How To Make The Best Product Videos for eCommerce
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What is a Product Video?
We use the word “product” to describe the products or services that your company or brand offers. It can be something tangible such as beauty products or it can be something intangible such as insurance. No matter what the product is, it needs to be sold! This is where a product video comes into the picture.
Product videos present your product and product messaging to your target demographic for sales, marketing, or promotional purposes. A product video is in essence an explainer video that effectively demonstrates the benefits of a product.
Product videos showcase the aspects of your product that people are not able to understand purely looking at photos and reading text. Effective product videos often include people using and getting the benefits of the product.
For example, showcasing a fashion brand product may require using models to show how a product looks when walking down the runway. For outdoor recreation products, perhaps the product can be used on a camping excursion with a background of lakes and mountains.
Why Use a Product Video?
Forty-nine percent of online shoppers say not being able to physically touch a product is one of their least favorite parts of shopping online. Product videos help to overcome this limitation.
Perhaps one of the greatest benefits of product videos is that they automatically help viewers establish a sense of trust in the brand. In addition to building trust with potential customers, product videos help increase confidence among potential customers
Product videos give your brand an opportunity to showcase (and show off) what it can do in a visual way. This can make your product more accessible and engaging to viewers. Product videos are an important part of your marketing strategy because they give viewers an opportunity to see how your service works in action.
For B2B brands, this can help to craft a complex product or service offering into a compelling, and engaging story.
For B2C companies, product videos can help elevate brand trust and authority with a more detailed and engaging view as to how a product is made.
An effective product video tells a story, solves a problem, and highlights at least one spectacular feature.
When to Use a Product Video?
Before creating a product video, your video strategy should be in place. This means you should understand exactly who your customers are, how you plan to use each video, who is watching them, and where the videos are being consumed.
The time to use product videos is when you are trying to achieve any of the following
Increase conversions
Introduce a new product
Increase sales of an existing product
Show off your service and brand capabilities
Increase brand awareness
Increase SEO
Increase user engagement
Where to Use a Product Video?
Product videos can actually work throughout the marketing funnel but tend to work best in the lower funnel as potential customers get closer to making a purchase decision.
Platforms and channels that product videos are commonly used include:
Email Marketing, including Welcome series email
Social Media Marketing - Facebook, Instagram, YouTube, LinkedIn, Pinterst, etc.
Website - Home page, landing page and product pages
Paid advertising such as Google, PPC, Trade Desk, Google DV360, etc.
Best Practices for Producing Product Videos
The goal in crafting a perfect product video is that if you want your video to resonate, it should be about more than just the product. It should be about the problem, the solution, and the experience.
A well produced product video is one that explains and visually exhibits a product's tangible benefits and how it solves problems. Put the product in scenarios your customer would use it.
Tailor your video for the purpose it is being used. For example, a product video for a welcome series email and a product video for an abandoned cart email require different messaging. For the Welcoming email , you want to introduce your product and its features and benefits . For the abandoned cart, you’ll want to encourage a final purchase with customer reviews, or some type of urgency or trigger.
Focus on the following when producing your product video:
The problem and the solution your product offers
Keep it short and sweet
Focus on one key feature and its associated benefit
Try to include a compelling angle
Product videos should incorporate the following:
Be relatable to the target audience
Engaging dialogue
Be long enough to explain the product and benefits, but short enough to keep the viewer's attention
Be professional without being boring
Show empathy if applicable
Make Your Own Product Video
Whether you have a large budget or just a camera and some friends, showcasing your product is critical for showing off your product and increasing conversions. The principle’s described here are applicable to any budget, and when applied well they can yield fantastic tools for your marketing strategy.
VideoFresh’s team of video marketing experts is ready to help you to craft the perfect videos to boost your online customer conversions.