How to create an effective product video no matter what you're selling

Video on your site is a good idea. It has been shown to improve conversions around 80 percent.

A great video for a product will inform and entice viewers to pay attention (and to open their wallets). We've seen plenty of these videos on our site -- including the ones which have successfully launched crowdfunding campaigns and sold plenty of units in the process.

Here are some suggestions to create great videos for your product which convert. We'll also provide an example from small and large companies that are killing the game.

Are you unsure of how to create videos for your products? Follow these 9 tips.

 1. Context is king

Do not just showcase your sleek product. Show how it is part of the bigger image of your customer's lives. Aim to answer these questions by showing your video about your product:

• What problem is your product solving?
• How can you make it more beneficial to the lives of your customers?
• Does it inspire customers to go further?
• Will this product increase their happiness overall?

 2. Tell and show

The trailer for a high-concept product might be beautiful and stylish, but if viewers do not know what your product is when they're done the chances are they won't get inspired to become customers.

Make it seem like you're back in the first grade playing "Show and Tell" -- show off your product, and inform your clients about the product. It's that simple.

Here are a few types of product videos that small e-commerce companies and giants alike can rely on:

• Demo. Simply put, a demo shows off the product in action while people are taking advantage of the product!
• Explainer. A simple explainer video shows you exactly how a product works and shares the story behind your company's name using a mix of text and audio. The majority of the time, explainer video are what convinces a human to buy.
• Tutorial. These are instructive, using the steps of steps. The tutorials can be tailored for customers who have bought and need help with a complex product, not just a sales tool.

What should be included in your video for product?

1. A lot of photos of your products best of all, with a 360deg glance at your merchandise
2. Dimensions So that viewers can see what size, how heavy, or feather-light your product
3. An action on your site Follow your business on social media, etc.
4. Social proof including testimonials, as well as reviews, to demonstrate how your product or service is better than the competition
5. Your own unique character and spin on things

 3. Tell your story or let your customers tell your story for you.

When viewers watch a product video people don't want to understand the technical specifications of the product. They would like to get to know the people behind this product, as well as those who use it.

(Pro-tip Include specs in the description of your product on your product, however that may be, or add a quick pop-up of text in your video with every detail so that the viewers pay to their attention).

While specs can be helpful, they're not everything. Today's consumers are savvy choosing companies that are on the road to success over those who just offer a pretty product. A BBMG and Globe Scan deep dive discovered an interesting fact about Gen Z -- they have " 3x more likely to assert that the goal for business is to serve communities and society.'"

Gone are the days of consumerism for consumerism's sake Use your demo or product videos to show your business's motivation to exist. Find the answers to the most important concerns. For example, does your business:

• Partner with social justice initiatives?
• Give a portion of the proceeds to local organizations?
• Use your social media platforms to educate your followers about social issues?
• Have a meaningful sustainability practice for your business, be it removing single-use plastics, or going carbon-neutral?

Care is cool.

In the case of testimonials, consider a former customer as your hype man. This could be in the form of raving testimonials taking up one frame in your video about the product or even a conversation on what your product or service has done to has changed the game.

 4. Customize, customize, customize.

Your video for product promotion is an advertisement -- as well as a first impression- for your product/service So, how you present it is crucial. It's true that blurry video or poor quality photography could (and will) lead to a nose-dive in product sales.

Your video could appear in an Facebook advertisement or be embedded onto your website for e-commerce, and you'll want to feel proud of your final product. With Create, you can customize your product video entirely to your tastes by uploading your brand's logo and fonts or using our limitless selection of stock footage that isn't cheesy to enhance your product demonstration.

Uploading your video to the player offers advantages, too. Give your viewers no pre-roll...because the last thing a prospective customer would like to see the ad prior to viewing the ad. (Talk about eye-roll inducing.)

What length should a video run?

Answer: it depends!

