What Makes a Great Product Video

It goes without saying that before your business sales start coming in, you first need to have a great product that buyers want. But what value does in-demand merchandise have if no one knows about it? This is why you need to stand out with a product video that converts.

Advertising has always been a major factor in a successful business. And there are many advertising strategies out there, but few have been as effective as a product marketing video. Product advertisements are known to be one of the best methods to rake in conversions. It is reported that  55% of buyers are convinced to make a purchase because of a product marketing video and there are many more benefits that can come from it. 

Creating product videos that sell well isn’t as simple as you may think. A lot of thought and work goes into the production process, that’s why hiring a professional product videographer could be the game-changer to boost the quality and outcome of your advertisement. Working with a full-service video team is a reliable and effective way for business owners to spread through a convincing product marketing video.

5 Elements of a Product Video that Converts

“To bake a delicious cake, you need to have all the right ingredients.” The same concept applies when creating product videos that convert potential buyers. You need to have all the important points down to see long-lasting success for your product marketing video. Here are the essential elements you need to focus on.

The Objective

The first thing that should be addressed in the planning stage is figuring out the goals of your product ad. Focusing on customer sales would be the obvious choice if you were to aim straight for maximum conversions. But there are other reasons, aside from the sales figures, that could be your main goal.  

Increasing your brand awareness is a crucial step, especially for new businesses, and should be your focal point before you start looking for conversions. The idea here is to spread the word about your merch and increase your business presence. You should be directing people’s attention to your product by highlighting how it solves a specific problem. This will increase your chances of getting good leads, those are the potential customers from your target audience who are interested in what you offer.

Another approach you could take as your main goal could be to demonstrate or explain the key features of your product. Things like demos, how-to’s, and tutorials. These are usually short clips that show people how your merchandise works and the advantages that come with it. Be sure to communicate what you want with your product videographer or professional video service team, and don’t be afraid to ask for advice if you are unsure of what to go for.

Having a solid idea of what your video aims to achieve will allow for a smooth transition to the next steps of the production process, which are the other key elements to a successful advertisement.

Your Target audience (And Their Potential Value)

One of the most important decisions for any business is identifying your ideal audience. This should happen even before picking some merchandise to sell.

Of course, this would still just be a conceptual idea of your desired customers. In order to get real data on real people who have bought from you before, we highly suggest working closely with your sales team for an accurate report. This will narrow down the age group and type of people you will want to advertise to. 

It doesn’t end with just knowing who your customers are, it extends to understanding the value of different groups of people. For example, there may be a smaller market for older customers but they tend to have a much higher value per person due to having more money. In contrast, younger audiences usually have less money but are much larger in group size. There are much more factors than just age though, other niches also come with different values, so be aware of your customer value.

After you’ve locked on to your target audience and have seen the kind of value they can bring, you can now start the concrete part of creating product videos.  

Writing your script and Creating the Storyboard

With your goals set, and the right market identified, it’s time to begin with the script writing. All the members of your creative team, including the product videographer, should come together to share their ideas for the script and storyboard.

To start the creative process off, you can begin by choosing a tone of voice suitable for your audience. Whether they’re kids, adults, or the elderly, you need your script to speak to them in a natural and proper way.

With your tone in mind, you can then go ahead and let the ideas flow. Think of a good story that showcases the important points of your product, its benefits to the people who need it, and how it answers a problem in reality. Your script should sound natural but also be bold because people want something that catches their attention. 

Your storyboard is basically the more detailed versions of each scene that will be played out. Even when it comes to creating product videos, every good story needs a convincing narrative. You can also opt for an easier approach and have your advertisement be more of an exhibit, a short clip without the need for actors which simply displays the product under some spotlight. It can be just as effective as long as it flows smoothly and lets people make a strong connection from the ad to your product. 

Filming and Editing 

When the script and storyboard are complete, the filming begins. Most people find this to be the most enjoyable part of the process, yet it remains one of the central elements when creating product videos. 

Depending on the kind of storyboard you settled with, you may have actors come on to bring the ideas to life. The actual filming of the ad should be a straightforward plan of action. When doing the shoot, a good product videographer will always make sure that every scene is perfect and done with purpose.

After the last scene has been shot, your product marketing video is nearly complete.  All that’s left to do is the editing. Editing is one of the responsibilities of a product videographer. Editing is done to polish the recording, cut out anything unnecessary, and make everything come together nicely. After all the scenes are assembled and special effects are added in, your product video is complete. 

Choosing Your Hosting Platform

Now that you have your product marketing video, the final step would be finding the right platform to have it hosted on. Popular social media platforms are good options to gain publicity. You can also put it up on your website’s homepage or on a landing page to increase people’s trust and confidence in what you offer them.

The platforms you choose should be included in your marketing plan, something that should start thinking of even before writing the script. Once your product video is on a platform, you can now observe how effective it is at driving customer sales

Creating product videos that make conversions is no easy endeavor, but with the knowledge of the key elements, you can meet any goal you’ve set. So what are you waiting for? Create your own product video with a dedicated team of professionals!