How do you create a fantastic product video no matter the product you're selling
Video on your site has been shown to improve conversions around 80%.
An excellent product video both informs and inspires viewers to give you their attention (and to open their wallets). We've seen plenty of these videos on our site -- including the ones which have successfully launched crowdfunding campaigns and sold plenty of units.
Here are some suggestions for making great product videos that convert. Also, examples from brands and small firms that have mastered the competition.
Unsure how to make an effective product video? Follow these 9 tips.
1. Context is king
Don't just show off your slick product, show how it fits in the larger picture of your customers' lives. Make sure you answer these concerns by showing your video about your product:
- What problem is your product solves?
- What can it do to enrich your clients' lives?
- Is it inspiring a customer to do more?
- Does this product improve the overall satisfaction of customers?
2. Tell and show
The trailer for a high-concept product might be beautiful and stylish However, if people don't know what you're selling in the end most likely they won't be motivated to buy from you.
Make it seem like you're back in the first grade doing "Show and Tell" Show your products and let your clients know about it. That's it.
Here are a few examples of the types of product videos little e-commerce firms and giants alike can rely on:
- Demo. Simply put, a demo shows off how the product works when the user is actually using the product!
- Explainer. This simple explainer video teaches you exactly how a product works and shares the story behind the brand through a combination of both text and audio. The majority of the time, explainer video help convince a customer to make a purchase.
- Tutorial. These are instructive, using the steps of instructions. The tutorials can be tailored for those who have already purchased and require help in navigating a complex product, instead of being merely a marketing device.
What information should you include in your product video?
- Plenty of product photography best of all, with an oblique view of your products
- Dimensions to let viewers know how large, heavy or light the product
- A call-to-action for your website or follow your company on social media, etc.
- Social proof such as testimonials and reviews to prove the reasons why your service or product is superior to the other
- Your own unique character and take on the world
3. Share your story -- or allow your clients to tell their own story
If people watch videos of products it's not just to learn about the specifications of the item. They want to meet the creators of the product and the people that use it.
(Pro-tip Make sure to include specifications in the product description of your listing, wherever that might be. You can also add the quick text pop-up in your video with all the details to ensure that your customers pay to their attention).
Yes, specifications are useful however, they're by no means the sole thing. Nowadays, consumers are smarter than ever and prefer companies with a mission rather than those with merely a glossy product. A BBMG & Globe Scan deeper dive revealed an interesting fact about Gen Z -- they have " 3x more likely to assert that the goal of business is serving communities and society.'"
There is no need to be consumerism for its own sake 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 concerns. For example, does your business:
- Work with social justice organizations?
- Give a portion of the proceeds to local organizations?
- Utilize your social media networks to help educate your followers on the social concerns?
- Engage in a sustainable practice such as reducing single-use plastics, or going carbon neutral?
In other words, caring is cool.
For testimonials, you can use an existing client as your hype person. They could be ravening statements comprising one frame in your video about the product or even a talk-show interview about what your product or service has done to changed the game.
4. Customize, customize, customize.
The video you create for your product is an advertisement -- and the first impression- for your product/service, so appearances matter. This means that blurry or poor quality photography could (and could) cause a dip on sales for your products.
The video you create could be featured in a Facebook advert or even embedded into your ecommerce website, so you'd like to feel confident of the final cut. Through Create, you are able to customize your product video entirely according to your preferences, whether that's adding your company's logo and fonts, or using our endless collection of non-cheesy stock footage to jazz up your product demonstration.
The option of hosting your video within the player can have benefits, as well. Give your viewers no pre-roll...because the last thing any potential buyer wants to see ads prior to the ad. (Talk about causing eye roll.)
What length should a video last?
Answer: it depends!
- Quick demonstration: anywhere from 15 seconds to one minute
- Explanation:anywhere from 30 seconds up to 90 minutes (depending the complexity of your products are)
- A quick tutorialIf you're sharing on a short form- friendly social such as Instagram, shorter is better.
