How to make a great product video, regardless of what product or service you're offering
The inclusion of video on your site has been shown to improve conversions by roughly 80%.
An excellent product video is one that informs as well as entices the viewer to give you their attention (and to spend money). We've seen a fair amount of these videos on our site and also those that have been successful crowdfunding campaigns, and have sold a lot of units.
Here are some helpful tips for making great product videos which convert. We'll also provide examples from brands and small firms that have mastered this game.
Are you unsure of how to create an effective product video? Learn these 9 steps.
1. Context is king
Do not just showcase your sleek product. Show how it fits in the larger view of your clients' lives. Make sure you answer these concerns with your product video:
- What is the problem your product solves?
- How can you make it more beneficial to the lives of your customers?
- Does it inspire customers to go further?
- Will this product increase their happiness overall?
2. Tell and show
A product trailer with a great concept may be artistic and fancy however if the viewers aren't aware of what you're selling in the end, they probably won't be inspired to become customers.
Make it seem like you're back in the first grade playing "Show and Tell" Show off your product, and let your clients know about the product. That's it.
There are several kinds of videos for products that little e-commerce firms and big guys alike rely on:
- Demo. A demo simply shows off the product in action while people are taking advantage of it!
- Explainer. The humble explainer video tells you exactly how a product works and shares the history behind your brand using a combo of audio and text. Often, explainer videos can be the key to convincing a person to purchase.
- Tutorial. Tutorials are educational, the steps of directions. Instructions could be tailored to people who have purchased and require help in navigating the product's complexity, not just a sales tool.
What should be included in the video you create for your business?
- Plenty of product photography and ideally, you can get a 360deg view of your products
- Dimensions So that viewers can see how large, heavy or light your product
- Call-to-action on your site, follow your biz on social, etc.
- Social evidence including testimonials, as well as reviews to prove why your product or service is superior to the other
- Your unique personality and unique spin on things
3. Tell your story or let your customers tell it for you
If people watch a product video people don't want to know the technical specs of the item. They'd like to talk with those who created the product as well as the users that use the product.
(Pro-tip Include specs in the product description of your listing, wherever that is, or include the quick text pop-up within your video that includes all the details to keep your viewers paying to their attention).
Yes, specifications are useful, they're not everything. The modern consumer is savvy, preferring companies on a mission rather than those with merely a glossy product. A BBMG & Globe Scan deeper dive revealed something telling about Gen Z -- they have " 3x more likely to claim that the purpose of business is serving the society and its communities.'"
Gone are the days of consumerism for consumerism's sake So, make use of your video of product or demonstration to show your business's motivation to exist. Find the answers to the most important questions. For example, does your business:
- Work with social justice organizations?
- Donate part of your proceeds to nonprofits in your community?
- Make use of your social media channels to inform your users about social problems?
- Have a meaningful sustainability practice for your business, be it removing single-use plastics or becoming carbon neutral?
In other words, caring is cool.
When it comes to testimonials, you can use an existing customer to be your 'hypeman. These can be raving quotes taking up only a frame from your video about the product or even a talk-show interview of the way your service or product changed the game.
4. Customize, customize, customize.
Your product video is an advertisement -- as well as a first impression- for your product/service and therefore, appearance is important. It's true that blurry video or poor quality photography could (and will) cause a dip in product sales.
The video you create could be featured on as a Facebook ad or embedded on your ecommerce website, so you'd like to feel confident of the final cut. With Create, you can modify your video completely according to your preferences by adding your company's logo and fonts or using our limitless selection of stock footage that isn't cheesy to jazz up your product demonstration.
Hosting your video in the player offers advantages, too. Treat your viewers to zero pre-roll...because what a prospective customer would like to see ads prior to the ad. (Talk about the possibility of eye rolls.)
What length should a video last?
Answer: it depends!
- Quick demo: anywhere from 15 seconds up to an hour
- Explainer:anywhere from 30 seconds up to 90 minutes (depending on how complicated your services are)
- Quick tutorial:If you're sharing on a short forms-friendly social networks such as Instagram shorter versions are more effective.
