If you’ve never bought a product after watching a video ad, you either have the most effective ad-blockers of all time, or your willpower is award-worthy. In either case, you’re in the minority. Video is one of the most effective formats for creating (and boosting) demand for products and services.

Since a major factor behind sales success is driving and sustaining demand, understanding video’s role is critical. With that in mind, let’s delve into exactly how video marketing drums up demand for your products and services. 

The Emotive Impact of Video Content

The foundation of any demand-driving video is authentic emotion. When viewers engage with video content, they’re primed to experience a human connection. The more authentic that connection, the more likely they’ll be willing to get out their wallets when the video ends.

TikTok is especially effective for these types of videos. Every day, emotion-driven videos go viral and transform brands overnight. One of the most viral examples was this video, filmed by a daughter in her mother’s restaurant.

Thanks to on-screen text reading, “It breaks my heart to see my mom watching the door everyday waiting for a customer to walk in,” the video quickly went viral. The next morning, the restaurant had a line down the block, and the entire family had to chip in to fill orders and meet the unexpected demand. Thanks to just one video, the family’s business was completely reinvigorated. 

This isn’t an isolated example—any brand can use this emotional connection to create an immediate demand for its products.

Demonstrating Solutions to Unseen Problems

One of the most important benefits of video marketing is its ability to showcase your product’s unique features and benefits. 

Of course, video can help target consumers who are already in the market for your product or service, but it can also help viewers uncover problems they didn’t know they had. 

There are a few common examples of this phenomenon. “Before and after” videos are one variation, showing viewers how their lives might change if they purchase a product or service. Influencer videos offer another variation, highlighting products or services that fit into their own lifestyle, which viewers might want to emulate.

In today’s media landscape, it’s not enough to just push a product onto consumers—instead, it’s about inviting them into a world where the product enhances their lives. Once they’re convinced they’ve been missing out, the product sells itself.  

Educating and Cultivating Curiosity

Another opportunity to generate demand? Piquing viewers’ curiosity. 

Consumers tend to be naturally skeptical of sales-heavy videos, anticipating the sales pitch and negating it before it comes up. Fortunately, educational content sidesteps that issue, positioning itself as an informative resource instead. 

Think about the last time you found yourself lost in a YouTube rabbit hole. Even if the content you’re consuming is from a brand channel, if it’s positioned to teach you something new, you’ll engage anyway. 

Brands can harness this innate curiosity by providing valuable insights and information through their videos. When you share useful tips, hacks, and behind-the-scenes glimpses, you’re not just providing content; you’re cultivating curiosity among viewers. Then, when viewers feel like they’ve gained something from your video, they’re more likely to trust your brand and consider your product as a solution to their problems.

Harnessing the Power of Testimonials and Social Proof

Finally, we all know the power of word-of-mouth recommendations. Video takes this premise to the next level by adding a personal touch. When potential customers see real people sharing their positive experiences with your product, it creates a level of trust that’s hard to replicate through text or images alone.

Imagine a video featuring satisfied customers explaining how your fitness tracker helped them achieve their health goals or how your meal prep service saved them time and reduced stress. These testimonials humanize your brand, making it more relatable and credible. Viewers are more likely to believe that they, too, can benefit from your product, and that belief can translate into demand.

Using Video to Create Your Own Demand

As you can see, video marketing isn’t just about showcasing your products. While it can be used for that purpose, it’s also effective at creating demand that didn’t exist beforehand. 

Emotion and curiosity are two tools at your disposal, but many types of videos can help viewers discover a need for a new product or service. Just make sure you invest in a good video production company to ensure you end up with the best results while also staying within your budget.