Table of Contents
- HOOK
- KEY MESSAGE
- CTA
- Content Styles
- Template: Personal Product Review
- Template: Before & After
- Template: Unboxing / Opening
- Template: Step-by-step Tutorial/DIY
HOOK
The first 3-6 seconds of your video are precious. Make sure the hook is related to the featured products. This ensures a smooth transition from the initial hook to the key message that follows.
KEY MESSAGE
Ensure your key message is connected to your product in a natural way. Keep your message engaging and appropriate for the theme by focusing on the positive benefits and selling points of the product.
CTA
End with a clear CTA to get your audience to take action. It should be easy to follow as the next step right after they watch your content, whether it’s verbally stated or appears as text.
Content Styles
Here are some content styles you can reference to help with the creative process:
Personal Product Review: highlights the values of a product through a personal narrative provided by the creator
Before & After: emphasizes the efficacy of a product by showing the impact to a problem or situation and the outcome following the use of the product
Unboxing / Opening: generates suspense for a product by showing it being opened and set up and ultimately providing value to the user
Step-by-step Tutorial / DIY: creates interest in a product by showing exactly how to use it and the value the product creates
Template: Personal Product Review
This template highlights the values of a product through a personal narrative provided by the creator.
STEP1: Creating a HOOK
Objective
Draw in the viewer by creating a connection with them:
Disclose your honest reaction to the product.
Make it personal by describing how you feel about the product.
Make it interactive by leading with a question.
Bring up a real situation you’ve experienced and what this product changed for you.
Content Suggestion
Have the product present.
Use text to draw users to a specific message
STEP2: Delivering your Key Message
Objective
Highlight why this product was worth sharing and talking about:
Discuss the great features that show the value of the product
Show how the product was able to meet a need you had
Share how this product solved a problem better than anything previously
Showcase how effective the product is in solving your specific problem
Content Suggestion
Show the product in action
Describe the different features of the product
STEP3: Closing the video with a CTA
Objective
Guide the viewer to action and why they should purchase:
Tie the purchase decision to the emotions you felt
Call out any price advantages that are available
Create a sense of urgency for purchasing if you know there is a limited-time sale or product has sold out before
Connect your experience with the product and why purchasing it will bring value
Content Suggestion
Talk through purchasing action
Physically indicate how to make a purchase
Template: Before & After
This template emphasizes the efficacy of a product by showing the impact to a problem or situation and the outcome following the use of the product.
STEP1: Creating a HOOK
Objective
Emphasize the change that is possible by using this product:
Bring attention to the popularity of a product
Showcase a distressing situation or problem
Create a personal connection to a common problem viewers might experience
Content Suggestion
- Show the situation before using the product
STEP2: Delivering your Key Message
Objective
Showcase how the product solves the problem:
Talk about how effective the product is in solving a problem
Tell a story about a negative experience and how the product alleviated the problem
Explain how using this product is able to solve a problem better than a previous product
Content Suggestion
- Show the product solving the problem
STEP3: Closing the video with a CTA
Objective
Use effectiveness of the product to direct the users to purchase:
Tie emotional satisfaction with a purchasing decision
Reiterate the effectiveness of the product and how it can be replicated for the viewer
Content Suggestion
- Show the after of having used the product
Template: Unboxing / Opening
This template generates suspense for a product by showing it being opened and set up and ultimately providing value to the user.
STEP1: Creating a HOOK
Objective
Generate suspense and curiosity for the viewers:
Present the product as an affordable solution with good value
Give viewers something to look forward to
Share a key value proposition with the viewer
Content Suggestion
Show the product in packaging
Use text to create a demand
STEP2: Delivering your Key Message
Objective
Resolve the suspense by showing the value and setup:
Talk through the features and benefits of using the product
Demonstrate how easy the product is to setup and use
Show the impact of using the product after setting it up and talk through what it can accomplish
Discuss how affordable the product is while showing what it can do
Content Suggestion
Show the product being built
Talk through the ease of setup
STEP3: Closing the video with a CTA
Objective
Showcase the completed product/setup and recommend purchasing:
Tie in an emotion and how the product will create that for the viewer
Talk about the value of the purchase and why it’s a good deal for viewers
Summarize the features and how this product solves several problems at once
Content Suggestion
Show the product assembled
Talk through purchasing
Template: Step-by-step Tutorial/DIY
This template creates interest in a product by showing exactly how to use it and the value the product creates.
STEP1: Creating a HOOK
Objective
Give viewers the experience of seeing a product in action:
Give viewers an expectation of how the product is going to be used
Provide an emotion that gets created from using the product
Create a jokingly “false” expectation but show the positive outcome of using a product
Content Suggestion
Show the product
Tell viewers what they can expect
STEP2: Delivering your Key Message
Objective
Showcase how to use the product to the viewers:
List out and explain any instructions that come with the product
Show yourself doing what the instructions indicate
Display how straightforward or simple it is to use the product using a scenario
Content Suggestion
Provide a shot of the product being used
Have actions mirror instructions
STEP3: Closing the video with a CTA
Objective
Show the outcome and delight of using the product:
Explain the outcome of using the product
Tie in an emotion coming from having used the product
Summarize the experience of using the product and the value you get
Content Suggestion
Show the final outcome
Indicate and talk through the purchase process
