Product movies—when finished appropriately—are a extremely profitable and motivational device for driving gross sales. In actual fact, 89% of individuals say watching a video has satisfied them to make a purchase order.
Product movies are a staple in trendy advertising. With greater than 214 million web shoppers in the US—about two-thirds of the inhabitants—video is vital to exhibiting precisely what prospects can anticipate from a product.
With this in thoughts, we’re going to elucidate what a product video is, important parts, finest practices to create a video that sells, and ideas to make sure success.
What are product movies?
Product movies are a sort of advertising video that highlights a particular product. It would deal with a new product characteristic, showcase a launch, or show how the product works.
There are a number of various kinds of product movies, together with:
- Introductory: Launch or introduce a brand new product into the market
- How-to: Show how a product works
- Explainer: Introduce what a product is and the way it solves ache factors
- Testimonial: Share prospects’ experiences together with your services or products
A product video is supposed to elucidate and information your viewers by way of what your product is, the way it will help them, and why they need to purchase it.
Understanding the significance of product movies
Product movies are recognized to improve conversions by serving to folks perceive your product in a fast and digestible manner. In keeping with Wzyowl’s video advertising report, 96% of customers have watched an explainer video to study extra a few services or products.
Right here’s why you must think about including extra video to your advertising technique.
Search engines like google and yahoo love video
Google shows search outcomes that embrace video, picture, information, maps, and different mediums, along with internet pages. You may see beneath what this appears to be like like:
Analysis exhibits Google favors and prioritizes websites with video, which implies having product web page movies (ideally hosted with YouTube) will grant you a higher probability of rating in search engines like google. That is very true in case your competitors isn’t utilizing video of their shops.
Video is extra shareable and clickable
Properly-produced movies are shared organically throughout social media, which might enhance your attain. In keeping with Wyzowl’s survey, over half of social media customers share movies greater than another sort of content material.With the likes of TikTok, YouTube, and Instagram persevering with to develop as advertising platforms, video may be an efficient approach to prolong your model attain. Clients are extra prepared to click on on a video thumbnail than content material with no visible or multimedia factor.
The optimum size of your video depends upon your trade, nevertheless it’s price experimenting with each short- and long-form video content material to assist discover what resonates most with potential prospects. One research exhibits that movies between two and 10 minutes in size are usually probably the most profitable.
Video captivates
The period of time customers spend watching video retains going up—folks watch 17 hours of on-line video every week, on common. With most customers consuming media on cellular gadgets, video is particularly interesting as a consequence of how accessible it’s whereas searching.
Brief clips of your product or model can catch your viewers’s consideration and improve its probabilities of being shared inside their community.
If an image is price 1,000 phrases, then…
Video has the flexibility to convey an unbelievable quantity of knowledge in a short time. As a substitute of getting to learn a 20-page report, or undergo a whole e-mail advertising marketing campaign, customers can immediately perceive your services or products.With the rise of user-generated content material in advertising, your audience can hear from prospects identical to them on why they love your merchandise.
Video is a robust device that may strike an emotional chord and subconsciously inform prospects how they need to really feel about your model or merchandise.
5 parts of a compelling product video
What makes a product video fascinating, shareable, and compelling, and what will get a viewer to take motion?
Listed below are 5 important parts each compelling product video has:
1. Hook
A product video must have an attention-grabbing introduction or hook to tug your viewer in and get them .
Take into consideration who your audience is and what would compel them to purchase your product or join your service. Then handle that want straight.
One other technique is to drive curiosity. Begin your video with thriller and intrigue, motivating your viewer to maintain watching to determine what it’s about. Simply be sure to have a compelling reveal.
Taking part in card model Theory11 created a video that grabs consideration—and retains it—all through.
Take into account how one can hook your viewers. What attracts them in and makes them hold watching? An enticing product video has this discovered.
2. Clear messaging
Your video must have clear and concise messaging that matches your model’s voice.
Be succinct together with your messaging whereas additionally staying true to your model and its persona. You are able to do this in quite a lot of methods: textual content on display, actors, voiceovers, and so forth.
BarkBox—a canine toy subscription firm—retains its branding on level with visuals, whereas sharing their message with textual content on display.
