August 29, 2024
How to Create Product Videos (That Get Results!)
From almost no one talking about the importance of social media and online shopping in 2004 when Google was coming up, it doesn’t take a genius to understand how much the interest and demand for e-commerce has changed over the last two decades.
While people knew it was becoming popular, with the change in the entire world happening in 2020, e-commerce became more popular and in demand than ever, and it hasn’t really looked back since.
Therefore, if you’re a business owner selling products online, no matter the size of your company or its popularity right now, there’s always potential to reach your target audience, because, quite frankly, the internet seems like it’s filled with never-ending customers.
And with the rise of short form and all things video content, curating the perfect product videos will give you nothing but engagement, attention, and sales. Let’s look at how we can create the best ones.
What Are Product Videos?
A product video is essentially a video that showcases the unique features and characteristics of your product in order to encourage a specific action from the viewers. For example, the goal of your video may be to get people to share it on social media, or you may just be solely focused on sales and revenue. The product video will have this goal at the forefront.
Typically, a good product video will also be used to educate the audience on how to use the product in the most effective way while also trying to showcase how beneficial it can be to them. Product videos should make the audience feel like they’re getting an irresistible offer if sales are the main reason for your video.
Whereas, if the goal of your video is engagement and eyeballs, you want to make it as shareable as possible with the intention of making it a viral product that people who have interests in your industry cannot go without sharing with friends and family.
What Are the Benefits of Product Videos For E-Commerce Businesses?
According to Statista, online videos had an audience reach of almost 92.3% of internet users globally in the fourth quarter of 2023. Video, in general, has grown to be one of the most widely used web forms in recent years, appearing in product reviews a lot more often. Now, apart from it being insanely popular, what other benefits will you receive from using product videos?
- Your audience can see how good your product is compared to others in the same market
- Creating videos boosts your SEO performance
- Videos will hit your potential customer's pain points like no other form of content
- It will overall boost your brand awareness in the locations you’re selling to
- You will see a boost in engagement, sales, and revenue
- Your audience will appreciate you more, as they’ll know exactly what to do with the product as soon as they get it
- High-quality video marketing content helps you build trust with your audience
These are just a few of the benefits you will notice from adding an effective product video or videos to your digital marketing strategy, and the list could keep going.
The Fundamentals of Creating a Product Video That Gets Results
Understanding just some of the basic principles that it takes for you to create a compelling product video that grasps the attention of your audience without the ability to click off is a skill. However, to first understand how to create product videos that get results, you need to understand the fundamentals behind success:
Pre-production
Production
Post-production
1. Pre-Production Phase
Unfortunately, within high-quality video production, you can’t just pick up your phone and expect your product videos to go viral immediately. Videos that do well take some planning:
Know and understand your audience
Why your audience needs your product
What is the goal of your video
Hiring a team and planning a script
Choose a location
2. Production Phase
Now it’s time to actually film the video, and within the production phase, if you’ve not hired a team to help you record or edit it, you need to make sure you’re:
- Focusing on lighting
- Focusing on sound
- Focusing on visuals
If all the senses aren’t being engaged with your video, you’re giving the viewer a reason to click off. Whereas, if it looks, sounds, and feels good, they will feel inclined to watch it.
3. Post-Production Phase
After the video is recorded, the work is still not done, and the final touches need to be made, along with publishing your content out to your audience. Therefore, you need to:
- Make sure all the sound quality, video quality, and lighting are edited to the best of your ability and are going to create the most action
- Cuts are made where they need to be to get rid of unnecessary clips
- Publish your content on the platforms you thought would be best
- Optimise your videos if you’re not seeing the reaction you first wanted
- Check your video has good SEO
- Keep A/B testing on different platforms at different times to see what works best
- Be data-driven
Examples of the Best Product Videos From Brands Worldwide
Now that you understand the fundamentals of what it takes to publish a high-quality, crisp-looking video that gets results, you may need some inspiration on where to begin. Here are some of our favourite examples of product videos:
1. Rolex: The Submariner
Type of video: Documentary-style with a voiceover, and incredible high-quality video production and planning.
2. Coca Cola: Masterpiece
Type of video: An animated video taking you through a cinematic and artistic masterpiece while making you want to taste the freshness of Coca-Cola, always.
3. Asana: Your Work Manager, But Better
Type of video: An explainer video showing you why Asana can manage your workflows and help you streamline your daily tasks in a better way… and how to make it happen.
4. Starbucks: Every Table Has a Story
Type of video: A brand film almost showing how you can turn up every day, and even though it may be hard at times, it will all lead to success if you stick with it.
Starbucks uses great storytelling to show you how everyone in their coffee shops has different reasons why they’re there and tries to individualise their customers, making sure that everyone matters and is catered for.
5. Aros Kitchen (Made By Guide Video)
Type of video: A brand film explaining their passion for cooking real food for the local people. This creates a great relationship with the viewers, as they can understand more about the mission, vision, and dream of Aros Kitchen and why they do what they do.
Josh is the Deputy Editor at Guide Video and has worked within the media and marketing industry for a decade. He has a Masters Degree in International Journalism and has experience in presenting, producing, marketing and journalism. Josh works with local and national businesses at The Guide Liverpool and Guide Video.