Product Videos: The Ultimate Guide for Brands & Online Shops

Video content is the most popular type of content on the internet. As such, product videos have become a powerful tool for businesses. They offer a dynamic way to showcase products and engage customers.

Whether you want to create a product video or enhance existing product marketing video strategies, we’ve got you covered. Explore and discover the power of product videos for brands and shops in this comprehensive guide.

What is a Product Video?

A product video highlights the key features and benefits of an item. It provides customers with a clear understanding of a product’s uses and value.

These videos use striking visuals and stories to make products more relatable to shoppers while improving the online buyer journey.

The Best Product Videos + Examples

In the world of e-commerce, some product videos simply stand out. Here are the best examples of good product video content.

Blue Microphones Yetix Review Video

This review video highlights all the features of the product in a concise way. Pay attention to the pacing and tone of the reviewer.

The reviewer covers the type of microphone it is, how to use it, and what sets it apart from competitors, helping potential customers imagine it in their lives.

So not only do customers get a review from an expert with credibilty, they also get a quick product demo video to boot.

Wagner W500 Paint Sprayer 3D Video

For more mechanical products, it can be hard to create content at scale. That’s why Wagner converted 2D product images into compelling product videos.

This product video covers all the important points, but uses quick pacing to keep its duration to around a minute. A great example of an effective product video.

Samsung Galaxy S21 Ultra 5G Unboxing Video

Samsung published this product video to YouTube to highlight its Galaxy S21 Ultra 5G. It shows the phone’s best features, mixing real-life scenes with its strengths, proving it’s a market leader.

Apple Vision Pro XR Launch Video

Apple’s Vision Pro XR launch video was one of the best product videos we’ve seen. By featuring real people in authentic environments, it captured the product’s utility for every user.

Its ingenious use of user-generated content (UGC) crafted a promotional narrative and set this product launch video apart.

Plus, the product is cool, too. Be sure to check out our article on how it will revolutionise e-commerce.

We chose these product video examples because they highlight exactly how you want to make a product video – focus on your target audience, include a strong call-to-action, and explain how the product works.

Benefits of Product Videos

In e-commerce, product videos are a cornerstone of successful marketing strategies. They not only captivate audiences but also drive business results.

Here are some of the key benefits backed by industry research:

These statistics underscore the power of product videos within e-commerce and how they play a key role in driving sales.

How Product Videos Impact Sales

Compelling product videos are powerful sales tools in online shopping.

But why is a product video so effective?

First, a product video allows viewers to grasp the value of a product or service in seconds.

Second, leveraging visual primacy and cognitive ease, product videos help customers remember features better than text or images.

Platforms like DemoUp Cliplister further enhance their impact by enabling seamless product video syndication, giving brands control over product presentations on retailer sites.

Product Video Essentials

Creating a product video requires more than a camera and a product. It’s a blend of marketing strategy, creativity, and technical expertise.

The upcoming sections dive into the essentials that lay the foundation for creating a compelling product video.

1. Measurable Goals

Creating a product video begins with a clear goal.

Setting goals to measure your video strategy’s success is vital. Use frameworks like OKRs or SMART to make it easier to track and improve video content.

Goals should shape and where it’s shown. A good product video considers goals before scriptwriting even starts.

2. A Defined Target Audience

A product video’s potency lies in its relatability. Showcasing real-life uses that resonate with your target audience is vital.

The best product marketing videos show how a product fits into daily life and solves problems. Knowing your audience helps pick the right video type, like an explainer video, review videos or product demos.

3. A Script & Storyboard

Behind every captivating video is a crafted script and storyboard. A storyboard visualises the video’s flow, while the script narrates its content.

Depending on the video type, the script’s length and content vary. Emphasising storytelling ensures the video is informative and engaging while taking the viewer on a memorable journey.

Be sure to include a strong call to action at the end so each potential customer knows the next action they should take.

4. Cast, Crew, & Location

Are you filming in-house, or at a specific location? You’ll need a dedicated team any way you decide to create product videos.

Every role matters, from actors that fit your target audience to skilled crews. The location’s crucial, too—it should be relatable.

5. Product Videography Equipment

You can’t compromise on quality. Top-notch equipment including cameras and lighting is important.

Remember, it’s easier to downscale high-quality footage than to upscale mediocre content. If equipment, knowledge, or time are constraints, fret not. We’d be happy to assist.

6. Editing and Post-Production Software

After filming, the magic of editing begins. During this stage, raw recordings are refined into a finished video. Sound enhancements, visual effects, and filters elevate the video’s professionalism.

Plus, a well-edited video not only looks great – it reinforces brand credibility.

7. Means of Distribution

A stellar product video isn’t effective if no one sees it.

Many brands struggle with content distribution, getting caught up in manual tasks and talks with different retailers.

If you’re living this nightmare, be sure to book a call with us. We’ll show you how you can automatically deploy content to 450+ global shops.

Product Video Types

Video marketing is a broad field, and there’s no one-size-fits-all solution.

Various types of product videos exist, all catering to different stages of the customer journey and address unique audience needs.

Here is a breakdown of the most common video types seen in e-commerce.

Review Videos

Review videos stand out as the most potent for conversions among the different product video types.

