Product videos are more than a popular way to market your product. According to recent data, 77% of consumers think businesses who create videos are more interested in building a relationship with their customers. And almost half of all shoppers want to see more videos online; in fact, 84% of customers want to see more product videos on Amazon.
So how can your small business make persuasive product videos? You don’t need special equipment or a professional team.
In this article, we’ll walk you through the process of making a great product video. We’ll show you how to optimize your product videos, and share product video ideas for every part of your sales funnel.
Let’s get started.
What makes a great product video?
It can sometimes be overwhelming to start a video. There are so many great options, and it’s easy to get carried away. Most agree that the best product videos:
- Are 30 seconds to 5 minutes long,
- Are easy to relate to,
- Tell a story,
- Are information-rich and useful,
- Show what the product can do and what problems it can solve,
- Include images of the product from all angles,
- Have high-quality images and sound,
- Focus on one key feature,
- Include a clear CTA.
Revisit this checklist as you move through each stage of the production process. If anything is missing, go back to the drawing board. In time, these steps will become automatic, and you’ll be making a perfect product video every time.
How to create a persuasive product video
There are hundreds of articles with instructions on how to create a product video and thousands of product videos online. All those details can get overwhelming, so let’s make this simple.
1. Write a short script of talking points
You don’t need a formal script, but it is important to create an outline before you start shooting. Your video should feel authentic and professional at the same time, which is a tricky thing to balance.
You don’t ever want to read your script to the camera, but a script is useful for keeping your product video on track. You may not plan to include a voiceover or a person on-screen, but a script is more than dialogue, it’s a way to create the structure of your video.
This stage is really about getting organized before you start recording. A good plan will help you save time in the long run, and you will get better footage.
2. Prep your visuals
There are many ways to approach visuals. Some typical approaches include:
- Animation with still photographs or graphics,
- Scrolling screen capture,
- Live footage,
- Stock video (And stock video is great, but be careful, using too much can make your product video feel artificial).
If you’re recording live footage, you don’t need a professional set to create a persuasive product video.
Make sure your lighting is right. Great lighting can make any space look good, and it’s essential for a product video.
If you’re selling physical products, it’s always a good idea to shoot video on a plain white background along with anything else you have planned, especially if you’re planning on selling with Facebook or Google Ads.
Be inventive with your background
People notice things you don’t expect them to. So, take some test shots, step away for a couple of hours and then look at your setup again to make sure it feels right for your target audience.
Think about your camera angles
You’ll want some direct shots with the camera, but look for other angles during set-up and keep things interesting. Think about high or low shots, or when it might make sense to zoom in.
3. Film your product video
Your product video should always include at least two parts:
- Showcase (Show, don’t tell, and use your product).
A great video is short and to the point, but it also is clear and easy to understand. Many product videos fail because the viewer finishes the video without a clear understanding of what the product is or what it does.
Take photo stills to add to your video footage
Take a collection of stills, close-ups, the product in use. Take far more than you will need and experiment!
4. Edit your video
Don’t fuss too much with editing and effects, people want your review to feel authentic. There are a lot of great video editing tools you can use, whether you’re going for simple or highly-polished.
5. Add a clear call to action (CTA)
No matter what stage of the buyer journey your customer is in, use a clear CTA to direct them to their best next step.
Product video CTA examples include:
- Purchase a product,
- Free trial,
- Click a link with more details,
- Enter a contest,
- Complete a survey or short form ,
- Sign up for a webinar,
- Watch another video.
6. Optimize your product video
Whether you’re planning to post your product video to YouTube or add it to your product page, optimization is essential. First, choose a relevant keyword. You may start the scripting process with this keyword, or it comes up naturally during the process. Keywords are just as important for video as they are for blogs and product descriptions.
If you’re not sure where to start with keyword research, look at the tags that suggested videos in your niche add to their videos online. Use YouTube Tags Chrome extension to see tags on videos in the “Show More” section under each video.
Include your keyword in your video description, tags on YouTube, and in the title of your video. You’ll also want to create a custom thumbnail for your video that stands out!
After your video has been online, use whatever data you have to figure out how successful your video is. YouTube makes it easy to look at audience retention peaks and where people drop off.
