How to make a great product video no matter what product or service you're offering
Including video on your website has been found to boost conversions around 80%.
A great video for a product will inform and entice viewers to give you their attention (and to spend money). We've seen a fair amount of videos for products here at as well as those that have been successful crowdfunding campaigns and sold plenty of units.
Here are some suggestions for making great product videos that convert. Also, an example from small and large firms that have mastered this game.
Not sure how to put together a product video? Use these nine tips.
1. Context is king
Don't simply show off your slick product, show how it fits in the larger view of your clients' lives. Aim to answer these questions with your product video:
- What problem is your product solves?
- What can it do to enrich your clients' lives?
- Are you able to inspire a client to do more?
- Does this product improve the overall satisfaction of customers?
2. Tell AND show
A high-concept product trailer might be beautiful and stylish however if the viewers aren't aware of what you're selling when they're done the chances are they won't get attracted enough to be customers.
Imagine you're in the first grade doing "Show and Tell" -- show the product you have created, then inform your clients about the product. It's as easy as that.
There are several types of product videos that tiny ecommerce businesses and the large corporations alike depend on:
- Demo. Simply put, a demo shows off the product in action while someone is making use of it!
- Explainer. This simple explainer video teaches you exactly how a product works and shares the story behind your company's name using a mix of both text and audio. The majority of the time, explainer video can be the key to convincing a person to make a purchase.
- Tutorial. Tutorials are educational, giving step-by-step instructions. Instructions could be tailored to customers who have bought and require assistance with a complex product, instead of being merely a marketing tool.
What is the most important thing to include in the video you create for your business?
- Lots of photography for products and ideally, an oblique view of your products
- Dimensions, so viewers know how large, heavy, or feather-light your product is
- A call-to-action to your website Follow your business on social media, etc.
- Social evidence including testimonials, as well as reviews to prove how your product or service is superior to your competition
- Your own unique character and take on the world
3. Tell your story or have your customers share your story for you.
When people look at videos of products it's not just to learn about the specifications of the product. They would like to get to know the creators of the product as well as the users that use the product.
(Pro-tip: include specs in the description of your product on your product, however that may be, or add an instant pop-up with text within your video that includes every detail to keep your viewers paying attention).
Sure, specs are helpful however, they're by no means the sole thing. Nowadays, consumers are smarter than ever choosing companies that are on the road to success over those who just offer a pretty product. The BBMG Globe Scan investigation revealed something telling concerning Gen Z -- they are " 3x more likely to assert that the goal of business is serving societies and communities.'"
Gone are the days of consumption for the sake of consumerism, so use your video of product or demonstration to present your company's reasons for existing. Be prepared to answer the major concerns. For example, does your business:
- Work with social justice organizations?
- Give a portion of the proceeds to community organizations?
- Make use of your social media channels to educate your followers about the social problems?
- Engage in a sustainable practice such as reducing single-use plastics or becoming carbon neutral?
In other words, caring is cool.
For testimonials, use a current customer as your hype man. This could be in the form of raving testimonials taking up only a frame from your product video, or even a talk-show interview on 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 and the first impressionof your service or product, so appearances matter. That means blurry footage or unclear photos can (and could) result in a drop on sales for your products.
Your product video might live in a Facebook advert or even embedded into your ecommerce website, so you want to be proud of the finished product. Through Create, you are able to personalize your product demo according to your preferences, whether that's uploading your logo or fonts, or using our endless collection of non-cheesy stock footage to spice up your demonstration.
Uploading your video to the player offers benefits too. Give your viewers no pre-roll...because what a potential buyer wants to see is an ad before the advertisement. (Talk about the possibility of eye rolls.)
What length should a video last?
Answer: it depends!
- Quick demonstration: anywhere from 15 seconds up to an hour
- explanation:anywhere from 30 seconds to 90 minutes (depending the complexity of your offerings are)
- A quick tutorialIf you're publishing on a format-friendly platforms like Instagram shorter versions are more effective.
- In-depth tutorial. You might be the vlogger who is making the "Get Ready With Me" video or even a realtor who teaches how to play the best real estate game. For sites like YouTube, long form (anywhere between 7 and 15 minutes) is fair game.
5. Make sure you are catering to the right audience
Often when bands go to tour, they'll sound out the name of the town the venue is. It's a good idea to do the same for your promotional video in a literal sense or perhaps.
No matter what population or geographic segment you're aiming at, it's best to make sure that your video is tailored to meet the needs of those who are likely to purchase from you.
6. Don't foster FOMO.
Nothing screams 'cheap infomercial' like attempting to scare people into purchasing your product. By fear, we mean FOMO. What children use to describe the anxiety of not being able to attend.
If businesses attempt to convince people of the risks of not purchasing their products, they're using fear as an effective way to convince customers to purchase. An excellent company like yours needs to focus on the advantages of your product/service in your product video, rather than on fear tactics.
If you're having difficulty determining your product's distinctive selling points (USPs) then grab the sheet of (or Word Doc) and ask these questions:
- Who are your competitors, and what do you find appealing about your competitors' offerings? (It's completely acceptable to acknowledge that your competition is doing something right! It's important to be inspired.)
- From the people who previously bought your product or service, what are the common threads in their reviews, comments, or feedback? Note it down, create a Venn diagram, whatever unlocks your brain.
- What's the biggest positive quality about your service or product? Lean into the positives of.
7. Inject some personality
Be sure to make the power of a video product to highlight your brand's identity. Your personality can be portrayed in an effective way of distinguishing your brand from thousands of other similar items out there.
8. Add a call to action to let people know what (and which) to buy
Create a simple way for prospective buyers to buy your product or service after the video has come to an end. How? Include a call to action or an next step or destination.
If someone gets through the three minute blender demo They're likely to be keen to purchase this blender. If your video for product demonstration is primarily a proof of concept consider including an email or a the link to order your blender within your video.
9. Connect, Human to Human
It's easy to talk at your audience on a video about your product rather than to them. Because your goal is to initiate a dialogue with potential customers Try to engage with the person who is on the other end of the screen.
How to shoot product videos
You don't need a video company to produce a stunning explanation video. We love the shiny elegance of a majorly produced videos for products, in today's fast-paced world of marketing, small entrepreneurs must produce content more quickly and with greater efficiency.
There's no shortage of advertising channels to push content out to, but we'd bet you're not able to upload enough videos to need. This is where agility and scalability are crucial.
Shooting product videos, explainers or demos may be intimidating, but here are some ideas to help you 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.
- Aim for constant lighting. Avoid shooting with people if you can help it. While golden hour may be stunning, it's finicky as well as unreliable. The only thing that is reliable? Old-fashioned studio lighting.
- You don't need an DLSR. Utilize the portrait mode of your iPhone against your simplistic background to get quality product images in just a few minutes.
- Lean on User-generated material. Are people using your products through social media, and are they mentioning your brand in their posts? Ask them if you can make use of their UGC to help you with the promotion!
How can you create videos for your products?
The process of creating a video for a product doesn't have to be an expensive task, or outsourced. Start by opening your creation either on your desktop or mobile device and use an AI-powered guided template to create a professional video in just the span of a few minutes.
Ask a few simple questions, submit iPhone pictures or videos of the product, and tinker using text with a call to action. Save, publish, and share on all (or all, we won't judge) your social media channels. Explore a guide template
The main takeaways
In order to create a profitable and engaging product or service video, make sure you are direct, creative and a human.
Make sure you are helpful, showcasing the unique selling point of your product -- even if it may seem like something that your competition has done, too.
The bottom line? The majority of consumers don't pay attention to your every move. They want to understand what the best benefits are of your product and how to purchase it.
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