These are user-generated content crafted by industry experts or influencers. The magic of review videos lies in their authenticity.

It resonates when potential buyers see a trusted figure vouching for a product’s merits and even addressing its cons.

Review videos not only about showcase products; they create sales intent. They subtly nudge viewers down funnel until they’re ready to buy.

Some of the world’s biggest brands like Logitech, Samsung, and Bosch, outsource video review production to us for these reasons:

Unboxing Videos

Unboxing clips have surged in popularity and dominate the online realm. They show honest reactions when people first open a product.

This type of product video provides a unique thrill and experience. Unboxing videos are great for brand awareness and use on social media because they provide an expert’s initial reaction.

Dive into our detailed guide on unboxing videos to see how to elevate your brand’s presence or check out the example below:

Or, check out our list of the best product videos – unboxing edition.

Testimonial Videos

Testimonial videos use personal experiences to back up the quality of the service.

As far as product marketing videos go, there are not many more powerful than these.

Testimonial videos are a type of user-generated content (UGC) that capitalise on the power of social proof to build trust and credibility.

Product Demo Videos

Product demo videos are visual guides that spotlight a product’s best use cases. They delve deep into the product’s features, demonstrating its functionality and benefits.

This type of product video is invaluable for customers seeking an in-depth understanding of a product before buying it.

For a complete look at how product demo videos can transform your marketing strategy, read our guide to product demo videos.

Tutorial Videos

A tutorial video is a product video offering step-by-step guidance on using products, making complex processes easy to understand.

Also known as how-to videos, they provide a great way to engage viewers through visual demonstrations and clear instructions. That’s why they are often used to demonstrate how easy a new product is to operate.

This type of product video both educates audiences and showcases products or services, helping viewers make better decisions.

FAQ Videos

FAQ videos cover the most commonly asked questions your customers have about your products.

Don’t know what to cover? You can simply check the reviews people leave on marketplaces. If something confuses your buyers, it might be worth creating a video to clarify it.

Because FAQ videos are so popular, there are several free product video templates you can find online if you want to make a product video yourself.

3D Product Videos

3D product videos, like our animated video clips, are a type of product video created from 2D images. 3D product videos are great for showing off features and increasing video coverage.

They represent the most straightforward and economical type of product video, perfect for improving coverage across product lines.

Here is an example of a 3D animated video clip we created for Bosch using 2D product images:

Explainer Videos

Explainer videos show how a product works by breaking it down into clear, easy-to-understand visuals and narratives.

As marketing videos, they quickly capture attention, making them ideal for introducing a new product, service, or concept.

Explainer videos can communicate key messages with concise language, engaging video animations or live-action footage.

So, if potential customers frequently ask about a specific product feature, an explainer video is the perfect solution.

Using a solid mix of product videos in your strategy ensures that you cover all stages of the sales funnel for your target audience, from awareness to retention.

Product Video Costs

Determining the cost of a product video isn’t a straightforward task. Several factors come into play.

Are you considering in-house production or thinking of outsourcing? What type of videos do you envision? How many marketing videos are in your plan? Will you use the product video online or another way?

Each of these decisions influences the cost. While exploring the intricacies of product video costs here is tempting, we believe this guide to product video costs will serve you better.

Finding Product Videos

Finding a suitable product video can be challenging.

Several avenues exist, though each has challenges, making the quest for a good product video a daunting task.

YouTube

YouTube is a go-to for many retailers seeking engaging videos from brands.

But it’s not without drawbacks. Traffic diversion is a significant concern.

Traffic diversion happens when users see a video ad for another shop on a 3rd party platform, like YouTube, and end up somewhere other than your product page.

Also, YouTube operates as one of the leading social media platforms and is designed to bring users into its site – and off yours.

For those seeking alternatives, our guide on YouTube alternatives offers valuable insights.

Video Hosting Providers

Other hosting solutions like Vimeo and Wistia provide avenues for video marketing.

Yet, companies that use this type of product or service for marketing videos must constantly update and manage a self-hosted video database.

The process is time-consuming, posing challenges for both brands and retailers.

DemoUp Cliplister’s Product Content Syndication Network

Know that feeling when you can’t create product videos and publish on time for product launches or important sales?

Enter product video syndication, a game-changer in e-commerce content.

With our syndication software, brands gain unparalleled control over their content on retailer product pages.

Uploading, updating, and publishing a product video online becomes a breeze – which can enhance brand consistency, increase conversions, and increase sales.

Explore what effective product video syndication for brands could mean for your business.

Of course, retailers benefit as well. With just a few lines of code, you can get thousands of videos for your online shop and increase conversions by up to 80%.

You get great product video content, lower your risk of DRM violations, and free up your team to focus on what matters most – selling more products.

Want to boost your online store? Dive into our solutions for retailers and gain access to 300,000+ brand created assets.

Wrapping Up

Product videos play a crucial role in e-commerce by showing products in action.

Using a mix of video types—like demos and reviews—keeps content fresh and appealing.

Want to step up your product video game? Fill out the form below for a free consultation!

Frequently Asked Questions

Still have questions about product videos? Here are the most frequently asked questions about the topic.

For more e-commerce tips and tricks, visit the blog.

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