Size, delivery and assembly are the three doubts. Answer them on video and the return rate falls.
Size is the first objection
Three shots answer it better than any spec sheet.
The piece filmed next to a standing person, in a wide shot, without changing lens.
The tape measure run across the depth, the height and the width, with the figures read aloud.
And the piece placed in a real room, with the space left to move around it.
Add the shot nobody makes: the route in. The front door, the lift, the turn of the stairs, measured before ordering. That is where sales are lost and cancellations are born.
Assembly is sales content
The most profitable format in the category, and it needs no set.
Film the assembly in real time, with a clock displayed, giving the number of parts, the tools needed and how many people are required.
Three things to show without hiding them: the step that sticks, the screw that is sometimes missing, and what to do when two parts do not line up.
An honestly filmed assembly lowers customer service requests far more than an improved instruction leaflet.
Materials that last, not that look good
Four proofs, and they are filmed in ten minutes.
The top after a spilled glass, wiped in front of the camera.
The corner after a knock, filmed close.
The hinge and the runner opened twenty times in a row.
And the underside of the piece, which nobody shows and everybody looks at in a shop.
Seasonality and instalments
Two realities that govern the calendar.
Demand concentrates around moving periods and the start of the school year, and at the end of the year.
And the purchase is very often decided on the monthly payment, not the total price.
Two content rules. The creator may explain where the instalment information sits on the page, but never quotes a number of instalments or a rate, which depend on the institution and change often. And no price appears in the image: in this category a video must survive three price revisions.
What the buyer wants to see before ordering
| Doubt | The shot that answers it | Length |
|---|---|---|
| The size in the room | The furniture in place, with a door visible | 6 s |
| The material | A close-up on the touch, in natural light | 8 s |
| The assembly | Every step, sped up | 20 s |
What is prepared before pressing record
Clutter moved out of frame, cables tidied, other brands' objects removed, and light coming from one side only. Ten minutes of tidying are worth an hour of editing.
What is said about dimensions
The real measurement, compared to a familiar object. A cabinet described as compact and filmed with no reference point comes back in the comments within the hour.
What to produce first
Five contents, in this order of profitability.
The timed assembly, for the three best-selling references.
The measurement and the route in, short and reusable formats.
The workshop, described above, which serves the whole range.
The piece after six months of real use, filmed at a customer's home with their written agreement.
And the answer to customer service questions, one question per video, feeding the product page and the frequently asked questions at the same time.
One last production remark: shoot everything the same day, in the same workshop, in the same light. In this category the visual consistency of a series is worth as much as the quality of each shot, because the buyer watches four videos before deciding, and the slightest break in tone reminds them they are watching an advert.
