Have you ever thought about how to create a great product video? If so, you’re not alone. A great product video will show your product in its best light, while also providing potential customers with the information they need to make a purchasing decision.
These days, product videos are all the rage, and for a good reason. A well-made product video can introduce your product to a whole new audience and help you sell more units. Thus, the importance of videos in product marketing has increased dramatically in the past few years. Video is a great way to show off a product and also a great way to show how a product works.
The best product videos have a few things in common: they’re creative, they’re informative, and they’re persuasive. In order to create a great product video, you’ll need to keep these three things in mind. Here are a few tips to get you started.
1. Invest in a tripod
One way to make your videos more professional is by eliminating camera shakes and jitters. If you’re shooting the video with your hands, it’s extremely difficult to stop the camera from moving around slightly. Even with motion stability features, the final video may not always turn out motion-free.
If you plan to make multiple videos for your brand, you’ll be better off investing in a decent tripod. It’s almost impossible to try and edit the camera shakes after the fact, so you would save yourself time and effort with a tripod.
2. Ensure you have a working script
Many may assume that a product video is simply a mish-mash of product shots, graphic design, and sound effects. But, to get the perfect product video, you’re going to have to plan every second of the video early on.
You can’t ‘wing it” and expect the video to turn out great. It may look good, but if it doesn’t resonate with your target audience, you’re basically spending time on a lost cause. So, you will need to spend some time on the storytelling aspect and engaging dialogue/visuals to keep people invested in watching the video.
Having a blueprint will also aid you in shooting the video perfectly. It’s always easier to shoot with a script than to shoot blind.
3. Don’t overdo it
While promoting the product’s features and storytelling is important, embellishing the facts will only lead to problems in the future. Making the product look good is the primary concern for all types of product videos, but you have to take care to toe the line between reality and exaggeration.
People will see plain embellishments for what it is. They are likely aware that they are being manipulated by false advertising, and if any potential customer notices this, you will definitely lose that customer forever.
Simply focus on the advantages that the product offers without overreaching. There will always be a sweet spot that works on both an advertising and consuming scale.
4. Don’t be afraid to experiment
Here’s the truth, your first few product videos are probably not going to turn out perfect. The best product videos are a result of trial and error, so you shouldn’t be afraid to try out something new. You can always go against the grain with something that would resonate more with your target audience.
For example, you could shoot the entire video in black and white. The product colors may not stand out but it shrouds the product in a different aesthetic. Or you could even incorporate use-case elements in the product video itself. Let’s take a software product that works only on macOS. You can use a MacBook snipping tool to extract images of the software in action and then plug those into the video.
5. Add some humor (where possible)
Most times, you want the people watching your product video to be spurred into action and either purchase it right away or look for more information. But, the percentage of people who will immediately take action will be very low. That is why it’s important to add in as many elements as possible (within a reasonable scale of course!) to capture their attention and retain the video in their minds.
Humor is one way to get people talking about a video and they are more likely to remember it and spread the video to family and friends. It also sets the tone for your brand and people may warm up more to your product. Of course, humor may not always be beneficial so do this at your discretion!
6. Take your time with the editing
Editing a video correctly can have a significant impact on the overall quality of the video. By editing the video with the proper aesthetic in mind, you can ensure that your viewers see exactly what you want them to see.
Keep in mind that the editing section is where you tie the story together and make sure all the elements are working in sync. By spending more time editing each element, you can make them more effective and engaging to the end consumer. All that work that went into shooting the video culminates in those last few days of editing.
So, make sure you spend enough time on the editing process and purchase good editing software that can meet all your requirements.
There are various types of product videos that you can create and all you’re limited by is your imagination. Use these tips to create the best product videos you can come up with. You’ll likely find a lot more success with video than almost any other form of product advertising.