This messaging makes good sense for this model’s pleasant and joyful tone. It’s clear, direct, and simple to narrate to.
3. Resolution to a ache level
Your services or products is designed to resolve a ache level in your buyer. Impactful video exhibits how your product offers the answer. It may be so simple as exhibiting an individual fighting a activity, introducing your product, and demonstrating how their life will get higher because of this.
It doesn’t must be so easy. Your audience won’t notice the ache level they’ve till they see the answer your product provides.
BioLite does an amazing job of presenting its smokeless hearth pit as an answer to a ache level—irritating campfire smoke. Its video seamlessly reminds its viewers of the issue and demonstrates why its product is the answer they want.
Take into account which portrayal would work finest in your services or products and be sure to present your product as the answer inside your video.
4. Helpful info
Your product video ought to embrace precious details about your services or products. This implies high options, the way it works, what it’s used for, and different particulars finest proven on digicam.
Cooler firm Igloo wraps a whole lot of precious data a few model new product right into a single 30-second product video.
It’s a easy video, too, however showcases precisely why somebody can purchase a brand new Igloo tumbler, detailing the options and demonstrating the worth.
5. Name-to-action
Your product video should embrace a transparent call-to-action (CTA). That is going to remind your viewer of what they need to do subsequent.
This may very well be a transparent request to “purchase now,” “request a demo,” or “study extra.” It additionally may very well be a closing scene that features the web site the place viewers should purchase the product.
10 finest practices for making a product video that sells
When studying the best way to make a product video, it’s necessary to know what’s going to drive your message dwelling and make an influence in your viewers. These 10 finest practices will help you create a product video that improves your gross sales.
- Communicate to your viewers
- Create an hermetic script
- Guarantee you will have the proper video size
- Prioritize high-quality footage
- Get good audio
- Concentrate on the tempo and tone of your video
- Use detail-rich descriptions, subtitles, and captions
- Embody a name to motion
- Incorporate buyer testimonials the place potential
- Take a look at examples of profitable product movies
1. Communicate to your viewers
It’s essential to communicate and relate to your audience in your product video.
Take into account what’s going on of their lives, what their priorities are, what they want, what motivates them, and what sort of language they use to explain their lives.
New mother and father might relate to having a messy dwelling, feeling drained, and missing time, but in addition spending high quality time with their households. Whereas younger professionals might relate extra to a late night time out.
Generally it’s not fairly so clear, although. There could also be a lot of methods to narrate to your viewers. It’s essential to discover the perfect avenue in your product—or think about A/B testing just a few totally different choices to see what resonates most.
2. Create an hermetic script
A video script consists of the entire dialogue and stage instructions in your video. In the event you plan to have performing or voiceover inside your video, your script will information your group, guaranteeing you keep on message and create the video you’re envisioning.
To put in writing a very good script, there are some things you’ll want to contemplate:
- What number of characters you’ll have
- Who your characters might be
- Character demographics
- In the event you’ll have narration
- What story you wish to inform
Begin by writing an overview of the way you need the ultimate video to seem. Then add in dialogue, sound bites, and scene particulars.
Be certain that to jot down out each phrase that might be spoken. Say the dialogue out loud as you write to ensure it sounds pure and conversational. Be certain that actors and narrators keep on script and don’t improvise.
3. Guarantee you will have the proper video size
A typical product video is between 15 seconds and two minutes in size—apart from in-depth product overviews or tutorial movies that may prolong to 10 minutes. The candy spot is round 30 to 60 seconds lengthy.
The size of your video depends upon what sort of story you wish to inform or how a lot info you wish to embrace.
You may deal with one particular characteristic in a fast, 15-second video or share extra particulars about your product in a minute-and-a-half-long video. Goal for a 60-second video when writing your script. Then alter based mostly on the quantity of knowledge or key options you’ll want to share.
You can even report an extended video and lower it down into shorter movies to check which size performs finest.
4. Prioritize high-quality footage
Your smartphone digicam works nice for social media video content material, the standard won’t be sufficient for a product video. Both buy a video digicam, hire gear, or rent a group to supply your video for you.
Excessive-quality footage exhibits your viewers you’re taking your model and its merchandise significantly. Low-quality, grainy, or blurry footage can look unprofessional and untrustworthy.
