How do you create a fantastic product video no matter what you're selling
Including video on your website has been shown to improve conversions around 80%.
A truly great product video is one that informs as well as entices the viewer to give you their attention (and to put their money in your pocket). We've seen plenty of these videos on our site as well as those which have successfully launched crowdfunding campaigns and sold plenty of units during the process.
Here are some tips to create great videos for your product that convert, along with some examples of brands and businesses who are killing the competition.
Unsure how to make videos for your products? Use these nine tips.
1. Context is the king.
Don't just show off your sleek product. Show how it fits in the wider picture of your customers' lives. Aim to answer these questions with your product video:
- What issue is your product solves?
- What can it do to enrich your customers' lives?
- Is it inspiring a customer to go further?
- Can this product enhance their happiness overall?
2. Show AND tell
A high-concept product trailer might be beautiful and stylish, but if viewers aren't aware of what you're selling at the end of it the chances are they won't get motivated to buy from you.
Imagine you're in the your first year of school doing "Show and Tell" Show off your product, and inform your clients about the product. It's as easy as that.
Here are a few kinds of videos for products that small e-commerce companies and big guys alike rely on:
- Demo. A demo simply showcases the software in action as the user is actually taking advantage of it!
- Explainer. The humble explainer video tells you exactly how a product operates and tells the story behind the brand through a combination of text and audio. The majority of the time, explainer video help convince a customer to make a purchase.
- Tutorial. They are informative, the steps of steps. Tutorials might be tailored to customers who have bought and need help with an intricate product not just a sales device.
What information should you include in your product video?
- Plenty of product photography, ideally an oblique view of your merchandise
- Dimensions, so viewers know how large, heavy, or feather-light your product
- A call-to-action to your website or follow your company on social, etc.
- Social proof, like testimonials and reviews to prove how your product or service is better than the competition
- Your unique personality and unique spin on things
3. Share your story -- or let your customers tell it for you
If people watch videos of products, they don't just want to understand the technical specifications of the item. They want to meet the people behind this product, as well as those who utilize it.
(Pro-tip Include specs within the description of the listing, whichever it is, or include the quick text pop-up in your video with all the details 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 an agenda rather than ones that just have a shiny product. A BBMG Globe Scan deep dive discovered some interesting facts regarding Gen Z -- they have " 3x more likely to claim that the goal for business is to serve the society and its communities.'"
Gone are the days of consumerism for its own sake Use your video of product or demonstration to show your business's motivation for existing. Find the answers to the most important issues. For example, does your business:
- Partner with social justice initiatives?
- Give a portion of the proceeds to nonprofits in your community?
- Use your social media platforms to educate your followers about how to deal with social concerns?
- Engage in a sustainable practice such as reducing single use plastics or going carbon-neutral?
Care is cool.
When it comes to testimonials, you can use an existing customer as your hype man. This could be in the form of raving testimonials taking up one frame in the video of your product, or even a conversation of how your product or service revolutionized the industry.
4. Customize, customize, customize.
Your product video is an advertisement -- and a first impression -of your service or product, so appearances matter. This means that blurry or poor quality photography could (and can) lead to a nose-dive in product sales.
Your video could appear in the form of a Facebook ad or embedded on your eCommerce website, therefore you'll want to feel proud of the finished product. With Create, you'll be able to customize your product video entirely in accordance with your taste by adding your company's logo and fonts or using our limitless selection of stock footage that isn't cheesy to jazz up your product demonstration.
The option of hosting your video within the player has its advantages, too. Give your viewers no pre-roll...because the last thing any potential customer wants to watch is an ad before your ad. (Talk about the possibility of eye rolls.)
How long should the video run?
Answer: it depends!
- Demonstration in a flash: anywhere from 15 seconds up to an hour
- Explainer:anywhere from 30 seconds to 90 seconds (depending on how complicated your offerings are)
- A quick tutorialIf you're publishing on a format-friendly platforms like Instagram, shorter is better.
- In-depth tutorial. There's a chance that you're an vlogger making a "Get Ready With Me" video, or perhaps a real estate agent demonstrating how to play the best real estate game. For sites like YouTube, long form (anywhere from 7-15 minutes) is a fair bet.
5. Reach out to the people you want to reach.
Often when bands go on a tour, they'll call out the name of the town the venue is. We suggest doing this in your product video, figuratively or even literally.
If it's a specific group or geographical area you're aiming at, it's best to customize your product video to be highly relevant to the potential buyer.
6. Don't foster FOMO.
There is nothing that screams cheap infomercial more than trying to entice people into purchasing your item. By fear, we mean FOMO, what the youngsters use to mean the fear of missing out.
In the case of businesses trying to make a point about the risks of not purchasing their products, they're using fear as an inexpensive method to persuade buyers to make a purchase. The best business, like yours needs to focus on the advantages of your product/service in your product video, rather than on scare tactics.
If you're having trouble identifying your product's unique selling points (USPs) take a blank piece of paper (or Word Doc) and inquire about these:
- Which competitors are you facing What do you love about your competitors' product? (It's completely acceptable to acknowledge when your competitors are doing well! The importance of inspiration is paramount.)
- If you've spoken to people who before purchased your product and/or service, what were the common threads in their comments, reviews or comments? Note it down, make the Venn diagram, whatever comes to your thoughts.
- What's the most favorable quality about your product or service? Get involved in the positives of.
7. Inject some personality
Be sure to make the power of a video product to highlight your brand's identity. Showing your personality in the video is a great way to differentiate your product from the thousands of other similar items available.
8. Add a call to action so that people are aware of how (and which) to buy
Make it easy for potential customers to purchase your product/service once the video comes to an conclusion. How? Include a call to action or a step-by-step/loop to follow.
If the viewer is able to make it to the end of the 3-minute demonstration of your blender They're likely to be curious about purchasing this blender. If your video for product demonstration 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 not difficult to talk about your customers in a product video instead of talking to them. Since your aim is to begin a conversation with your potential client try to connect with the human that is behind the screen.
How do you shoot videos for your products?
It doesn't require a professional video production company to create an impressive explainer video. We love the shiny beauty of a professionally produced video for a product, in the current rapid-paced business world, smaller business owners need to create content quicker and with greater efficiency.
There's no shortage of marketing channels for you to distribute content on, and it's likely that you don't have nearly as many videos as you would like. That's where scalability and agility come in.
Shooting product videos, explainers, and demos can seem daunting. Here are a few starting points:
- When in doubt, use 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 other people, if you are able to avoid to avoid it. While golden hour may be beautiful, it's finicky and unreliable. You know what's reliable? Good old studio lighting.
- You don't need to purchase a DLSR. Utilize the portrait mode of your iPhone against your simplistic background to capture quality product images in just a few just a few minutes.
- Utilize user-generated material. Are people using your products through social media, and are they mentioning you in their video posts? Find out if you could use their UGC as part of your promotion!
What is the best way to create an effective video for your product?
Producing a professional video does not require a large investment task, or outsourced. Start by opening the program for desktop or mobile using an AI-powered, guided template to make a product vid in the span of a few minutes.
Simply answer a couple of questions or upload iPhone pictures or videos of your product, and tinker with text and a call-to-action. Then save, share, and share with all (or all, we won't decide) the social networks you have. Try a guided template
The primary key takeaways
To make a successful and interesting-to-watch product video, you must be honest, innovative and a personable.
Prioritize your efforts toward being efficient, while highlighting the distinct selling point of your product regardless of whether it may seem like something that your competition is also doing.
The bottom line? The majority of consumers don't pay attention to your every step. They just want to know the most important benefits of your product, and the best way to get it.
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