How do you create a fantastic product video no matter the product you're selling
The inclusion of video on your site has been shown to improve conversions to around 80%.
A great video for a product is one that informs as well as entices the viewer to be more attentive (and to spend money). We've seen plenty of these videos on our site and also those that have launched successful crowdfunding campaigns and have sold lots of units in the process.
Here are some suggestions for making great product videos which convert. We'll also provide an example from small and large companies that are killing the game.
Unsure how to make videos for your products? Follow these 9 tips.
1. Context is king
Don't just show off your sleek product. Show how it's part of the larger image of your customer's lives. Try to answer these questions with your product video:
- What problem is your product solves?
- How does it enrich your clients' lives?
- Is it inspiring a customer to do more?
- Can this product enhance their happiness overall?
2. Tell AND show
A high-concept product trailer could be stunning and lavish, but if viewers do not know what your product is when they're done most likely they won't be inspired to become customers.
Imagine you're in the 1st grade, playing "Show and Tell" Show off your product, and let your clients know about it. That's it.
There are several kinds of videos for products that tiny ecommerce businesses and the large corporations alike depend on:
- Demo. Simply put, a demo shows off how the product works when someone is using it!
- Explainer. A simple explainer video shows you exactly how a product operates and tells the history behind your brand using a combo of both text and audio. Often, explainer videos can be the key to convincing a person to buy.
- Tutorial. They are informative, giving step-by-step directions. Tutorials might be tailored to customers who have bought and require help in navigating a complex product, rather than purely a marketing device.
What should be included in your video for product?
- Lots of photography for products, ideally you can get a 360deg view of your goods
- Dimensions to let viewers know what size, how heavy or light the product
- An action on your site or follow your company on social, etc.
- Social proof such as testimonials and reviews to show how your product or service is better than the competition
- Your own unique character and unique spin on things
3. Share your story -- or allow your clients to tell it for you
When viewers watch videos of products it's not just to understand the technical specifications of the product. They want to meet the people behind the product as well as the users who utilize it.
(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 on your video, with all of the information to keep your viewers paying attention).
While specs can be helpful, they're not everything. Nowadays, consumers are smarter than ever choosing companies that are on an agenda rather than ones with merely a glossy product. An BBMG & Globe Scan deeper dive revealed some interesting facts concerning Gen Z -- they have " 3x more likely to say that the mission of business is serving communities and society.'"
The days are gone of consumerism for its own sake, so use your product video or demo 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?
- Give a portion of the proceeds to community organizations?
- Utilize your social media networks to inform your users about the social problems?
- Have a meaningful sustainability practice such as reducing single-use plastics, or going carbon-neutral?
In other words, caring is cool.
When it comes to testimonials, consider a former customer to be your 'hypeman. These can be raving quotes that fill one frame in the video of your product, or even a talk-show interview on what your product or service has done to changed the game.
4. Customize, customize, customize.
The video you create for your product is an advert -- as well as a first impressionof your service or product So, how you present it is crucial. It's true that blurry video or poor quality photography could (and can) result in a drop in sales of your product.
Your video could appear on as a Facebook advertisement or be embedded onto your ecommerce website, so you want to be proud of the final cut. With Create, you can personalize your product demo according to your preferences regardless of uploading your logo or fonts or simply using our unlimited library of not-cheesy stock footage to enhance your product demo.
The option of hosting your video within the player has its benefits, as well. Your viewers will be treated to no 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 run?
Answer: it depends!
- Demonstration in a flash: anywhere from 15 seconds to one minute
- Explanation:anywhere from 30 seconds to 90 seconds (depending the complexity of your products are)
- A quick tutorialIf you're distributing on short forms-friendly social networks like Instagram shorter versions are more effective.
- In-depth tutorial. There's a chance that you're an vlogger making a "Get Ready With Me" video or a real estate agent teaching some of the most effective techniques in the real estate game. For sites like YouTube, long form (anywhere from 7-15 minutes) is fair game.
5. Make sure you are catering to the right audience
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 when you make your video for your business, in a literal sense or perhaps.
No matter what group or geographical area that you're trying to reach, it's important to make sure that your video is tailored to meet the needs of the potential buyer.
6. Don't foster FOMO.
Nothing screams 'cheap infomercial' like attempting to scare people into purchasing your product. By fear, we mean FOMO, what the kids say to refer to the fear of missing out.
When businesses try to sell the risks of not buying their product and rely on fear a cheap tactic to get buyers to make a purchase. A great business like yours should be focusing on the positives of your product/service in your product video, rather than using fear 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 inquire about these:
- Which competitors are you facing? What do you like about your competitors' offerings? (It's perfectly acceptable to say when your competitors are doing well! Inspiration is important.)
- Of the folks who have previously bought your product or services, what do you think are the common threads in their comments, reviews or other feedback? Note it down, create an Venn diagram, whatever comes to your mind.
- What is the most favorable thing about your service or product? Get involved in this.
7. Inject some personality
Do not be afraid to utilize videos to show off your brand's identity. Your personality can be portrayed in an excellent way to distinguish your brand from millions of similar products available.
8. Make sure to include a call-to-action so that people are aware of where (and where) to make a purchase
Create a simple way for prospective clients to buy your service or product after the video has come to an end. How? Include a call to action or a next step/destination.
If someone is able to make it through the three minute blender demo it's likely that they'll be very curious about purchasing this blender. If your product video is more of a demonstration you can include the email address or a an order link within 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 a potential customer, do your best to make contact with the person who is on the other end of the screen.
How to shoot product videos
It doesn't require a professional video production company to create a stunning explanation video. While we love the glossy beauty of a professionally produced videos for products, in today's fast-paced world of marketing, small business owners need to be making content faster and more effectively.
There's a plethora of marketing channels to push content out on, and it's likely that you don't have nearly the amount of videos you want. That's where scalability and agility come in.
The process of shooting product videos, explanations, and demos can be daunting, but here are some tips to get started:
- When in doubt, use a flat or white background. The less complicated the background the more appealing. In the end, you're just selling your background.
- Try to get consistent light. Avoid shooting with people if you can help the situation. Even though golden hour is gorgeous, it's also finicky and unpredictable. The only thing that is reliable? Old-fashioned studio lighting.
- You don't need a DLSR. Make use of the portrait mode on your iPhone in conjunction with your simple background to create quality product images in just a few just a few minutes.
- Utilize user-generated material. Are people using your products on social media and tag you in their videos? Ask them if you can use their UGC as part of the promotion!
What is the best way to create an effective video for your product?
Making a product video doesn't need to be a costly project, which is outsourced. Start by opening your creation on mobile or desktop using an AI-powered, guided template to create a professional video in a matter of the span of a few minutes.
Answer a few easy questions or upload iPhone pictures or videos of your products as well as play around by adding text or a call-to-action. Then save, share, and post to all (or all, we won't judge) your social channels. Try a guided template
The most important conclusions
For a highly successful and enjoyable product video, you must be honest, innovative, and an actual human.
Prioritize your efforts toward being useful, and highlighting the distinctive benefit of your product regardless of whether it may seem like something that your competition is doing, too.
The bottom line? The majority of consumers don't pay attention to your every step. They want to understand the most important benefits of your product, and the best way to buy it.
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