Publication in Russian on the Zen blog
https://dzen.ru/a/ZhuKD7hpp1uOtfdm
How to make rich content and how it makes your product more attractive.
Publication from PiterPro_Production together with Mikhail Smirnov (founder and head of CMCproduction and SmartREC).
Rich content is content that contains multimedia elements such as images, videos, animations, interactive elements, etc.
Rich content is a combination of different formats in a product card, in fact a full-fledged product landing page. Its task is to provide maximum information about the product so that the potential consumer does not leave the page without purchasing.
To do this, you need to use various techniques and techniques, for example:
- using various types of content (text, photos, videos) in order to attract the attention of potential consumers;
- using infographics to visually present product information;
- creating a list of product benefits;
- highlighting the distinctive features of the product;
The conversion of products with rich content is up to 70% higher, as it allows the product to stand out from the rest due to a beautiful and clear description and clearly shows the buyer all its advantages.
For example, in one case, a store posts information about a product on its website: This is a description of the product. In it, the buyer can learn about all the advantages and properties of the product, as well as how it differs from other products. But the product description does not say that it is the best in terms of quality and price. Therefore, the buyer will not be able to understand what he will have to overpay for, and will look for information in other places.
Rich content helps to focus attention on individual characteristics or advantages of a product - this way you can increase the interest of potential buyers in your product range.
It is designed to improve visual perception of information. Rich content can be used on websites, social media. networks, mobile applications and other digital platforms.
Examples of rich content:
- Infographics and graphics that illustrate relevant information
- Animated graphs, charts that visualize data and statistics
- Interactive applications and games that help the user develop and learn
- Video and audio materials that convey information more effectively
- 3D modeling and visualization that creates realistic images of objects and objects
As in any other store, on OZON you can find many video reviews, photographs, and product descriptions. But the site also has a Rich Content section that offers more interactive ways to explore products.
For example, some products have 3D models that can be rotated and viewed from all sides. For other products, video reviews are offered, where the seller can talk in detail about the characteristics, features and advantages of the product.
Example of rich content with 3D models
Rich content in 3D
You can also find interactive infographics on OZON that help you better understand the topic or the product itself. For example, for a travel book, an infographic could be created with a world map, where the places described in the book are marked.
In general, Rich content allows you to get a more detailed understanding of the product and better understand its features.
Where can you go to create rich content? To advertising agencies, designers or content creation companies. For example, PiterPro_production, which includes specialists from all areas in this matter.
What can you do to attract your audience and increase sales?
First you need to decide on the required content format: video, photo or infographic.
Video services may be different, but each will reveal the benefits of the product in its own way.
- The presentation video will maximally reveal the quality of the product and the features of its appearance. Timing is usually up to 1 minute. The shooting takes place with the participation of models. The presentation video may include a voice-over, as well as text inserts (optional). Looks like an atmospheric advertising video.
- Video reviews. Typically, such videos last up to 30 seconds. They clearly demonstrate to the buyer the operation of the product. At the beginning of the video, it is recommended to read a short text (even several lines) containing useful information for the client. The text should be short and informative. After this, you should announce the name of the product and indicate that it is an excellent tool for solving certain problems. This video should encourage the buyer to purchase this product, so it is advisable to place a call to action at the end.
- Graphic videos with animation elements, infographics and text inserts. Such a video should be short, bright and dynamic. It fully reveals the main advantages of the product, but is not overloaded with information.
- Video walkthroughs or videos of a model are used when they want to better demonstrate clothing or accessories. It is important for the buyer to see how the product will look on a person.
An example of our video for marketplaces:
Name: ALILLO TOYS.
Purpose of the video: Video reviews for placement on popular marketplaces.
It is better to select photographic services according to your type of product. For example, household goods, clothing or electronics, pet products.
There are several types of photography:
- Product photography helps visually present the product. Typically this type of filming takes place in a studio or interior. Often, prefabricated types of filming are planned to save budget. A group shoot is a shoot of 3-4 different brands of clothing, shoes or accessories in one day.
- Model photography of clothes or other products better allows the buyer to understand how the product looks on a person and how it shows itself in motion.
- 360 photos help the buyer look at the product from all angles. This format adds realism and resembles a video.
Infographics are a separate type of content that displays information graphically. Thanks to it, you can fit complex graphs or diagrams so that they are easy to understand, or reduce the amount of text. Infographics can be used in photography or video: it will demonstrate the benefits and features of the product.
Creating rich content for a product
Publication from PiterPro_Production https://piter-pro.com/
Official permanent partner of Yandex Taxi, Subway Russia, social network Tik Tok, Yandex charity project "Help is Near", Expoforum, Government of St. Petersburg, Association "NAUMIR", Tinkoff Bank, Company "Siberian Wellness", Volkswagen dealership network, Moley Robotics, “Magic World”, MEDI, Siberian Wellness, “My Business”, Gillette (P&G), “TatNeft”, “Geyser”, IKEA, “Sovcombank”, “Bekhterev”, “White Birch”. Seaport of St. Petersburg, international IT company T-Sistems, IT company Novardis, Rossiya airline, and many others.
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