Selling products online is easy and hard at the same time. It’s easy to get started and create a seller’s account on e-commerce platforms like Amazon and eBay. However, it’s hard for your products to stand out against the competition. Whereas brick-and-mortar retailers face local competition from other stores, e-commerce retailers compete with sellers from across the globe. For better or worse, the internet has created one giant retail market. So how can you get your products to stand out online? By creating professional product videos that sell. Gone are the days when a few product photos were all you needed to entice shoppers to click “buy.” These days, you also need to have high-quality product videos of your product in action for your viewers.
Did you know 73% of all US adults are more likely to purchase after watching an online video that explains the product or service? In other words, a product video can make or break your product.
What is a product video?
A product video is a short video that shows off how a product works and goes over its basic features. It’s another marketing tool to help sell your product.
Product videos can come in slightly different forms like teaser/promo product videos, explainer product videos, and demo/tutorial product videos. Each is similar with slight differences.
- Teaser/promo product videos promote a new product that will be released soon. It’s meant to build up anticipation and excitement for the product so that when it does come out, you already have customers waiting to buy (a preorder option works well here).
- Explainer product videos explain what the product does, how it works, and sometimes the story behind it (for example, an explainer video might share how your product was invented to satisfy a unique need).
- Demo/tutorial product videos show how to use the product. They’re usually structured as a step-by-step guide to help new customers learn to use the product themselves.
Tips for Creating a Product Video That Sells
Now that you know what a product video is and what types of product videos exist, let’s go over how to create one that sells. To be effective, your product video should do the following:
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Tell a story
Humans are drawn to stories. Stories resonate with our emotions and help us feel like we’re part of something greater. You can leverage this human tendency in your product videos. Tell the story of how your product was invented, or tell a story about how it made someone’s life better. If the story connects with your audience on an emotional level, they are more likely to buy it.
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Show the product in action
Potential customers don’t just want to see the product. They also want to see it in action. This provides them with context and helps them envision how they would use the product themselves.
For example, if you sell soccer balls, your product video should include shots of players kicking the soccer ball. A video of the soccer ball alone won’t have the same impact.
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Keep it short
The human attention span is becoming increasingly short. So in creating a product video that sells, don’t make it overly long or you’ll lose viewers. Less than a minute is ideal.
Focus on including only the most important information in your product video, and leave any extemporaneous material out. Keep it short and sweet.
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Use animation
Not every product video has animation, but those that do have a clear advantage: animation captivates.
No matter what you’re selling, animation makes a lasting impression. It’s easy to understand, it’s fun and entertaining, and it can be updated without reshoots.
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Have background music
The right background music can set the tone for your product video. Going for something exciting and fast-paced? Try some rock music. Want a calmer feel? Try some ambient background sounds.
Background music helps reinforce the emotions you’re trying to get across to the viewer.
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Feature your customers
A product video is so much more powerful when it features happy customers. Viewers want to know that other individuals already like your product. They don’t want to feel like they’re taking a chance on you. They want social proof.
See if you can’t get some of your existing customers to be part of your product video. If the customer truly loves the product, they may be happy to help.
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Be conversational
Make your product video engaging by keeping the narration conversational. That means talking in a casual tone and in the second person (using the pronouns “you” and your”).
This will help viewers feel as if the product video is speaking directly to them, making them more likely to watch it.
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Include a call to action (CTA)
Every product video needs a call to action (CTA) at the end. This tells viewers what steps to take next if interested in your product.
Leaving out a CTA is leaving the viewer hanging without knowing what they should do.
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Be easy to share
Lastly, make your product video easy to share so that it spreads further. You can do this by including social media sharing buttons and a shareable video link that viewers can copy and paste to send where they like.
Final Thoughts
At the end of the day, a product video is a piece of art. You want it to be visually enticing, entertaining, educational, and inspiring all at the same time.
If you can get your product video to be all of the above, you’ve won. It’ll help convert buyers and get them to buy. So don’t miss out. Hire someone to make a product video for you today!