5. Get good audio
Identical to high quality footage is crucial, so is nice audio.
Utilizing growth mics, lavaliers, or different microphones in your set will make sure you seize your actors’ voices clearly.
That is necessary in case you have a narrator. You want their voice to be clear and constant all through the video.
Your audio consists of background music or sound results. Many websites supply inventory audio clips you should purchase for business use, providing you with entry to high-quality audio for an inexpensive worth.
6. Concentrate on the tempo and tone of your video
The tempo of your video is how rapidly the motion occurs. The tone refers back to the temper or feeling your video provides off.
A faster tempo is extra thrilling or alarming, and can be utilized to convey urgency. A slower, smoother tempo will convey a calmer, peaceable way of life.
Your tone is necessary. Be certain that it matches your model voice, by way of the settings, lighting, phrases used, and actions taken. The tempo and tone of your video will straight influence how the viewer feels after watching your video and the subsequent steps they take.
7. Use detail-rich descriptions, subtitles, and captions
In the event you’re importing your product video to a web site like YouTube, SEO (web optimization) finest practices are necessary. Select key phrases in your product video to assist folks discover it. This may be your product identify, a characteristic you deal with, or a branded key phrase.
Embody the key phrase in areas like:
- Video title
- Description
- Captions
- Hashtags
- Tags
This could make sure the video internet hosting web site’s algorithm is aware of what your video is about. You’ll additionally wish to write an in depth description letting viewers know what to anticipate when watching your video. You may embrace hyperlinks to make it simple for viewers to go straight to a product web page and make a purchase order.
8. Embody a name to motion
We talked about this as one of many important parts of a very good product video—you want a name to motion (CTA). There are just a few methods to incorporate this inside your video.
Residence décor model Ruggable retains it easy, together with an audio CTA that claims, “Go to Ruggable.com at this time.”
Sensible-mug model Ember created an finish display for it video with its brand, tagline, web site, and extra info to assist its prospects take motion.
9. Incorporate buyer testimonials the place potential
Buyer opinions and experiences are an amazing type of social proof and may inspire potential prospects to buy a product. These is usually a speaking head interview, case research, textual content on display or screenshots of opinions.
You may incorporate snippets of testimonials in a product video, or create a video centered on testimonials and completely satisfied prospects. Each are efficient at engaging viewers to take motion and make a purchase order.
10. Take a look at examples of profitable product movies
Watch the movies your opponents or different manufacturers are creating to get inspiration in your personal product advertising movies. We’ve included a number of product video examples all through this text—however you may also seek for different manufacturers’ YouTube channels and social profiles to seek out out what forms of product movies they’re printed.
Word which of them are getting probably the most engagement and views, and which finest practices they’re utilizing.
Ideas for creating compelling product movies
Able to create your individual advertising movies? Maintain the following tips in thoughts to be sure to’re producing a video that’s going to resonate together with your goal buyer:
- A/B check your movies
- Document longer movies and lower them down into totally different iterations to check
- Control your analytics so you realize which movies carry out finest
- Set targets and KPIs in your video content material
- Measure these particular metrics to find out efficiency
- Make video advertising a giant a part of your technique—it’s not going wherever quickly
Creating product movies is an effective way to enhance model consciousness, search rankability, and gross sales. Simply be sure to’ve received a very good hook and may relate to your audience. Be taught extra about the best way to make a video that converts.
Enhance your advert efficiency with Shopify Audiences
Shopify Audiences helps you goal your advertisements on Pinterest, Meta, and Google extra successfully with viewers lists based mostly in your merchandise and purchaser intent indicators out of your Shopify retailer information.
Product movies FAQ
What’s a product video?
A product video advert is a advertising device utilized by corporations to showcase their product/service in a visually interesting and informative manner. This sort of commercial sometimes makes use of video to show how the product works, its distinctive options, and the way it can profit potential prospects. Product video advertisements may be displayed on varied platforms equivalent to tv, social media, and web sites. The target of a product video advert is to extend model consciousness, appeal to new prospects, and finally improve gross sales. It’s an efficient manner of partaking with customers since folks are inclined to retain info higher by way of visuals reasonably than textual content or audio alone.