Even if you decide not to edit your new product video, you’ll know what keeps people watching at a certain part. It will also show you what encourages them to drop off, so you’ll be more successful with each new video.
Product video ideas for each stage of the buyer journey
Most small businesses think about product videos as a marketing tool for the awareness stage.
It makes sense. A product video is great for communicating your brand message, product details, and nailing your call-to-action. That’s a lot of value for one quick and easy to consume package.
If you want to build a persuasive product video for the awareness stage, think about more than the product video you want to add to your product listing. Create instructional videos with long-tail keywords that can grab more interest on YouTube. This is an excellent example from Ahrefs:
While you’re introducing people to your brand, it’s also a good idea to create many tiers of top of the funnel content. If you’re creating great videos, you could even sell a series of videos to complement your other product offerings!
A great product video is also a valuable tool for the interest stage. To make the most of your videos at this stage, create videos that cover more than just the first impressions of your product.
One idea? Create an educational product video that highlights different ways a product can be used. For example, if you’re selling eyeliner, don’t just show the traditional use of the product. Eyeliner isn’t just great for a night out, it’s useful for children’s Halloween costumes or hiding scrapes in vintage furniture. Before you decide on one idea, brainstorm a long list, 100 or more ideas. It’s OK if some ideas sound strange at first. Get creative!
Concentrate on the primary features of the product and what those features do
Another take is a series of videos that go in-depth about the unique features of your product. Pick out a few features that make the product unique, and highlight those. For example, Selz is the best ecommerce platform for digital products because of the unlimited download options, secure digital delivery, and 24/7 access to support.
Another incredible product video at this stage incorporates customer testimonials. Each product video can highlight a different buyer persona and a specific problem that your product solves for that buyer.
Products with a high price point really benefit from a strong product video. Buyers who are making an investment need an emotional hook as well as the logical points that help them rationalize their desire to purchase. If your product requires any kind of risk or investment, think about stories that will help connect your buyers emotionally.
Before you start scripting your product video for the consideration stage, talk to your product designers. They know every step of the creation of your product, and so they get excited about the little features that you might forget.
For example, you’re not alone if you pull up on the wrong side every time you get a rental car. On your car’s dashboard, the arrow above the gas gauge points to the side of the car where your gas tank is. Tiny details like this have a big impact on user experience, but buyers might not notice them without a great video!
A product video at the time of purchase can help dispel any doubts your customer may have after they click “Buy now”. A persuasive product video can also inspire them to buy more.
This FAQ video from McDonald’s is a great example:
Well-executed product videos for upsell or cross-sell offers can be a big boost to your revenue. If you have a small team and limited capacity for creating new video content, create one of these videos for your top-selling product, then measure the effectiveness.
You may think videos for customers who’ve already made a purchase isn’t necessary, but returns are on the rise. Shoppers return 30% of online purchases. Your post-purchase product video can build on an excellent product experience with testimonials, customer stories, and more.
It can also make the return process even easier, so even if the product needs to come back to you, your customer is more likely to buy from you again.
A persuasive product video at this stage of the buyer journey can help move a first-time shopper from a customer to an advocate.
Subscriptions and customer loyalty programs aren’t the only ways to keep return buyers engaged. A product video that highlights brand new products or creative product ideas in your pipeline can help your team get a better idea of the demand for these new products. At the same time, they can also make your best customers feel like they’re part of the process.
One last note
Don’t share every product video on every channel, or restrict your product videos to YouTube or product listings. Think about where your customers spend the most time at each stage in their buyer journey. Place your videos in the right place at the right time.
For example, email is a great place to add a product video after purchases. Another bottom of the funnel idea- create a customer group on Facebook and make a product video with the feedback you receive from the members of that group. Or create a private YouTube list for product update videos and only give return customers a chance to join the access list.
Follow these steps, and you’ll have product videos that improve your bottom line.
Jana Rumberger is a writer and content manager for Selz. She has expertise in strategy, selling products online, and small business solutions. Jana combines diverse experience in art, education, and advertising to craft engaging content.
In addition to her writing, she is an active visual artist and foodie in Portland, Oregon.