How to make a great video of your product regardless of what product you're selling
Including video on your website is a good idea. It has been proven to increase conversions by roughly 80%.
A great video for a product both informs and inspires viewers to give you their attention (and to open their wallets). We've seen our fair share of videos for products here at and also those that have been successful crowdfunding campaigns and have sold lots of units in the process.
Here are some tips to create great videos for your product that convert, along with an example from small and large businesses who are killing the competition.
Not sure how to put together an effective product video? Learn these 9 steps.
1. Context is king
Do not just showcase your sleek product. Show how it's part of the larger image of your customer's lives. Make sure you answer these concerns through your promotional video:
- What problem is your product solves?
- What can it do to enrich the lives of your customers?
- Is it inspiring a customer to go further?
- Can this product enhance the overall satisfaction of customers?
2. Tell AND show
A product trailer with a great concept may be artistic and fancy however if the viewers don't know what you're selling at the end of it the chances are they won't get inspired to become customers.
Make it seem like you're back in the first grade doing "Show and Tell" and show the product you have created, then let your clients know about it. It's that simple.
Here are a few types of product videos that little e-commerce firms and big guys alike rely on:
- Demo. In simple terms, a demo showcases how the product works when someone is taking advantage of the product!
- Explainer. A simple explainer video shows that you how the product functions and explains the story behind the brand through a combination of both text and audio. In many cases, explainer videos can be the key to convincing a person to buy.
- Tutorial. These are instructive, using giving step-by-step instructions. Tutorials might be tailored to customers who have bought and need help with an intricate product instead of being merely a marketing instrument.
What information should you include in your product video?
- A lot of photos of your products and ideally, a 360deg glance at your goods
- Dimensions So that viewers can see what size, how heavy, or feather-light your item is
- A call-to-action to your website, follow your biz on social, etc.
- Social proof, like testimonials and reviews, to demonstrate why your product or service is better than the competition
- Your unique personality and take on the world
3. Let us know your story or let your customers tell it for you
When people look at a product video people don't want to understand the technical specifications of the item. They would like to get to know those who created this product, as well as those who use the product.
(Pro-tip: include specs in the product description of your listing, wherever that might be. You can also add a quick pop-up of text in your video with all of the information to ensure that your customers pay to their attention).
Yes, specifications are useful, they're not everything. Nowadays, consumers are smarter than ever and prefer companies with the road to success over those with merely a glossy product. An BBMG Globe Scan deeper dive revealed some interesting facts about Gen Z -- they are " 3x more likely to say that the purpose of business is to 'serve communities and society.'"
Gone are the days of consumerism for consumerism's sake So, make use of your video of product or demonstration to present your company's reasons to exist. Find the answers to the most important issues. For example, does your business:
- Work with social justice organizations?
- You can donate a percentage of your profits to community organizations?
- Use your social media platforms to educate your followers about social concerns?
- Engage in a sustainable practice such as reducing single-use plastics, or going carbon-neutral?
In other words, caring is cool.
When it comes to testimonials, use a current customer as your hype man. They could be ravening statements that fill only a frame from your product video, or even a conversation about the way your service or product has changed the game.
4. Customize, customize, customize.
The video you create for your product serves as an advert as well as a first impressionof your service or product, so appearances matter. This means that blurry or unclear photos can (and can) lead to a nose-dive in product sales.
Your video could appear in a Facebook advert or even embedded into your eCommerce website, therefore you'd like to feel confident of your final product. Through Create, you are able to personalize your product demo according to your preferences regardless of adding your company's logo and fonts or using our limitless selection of stock footage that isn't cheesy to spice up your demo.
Hosting your video in the player can have benefits too. Give your viewers no pre-roll...because what a prospective customer would like to see is an ad before your ad. (Talk about causing eye roll.)
How long should the video be?
Answer: it depends!
- Quick demo: anywhere from 15 seconds up to an hour
- Explainer:anywhere from 30 seconds up to 90 seconds (depending on how complicated your offerings are)
- Short tutorial:If you're publishing on a forms-friendly social networks like Instagram shorter forms are better.
