Classification of selling videos about IT products

Hello everyone,

Every time a client comes to us at Alconost with a request to make a burning video about a program, service or website, we ask the counter-question “What type of videos do you need?”. Usually, the customer does not know the answer, and together we determine the type of video that best suits this product, takes into account the characteristics of the audience and the placement of the video, and corresponds to the tasks set for the video.

To help our customers, we have developed a classification of videos, which we want to share in this article.

If you want to know what a video trailer is, how to use the How to video correctly, why it’s not worth making a video presentation for a wide audience, and for which products a fashion video is suitable, welcome to cat.


Important: in this article we are talking about videos intended for use on the Internet. Video for television or conferences / exhibitions have their own specifics, and we’ll talk about them another time.

So, let's begin.

Trailer trailer

The trailer tells in detail about the problem solved by the product, shows its solution using the product, describes the features of the product, motivates to try the product. A feature of this video is its focus on the viewer's problem: a good trailer sells “not a drill, but a hole in the wall”.

The trailer is universal: it is perfect for distribution on the network, posting on blogs, forums, communities, and for posting on the product page.

The purpose of the trailer is to attract visitors to the product page (read more about driving traffic to the site using the video here ), increase the conversion rate of the page.

An example of a trailer trailer:

Presentation clip

The main difference between the presentation and the trailer is the lack of focus on the viewer's problem: from the first seconds, the video talks about the product and its features. If an ordinary trailer sells a solution to a problem, then the presentation sells the product itself.

The presentation format works well if the problem solved by your product is obvious and does not need additional explanation (for example, downloading a video from youtube) or if the viewer is already convinced of the seriousness of the problem, has experienced (or is about to experience) negative consequences and is now choosing a tool eliminating them (for example, recovering deleted files or curing viruses).

Presentation video example:

Movie How to

The How to video focuses on showing specific actions that solve the viewer's problem. How to asks the question “How to quickly and efficiently solve the problem ... using the product” and then answers it, showing screencasts of user actions.

In this video, only key user actions are shown. The way to solve the problem should look simple and unambiguous. If you show all user actions in How to, the video will turn into a tutorial and lose its selling component.

How to is great for posting on a product page. Imagine: the viewer has already come to the site, his problem coincides with the problem voiced in the video, the viewer sees concrete actions leading to the solution of the problem, and all that remains for him is to repeat them.

Examples of How to videos:

Image roller

The task of fashion video is to evoke emotion, feeling, and form the image of a product. The image clip says almost nothing about the problem or features of the product, and the main emphasis is on the emotional component: a beautiful video sequence, an unusual idea, good exciting music.

This type of roller is only suitable for products already well known in the market. For products just entering the market, image clips are useless.

An example of a fashion video:
Microsoft has made a good video in an attempt to improve the image of IE. Do you think they did it?



Our classification of videos is very arbitrary, and, of course, when choosing the type of video for your product, you should not dwell on only one type, experiment and combine. And if you need help in choosing the type of video - write to us , we will help absolutely free.


About the author

Alconost localizes applications, games and sites in 60 languages. Native-language translators, linguistic testing, cloud platform with API, continuous localization, project managers 24/7, any format of string resources.

We also make advertising and training videos - for sites that sell, image, advertising, training, teasers, expliner, trailers for Google Play and the App Store.

More details:https://alconost.com