What’s the best way to engage a customer in a story for a product that was developed to solve a problem? Long format Video, text + images (magazine style), short videos?
AI-generated summary
For product pages featuring a product created to solve a problem, the recommended approach is to use multiple formats when practical because visitors may need different levels of detail. Structure the story around the customer: explain the problem, show why it matters, then present the product as the solution. Since product-page visitors may already understand their problem, the explanation can often be more direct than a general pitch.
Offer a short video for a quick overview and a longer video for a step-by-step explanation; test versions with targeted ads or separate page templates to see which performs better. Keep text and images on the page as well, so visitors can scan key information without watching a video. Prioritize details relevant to the intended audience, such as features, materials, durability, and benefits. No test results or final format choice are reported, so the recommendation remains general.
Use more than one format when possible. Different customers are at different stages of their buying journey, and you don’t know how much information each visitor needs.
A useful story structure is:
- Explain the problem.
- Establish why the problem matters and create a sense of urgency.
- Introduce the product as the solution.
In a pitch to someone unfamiliar with the problem, you may need to explain it in detail and demonstrate its significance. On a product page, visitors have often already identified their problem and are actively looking for a solution, so you may be able to get to the point more quickly.
Consider offering both a short video and a longer, more detailed version. Put them alongside each other (not literally, use separate templates and targeted ads to do some A/B testing) and measure which one people choose and engage with. A long-form video can provide a step-by-step explanation, while a short video gives visitors a quick overview*.
Text and images should remain part of the product page, regardless of whether you have video. They provide accessible, scannable information and allow customers to understand the product without committing to watching a long presentation.
Most importantly, organize the story around the customer’s priorities. Explain the features, materials, durability, and benefits that matter most to the intended audience.
For our full response, see the stream recording on YouTube. We start answering your question around 48:08.
*In his actual response, Matthew recommends putting the videos side by side on the page. I think he was just trying to demonstrate the concept of A/B testing your videos and wasn’t being literal.