What about letting your product shine on the web with a stellar video? I bet your product or service deserves that.

Remember that 82% of customers conduct research online prior to making a purchase. In fact, product videos work great in the decision stage of the buyer’s journey because you can show what makes your product better than your competitors’ and accelerate the journey of leads in your funnel.

With video being the king of content nowadays, you can’t miss out on the opportunity to show all your product’s features and differentiators in a compelling and engaging way. Keep in mind that 90 percent of customers report that product videos help them make purchase decisions. On top of that, 64% of customers are more likely to buy a product online after watching a video about it.

In this article, we’ll address the most essential aspects you need to consider before creating an effective product video.

Let’s get started!

1) Types of Product Videos

A product video explains and visually shows your product’s benefits. However, an outstanding product video should go beyond that. You need to leverage your video to help your audience understand how your product/service will solve their problems, in which situations they will enjoy it and how it will fit their everyday lives.

All that being said, not all product videos are the same. There are several video techniques that are suitable for different kinds of products/services. Let’s review the most popular ones:

Motion Graphics

There are some products that need to be explained in detail because they’re complex or technical.

Motion graphics are pieces of digital footage or animations which create the illusion of motion or rotation. You can harness this power to show a technical product in full detail.

As you have seen, motion graphics is the best choice for a software platform if you want to show its features in detail without losing your audience’s attention.

Character animation videos

Character animation videos open up limitless possibilities to craft a unique video that suits your brand and your budget at the same time. They will represent your target audience to help them feel related to the story. In this way, you’ll maximize engagement.

The most popular type is 2D, in which characters and scenarios are created in a two dimensional space by using perspective to recreate the illusion of depth. Take a look at this capture as an example:

Whiteboard animation

We all connect a whiteboard with a learning situation that’s why we tend to pay attention to what is being said. As the action is developed in front of our eyes we are curious about what’s coming next and what the next drawing will be. If you combine that engagement power with an educational focus, you can convey a complicated message in a compelling short video like this one:


Another way to show how software or an app works is to digitally record a computer screen. This technique provides a lower level of engagement than the previous one but it is a low-budget type of video that can suit startups perfectly.

Live action videos

These are the classic TV commercials. They feature real actors enjoying the product in hands-on situations. This type of video is suitable for products with physical conditions (not software for example) which benefits are better shown in real life.

Check out how this commercial shows not only the main product’s features but also the context in which their clients enjoy it and the way it simplifies their life.

2) Know what features you want to highlight

Once you know what kind of technique serves your product best, you need to decide what feature you’ll highlight. Oh, no! You don’t have time to mention all of them! The rule of thumb is that 90 seconds is an appropriate length for most products. So, you’d better focus on two or three features.

Think about your audience’s pain points and choose the features that solve those problems. Those are the benefits that will resonate with your target audience.

You can also review the most frequently asked questions and try to choose the features that will make those concerns disappear. You don’t need zillions of highlights. Some product videos are based only on one feature, and yet just that one is a game changer:

3) Script/production

If you are familiar with movies then you are probably familiar with scripts. A marketing script states word by word what the voice over will say in your video. Don’t waste your time talking about your company’s success or your prospects will back out. Nothing could be more compelling than a short story featuring your product as the hero who will improve your audience’s life.

Once you have a short and engaging script you will need to draw a storyboard that will show in still images what the video will be like frame by frame. Check out how the final result will look:

4) Voice over, music and sound FX

Don’t forget to pay attention to post production. You’ll need a professional voice actor who will record every word you’ve written on the script. Try to match him or her age and gender with your target audience.

Choose some music that will set your video’s tone. Try to avoid lyrics because they tend to overlap with the voiceover. Sometimes sound FX are needed. For example, if your character gets soaked in a winter storm you’ll need the sound of rain and wind.

If your hire a professional company you’ll only need to tell them some basic information about your target audience, your product’s benefits and your video’s main goal. They will take care of the rest of the steps to create an impactful product video.

5) Brand your product video

Your brand’s unique set of colors, font family and general look need to be present in your product video. Brand your video so that it will be easy to recognize by your prospects.

A hint of your brand’s exact colors will make your video represent your company better. Bear in mind that what makes your video different from others is a complete customization of the image that will guarantee an unwavering message.

Check out how you can simply brand your video with your unique font:

6) Promote your video

First things first, you need to upload your video on Youtube to be able to rank in the second largest search engine in the world. Needless to say, you should also embed your video on an OTT Platform or on your home page. In fact, 88% of visitors stay longer on a site with a video displayed and the longer they stay, the higher Google will rank your site.

Last but not least, try to promote your video on your social media accounts. Remember that most of the users will watch your video on silent mode so add subtitles and text overlays to help them understand your message. You can also embed your video on blog posts and write guest posts to get discovered by new potential clients.

This is one of the most crucial stages in the sales funnel, since the success of your promotional campaign will determine your ROAS (Return On Advertising Spend) and this, in turn, will measure the interest your product video generated in your target audience.

In a few words…

Product videos are a great asset to show what your product is all about: main features, differentiators, quality, etc. That’s why they work so well in the decision stage of the buyer’s journey.

Every technique has its own benefits so choose the one that suits your product best. Write a story to show your target audience how your product will improve their life. Just focus on a few features, don’t abuse their time.

A professional company will take good care of the whole production process, from the script to the music. Having said that, take your time to research portfolios and testimonials and choose the best video production company. I promise you won’t regret it when you see how your new product video has a drastic impact on your conversion rates.

Originally published here.