In today’s digital world, video content has become one of the most powerful marketing tools for businesses, especially when it comes to showcasing products. A well-crafted product video can effectively demonstrate a product’s features, answer customer questions, and help potential buyers make decisions. More specifically, product videos such as explainer videos are invaluable tools for businesses looking to communicate with their audience engagingly and efficiently.
But creating engaging product videos requires more than just shooting a clip or creating an animation. There are a number of best practices that businesses should follow to ensure their product videos resonate with their audience, communicate key messages effectively, and drive conversions.
In this blog, we’ll walk you through the best practices for crafting product videos that not only inform but also inspire viewers to take action.
1. Plan Your Video Strategy
Before jumping into video production, a solid plan is essential. Understanding your goals, identifying your audience, and structuring the content accordingly are key to producing effective product videos.
Define Your Goals
A product video is much more than just showcasing a product. It is an integral part of your marketing strategy, and without a clear objective, your video risks becoming just another piece of content that fails to convert. First, you need to define what you hope to achieve with the video. Is your aim to drive sales, build brand awareness, or educate your audience about a new feature of your product? Perhaps you want to create excitement around a new product launch.
By identifying your goals upfront, you can align your video content with these objectives. For example, if your goal is to drive conversions, your video might focus more on presenting a compelling call to action (CTA) and showcasing the product’s benefits in real-life scenarios. If you’re aiming to build brand awareness, you may want to invest more time in crafting a memorable brand experience in your video content.
Know Your Audience
Understanding your target audience is perhaps one of the most important steps in the planning process. A product video that speaks to the specific needs and pain points of your audience is far more likely to engage them and lead to conversions.
Consider key questions such as: Who is your ideal customer? What problems do they face, and how does your product solve them? What kind of content do they enjoy consuming, and what tone resonates with them (casual, professional, humorous, etc.)?
Knowing your audience will also help with the video’s tone and style. For example, a product video aimed at young professionals might use a more contemporary, fast-paced style, while a video for an older demographic might adopt a slower, more straightforward approach.
Distribution and Length Considerations
As part of your planning, it’s important to determine how you will distribute the video. Will it be shared on social media, embedded on your website, or used in email marketing campaigns? Different platforms often require different formats, so keep this in mind when creating your video.
In terms of video length, try to keep it concise and impactful. Research has shown that the ideal length for most product videos is between 60 and 90 seconds, especially for social media platforms. However, if the video is more educational, like an explainer video, it may be longer but should still get to the point quickly.
2. Select the Right Video Format
Choosing the right format for your product video is crucial to delivering the intended message effectively. There are several video formats you can choose from, each with its benefits and purposes. Selecting the format that aligns with your goals and target audience is essential to the success of your video.
One of the most popular and effective types of product videos is the demonstration video. These videos are designed to show exactly how a product works and what it can do for the consumer. Demonstration videos work especially well for products with specific features or solutions, where customers benefit from seeing the product in action.
For example, if you’re selling a new kitchen appliance, a demonstration video showing the appliance in use and highlighting its key features can go a long way in convincing customers of its value. By showing the product in a real-world setting, you make it easier for the audience to visualize themselves using the product.
Testimonial Videos
Testimonial videos involve featuring customers or clients discussing their positive experiences with the product. Testimonials are highly effective because they provide social proof, which is a powerful persuasion tool in marketing. When potential customers see others praising your product, they’re more likely to trust your brand and consider making a purchase.
Testimonial videos can be particularly effective for building credibility for products that might require some trust-building, like expensive or specialized items. For example, if you sell software, having a video featuring a client sharing their success story can go a long way in convincing other businesses to try it out.
Explainer videos, particularly animated ones, are incredibly versatile and effective. They break down complex topics into simple, digestible pieces of information. Animated videos can be used to explain how a product works, illustrate its benefits and even highlight the problems it solves.
One of the biggest advantages of explainer videos is that they allow businesses to create content that simplifies complex topics. For instance, a tech company offering a cloud-based solution could use animation to visually represent how the product works, making it easier for viewers to understand the concept.
Explainer videos are also a great option when trying to showcase a product in an engaging and fun way. Animation allows for flexibility in terms of visual style and messaging, enabling businesses to present their products in a highly creative and memorable manner.
Behind-the-Scenes Videos
People love to get a glimpse of what happens behind the scenes. Behind-the-scenes videos give customers insight into the making of the product, the company’s culture, or how your business operates. These types of videos are especially effective at humanizing your brand and creating a deeper connection with your audience.
For example, a fashion brand might create a behind-the-scenes video showing the design process for their latest collection. These types of videos can build authenticity and help customers feel more connected to your brand, making them more likely to support you.
3. Prepare Your Script Carefully
No matter what format you choose for your product video, having a clear and engaging script is essential. The script is what drives the video and ensures that the message is delivered in a way that resonates with the viewer.
Keep It Concise and Direct
Product videos should be clear and concise. Avoid overcomplicating the script with unnecessary details that may distract or confuse your audience. Focus on the product’s key features, benefits, and how it solves a specific problem. The goal is to provide just enough information to intrigue the viewer and encourage them to learn more or make a purchase.
A good rule of thumb is to follow the “Problem – Solution – Action” structure. Start by identifying the problem your product solves, explain how the product provides a solution, and then close with a compelling CTA to prompt the viewer to take action.
Use a Conversational Tone
In most cases, a conversational tone will work best. People generally engage better with content that feels personal and relatable. Avoid overly technical jargon unless your target audience is familiar with the terms. Instead, focus on speaking directly to the viewer’s needs and desires.
This is particularly important for explainer videos. Viewers should feel like they are learning something valuable, not just being sold to. A conversational tone makes the content feel more approachable and helps establish a connection with your audience.
Be Creative with Your Storytelling
If your product video can tell a story, it will make a more significant impact. Storytelling is one of the most effective ways to engage viewers. Stories are memorable and help viewers emotionally connect with the content. If you can craft a narrative around your product that speaks to your audience’s pain points and how your product can help them, you’re more likely to capture their attention.
4. Gather the Necessary Assets
Once you’ve got your script, it’s time to gather the assets you’ll need to bring the video to life. This could include product images, video footage, animations, logos, and more. The quality of your visuals can make a huge difference in the final product.
High-Quality Visuals
In product videos, especially those that showcase the product, high-quality visuals are essential. If you’re using a live-action format, make sure the video quality is crisp, and the product is showcased clearly. Invest in good lighting, use close-ups to highlight key features, and make sure the product is shown from multiple angles to give viewers a complete understanding.
If you’re using an animated explainer video, make sure the animations are smooth, and the graphics are sharp. The visuals should match your brand’s tone and reflect your product’s aesthetic to keep everything aligned.
Supporting Graphics and Text Overlays
You can also use supporting graphics and text overlays to help emphasize key points in your video. For example, if you’re highlighting specific features of the product, adding text overlays can help reinforce the message. This also helps make the video more accessible, as viewers can follow along even with the sound.