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

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

Highlight The Product

First, make sure you’re getting the right footage, capturing your product from various angles and zooming in on key features. It should be the star of the show! Also ensure you’re using appropriate lighting to complement it and help it shine. Always keep an eye on what’s happening around your product, as the set design and the actors, if you’re using them, play a role in setting the tone of your video: if a background element doesn’t quite fit, it can distract your viewers from the key message and shift their focus away from the product. Sometimes, simple is best.

TIP: Create an integrated experience by adding subtle branded elements throughout your video. This could mean using props in your brand colours or dressing actors in colours that complement your product.

Consider Various Styles

Creating a good product video is not just about filming your product and calling it a day – you have to pick a video style that fits your product category and emphasizes the message you want to share.

To show off a new or innovative product, an unboxing video that showcases the product and its packaging, as well as introduces the user to the various features, may be your best bet. These types of videos are usually short and snappy. If you are just showcasing your product and its packaging, your video should not be longer than 30-60 seconds. If you are digging deeper in the product’s features, a length of 2-3 minutes is recommended.

To display a variety of products or to highlight your company, a brand video may be the way to go. This type of video presents your brand as a whole and can be used to introduce multiple products at once. This is particularly useful if you’re releasing a new line or collection and wish to show them off as a set. Ideally, a video like this should be no more than 2 minutes in length. If you want to share more details about your various products, you are better off splitting a long video into separate shorter ones.

To showcase your product in an everyday setting, a lifestyle video is your best option, as it lets your viewers see how your product could be used in their daily life. Along with displaying your product, a lifestyle video may use supplementary shots of the setting and characters as b-roll to better establish the scene and tell their story. Just as with commercials, a lifestyle video should be kept short and succinct and last no more than 60-90 seconds.

TIP: In addition to being in the right style, your video must also tell a good story. It must be engaging and relate to your target audience.

Set The Tone With Narration Or Music

Use background music and narration to set the right tone and tell a story. Background music gives video a distinct style and a rhythm that makes it easier to follow. Narration can also help enhance a product video by setting the pace. Always think about the tone you want your video to have when picking background music or voiceover.

TIP: Consider adding on screen text to help viewers keep up with the narration and pay attention to key phrases.

Convey Important Information

Your product video needs to inform viewers of the relevant information that relates to your product – along with showing its features, let your audience know important things such as purchase options, brand information, and pricing. Think about what information you want to prioritize, since you may not be able to include everything within the time you have.

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

Your target audience should be at the center of your decision-making throughout the entire process. To reach the right people, you must pick the right length, background music, tone, talent (actors and voiceover), and video style for them. Also, take a step back and think about how your target audience would use your product and what features would be most important to them. This will help you figure out the key information to showcase and help you better reach your specific market.

TIP: Consider how your viewers may be watching your video. Make sure that any video you create is optimised for multiple channels – whether it be on mobile, through YouTube, or even on your website.

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