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If you’re looking to buy something, you go out to the shops and take a look at it, right?

When it comes to machinery, that process is a little harder. That may be because there are only a certain amount of those machines in the area (or even Australia). So what are you to do? You don’t want to drive 3 hours to take a look at a machine you may not buy.

You do the next best thing: watch a video about the product. Watch other people reviewing the product. You take note of the common problems or the exciting features.

This is why video content is so powerful.

And 90% of the time your buyers are most interested once you and your team have clocked off for the day. This is when having videos really pays off.

The Stats On Video Marketing

And if that’s not enough to sway you, here are a few more reasons to add a video to your listing:

  • Those who use video get 66% more qualified leads per year (Optimiser)
  • Video marketers achieve a 54% increase in brand awareness (Optimiser)
  • Ads that include video receive at least 50% more buyer engagement (Machines4U data)

Converted yet? The great news is, it’s not hard to make a video.

If you have a smartphone and a machine to film, you’re ready to go.

How To Make A Great Machine Video Fast

Adding a video to your listing will almost guarantee a boost in your ad engagement. The more engagement you have, the more likely you are to get leads.

Having a video will help you:

  • Build your credibility with buyers
  • Save time by answering buyer’s questions before they contact you
  • Get more leads by qualifying leads further without any extra effort

Here’s how to do it.

1. Let There Be Light!

Lighting is a huge aspect of making a good, professional video. Natural light is best. But if your machine is stuck in the middle of a large shed where natural light isn’t an option, that’s OK. Just make sure your machine is as well lit as possible.

Don’t get too caught up on lighting. As long as your buyers can see your machine clearly, that’s what matters!

2. Avoid The Shaky Stuff

We understand not everyone has access to professional-grade cameras and equipment. There’s nothing wrong with using your smartphone. In most cases, it will do the trick just fine.

What you do need to be mindful of is moving the camera too much. You want your viewers to get the most from your video (not seasick). If it is too shaky, chances are your machine will be out of focus which goes against the reason for filming it!

3. Shoot Landscape

If you are using a smartphone, make sure you film with your phone on its side (landscape), not straight up (portrait). This is because when you shoot in landscape, it fills up the entire screen of the viewer. Portrait captures a lot less detail.

If you are using a phone, make sure you use the camera on the back (not the ‘selfie’ camera!).

4. Do A Walkaround

Your buyers are watching your video to learn as much as possible about it. Turn the machine on and quietly walk around it. Be sure to show any problems or issues clearly. Have someone sit in the machine (if applicable) and use the controls: move it forward and backward, lift and lower the arm, etc. If you can showcase the machine’s capabilities from start to finish, do it! 

5. Let The Machine Speak For Itself

This is why it’s important to be quiet when you’re filming. Your buyers will be listening to your machine’s noises to note anything they might want to ask about.

Once you’ve done a quiet walkaround, why not film your best salesperson delivering their best pitch (with the machine) and let the video sell itself?

6. Keep It Short

The best-performing videos are generally 1-3 minutes long. It’s a short clip, but you’d be surprised how much you can film in 3 minutes.

If you’ve done the above, you’ll have a great video on your hands.

Next, simply upload it to your ad listing and you’re good to go. Nice work!

Learn more about making your listing stand out from the rest.

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