Product videos are a great way to get your products in front of potential customers. They’re also a great way to show off who you are as a brand—which is why they’ve become almost essential as marketing materials. In today’s post we’ll be giving you some top tips on how to make a great product video, but there’s more than one way to go about it, so let’s start with some basics.
It is a visual explanation of the benefits of your product. It is usually a short video that focuses on showing off one or two products in an interesting way. It could be something as simple as an overview of your entire line of products, or it could focus on one specific item or two items that complement each other really well.
Product videos can come in the form of:
- A demo (showing someone using your product)
- An explainer (check out our previous post on these)
- A tutorial (which is instructive, often with a step-by-step approach)
- A testimonial (someone who has already purchased your product talking about how great it is)
So what should you include, and what makes a good product video?
One of the most important phrases to remember when planning and filming your product video is “show and tell”. Make sure you show your audience what your product is, and tell them what it can do. In fact, show off about what it can do!
Include plenty of product photography, ideally a 360° view, to show all the details of your product. You can integrate the product specs into this, either with written graphics or through visuals – for example, if you have a product that is incredibly thin or light in comparison to its competitors, can you show this in a more interesting way than simply putting the written dimensions on screen? Telling doesn’t always mean spelling things out with words or a voiceover to your audience – give them some credit and keep things creative.
We all know that storytelling is important and that people are much more likely to buy your product if they feel personally connected to it. So ask yourself some questions about your product that can be answered in your video:
- What specific story are you trying to tell about your product?
- What problem does this product solve for your audience?
- Does your product inspire them to do more?
- How does your product improve their lives?
By showing your potential customers the answers to these fundamental questions in your video, you’re already halfway there to convincing them to purchase.
A recent study into the consumerist habits of Gen Z shows that they are “3x more likely to say that the purpose of business is to ‘serve communities and society.’”
This means they want to know the story behind why your business exists, and what it’s doing that will benefit society or the planet in some way. So in your product video, be sure to include any relevant answers to the following questions:
- Do you partner with any initiatives or organisations that benefit society or the environment?
- Do you donate part of your proceeds to a cause?
- Do you have a meaningful sustainability practice within the production process, or in any other part of your business?
- Are there any sustainable features of your product that you can show off, such as it being made from recycled materials?
All of these questions are important for today’s consumers, so make sure to include them in your video if you can.
Ensure to keep your product video high quality. This doesn’t necessarily have to mean buying a DSLR, but do be mindful that your shots are in focus and at the highest quality they can be with the equipment you have.
Aim for consistent lighting and correct white balance. When in doubt about how to show off your product, there’s nothing wrong with using a flat white background – after all, you’re selling the product, not its setting! If you’re really stuck, don’t be afraid to make use of user generated content to show off your product further.
There’s also a lot to be said for the power and intention you have with your editing, which can include graphics and voiceovers to better illustrate your product, along with careful music selection to elicit an emotional response from your audience.
So, we hope you’ve learned something useful here about how to make a great product video that will engage and convert. Got any more tips or feedback? Feel free to get in touch, we’d love to know your thoughts.