- In-depth tutorial. There's a chance that you're a vlogger doing an "Get Ready With Me" video, or perhaps a real estate agent demonstrating some of the most effective techniques in the house game. For channels like YouTube or other long-form channels, a lengthy format (anywhere between 7 and 15 minutes) is a fair bet.
5. Make sure you are catering to the right audience
When bands are on a tour, they'll call out the name of the city they're playing in. It's a good idea to do the same in your product video, in a literal sense or perhaps.
If it's a specific group or geographical area you're aiming at, it's best to customize your product video to make it relevant to the potential buyer.
6. Don't foster FOMO.
There is nothing that screams cheap infomercial as trying to scare customers to buy your product. By fear, we mean FOMO. What youngsters use to mean the fear of missing out.
When businesses try to sell the risks that come with not buying their product, they're using fear as a cheap tactic to get buyers to make a purchase. A great business such as yours must focus on the benefits of your product/service in your promotional video instead of on scare tactics.
If you're having trouble identifying the unique selling features of your product (USPs), grab an unfinished piece of sheet of (or Word Doc) and ask these questions:
- Who are your competitors? What do you like about your competitors' product? (It's totally okay to admit when your competitors are doing well! It's important to be inspired.)
- If you've spoken to people who purchased your item or service, what are the main threads that they have in their comments, reviews or comments? Note it down, create a Venn diagram, whatever unlocks your brain.
- What is the most favorable aspect of your product or service? Take a look at that.
7. Inject some personality
Do not be afraid to utilize videos to show off your brand's identity. Showing your personality in the video is an effective way of distinguishing your brand from millions of similar products that are available.
8. Include a call to action so that people are aware of where (and which) to purchase
Make it easy for potential buyers to buy your product or service after the video has come to an close. How? Include a call-to-action or a step-by-step/loop to follow.
If the viewer makes it all the way to the conclusion of your three-minute blender demonstration it's likely that they'll be very curious about purchasing this blender. If your demo is primarily a proof of concept you can include the email address or a the link to order your blender in your video.
9. Connect, Human to Human
It's easy to talk about your customers in your video for a product, instead of to them. As your objective is to start a conversation with your potential client try to make contact with the person on the other side of the screen.
How to shoot product videos
You don't need a video company to produce an amazing explainer video. Although we are awestruck by the polished elegant look of a well-produced video for a product, in the current fast-paced world of marketing, small business owners need to produce content more quickly and more efficiently.
There's no shortage of marketing channels for you to distribute content to, but we'd bet there aren't enough videos to want. This is where agility and scalability come in.
The process of shooting product videos, explanations, and demos can be daunting, but here are some tips to get started:
- In case of doubt, opt for a flat or white background. The less complicated the background the more appealing. Remember, you're not selling the background.
- Make sure you have constant light. Avoid shooting with people if you can help to avoid it. While golden hour may be beautiful, it's finicky and not reliable. The only thing that is reliable? The old-fashioned studio lighting.
- You don't need an DLSR. Utilize the portrait mode of your iPhone against your simplistic background to create professional-looking product photos in a matter of only a couple of minutes.
- Make use of User-generated material. Are people using your services through social media, and are they mentioning you in their video posts? Find out if you could make use of their UGC to help you with your promo!
How can you create videos for your products?
Producing a professional video does not need to be a costly, outsourced to-do. Start by opening the program on mobile or desktop and then use an AI-powered guide template to create a professional video in just the span of a few minutes.
Ask a few simple questions and Upload iPhone images or videos of the product as well as play around with text and a call-to-action. Save, publish, and then share it on any (or all, we won't decide) your social media channels. Use a template that is guided
The primary key takeaways
To make a successful and engaging product or service video, try to be direct, creative, and an actual human.
Prioritize your efforts toward being useful, and highlighting the distinctive benefit of your product regardless of whether it seems like something your competition is doing, too.
The bottom line? A majority of customers aren't paying attention to your every move. They just want to know what the best benefits are of your product, and the best way to get it.