- In-depth tutorial. There's a chance that you're an vlogger making a "Get Ready With Me" video, or perhaps a real estate agent demonstrating some of the most effective techniques in the housing game. For sites like YouTube the long format (anywhere between 7 and 15 minutes) is considered fair.
5. Reach out to the people you want to reach.
In most cases, when bands go on tour, they'll shout out the name of the town the venue is. It's a good idea to do the same for your promotional video either literally or metaphorically.
If it's a specific population or geographic segment that you're trying to reach, it's important to customize your product video to make it relevant to those who are likely to purchase from you.
6. Don't foster FOMO.
Nothing is more screams "cheap infomercial" like attempting to scare people to buy your item. When we say fear, we're talking about FOMO. The term that children use to describe the anxiety of not being able to attend.
If businesses attempt to convince people of the risk that come with not purchasing their products by using fear, they're using an effective way to convince people to buy. A great business like yours should be focusing on the benefits of the product or service you offer in your product video, rather than on scare tactics.
If you're having trouble identifying the unique selling features of your product (USPs) take a blank piece of or paper (or Word Doc) and inquire about these:
- Which competitors are you facing? What do you love in their products? (It's completely acceptable to acknowledge that your competitors have done well! Inspiration is important.)
- From the people who before purchased your product or services, what were the most common themes in their comments, reviews or comments? Write it all down, create a Venn diagram, or whatever opens your mind.
- What is the most beneficial aspect of your product or service? Get involved in that.
7. Inject some personality
Don't be afraid to use videos to show off your brand's identity. Your personality can be portrayed in an effective way of distinguishing your item from the thousands of other similar items available.
8. Make sure to include a call-to-action so people know how (and which) to buy
Let potential buyers to buy your product or service once the video comes to an end. How? Include a call-to-action or a step-by-step/loop to follow.
If the viewer gets to the conclusion of the three minute blender demo, they're probably pretty interested in buying that blender. If your video for product demonstration is more of a proof-of-concept you can include an email capture or the link to order your blender within your video.
9. Connect, Human to Human
It's not difficult to speak directly at your viewers in a product video instead of talking to them. Because your goal is to start a conversation with potential customers Try to make contact with the person that is behind the screen.
How do you shoot videos for your products?
There is no need for a video production company to create a stunning explainer video. Although we are awestruck by the polished beauty of a professionally produced videos for products, in today's lightning-paced marketing world, small businesses must be making content faster and more effectively.
There's no shortage of marketing channels that you can push your content to, but we'd bet you don't have nearly the amount of videos you need. That's where scalability and agility play a role.
Shooting product videos, explainers and demonstrations can be daunting, but here are a few starting points:
- If you are unsure, choose a flat lay or a white background. The simpler the background, the more appealing. After all, you're not selling your background.
- Aim for steady illumination. Avoid shooting with people if you can help it. Although golden hour can be stunning, it's finicky as well as unreliable. The only thing that is reliable? Old-fashioned studio lighting.
- There's no need for to purchase a DLSR. Utilize the portrait mode of your iPhone in conjunction with your simple background to capture high-quality product shots in minutes.
- Make use of user-generated content. Are people using your products on social media and tagging you in their videos? Ask them if you can make use of their UGC in the promotion!
What is the best way to create an effective video for your product?
Producing a professional video does not have to be an expensive task, or outsourced. Start by opening Create for desktop or mobile and then use an AI-powered guide template to create a professional video in just the span of a few minutes.
Answer a few easy questions or upload iPhone images or videos of your product or service, then play with text and a call-to-action. Save, publish, and post with all (or all, we'll be judging) the social networks you have. Try a guided template
The main conclusions
For a highly successful and enjoyable product video, try to be honest, innovative, and personable.
Concentrate your efforts on being useful, and highlighting the distinctive benefit of your product regardless of whether it appears to be something that your competitor has done, too.
What's the bottom line? Most consumers aren't carefully watching your every step. They just want to know the top benefits of your product and how to get it.
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