Product Review

Creating Effective Product Video Reviews

Product Video ReviewsEffective product video reviews are difficult to come by. There's a lot more that goes into a review than it would seem. It takes some practice, and a willingness to learn and improve in order to better serve viewers. Here are a few tips about how to pull the different aspects together in order to create effect product video reviews.
Create video people actually want to watch
What makes a video go from good to great? Content is obviously the biggest indicator, but what about the details? Background and lighting are two components that can make or break video, while also influencing the viewers trust in the product and review. Anytime you've ever watched a poorly shot video, what has your reaction been? Details like lighting, background, and the way the product is displayed can make a huge difference in how your brand will be perceived. When you have the choice between using natural or artificial lighting, natural is the way to go. For best results, you'll want to avoid any direct sunlight, otherwise your video might have an imbalanced look. For best results, film in a room with plenty of windows, and bring in a few lamps or other light fixtures to help warm the lighting. When choosing a background, you'll want a clean and simple look, in order to display the product. White is used most often because it allows the color and shape of the product to show up, giving the most accurate impression of the product. The main thing to remember is that you need to select a background that isn't busy, which would take focus off the product.
Know who's watching
Do you know who makes up your audience? A product review won't serve any purpose if you're operating without understanding who your audience is. When you know who you’re talking to, you’ll be able to really address features and have a good idea about what they would like or consider a drawback. You have to know how they'll feel about the basics of the product, as well as what they'll be looking for in terms of features and extra details.
Understand when rules are meant to be broken
There's a popular golden rule that gets discussed a lot when we're talking about viewers tuning in versus when they’ll start tuning out. This widely talked about rule warns that video which goes over the minute mark is going to leave viewers bored. Rather than using a one size fits all rule and cutting off your video at exactly 30 seconds, or never allowing video to reach one minute. The real issue should be whether or not you’re saying everything that needs to be said in a review. That doesn’t mean that your video should go and on, without an end in sight. Just that you should prioritize what it is you want to say, so you can do so in a way that satisfies what viewers need to know. There are a lot of opinions about length, but how about tone? Do you know how what chord your video's going to strike with viewers? The overall goal should be a fluidity that comes with knowing the product, and knowing exactly what you're talking about. If you plan too much ahead of time, you run the risk of sounding like you're making a pitch, or worse - coming off as stiff and uncomfortable. The best way to make sure you seem relaxed, like you know what you're talking about, is to actually know what you're talking about. Invest the right amount of time and energy so you know the product and won't be fumbling in front of the camera.
Remember the purpose of the video
Above all else, total and complete honesty is paramount. The reason viewers are tuning in is so you can give them the total experience, showing off the ins and outs that'll go a long way in helping them make a decision whether or not to invest. This means checking out the good, bad, and ugly of the product - not being afraid to be honest and speak directly to the interests of consumers.

How to Make a Product Review Video: Bravo Tips

Product Review VideoHow to make a product review video that's effective
What makes a well-rounded review, anyway? In the simplest terms, the best product review videos tell the truth. There's a little more to it than that, but that's the best place to start. A common problem occurs when reviewers are hesitant about telling it like it is. They make the product sound too good, mentioning only the best features, which doesn’t accurately reflect the user experience. That, or they trash the product because highlighting negativity is going to draw more clicks. A product review video needs balance, and honesty. It’s important to talk about both negatives and positives, otherwise you’re not really doing viewers any favors.
Know your audience
How are you going to tell it like it is without knowing who you’re telling it to? A product review video can’t do its job without having a handle on its audience. When you know who you’re talking to, you’ll be able to really address features and have a good idea about what they would like or consider a drawback. Who’s the average user of the product? Make sure you know not just who they are (age, race, gender, and so on) why they want to use it and what potential drawbacks would be, and then go over them in your review.
The great time debate
When we talk about video, there always seems to be a golden rule about the attention span of our viewers, and when they’ll tune out. Generally, this golden rule states that video that runs over a minute is going to have viewers tuning out and clicking away. Instead of sticking to a 30 second rule, or cutting off immediately at the one minute mark, the concern should be that you’re saying everything that needs to be said in your video. That doesn’t mean that each product review video should drag on for twenty minutes. A review should be as long as it needs to be. You should cover all of your points efficiently, clearly communicating how you feel about the product and why, at the right pace. Which is why you should have your main points in mind for the video before you begin filming. That requires knowing your audience and being familiar enough with what they need to hear about the product that you can nail your points without a problem. Which ties in to the next point.
Script
To script or not to script? I’ve written about this point before, and I think what I said applies here. Using a script works out best if you treat it like an outline. It’s the place where you can dump a clipped summary of your main points. The problem comes in when you’re relying too heavily on that script. Video that features someone making heavy eye contact with a script rather than the viewer isn’t going to inspire much trust in what’s being said. Eye contact and being at ease with what you’re saying will drive home the feeling that you’ve got some authority on what you’re talking about. Another danger of using a script is having the review come off as “salesy”. We often write a little differently than we speak. The danger in relying on a script that you’ve written to sound perfect on camera, is that you’ll come off sounding like you’re making a pitch. That can make it more difficult for viewers to trust the review. They’ll respond better to eye contact and an easy-going, unscripted manner.
Show rather than tell
The great thing about video, the thing that sets it apart from pictures and text, is that you can show what you’re talking about. For a product review video, this is pretty important and should be incorporated into your video. Whenever you can, make sure to show rather than tell. This is especially important with product features, which can effectively give the viewer a general idea about how it works. If the viewer wanted to experience the produce without seeing it in action, they’d read a text review and look at an accompanying picture. You’re providing the most insight when you’re not afraid to show off features and give demonstrations that prospective users will appreciate. If you’re making a review, you should have quite a bit of familiarity with the product. Before you shoot the video, it’s a good idea to play around with the features you’re going to highlight in your review. You want to make sure you have a firm grasp on what you’re going to be talking about, and avoid any surprises, or miss any aspects of the features you’ll be talking about.
The wrap up
Each product review video should end with a wrap up. It’s a good time for you to share your overall thoughts on the product, namely whether or not it’s worth the investment, or solve the problem that it claims to. You can go over the pros and cons briefly before delivering the verdict one way or another. Viewers should finish the video knowing your opinion and the reason you feel that way. There shouldn't be any doubt about how you feel by the end of the review, and if there is, it means going back and tightening up or re-framing your talking points so your opinion is communicated clearly.