• Quick demonstration: anywhere from 15 seconds to one minute
• Explanation:anywhere from 30 seconds up to 90 seconds (depending the complexity of your products are)
• Short tutorial:If you're publishing on a format-friendly platforms such as Instagram, shorter is better.
• In-depth tutorial. There's a chance that you're an vlogger making an "Get Ready With Me" video or a real estate agent teaching how to play the best housing game. On channels such as YouTube the long format (anywhere from 7-15 minutes) is considered fair.

 5. Cater to your target audience

When bands are on tour, they'll shout out the name of the town that they'll be playing in. It's a good idea to do the same for your promotional video in a literal sense or perhaps.

No matter what group or geographical area you're aiming at, it's best to make sure that your video is tailored to make it relevant to those who are likely to purchase from you.

 6. Don't foster FOMO.

There is nothing that screams cheap infomercial as trying to scare customers into purchasing your item. When we say fear, we're talking about FOMO. What children use to describe the anxiety of not being able to attend.

If businesses attempt to convince people of the risks in not purchasing their products by using fear, they're using a cheap tactic to get people to buy. A great business such as yours must focus on the positives of the product or service you offer in your video about your product, not on the tactics of scare.

If you're having trouble identifying the unique selling features of your product (USPs) take the or paper (or Word Doc) and inquire about these:

• Who are your competitors, and what do you find appealing in their offerings? (It's perfectly acceptable to say when your competitors are doing well! Inspiration is important.)
• From the people who before purchased your product or services, what do you think are the most common themes in their reviews, comments or comments? Write it all down, draw the Venn diagram, whatever unlocks your mind.
• What is the most favorable thing about your product or service? Get involved in that.

 7. Inject some personality

Do not be afraid to utilize videos to show off your brand's identity. Showing your personality in the video is an excellent way to distinguish your item from the thousands of other similar items that are available.

 8. Make sure to include a call-to-action so people know how (and where) to purchase

Let potential customers to purchase your product/service after the video has come to an end. How? Include a call-to-action or a step-by-step/loop to follow.

If someone gets to the end of the three minute blender demo, they're probably pretty interested in buying that blender. If your product video is more of a proof-of-concept consider including the email address or a an order link in your video.

 9. Connect, human to human

It's not difficult to talk about your customers in a product video instead of to them. Because your goal is to begin a conversation with your potential client try to make contact with the person on the other side of the screen.

How to make product videos

You don't need a video company to produce an impressive explanation video. Although we are awestruck by the polished beauty of a professionally produced video for a product, in the current lightning-paced marketing world, small entrepreneurs must be making content faster and more effectively.

There's no shortage of marketing channels to push content out on, and it's likely that there aren't the amount of videos you need. That's where agility and scalability come in.

Making product videos, explainers, and demos can be daunting, but here are some tips to get started:

• When in doubt, use a flat lay or a white background. The less complicated the background the more appealing. After all, you're not selling your background.
• Make sure you have steady light. Avoid shooting with other people, if you are able to avoid it. While golden hour may be beautiful, it's finicky and unreliable. What's the most reliable thing? Good old studio lighting.
• There's no need for an DLSR. Make use of the portrait mode on your iPhone against your simplistic background to create quality product images in just a few minutes.
• Make use of the user-generated content. Are people using your product on social media and tag you in their video posts? Request if they would let you utilize their UGC to help you with your promo!

How can you create an effective video for your product?

Producing a professional video does not have to be an expensive, outsourced to-do. Start by opening your creation for desktop or mobile and use an AI-powered guided template to produce a vid in the span of a few minutes.

Ask a few simple questions, submit iPhone pictures or videos of your products, and tinker with text and a call-to-action. Make sure to save, publish and then share it on all (or all, we won't decide) the social networks you have.       Explore a guide template

The most important conclusions

To make a successful and engaging product or service video, try to be honest, innovative and an actual human.

Make sure you are efficient, while highlighting the distinct selling point of your product -- even if that seems like something your competition is doing, too.

The bottom line? Most consumers aren't carefully watching your every step. They want to understand the most important benefits of your product and how to get it.

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