Lomi: This is Lomi!

In a world increasingly focused on sustainability, this short video promoting the Lomi kitchen composter has struck a chord, with significant attention and engagement online. Its success isn’t accidental but stems from a clever combination of visual storytelling, concise messaging, and a focus on a relevant social issue. The video follows a combination of the Explainer Video Script and the BAB (Before-After-Bridge) framework, seamlessly showcasing the product’s functionality and benefits.

OBJECTIVES

• Demonstrate the functionality of the Lomi composter.
• Highlight the ease of use.
• Position Lomi as a solution for reducing food waste.
• Emphasise the benefit of creating nutrient-rich dirt for plants.

THE HOOK

The video employs a multifaceted hook in its opening seconds:

• Visual Simplicity: The clean aesthetic and neutral background immediately draw the eye, ensuring the viewer’s focus remains on the product and the actions being performed.
• Intriguing Action: The initial shot of food scraps being placed into the Lomi creates curiosity. What is this device? What is it doing? The viewer is immediately drawn into the process, wanting to know the outcome.
• Clear and Concise Text Overlays: The text “This is Lomi” provides immediate context and identification, while subsequent overlays, such as “Press the button” and “Turns into nutrient-rich dirt,” guide the viewer through the process, keeping them engaged. This reinforces the message visually and auditorily.
• Speed and Efficiency: The demonstration unfolds quickly, holding the viewer’s attention and highlighting the speed and simplicity of the composting process. This caters to the modern viewer’s preference for quick, easily digestible information.

WHY IT WORKS

• Visual Storytelling: The video shows, rather than tells, how Lomi works, making the process easy to understand. The transformation of food scraps into usable dirt is visually compelling.
• Conciseness: The video is short and to the point, delivering its message efficiently without overwhelming the viewer. This brevity is crucial for grabbing and maintaining attention on social media platforms.
• Focus on Benefits: The video clearly articulates the benefits of using Lomi, from reducing food waste to enriching gardens, appealing to environmentally conscious consumers.
• Positive Emotion: The overall tone is positive and upbeat, creating a sense of ease and simplicity around composting, which can often be perceived as a complex or unpleasant task. The creator’s friendly demeanour adds to this positive experience.

TAKEAWAYS

• Clear visuals and concise messaging are essential for effective product demos.
• Highlighting the benefits of a product is more persuasive than simply listing features.
• Tapping into current social trends, such as sustainability, can increase engagement.

KEY ELEMENTS

• Introduction (hook): Visual demonstration of food scraps going into the Lomi.
• Problem statement: Implied problem of food waste and the desire for nutrient-rich soil.
• Solution (product/service): Introduction of Lomi as the solution.
• Benefits and features: Demonstration of how Lomi turns food waste into dirt and its ease of use. List of items that can be composted.
• Call to action (CTA): Implied call to action to visit the Lomi website or purchase the product.