Product videos are a great way to reach potential clients and show off what you have to offer. If your product video is done well, you can convert your audience to a customer in just a few short minutes!

Here are 5 ways to make sure your next product video is awesome:

Highlight the product

Your product should be the star of the show! First, make sure you’re using the right lighting and camera angles. This means capturing the product from various angles and zooming in on key features. Also, make sure the lighting complements your product and helps it ‘shine’. Think about what’s happening around your product – the set design and the actors, (if you’re using them) can set a specific tone. If an element doesn’t fit, the focus can quickly switch from the product to something happening in the background. Sometimes, simple is best.

TIP: Create an integrated experience by adding related elements throughout your video. This could mean using props in your brand colour or having actors dress in complementary colours to your product.

Consider various styles

Understand your product category and what you’re trying to accomplish before choosing a product video style.

• To show off a new or innovative product, an unboxing video may be your best bet. An unboxing video showcases the product and its packaging, as well as introduces the user to the various features. These types of videos are usually kept short. If you are just showing off the product and packaging, your video should not be longer than 30-60 seconds. If you are going into more detail of the features, then 2-3 minutes is recommended.
• To display a variety of products, or where the focus is more organizational, a brand video may be the way to go. This type of video focuses on the brand as a whole to help position multiple products, such as a new line or collection. Something like this should ideally be no more than 2 minutes in length. If you’d like to go into more detail for various products, split this out into separate videos.
• A lifestyle video is another great option. In this style of video, the product is shown in an everyday setting, helping viewers see how it could be a part of their daily life. Along with showing the product, a lifestyle video may use b-roll, which are supplementary shots of the setting or the characters to help build the story and set the scene. Similar to a commercial, a lifestyle video should be kept short and succinct; no more than 60-90 seconds.

TIP: Along with picking the right style, make sure your video tells a good story. A good story needs to be engaging and relate to your target audience.

Set the tone with narration or music

Use narration (voiceover) and background music to set the tone for the video and create a storyline. The background music helps create a distinct style and gives the video a rhythm, making it easier to follow. Narration can also help enhance the product video by setting the pace. Always think about the tone of the video when picking background music or voiceover.

TIP: Consider adding on screen text to help users keep up with the narration and to draw attention to any key phrases.

Convey important information

The product video needs to inform viewers of the relevant information - along with showing product features, let your audience know where to purchase, brand information, and pricing. Think about what information you should prioritize, since you may not be able to include everything from a time perspective.

TIP: Make sure you are providing product benefits, along with features. To turn your audience into a customer, your viewer needs to know why this product is right for them.

Keep your target audience in mind

Throughout the entire process, always consider your target audience. This can impact decisions on things like length of time, background music and tone, talent (actors or voiceover) and the general style of the video. Also, take a step back and think about how your target audience would use your product and what features are most important to them. This will help you figure out the key information to showcase and also help you better attract your specific market.

TIP: Don’t forget to consider how they may be watching (on a mobile device, through YouTube or maybe through your website). Always make sure the video is optimised and ready to go on various channels.

A strong product video can help boost your sales potential. Make sure you are showcasing your product in the best way possible.