What to do With Feature and Benefit Videos

When it comes to producing a video for your company or brand, you may not know where to begin. Coming up with a concept or topic can take time to figure out. Lucky enough for you, we have a suggestion – try using feature and benefit videos. These videos are usually short and sweet. Under 60-second, single subject videos that are great for grabbing attention on social media channels and speaking directly to the specific problem or concern of a potential client.

Whether you operate under a B2B or B2C model, you’re most likely selling a product or service to someone out there. You need to demonstrate why your product or service is the best solution for someone’s problem. Feature videos are where you explain and demonstrate key reasons someone would want to use your product. This can include:

  • Physical or mechanical features
  • Capabilities
  • Compatibility with other products
  • Warrantees or other guarantees

Really, this list can go on for a very long time, but we’ll spare you from that. You probably get the point, right? Your product or service has a unique aspect to it that makes it stand out from the competition. You’ll want to highlight what that is so potential customers can make an educated purchase. After all, it’s always great to make your customers happy.


Differentiation VS Key Features

Something to keep in mind when trying to think of the aspects of your product or service you’d like to highlight – some of your features might be the same as the competition. There is nothing wrong with that and it’s totally normal.

Here’s an example – let’s say you’re a new local pizza shop that wants to use online video content to help stand out from your competitors. Just like everyone else, you’re probably going to have the same basic pizzas – cheese, cheese and pepperoni, meat lovers and so on. That’s totally fine! It would probably be strange if a local pizza joint didn’t offer those. Maybe the thing that sets you apart is your delicious vegan pizza that no one else makes. Highlight that in a video and let the people come to you.

Even if the difference seems neural rather than explicitly positive, many people will have a preference. Make sure you preemptively answer the question “Why this product over all others?” Don’t wait for your customer to ask, show them.


Search Engine Optimization

Once you’ve identified the aspects you’d like to highlight, now is the time to make your awesome videos. We recommend creating a series of shorter videos that highlight different aspect in each, and then an overall video for your product. Why? People are going to search online for a specific aspect or feature. A 30-second video demonstrating how your product works will pop up in someone’s search engine of choice. Then, potential customers can possibly see more information, while a longer, more comprehensive list of features might not even get noticed by this particular customer.


Just Do It

The task may seem daunting, but trust it, it doesn’t have to be. Video production doesn’t need to be long or complicated. At Nickel City Graphics LLC, we like to keep things short and sweet. The process shouldn’t be stressful or overwhelming. These videos are simply a demonstration of key product/service benefits. That’s probably something you or your sales team can do in their sleep. Keep it targeted and interesting, and we’re positive people will come.


Ready to take the next step?

Planning a video campaign? Download the Video Marketing Strategy Blueprint (PDF) or The Tech Company’s Video Marketing Playbook. These are both quick, actionable documents designed to help plan and implement your video marketing campaign.

Neil K Carroll

Neil K Carroll


I was your average small-town video guy, but when the pandemic hit, everything changed.

I ran a traditional video production agency with exclusively local clientele, a downtown studio, and a busy schedule. My days were long, travel frequent, and life as I knew it revolved around producing video content for my clients.

Then everything changed. Schools and daycares closed, my professional life was disrupted, and I found myself navigating a new path. It was one of uncertainty, with no end in sight and no destination obvious, but it demanded flexibility and resilience.

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