How to make a great product videos, regardless of what product or service you're offering
The inclusion of video on your site is a good idea. It has been found to boost conversions by roughly 80 percent.
A great video for a product both informs and inspires viewers to pay attention (and to put their money in your pocket). We've seen plenty of product videos here at -- including the ones that have been successful crowdfunding campaigns and sold plenty of units in the process.
Here are some suggestions on how to make great video content that convert. Also, some examples of brands and firms that have mastered the game.
Not sure how to put together a product video? Use these nine tips.
1. Context is the king.
Do not just showcase your slick product, show how it is part of the larger image of your customer's lives. Aim to answer these questions by showing your video about your product:
- What is the problem your product solves?
- How can you make it more beneficial to your customers' lives?
- Is it inspiring a customer to go further?
- Will this product increase their overall happiness?
2. Tell AND show
A high-concept product trailer may be artistic and fancy however if the viewers do not know what your product is when they're done the chances are they won't get motivated to buy from you.
Pretend you're back in your first year of school doing "Show and Tell" -- show your products and tell your customers about it. That's it.
There are several examples of the types of product videos little e-commerce firms and large corporations alike depend on:
- Demo. In simple terms, a demo showcases how the product works when the user is actually taking advantage of it!
- Explainer. The humble explainer video tells the user how your product works and shares the story behind your brand using a combo of text and audio. Often, explainer videos can be the key to convincing a person to make a purchase.
- Tutorial. These are instructive, using providing a list of step-by-step steps. Tutorials might be tailored to those who have already purchased and require assistance with a complex product, instead of being merely a marketing tool.
What should be included in the video you create for your business?
- Lots of photography for products, ideally you can get a 360deg view of your merchandise
- Dimensions to let viewers know what size, how heavy or light your item is
- Call-to-action on your site or follow your company on social media, etc.
- Social evidence such as testimonials and reviews to prove how your product or service is better than the competition
- Your personal style and spin on things
3. Tell your story or have your customers share it for you
When people look at videos of products it's not just to understand the technical specifications of the item. They want to meet the creators of the product as well as the users who utilize it.
(Pro-tip: include specs in the product description of the listing, whichever it may be, or add an instant pop-up with text in your video with all of the information to keep your viewers paying to their attention).
While specs can be helpful but they're not the only thing. Nowadays, consumers are smarter than ever and prefer companies with the road to success over those that just have a shiny product. A BBMG & Globe Scan deep dive discovered some interesting facts concerning Gen Z -- they have " 3x more likely to claim that the goal of business is serving the society and its communities.'"
The days are gone of consumerism for its own sake, so use your video of product or demonstration to show your business's motivation to exist. Be prepared to answer the major concerns. For example, does your business:
- Partner with social justice initiatives?
- Give a portion of the proceeds to community organizations?
- Use your social media platforms 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?
Also, being kind is cool.
In the case of testimonials, use a current client as your hype person. They could be ravening statements taking up only a frame from your product video, or even a conversation of 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 a first impression -- for your product/service So, how you present it is crucial. That means blurry footage or poor quality photography could (and can) lead to a nose-dive in sales of your product.
The video you create could be featured in the form of a Facebook advert or even embedded into your website for e-commerce, and you'll want to feel proud of the final cut. With Create, you can personalize your product demo according to your preferences regardless of adding your company's logo and fonts or simply using our unlimited library of not-cheesy stock footage to enhance your product demonstration.
Hosting your video in the player offers benefits too. Give your viewers no pre-roll...because the last thing any potential buyer wants to see is an ad before your ad. (Talk about causing eye roll.)
How long should the video run?
Answer: it depends!
- Demonstration in a flash: anywhere from 15 seconds up to an hour
- explanation:anywhere from 30 seconds up to 90 minutes (depending the complexity of your services are)
- Short tutorial:If you're distributing on short forms-friendly social networks such as Instagram, shorter is better.
