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What Goes Into Making a Product Video?

When it comes to marketing your business’s products, product videos are no longer the way of the future – they’re the way of the present!

In 2013, Animoto found that 73% of adults were more likely to purchase a product after watching an online video that explains it. A whopping 96% of consumers reported that they find videos helpful when making purchase decisions online. And that was almost a decade ago.

Even for in-store shoppers, product videos matter. Just two years ago, in 2019, Google found that 55% of shoppers shopping in-store use online video. That’s right. More than half of shoppers watch product videos while they’re literally shopping in-store.

If you’ve never invested time or money in video marketing before, the idea of making a product video can feel daunting. But it doesn’t have to be that way.

That’s why we’ve put together this blog post to discuss some of the things that go into making a product video – and we promise it’s not as daunting as it may seem!

What is a product video and what does it include?

A product video is a video that showcases a product by demonstrating the benefits and features it offers. These can be everyday products, such as pillow cases and bedding, or “big ticket” items, such as cars and motorbikes.

When done right, a product video should explicitly address how the product solves a problem or addresses a pain point for its target market. This can be a tangible and common pain point or problem – for example, silicone sponges clean your cookware without damaging your non-stick coating. Or, your product video can address a more intangible pain point or problem – for example, the latest BMW helps its driver feel cool, which addresses the aspiration to be cool (an intangible problem).

Some product videos may briefly explain how a product compares to similar products on the market. For example, a new sleeping bag featuring clever design features that make it warmer and more compact could be compared to equally warm but bulkier bags and equally trim but colder bags.

Product videos may also include demos that show how the product works. For example, businesses in the vacuum cleaner industry love to shoot product videos of vacuum cleaners effortlessly sucking up messes – the grimier and more disgusting, the better!

When planning a product video for your chosen product, you can choose to hit on all of these points, or just some of them. Your choice will depend on your specific product, the platform on which you’re sharing your product video, and who your target audience is.

Where will people be watching your product video?

The answer to this question is up to you. You could share your product video on your website, on YouTube, on social media, or on all these platforms!

Where you choose to share your video, however, will influence the kind of video you make. It will also influence who your audience is.

For example, if you include a product video in a Facebook ad, you’ll probably want your product video to be shorter. You should also be aware that the people watching your video may not know anything about your business or about your product, and you’ll be fighting for their attention, because they’ll probably see your product video while they’re scrolling through their news feed. With these things in mind, it’s clear your product video will need to be structured and shot in a way that’s calculated to grab people’s attention as quickly as possible, before immediately addressing the benefits your product offers.

In some cases, creating an impressive demo video may be a good way to accomplish this. In others, a straightforward video that hits on all the points you want to make may be more appropriate.

If people are watching on your website, your product video can probably be longer than a product video on social media. While grabbing people’s attention will still be important, it won’t be the paramount thing. That’s because if someone is watching a product video on your website, they’re probably in a more research-heavy part of their purchasing journey. In this case, your video should delve a little deeper into the benefits your product offers. You may also want to compare your product to others or offer a quick demo that shows how it works.

What kind of video should you make?

When it comes to product videos, there are three main “types” you can make: live action, animated, or “slideshow”.

Live action product videos feature actors and your product in real life. You could take a storytelling approach to your product video, much like a TV commercial, or a demonstration approach, where you demo your product or explicitly cover the benefits and features. Ideally, the actors you work with should reflect the characteristics of your target market so your audience can more easily connect with them. Live action can be appropriate for both social media product videos and product videos you feature on your website.

Animated product videos can be structured similarly to live action product videos. The difference is that they’re animated. Animated product videos are great for digital products such as software, apps, and websites, which, by their very nature, don’t easily lend themselves to live action content. One exception to this rule is explainer videos, as these may also be appropriate for physical products. Animated product videos work well for social media and on your website.

Slideshow product videos are simple videos made by stitching photos together and adding text and/or a voiceover. They’re the simplest form of product video, so they’re most appropriate for social media, where people’s expectations aren’t as high as they may be if they’re on your website.

Your choice of product video “type” will depend on the type of product you’re selling (physical products vs digital products) and where your product video will appear (social media vs your website vs both). It’s worth remembering that product videos made for your website can be edited down to make them appropriate for use on social media, too.

Why work with a professional videographer?

One of the biggest benefits of working with a professional videographer on your product video is that they can guide you through the process of deciding what to include, what kind of video to make, and how you can ensure your product video is suited to your audience and chosen context (social media and/or your website).

A videographer will also give you a better-quality product video that will look and sound like it was professionally produced – because it will be!

Another key advantage to working with a videographer is that they’ll be able to come up with creative ways to get your message across. For example, if you sell energy drinks that contain coffee, a creative way to appeal to a target audience who already love coffee could be to show the drink falling into a pile of coffee beans.

Let’s talk

If you’re interested in producing a product video for your business, and you want the support and quality a professional videographer can offer, we need to talk!

Contact Starlight Media today for an obligation-free discussion about product videos for your business.

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