Making impressive product videos to drive results
Creating a product video today isn’t just a nice extra, it’s one of the most effective ways to show, explain and sell what you offer. Whether you’re launching a new product or improving your online presence, knowing how to make a product video properly can make a real difference in how your brand is perceived.
If you’re wondering where to start, this guide walks you through the process step by step, combining practical advice with real production insight.
What are the different types of Product Videos?
Before jumping into production, it’s important to understand the different formats available. As a product video production agency, we can state that the type of product video you choose will shape everything from budget to storytelling.
Product videos are currently used across multiple platforms, each with a different purpose:
E-commerce Videos: Designed to showcase products clearly and realistically, helping customers visualise them before buying. Brands like ASOS or Zara use this format consistently to support conversions.
Marketplace videos (Amazon, etc.): These videos focus on clarity and detail, helping users make faster purchasing decisions by highlighting features, benefits and use cases.
YouTube videos: Ideal for longer-form content such as demonstrations, reviews or storytelling. They also support SEO, as YouTube remains one of the largest search engines.
Social media videos (Instagram, Facebook, TikTok): Shorter, faster-paced and designed to capture attention instantly. These videos often focus on engagement, brand awareness and quick product highlights.
Choosing the right format depends on your audience, your goals and where your content will live.
How to Shoot a Product Video in 6 Steps
Now that you understand the formats, let’s go through the process of how to make a product video that looks professional and performs well.
Step 1: The Equipment
A strong product video starts with the right setup. Lighting, camera quality and lenses all play a key role in how your product is perceived.
While tools like softboxes and lightboxes have made DIY production more accessible, there is still a clear gap between basic setups and professional-grade production. High-end cameras, controlled lighting and proper sound design elevate the final result significantly.
This is often where working with a production company becomes valuable.
Step 2: The Approach
Before filming, you need to define how your product will be presented. This is a strategic decision, not just a creative one. Some common approaches include:
- Story-driven videos with characters
- Presenter-led demonstrations
- Voice-over explainers
- Testimonial-style content
- Lifestyle shots with models
- Clean studio product showcases
Each approach communicates differently. The right choice depends on your brand positioning and the message you want to deliver.
Step 3: Pre-Production (Planning Everything)
Now that you have chosen your video product approach, the prep will give you a clear idea of the outcomes. Depending on your budget, you might create mood boards from a series of pictures. You may also produce storyboards with detailed explanations as to what is happening on screen.
Will your location be in a studio or on an actual location, both have their pros and cons, however the key factor being budget. For example, if you want to show your product in an actual environment, in a studio you will have to pay to create a real living-room, whereas if you film in an actual living-room in someone’s house – you’ll be saving potentially thousands on the shoot.
Filming in an actual location then requires you to light it professionally where you have control of the lighting, this option is still cheaper than creating a living room from scratch in a studio.
If for example you want to present a number of your products such as jewellery, electrical equipment, clothing, power tools etc your workshop, shop, offices and homes might be perfect for the task!
I always believe in thinking outside of the box when budgeting for product video shoots. The money you save off screen will allow the client to allocate on screen and to the distribution.
Now that you have the location, models, actors and voice over artists will need to be casted. You need to ensure you have the right ones as they will be in charge of bringing your product to life. However, if you decide not to show any people in your video that is more than fine.
Your product might simply sit on a stand if for example you’re showing a range of watches where music plays in the background. We make sure that clients always have final sign off on all the contributing factors of their video shoot. This starts from idea approach, locations, performers, music right the way through to the final sign off.
Step 4: The Shoot
On filming day, everything comes together.
A structured shoot plan keeps things efficient while still allowing flexibility. Clients are usually involved throughout the process, reviewing shots and providing input where needed.
Good communication between production team and client is essential here. No one knows the product better than you, so your input matters.
The goal is to capture everything needed while staying aligned with the original concept.
Step 5: The Edit
This is where the video truly takes shape. Editing defines pacing, tone and overall impact. Music, colour grading, transitions and graphics all contribute to how the final video feels.
You’ll typically go through a few revision rounds to fine-tune details and ensure everything aligns with your expectations and platform requirements. It’s also common to create multiple versions of the same video, adapted for different platforms and formats.
Step 6: Delivery and Performance Tracking
Once finalised, your video is delivered in formats ready for each platform. But the process doesn’t stop there.
Tracking performance is key. Metrics like impressions, watch time, engagement and click-through rates help you understand how your video is performing and where to optimise.
For e-commerce or marketplace videos, you’ll also want to track how video views correlate with product sales. This is where video becomes not just creative, but measurable.
How Long Should a Product Video Be?
There’s no single answer, it depends on where the video will be used.
- Website / e-commerce: 20–60 seconds
- Social media: 10–30 seconds
- Instagram / TikTok: 6–20 seconds
- Amazon / product pages: up to 2 minutes
- YouTube: flexible, depending on depth
The key is adapting your content to the platform, not forcing one version everywhere.
How Much Does It Cost to Make a Product Video?
The cost of making a product video varies depending on several factors:
- Creative concept
- Equipment and production level
- Number of locations
- Cast and crew
- Visual effects or animation
- Number of deliverables
- Video length and formats
Budgets can range widely, from smaller productions to high-end campaigns. What matters most is not just the cost, but how effectively that budget is used to deliver results.
Key Takeaway From Our Experience
One of the most valuable things you can do is request all your assets separately when the project is delivered. That includes: raw footage, voice-over files, music, graphics, etc.
Having these gives you flexibility to repurpose content in the future without starting from scratch. It saves time, budget and allows you to scale your content strategy more efficiently.
Final Thoughts
Learning how to make a product video is not just about filming, it’s about making the right decisions at every stage, from concept to distribution.
A well-produced product video doesn’t just look good, it helps your audience understand your product, builds trust and ultimately drives sales.
If you want your product video to reflect your brand properly and perform across platforms, working with a professional team can make that process faster, smoother and far more effective.
Contact Impress Video now
If you’re looking to create a product video that truly stands out, we’re here to help. At Impress Video, we combine production expertise with marketing strategy to create videos that don’t just look good, but deliver results. Let’s bring your product to life. Get in touch with our team today.