Video Product Reviews: Tips and Tricks to Keep Viewers Tuned In

Video Product ReviewsWe have video product reviews best practices to give you a hand with your campaign. It's easier than ever to grab a smartphone and start shooting video, but there are a few details about how to pull it all together to make a video product review viewers will appreciate and want to watch. More than aesthetics, a great video will be informative and honest about the product, which will keep viewers tuning in and trusting the feedback of reviewers.
Tips for shooting
Ditch the script
The point of video product reviews is that they're coming from consumers, not hired actors who read from a prepared script. Posture, tone, and word choice are things that viewers will pick up on. They're looking to hear honest reviews from people just like them. Another drawback of using a script is the dependency factor. Staring down at a script means there's not going to be a whole lot of eye contact. Along with body language, eye contact is a huge factor with establishing trust in a video review. A lack of eye contact can trigger the idea that whoever's speaking isn't totally trustworthy, which isn't the way anyone wants to come across to their viewers. The best thing to do is be so well acquainted with the product that a script isn't necessary. A thorough review means having an understanding of the basic ins and outs and being able to discuss them with viewers.
Make necessary background and lighting adjustments
Background and lighting are two components that can subtly influence trust in the product and review. Think of anytime you've watched a poorly shot video. It probably had poor lighting, making it difficult to see the product or the face of the person speaking, and instead of a background, they used a dirty surface to display the product. How effective does that sound? If you want your product to stand out and look good, the lighting and background need to be set up carefully. Between natural or artificial lighting, it's always best to go with natural. You want to avoid any direct sunlight, though, because it'll look harsh on camera. For best results, film in a room with plenty of windows, and bring in a few other light sources to help you out. When selecting a background, go for something clean and simple. White is used most often because it allows the color and shape of the product to show up clearly against it. You can go for any color, really, as long as your product shows up well against it. The big thing is to just be sure the background isn't busy, which will take away from the product and distract the viewer.
Getting the right shots
In order for viewers to get the full effect of what a product can do, you're going to need to use a few different shots. Wider shots are going to provide them with an overall impression of what the product looks like from different angles. But you'll also want to use some close ups, especially when you're pointing out a specific function or feature. The best way to prepare so you don't get flustered about which shots to use when, is to plan it out before you film. It doesn't have to be anything intricate or overly detailed, just a rough idea of when you want to use close ups vs. wide shots to drive home which details you're showing off.
What the best product review videos accomplish
The best video product reviews are, above all else, completely honest. Viewers want to get the full experience, usually as part of their research before investing, and that means having a total understanding of the product - warts and all. The worst video product reviews are the ones lacking any balance. Reviews that focus only on positive aspects, while purposefully leaving out any drawbacks aren't doing viewers any favors. Even the best products in the world can have potential drawbacks, depending on who's using it. The key is to discuss the good and bad, with an understanding of what your audience is going to be on the lookout for. Without that understanding, you'll have a hard time crafting a review that's actually relevant to their needs.
Feedback from reviews can be a great learning tool
A lot of brands fear negative comments or reviews. They want to distance themselves from having to bounce back from getting told something about their product could be improved. The brands that welcome feedback of any kind are the ones who can take a bad review and use it to motivate them to make changes so they can make a strong comeback. Instead of being afraid of what you'll hear, keep in mind that you need to actively seek out what your users have to say in order to keep moving forward as a brand and remain competitive.