Creating Exceptional Product Videos: A Guide for Marketers
What is a product video?
A product video is a visual representation of a product that showcases its unique features and highlights how it solves problems. These videos are engaging, professional, relatable, and have a clear narrative. They aim to capture the attention of the audience and convey the benefits and uses of the product.
Product Videos for Marketing: Why They’re Important
With people spending more time watching videos online, product videos have become an essential tool for marketers. Videos are engaging and can effectively communicate the features and benefits of a product. They also trigger emotions in a way that written descriptions can’t. Video is a powerful medium that captures attention and promotes brand visibility.
How to Create Product Videos
There are several key tips and tricks to keep in mind when creating an exceptional product video:
1. Include context
Show your product or service in use or solve a problem commonly faced by your audience. This helps viewers understand how the product can be beneficial in real-life scenarios.
2. Don’t just show your product – talk about it!
Avoid having videos that only showcase the product without providing any information. Instead, go in-depth and talk about its unique features, the story behind it, or how to use it effectively. Product demos, tutorials, and explainer videos are excellent formats for showcasing a product’s features.
3. Customize your video
Include elements in your product video that tie it to your brand. Use your brand’s logo, colors, and associated motifs to create a cohesive visual identity throughout your videos. Consistency helps build brand recognition and recall.
4. Keep your audience in mind
Make sure your product videos relate to your target demographic. Showcase your products in scenarios that apply to your audience’s experiences and needs. This helps viewers connect with your brand and see how your product can enhance their lives.
5. Don’t fearmonger
Avoid using fear tactics to push your product. Instead, focus on the benefits and positive aspects of your product. Show viewers how your product can improve their lives rather than making them feel like they’re missing out or something terrible will happen if they don’t use it.
6. Have fun
Inject some humor and personality into your product video to make it more engaging and memorable. Showcasing your brand’s identity and values through humor can help your video stand out from competitors and resonate with your audience.
7. Include a call to action
Make sure to include a clear call to action in your product video. Viewers should know how, where, and when to buy your product. Use enticing language and visuals to encourage viewers to take action.
10 Promotional Product Videos That Make You Want to Buy
Here are some impressive product videos that demonstrate effective marketing strategies:
1. Microsoft Surface Pro 9 featuring Bri Hall
Microsoft collaborated with content creator Bri Hall to showcase the features and uses of the Surface Pro 9. The video demonstrates the product’s lightweight and portable build, emphasizing its benefits for artists.
2. Smashbox Always On Liquid Lipstick featuring Champagne Becca
Makeup company Smashbox collaborated with TikTok content creator Champagne Becca to demonstrate the long-lasting properties of their liquid lipstick. The video shows how the lipstick stays on even after eating a burger, addressing a common problem faced by lipstick wearers.
3. JW Pet Cat Catnip Mister
TikTok content creator Abram Engel tests JW’s Catnip Mister on his cat Kurt. The video showcases the product in action, as well as Abram’s process of assembling and activating the toy.
4. Scrub Daddy’s New Grill Brush
Cleaning product company Scrub Daddy introduces its new grill brush with a humorous and informative video. The video explains the unique features of the grill brush in a fun and engaging way.
5. Fenty Beauty’s Soft Matte Powder Foundation Tutorial
Pop star Rihanna, the founder of Fenty Beauty, hosts a tutorial on YouTube showcasing the brand’s powder foundation. Rihanna’s playful approach and happy dance at the end of the video add personality and excitement.
6. Pixel Tablet Reviews by Marques Brownlee
YouTuber Marques Brownlee provides a thorough review of the Google Pixel Tablet, sharing insights on its design, features, and pros and cons. The video includes close-up shots of the product to provide a comprehensive visual experience.
7. Samsung’s ViewFinity S9 Introduction
Samsung’s product video for the ViewFinity S9 showcases the product’s features through the eyes of two graphic designers. The video uses captivating visuals, catchy music, and storytelling to engage viewers.
8. Keith Lee Food Reviews
TikTok content creator Keith Lee partners with Wingstop to review the restaurant chain’s Marvel-inspired “secret” flavors. Keith’s genuine reaction and enthusiasm create buzz and relatability for viewers.
9. Apple’s MacBook Air
Apple’s product video for MacBook Air features various designers, engineers, and experts from the company explaining different aspects of the laptop. The video combines high-quality visuals, thematic music, and informative narration.
10. Purina Pet Food
While not showcasing a specific product, Purina’s video takes viewers behind the scenes of creating their pet food. The video demonstrates the care, science, and thought that goes into developing their products, building trust with the audience.
Creating exceptional product videos is essential for marketers to effectively showcase their products and engage their target audience. These videos should provide context, talk about the product’s unique features, be customized to reflect the brand, and be relatable to the audience. Avoid fear tactics, inject humor and personality, and include a clear call to action. The examples provided demonstrate a variety of effective marketing strategies, from influencer collaborations to informative tutorials. By following these tips and drawing inspiration from successful product videos, marketers can create compelling and engaging content that drives product visibility and sales.