这就是我所缺少的。”

I can’t help but think that’s the primary goal the makers of this video had for their viewers.

17.飞涨

这是产品演示视频的经典示例。一个扎实的功能剧本，立即进入了专业人士如何从Zoom中使用和受益的脚本。

What works well here: The viewer sees the product being used as they listen to how it works, and they’re left with a clear picture of what Zoom can offer them.

18.Gusto

I’ve saved the most comprehensive product demo video for last. This example, from HR software provider Gusto, clocks in at an impressive five minutes and fifty-six seconds.

接下来是仔细的产品，其好处以及如何选择完美的计划。

最终结束的观众很可能向Gusto发出信号，他们准备与销售人员交谈。该视频可能最适合买家的旅程。

关键要点：如果您的目标是向新受众介绍产品/服务，请坚持使用快速易于消费的较短选项。

在您的营销策略中使用产品演示视频

产品演示视频可能会花费一些时间并计划创建，但是一旦生存，它们就可以成为您品牌整体视频营销策略的有效部分。

As consumers seek out more video content while researching products, marketers are also finding that视频是他们最有效的资产。Like them, you'll want to leverage video marketing and product demos to guide your prospect to the customer stage.

想创建自己的视频吗？查看我们的视频营销最终指南。

Editor's Note: This blog post was originally published in June 2019, but has been updated for comprehensiveness.