- In-depth tutorial. It could be that you are the vlogger who is making an "Get Ready With Me" video, or perhaps a real estate agent teaching some of the most effective techniques in the house game. For sites like YouTube or other long-form channels, a lengthy format (anywhere from 7-15 minutes) is considered fair.
5. Reach out to the people you want to reach.
When bands are to tour, they'll sound out the name of the town they're playing in. It's a good idea to do the same for your promotional video either literally or metaphorically.
Whether it's a certain group or geographical area you're targeting, you should make sure that your video is tailored to be highly relevant to your potential customer.
6. Don't foster FOMO.
There is nothing that screams cheap infomercial more than trying to entice people into purchasing your item. We're referring to fear as FOMO. What children use to describe the anxiety of not being able to attend.
In the case of businesses trying to make a point about the dangers of not buying their product, they're using fear as an inexpensive method to persuade people to buy. An excellent company such as yours must focus on the benefits of your product/service in your promotional video instead of on scare tactics.
If you're struggling to identify your product's distinctive selling points (USPs) then grab the paper (or Word Doc) and ask these questions:
- Which competitors are you facing What do you love in their offerings? (It's completely acceptable to acknowledge that your competitors have done things right! It's important to be inspired.)
- Of the folks who have purchased your item or service, what do you think are the most common themes in their comments, reviews or comments? Note it down, create a Venn diagram, whatever unlocks your brain.
- What's the most favorable aspect of your product or service? Take a look at that.
7. Inject some personality
Don't be afraid to use videos to show off the brand's personality. Showing your personality in the video is an effective way of distinguishing your product from the thousands of other similar items that are available.
8. Include a call to action to let people know what (and which) to buy
Make it easy for potential clients to buy your service or product once the video comes to an conclusion. How? Include a call-to-action or an next step or destination.
If the viewer is able to make it to the conclusion of the three minute blender demo it's likely that they'll be very keen to purchase that blender. If your video for product demonstration is primarily a proof of concept, try including an email or a link to preorder on your video.
9. Connect, human to human
It's all too easy to talk at your audience on a video about your product instead of to them. Because your goal is to begin a conversation with potential customers try to engage with the person who is on the other end of the screen.
How to shoot product videos
It doesn't require a professional video company to produce an impressive explainer video. While we love the glossy elegant look of a well-produced product vid, in today's rapid-paced business world, smaller entrepreneurs must produce content more quickly and with greater efficiency.
There's no shortage of advertising channels to push content out on, and we'd guess you're not able to upload the amount of videos you need. That's where scalability and agility play a role.
Making product videos, explainers, and demos can be intimidating, but here are some tips to get started:
- If you are unsure, choose flatlays or a white background. The simpler the background, the better. In the end, you're just selling the background.
- Try to get constant illumination. Avoid shooting with other people, if you are able to avoid to avoid it. Although golden hour can be beautiful, it's finicky and unreliable. The only thing that is reliable? The old-fashioned studio lighting.
- There's no need for a DLSR. Make use of the portrait mode on your iPhone in conjunction with your simple background to get professional-looking product photos in a matter of just a few minutes.
- Utilize user-generated material. Are people using your services through social media, and are they mentioning your brand in their posts? Ask them if you can utilize their UGC in your promotion!
How do you make videos for your products?
Making a product video doesn't require a large investment project, which is outsourced. Open up your creation on mobile or desktop using an AI-powered, guided template to produce a video in just only a couple of minutes.
Answer a few easy questions and submit iPhone images or videos of the product, and tinker with text and a call-to-action. Make sure to save, publish and post on any (or all, we'll be judging) the social networks you have. Try a guided template
The primary key takeaways
In order to create a profitable and engaging product or service video, you must be clear, imaginative, and personable.
Prioritize your efforts toward being efficient, while highlighting the distinct selling point of your product regardless of whether it seems like something your competition is also doing.
What's the bottom line? A majority of customers aren't paying attention to your every step. They want to understand the most important benefits of your product and how to get it.
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