Firms that are looking for the blueprint on how to create an informative and focused product video should look no further than Prudential’s new HD Lifetime 6 Plus video. Available on the firm’s publicly accessible Retirement Red Zone page, the HD Lifetime 6 Plus video explains the inner-workings of the HD benefit rider that targets investors in the “Red Zone”, or critical years immediately before and following retirement. Firms have long been utilizing web demos to highlight new product releases; however, Prudential’s new video offers a wealth of basic product information on a visually enticing platform, without getting too complicated. The result is a video that is useful to both advisors and clients alike.

The basic elements that make the HD Lifetime 6 Plus video so popular are clarity, simplicity and the extra sensory video features which enable the viewer to easily absorb the information being displayed on the screen. Large text graphics and interactive charts (such as the account value line graph) are interspersed throughout the video, highlighting many of the product’s key features.

While the interactive charts and text graphics are key elements in describing the HD benefit rider, the integration of a video host offers an appealing medium that holds the viewer’s attention and clearly conveys information. Surely, firms have used a combination of audio and visual components before, though very few contain an actual video host that the viewer can both see and hear. The host in the HD Lifetime 6 Plus video speaks succinctly and concisely, describing the key product features while the text and charts drive home the point.

Another reason the HD Lifetime 6 Plus video is appealing is that it is easy to navigate between chapters. At just under ten minutes in length, the video is slightly longer than most advisor videos we see. A useful aide in navigating through the video is the chapter menu that is provided at the bottom of the video platform. The menu organizes the video content into five chapters, with the final chapter offering a brief recap of the entire video.

The Prudential HD Lifetime 6 Plus video is an excellent resource for advisors, clients and potential investors, and serves as an example on how best to introduce viewers to new products.