- In-depth tutorial. There's a chance that you're a vlogger doing an "Get Ready With Me" video, or perhaps a real estate agent demonstrating some of the most effective techniques in the housing game. For channels like YouTube the long format (anywhere between 7 and 15 minutes) is a fair bet.
5. Cater to your target audience
Often when bands go on tour, they'll shout out names of cities that they'll be playing in. It's a good idea to do the same for your promotional video either literally or metaphorically.
Whether it's a certain demographic or geographic audience you're aiming at, it's best to make sure that your video is tailored to meet the needs of your potential customer.
6. Don't foster FOMO.
Nothing is more screams "cheap infomercial" like attempting to scare people into purchasing your product. When we say fear, we're talking about FOMO. What youngsters use to mean the fear of missing out.
When businesses try to sell the risks in not purchasing their products, they're using fear as an inexpensive method to persuade customers to purchase. An excellent company like yours needs to focus on the benefits of your product/service in your video about your product, not using scare tactics.
If you're struggling to identify the unique selling features of your product (USPs) take a blank piece of or paper (or Word Doc) and ask these questions:
- What are your competitions What do you like in their products? (It's perfectly acceptable to say that your competition is doing something right! It's important to be inspired.)
- If you've spoken to people who before purchased your product or service, what were the main threads that they have that they have shared in their feedback, reviews, or feedback? Record it all down, draw the Venn diagram, or whatever opens your thoughts.
- What's the most beneficial thing about your service or product? Get involved in the positives of.
7. Inject some personality
Don't be afraid to use the power of a video product to highlight the brand's personality. Your personality can be portrayed in an effective way of distinguishing your item from the million of products that are similar to yours that are available.
8. Make sure to include a call-to-action so people know where (and where) to make a purchase
Let potential customers to purchase your product/service after the video has come to an end. How? Include a call to action or a next step/destination.
If a person is able to make it to the end of your three-minute blender demonstration it's likely that they'll be very interested in buying this blender. If your demo is primarily a proof of concept you can include the email address or a link to preorder in your video.
9. Connect, Human to Human
It's all too easy to talk at your audience on a video about your product rather than to them. Since your aim is to begin a conversation with a potential customer Try to connect with the human that is behind the screen.
How to make product videos
You don't need a video agency to make a stunning explainer video. Although we are awestruck by the polished elegance of a majorly produced video for a product, in the current rapid-paced business world, smaller business owners need to be making content faster and more efficiently.
There's no shortage of marketing channels for you to distribute content on, and it's likely that there aren't as many videos as you need. That's where scalability and agility are crucial.
The process of shooting product videos, explanations and demonstrations can be intimidating, but here are some ideas to help you get started:
- In case of doubt, opt for a flat lay or a white background. The less complicated the background the more appealing. Remember, you're not selling your background.
- Try to get constant lighting. Avoid shooting with people if you can help it. Even though golden hour is gorgeous, it's also finicky and unpredictable. What's the most reliable thing? The old-fashioned studio lighting.
- You don't need a DLSR. Use your iPhone's portrait mode with a simple background to create high-quality product shots in only a couple of minutes.
- Utilize User-generated material. Are people using your services on social media and tagging you in their video posts? Find out if you could use their UGC as part of the promotion!
How do you make a product video?
The process of creating a video for a product doesn't have to be an expensive task, or outsourced. Open up your creation for desktop or mobile using an AI-powered, guided template to create a professional video in a matter of the span of a few minutes.
Ask a few simple questions and upload iPhone images or videos of your product or service, then play using text with a call to action. Then save, share, and post to your (or all, we won't be judging) your social channels. Explore a guide template
The most important takeaways
In order to create a profitable and engaging product or service video, you must be honest, innovative and an actual human.
Make sure you are helpful, showcasing the unique selling point of your product -- even if that 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 want to understand the most important benefits of your product as well as how to purchase it.
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