Creating Amazing Product Videos: A How-To Guide

Making IMPRESSive product videos is an engaging way to attract your customer’s attention. Also, with the current digital revolution, producing high-quality videos can impact greatly your business visibility. 

Creating a product video is a challenging task. Furthermore, it requires a lot of time and money, but there is nothing more rewarding than a finished product video you like and you’re proud of. You can produce it yourself or hire a video production company. Regardless of your choice, the following guide and tips will provide you with the essential knowledge to understand how product videos work.

Tips to Create Amazing Product Videos

1. Set your Goals

Before you start the video production process, you have to know what your goals are, and what you want to achieve with the video. Some common goals are:

• Build brand awareness.
• Introducing new products.
• Increasing sales.
• Explaining specific features of the product.

This will help you choose the best video format and think about possible product video ideas based on the purpose of the video. 

2. Identify your Target Audience and Understand It

You also need to know who your target audience is and the message you want to convey. This will help you choose the right tone and language. Does your audience use jargon? Does it prefer to use emojis? What demographics and cultures are you targeting? Using a language that your customers understand is key to convincing them and achieving your best ROI. So, conduct market research and ensure you are aware of your customers and their preferences. 

3. Introduce the Product Right Away

People click on a play button because they are interested in your product. However, if you don’t show them useful information straight away, you will lose their attention. Thus, make sure you include the most compelling info in the first few seconds. Also, make a good introduction and include subtitles or text to highlight key product features. 

4. Talk Benefits, not Features

Your customers don’t only care about the features of your products. They also want to know if they can solve their problems. Consequently, focus on the product’s benefits rather than on the features. If you want to touch on the features, it’s fine, but emphasise how those features benefit them. This is what will truly make the difference and make your product and business stand out from the crowd.

5. Showcase Some Personality

Customers don’t just want to know about the product but also about the people and brand that is behind its production. Make sure you show who you are and what differentiates you from the competitors. Also, make a Behind the Scenes (BTS) as it will show viewers a more authentic view and know what you show and who is behind it. 

6. Be Consistent Throughout the Product Video

Stick with one theme and reinforce your message using related keywords. To find keyword ideas you can use Ubersuggest, an online SEO tool. You just have to click on the keyword ideas tool, enter your keyword and find hundreds of useful words concerning your product. Also, use analytic tools to keep track of the keywords and if they remain to be worth the marketing efforts. 

7. Include a CTA

Encourage potential customers to take action at the end of your video. You can do so by including a call to action (CTA). The most common ones are:

• Buy our product.
• Visit our website.
• Contact us.
• Subscribe to our newsletter.
• Learn more about us.

8. Work with Brand Ambassadors

Nearly all companies can make use of  brand ambassadors. For example, a sports clothes company willing to raise awareness about its new collection will create a promotional video with some athletes doing sports while wearing the new collection. Also, now with influencers, influencer marketing can yield great returns and boost brand awareness.

9. Adjust your Lighting and Multiple Shoots

Lighting is a key factor when it comes to video production. Make sure you avoid shadows, mixing different bulbs, colours, set-ups, etc. 

Shoot the same product from different angles to ensure you have multiple clips for the final video. Preparing the set for the shooting requires a lot of time and budget, so make sure you get it right the first time, having planned thoroughly.

10. Incorporate Branding

Branding has a strong impact nowadays and is a strong advertising tool. So, include your logo, and brand colours, and make it consistent with your brand identity. Also, the tone of the video, the voice, the format and editing will align your business to the video.

Sharing your Amazing Product Video

Once you have the finished video, share it on as many platforms as possible. Some examples are:

• Your website. For instance, you can upload it to your homepage, landing page or product page.
• Social media platforms such as Instagram, Twitter, Facebook, VIMEO or YouTube. Some of these platforms allow you to pin the video at the top, which will contribute to higher engagement rates. 
• Amazon product pages, Amazon now allows video to be a key feature in search results.
• Email marketing.

In addition, make sure you feature the right thumbnail on your video no matter where it is being hosted, this will determine whether a person clicks on your video or not. 

Start creating your Product Videos

You now know what aspects must be considered to create amazing product videos. But, you may be asking yourself: Should I invest in product video production? Is it effective? The answer is yes.

An Animato survey found that 96% of consumers find video helpful when making a purchase. In fact, 73% of them said that they are more likely to buy the product after watching a video, as it helps them better understand the product’s features and benefits. 

Apart from helping customers get a better understanding of the product, product videos:

• Are a great tool to explain complex products.
• Easily capture the customers’ attention.
• Are more trusted than images or text.
• Help brands increase sales, and consequently, revenues. 

 

 

All in all, don’t doubt it! Creating product videos is a mix of creativity, technical skills and branding. Hence, understanding the audience, optimising, showcasing your product and including CTAs maximise your marketing reach. Although videos require time and investment, they achieve the best results. So, start creating your product videos.

Thank you for reading,

Maria & Sara.

 

Contact Impress Video now

If you would like to do a Product Video with video production and marketing professionals, or any other type of video, we can help you at Impress Video. We make video production for businesses, the ones that impress. Don’t hesitate to contact us here!