How do you create a fantastic product video, regardless of the product you're selling
Video on your site is a good idea. It has been proven to increase conversions around 80%.
A great video for a product will inform and entice viewers to be more attentive (and to spend money). We've seen our fair share of product videos here at as well as those that have been successful crowdfunding campaigns and sold plenty of units during the process.
Here are some tips for making great product videos that convert. Also, an example from small and large companies that are killing the competition.
Not sure how to put together videos for your products? Use these nine tips.
1. Context is king
Do not just showcase your sleek product. Show how it fits in the bigger image of your customer's lives. Make sure you answer these concerns by showing your video about your product:
- What problem is your product solves?
- How can you make it more beneficial to the lives of your customers?
- Is it inspiring a customer to do more?
- Will this product increase their happiness overall?
2. Show AND tell
A product trailer with a great concept may be artistic and fancy However, if people aren't aware of what you're selling when they're done most likely they won't be attracted enough to be customers.
Imagine you're in the your first year of school performing "Show and Tell" and show your products and let your clients know about it. It's as easy as that.
Below are some kinds of videos for products that small e-commerce companies and giants alike can rely on:
- Demo. A demo simply shows off the software in action as someone is taking advantage of it!
- Explainer. A simple explainer video shows that you how the product operates and tells the story behind the brand through a combination of audio and text. In many cases, explainer videos can be the key to convincing a person to purchase.
- Tutorial. They are informative, providing a list of step-by-step instructions. The tutorials can be tailored for customers who have bought and require assistance with the product's complexity, rather than purely a marketing 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 merchandise
- Dimensions to let viewers know the size, weight, or feather-light your item is
- A call-to-action to your website, follow your biz on social media, etc.
- Social evidence including testimonials, as well as reviews to show how your product or service is superior to your competition
- Your own unique character and take on the world
3. Let us know your story or let your customers tell their own story
When people look at a product video, they don't just want to learn about the specifications of the item. They want to meet the people behind the product and the people that use it.
(Pro-tip Include specs within the description of your listing, wherever that may be, or add the quick text pop-up in your video with all of the information so that the viewers pay at all times).
While specs can be helpful however, they're by no means the sole thing. Today's consumers are savvy, preferring companies on a mission rather than those that just have a shiny product. An BBMG & Globe Scan deeper dive revealed an interesting fact regarding Gen Z -- they are " 3x more likely to say that the goal of business is serving communities and society.'"
The days are gone of consumption for the sake of consumerism So, make use of your video of product or demonstration to present your company's reasons for being there. Be prepared to answer the major 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 social problems?
- Do you have a significant sustainability strategy, whether that's eliminating single use plastics or going carbon-neutral?
Care is cool.
When it comes to testimonials, consider a former customer as your hype man. This could be in the form of raving testimonials that fill a single frame of the video of your product, or even a talk-show interview on what your product or service has done to revolutionized the industry.
4. Customize, customize, customize.
The video you create for your product is an advertisement -- and a first impression -- for your product/service, so appearances matter. This means that blurry or poor quality photography could (and could) lead to a nose-dive in sales of your product.
Your product video might live in an Facebook ad or embedded on your eCommerce website, therefore you want to be proud of the finished product. Through Create, you are able to modify your video completely to your tastes by adding your company's logo and fonts, or using our endless selection of stock footage that isn't cheesy to spice up your demo.
Uploading your video to the player has its benefits too. Your viewers will be treated to no pre-roll...because the last thing a potential customer wants to watch the ad prior to viewing your ad. (Talk about causing eye roll.)
How long should a product video run?
Answer: it depends!
- Demonstration in a flash: anywhere from 15 seconds to a minute
- Explainer:anywhere from 30 seconds up to 90 seconds (depending the complexity of your offerings are)
- A quick tutorialIf you're publishing on a form- friendly social such as Instagram shorter versions are more effective.
- In-depth tutorial. It could be that you are the vlogger who is making the "Get Ready With Me" video, or perhaps a realtor who teaches how to play the best housing game. On channels such as YouTube the long format (anywhere between 7 and 15 minutes) is considered fair.
5. Cater to your target audience
In most cases, when bands go on tour, they'll shout out names of cities they're playing in. We recommend doing the same when you make your video for your business, either literally or metaphorically.
Whether it's a certain population or geographic segment you're targeting, you should customize your product video to be highly relevant to your potential customer.
6. Don't foster FOMO.
There is nothing that screams cheap infomercial like attempting to scare people to buy your item. When we say fear, we're talking about FOMO, what the kids say to refer to the anxiety of not being able to attend.
If businesses attempt to convince people of the dangers in not purchasing their products and rely on fear an effective way to convince buyers to make a purchase. A great business such as yours must focus on the advantages of the product or service you offer in your product video, rather than using scare tactics.
If you're having trouble identifying your product's unique selling points (USPs), grab an unfinished piece of paper (or Word Doc) and inquire about these:
- Who are your competitors? What do you find appealing about their product? (It's totally okay to admit when your competitors are doing things right! It's important to be inspired.)
- If you've spoken to people who purchased your item or services, what are the main threads that they have in their comments, reviews, or feedback? Write it all down, create a Venn diagram, whatever comes to your mind.
- What is the most beneficial quality about your product or service? Get involved in this.
7. Inject some personality
Be sure to make a product video to showcase your brand's identity. Showing your personality in the video is an effective way of distinguishing your brand from million of products that are similar to yours out there.
8. Include a call to action so that people are aware of where (and where) to buy
Create a simple way for prospective customers to purchase your product/service when the video is at an conclusion. How? Include a call to action or a step-by-step/loop to follow.
If someone gets to the conclusion of the three minute blender demo, they're probably pretty keen to purchase this blender. If your demo is primarily a proof of concept, try including the email address or a the link to order your blender within your video.
9. Connect, human to human
It's easy to talk about your customers in a product video rather than to them. As your objective is to begin a conversation with a potential customer try to engage with the person on the other side of the screen.
How do you shoot videos for your products?
You don't need a video agency to make an amazing explanation video. We love the shiny elegance of a majorly produced videos for products, in today's fast-paced world of marketing, small businesses must produce content more quickly and with greater efficiency.
There's a plethora of marketing channels that you can push your content on, and we'd guess you don't have nearly the amount of videos you want. That's where scalability and agility are crucial.
Making product videos, explainers or demos may be daunting, but here are a few starting points:
- If you are unsure, choose a flat or white background. The more simple the background the more appealing. After all, you're not selling your background.
- Aim for consistent illumination. Avoid shooting with others if you can avoid it. Even though golden hour is beautiful, it's finicky and unpredictable. You know what's reliable? Good old studio lighting.
- There's no need for an DLSR. Utilize the portrait mode of your iPhone in conjunction with your simple background to capture professional-looking product photos in a matter of only a couple of minutes.
- Make use of User-generated content. Are people using your product through social media, and are they mentioning you in their videos? Ask them if you can use their UGC to help you with your promotion!
How can you create videos for your products?
Making a product video doesn't have to be an expensive project, which is outsourced. You can open your creation for desktop or mobile using an AI-powered, guided template to produce a video in just minutes.
Ask a few simple questions or submit iPhone photos or videos of the product as well as play around by adding text or a call-to-action. Then save, share, and then share it on your (or any, and we'll not decide) your social channels. Explore a guide template
The most important key takeaways
In order to create a profitable and interesting-to-watch product video, try to be direct, creative, and an actual human.
Prioritize your efforts toward being efficient, while highlighting the distinct value of your service regardless of whether it may seem like something that your competition has done, 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 how to get it.
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