How to Create an Engaging and Profitable Product Video

Nearly half of consumers search for product videos before making a buying decision. Since they shop online, the product video becomes a way to learn more about it.

Consumers can’t pick up the product themselves, so they rely on reviews and demo videos.  

That makes your product video a key selling tool before making a purchase. It’s also a place where business owners and product managers get stuck.

They don’t realize what goes into making a product video, so they end up with a product demo video that fails to connect with buyers and falls below expectations.

If this sounds familiar, you’ll want to keep reading.

This guide shows you how to create a product video that makes a difference to your bottom line.

The Goal of the Product Video

Did you think about the goal of the product video in your previous shoots? Probably not.

You went into the shoot thinking that the product video would solve your business problems and make the product fly off the shelves.

The fact is that product videos require a lot of planning in advance. That starts with the goal of the product video.

Do you want to demo the product on your website? Are you creating product videos for social media to boost brand awareness? Should the product video convince consumers to make the purchase?

The goal of the video determines the other steps of the project. Let’s say you want to boost brand awareness on social media.

Product videos for social media need to be short and to the point. That influences the script, shot list, and the other factors of a shoot.

Identify Your Audience

After you identify the purpose of the video, you need to know who the video is for. Don’t say, “Anyone who’s interested in my product.”

You need to get a bit more specific than that. The intended audience influences the tone, messaging, and wording used in the script.

You don’t talk to your grandparents the same way you’d talk to a 12-year-old. The same concept applies here.

It takes some research to learn about your target audience. You have to know the features and benefits that matter to them the most.

Understand why they need your product and the challenge your product can solve for them.

Where can you find this information? Talk to your current customers, ask your sales team, and look at your competitors.

Understand the Elements of Great Product Videos

Do you know what goes into great product videos? They have common elements that you can include in yours.

The first element is the why. Not why you’re creating the video, but why a customer needs the product. The best product videos convey that a product can make a person’s life better.

They make the connection between using the product and a person’s happiness and wellbeing. It doesn’t matter if your product is a box of crackers or a grill.

Good product videos show the product in action. They show customers how easy it is to assemble and operate. They also tell stories of other customers who used the product to great success.

Product videos give the nuts and bolts of the product, too. They include specs, high-quality product photos, and testimonials.

The most important aspect of the product video is the call to action. This tells customers what to do next, whether it’s to place an order now, fill out a form, or follow your business on social media.  

Create a Storyboard and Script

A storyboard is a series of drawings that show the different shots of the product video. This makes it easy to set up and edit the product video.

It doesn’t have to be a full set of illustrations. Your storyboard can be a bunch of stick figures. The point is to know the type of shots required.

The script needs to convey the main messages and benefits of the product. This is what a speaker says on-camera or in a voiceover.

How long should the script be? It depends on the goal of the video. Generally speaking, you want to keep the video under two minutes long.

If you’re selling a high-end product, you can go up to five minutes.

Keep in mind that the first few seconds matter most. That’s what will hook viewers in and get them to watch the entire video.

Plan the Shoot

Planning the shoot is a little easier now that you have a script and storyboard. The biggest decision is if you should hire a video production company or DIY the video.

There are advantages to each. DIY the video gives you complete control over the shoot and editing process.

The disadvantage of the DIY route is that you’ll have to get equipment, find a location, hire voiceover talent, and handle the shoot yourself.

With a professional product video production, they handle most of the work for you. A few video production companies are 1minutemedia.com.au, Yum Yum Videos, and SociallyIn. They have the expertise to get audio and lighting right, so you don’t have to reshoot the video.

Distribute the Video

You’re ready to release the product video out to the world. The distribution plan should coincide with the goal of the video.

For instance, if you want the product video to generate leads, then you need to set up a landing page for the video.

Be sure to measure the overall engagement of the video. Track to see how many people watch the entire video and where you lose them.

Create a Product Video That Gets Results

How can you create an amazing product video? Start with the goal of the video. Have a deep understanding of your audience.

Those two things will guide the rest of the production process. It also helps to hire a video production company.

Whether you’re creating product videos for social media or a landing page, you now know how to create successful product videos.

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