We’ve lost count of the amount of times we’ve spoken about video dominance in the digital space, but it’s worth mentioning once more. Video is arguably the king of content and there’s not many styles of video more popular than product videos. It’s only understandable then that many business owners and professionals ask the question - what is the best way we can create a product video?
Thankfully, there are plenty of options when it comes to creating a product video.
Product videos are great because they allow you to get really creative with your product.
You can create a demo video, an unboxing video, a tutorial video, a specification video… whatever you’re thinking, you can create it.
However, before you jump in with both feet, there are some things you need to consider.
Another point we’ve lost count with is the need to know your target audience.
Easily one of the biggest mistakes is committing to a project without understanding your target audience.
Let’s be honest, you wouldn’t try to sell consultancy services with a colouring book and a pack of felt tip pens. An extreme example? Yes, but you get the point.
You need to define your audience - How old are they? Where do they live? What is their gender? What hobbies and interests do they have?
This may sound overkill to some but the more specific you can get, the better. This will not only make your video more effective but it’ll save you a fortune in advertising costs down the line.
There’s a common phrase in the marketing world that’s relevant here. If you try to appeal to everyone, you will end up appealing to no one.
This may sound silly and you may be thinking “well I want to sell my product” but it’s more than that.
What is the actual purpose of your video? What problems does your product solve for your audience?
Is it a profound story of motivation that aims to inspire, much like you’d see in sportswear or supplement ads? Or is it a demonstrative advert that aims to showcase the advantages of your product over competitors, much like you’d see in domestic products or vacuum cleaner ads?
Just from these two examples alone, you can see how their purposes differ. Again, this will alter greatly depending on who your target audience is which is why it’s so important to define from the get go.
You should never approach a product video just wanting to sell your product. It’s how you sell it that counts.
We touched upon this briefly in our last point but we’ll mention it here nonetheless.
This comes down to three factors; target audience, purpose and personal preference.
Once you have defined your target audience and found your project's purpose, the style of video will often choose itself. However, personal preference does count for a lot here. How do you want your product to be presented?
You may want to do a tutorial video and breakdown it’s unique features or you might prefer a really emotive storyline where your product is the answer to someone’s prayers.
No matter what your preference is, just make sure it is aligned with your target audience. Not many children would make it through a 10 minute demonstration video in the same sense that not many adults would watch a storybook being read out with jungle noises.
Another key factor to think about is where your video is going to be posted.
Now, you may be thinking that you’re going to post it everywhere, which is fine, but remember that each platform treats video content differently. Video sizing and length is just as important as the content itself when it comes to uploading.
It may sound trivial but it really is worth thinking about before you go ahead with anything. For example, a short-form video intended for TikTok is going to be drastically different from a tutorial video intended for YouTube.
If you’re struggling to think about what platform would be best, think back to your target audience. Business owners and professionals? LinkedIn. Teenagers and young adults? TikTok and Instagram.
You get the idea.
Also don’t neglect the actual advertising side of each platform. Are you planning to put any paid promotion on your video? If so, research the platform's advertising capabilities and make sure you’re happy with your options before you proceed.
We have written an article on understanding video length and conventions if you’re still unsure on which way to turn.
This will ultimately come down to your budget.
If you can afford it, we would definitely recommend getting a professional in to shoot and edit the video for you. Not only for the obvious quality advantages but because they will be able to help you sift through all of the previous points and save you the headache.
If, however, budgetary constraints are an issue, no need to worry. You can still produce a video using your smartphone and a basic free editing app. We’d still recommend getting a few bits and pieces, like a small tripod for your smartphone, a decent mic and a portable light. Depending on what your plans are, some coloured backdrop could be useful too.
All of the equipment and apps are easily accessible but if you want any further guidance on doing it yourself I’ll leave a much more detailed guide here.
Creating the video is one thing but what’s the actual story behind your product? What makes it the way it is? How did it come about?
What we’re getting at here is, show your personality.
Show the personality of the brand and the product. What do you want people to think when they first see your product?
Remember, first impressions are everything, even with products. Avoid generic statements and advertising clichés, focus on what makes you different.
Again, how you approach this will depend on your target audience and obviously the product itself but really the world is your oyster here. You can get as creative as you want!
Our previous point ties in perfectly with what we’re going to talk about here. What makes your product video different from the millions of others out there right now?
Better yet, what makes your product different from the thousands of other similar offerings on the market?
This is your chance to get creative. I know we’ve banged on about target audiences and different platforms but being different is good. If you’re targeting business owners but have a quirky idea for a short TikTok product video, go for it.
Don’t let conventions completely drag you down. To use another drawn out cliché ourselves, you miss 100% of the shots you don’t take. There’s absolutely no shame in trying something and it not working how you intended, that’s just life.
Nobody can answer this for you, only you will know what makes your product unique. All you then need to do is show that in your video.
If you need some inspiration from existing creative product videos, we’ve got you covered.
Okay onto our final point, what call to action are you going to use?
There are plenty of options here, you could constantly say “buy my product” in the video or you could just cover the screen space with links. Joking aside, there are genuinely plenty of ways you can do this.
This again will depend on where you are publishing the video as most platforms have their own call to action options. Nevertheless, it is always worth including one in the actual video itself so that viewers don’t have to do any leg work to find your product.
If a viewer has sat through a couple of minutes of your video they are at least somewhat interested and you certainly don’t want to waste that opportunity.
Keep it simple, keep it subtle and keep it consistent.
Okay so we’ve just gone through a host of questions that will lead you in the direction of making a really creative and effective product video.
All we’ll say is to remember that these are other humans that you’re communicating with. Don’t be robotic and don’t be over the top, just be true to your product. Don’t lie and overexaggerate, be real with consumers about why your product can benefit their lives.
Selling a few products is great, but connecting with your customers is where true success lies.