Well organized websites are built with a hierarchy that allows users to navigate the site easily. Over the course of this short series, we’ve discussed which types of videos are best suited at each level. The first blog went over which videos would be good options for homepages and explained hierarchy in websites. Our second post communicated which videos would be best for category pages, along with explaining what and where a category page is.

The last post in the series will explain not only which videos would be strong options for product pages, but what and where users can find product pages.

What and where is a product page?

Product pages will not be found on all websites, especially if a company doesn’t sell products! If a company does sell products, this will be the deepest page on the site. In most cases, if a user enters a website through the home page, they will go to a category page that groups products. Next, there could be a product page or a subcategory page that groups products into a smaller selection. This step can be repeated as many times as a website finds necessary to have products broken down into relatable groups!

Product pages have specifications/ explanations of what a single product is. These pages typically have call-to-action buttons to encourage users to either buy the product or contact the company and request a quote or more information.

4 Recommended videos for product pages

Product Review

In today’s society, when looking at purchasing a new product, especially online, it is not uncommon to check product reviews. Typically, this is a few more clicks for a user, and sometimes it’s even a new search on your preferred search engine. Presenting a review that is only one “play button” is engaging and easier for users, and as a company, you’ll know exactly what review you are showing your users. This prevents negative reviews from being the first impression, and let’s be honest, initial impressions are important!

In these videos, you can be creative. Use one or multiple people, or even just a slideshow of company-approved product reviews. When creating these videos, be careful not to “oversell” and only show 5-star ratings because that can make users skeptical of your product.

Instructional

Instructional or “How-To” videos do not apply to all products because some products are so straightforward you do not need to explain to users how to use them. Companies selling more complex products, however, can benefit significantly from instructional videos. 

The goal of how-to/ explainer videos it to show your audience how to use your product and explain why a user may need the product. These videos also help capture users that are on the edge of buying a product without having to make them read a body of text. A great thing about videos is that they can be as engaging and creative as you would like them to be.

Q&A

Q&A stands for the phrase “Question and Answer.” The goal of this video is to clear up any questions users may have about the product. This type of video could be used immediately when posting a product or when a company is fielding many similar questions. Q&A videos can also humanize a product. In the B2B industry, it can be difficult to get away from being text and specification heavy on your website pages. Having people in videos can help draw a human connection and create trust with potential buyers.

Animation

This last video is an option for companies that do not want to be on camera or are uncomfortable with the idea of creating content. Animated videos can be a great way to explain what a product does, how it works, and any other details that companies feel are important for users to know. There are many benefits to working with animated characters, but here are a few.

Animated videos and characters can be related to all audiences and appeal to buyer emotions, which is sometimes difficult to achieve in the B2B industry! Using animated characters can also create branding and maintain consistency across a website. Lastly, these videos are flexible because they can be customized and reworked to be exactly how you would like them to look.

Learn More from the Leading B2B Digital Marketing Agency in Minneapolis

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