In the social media-led generation that we live in, video marketing has undeniably become the most efficient marketing strategy used by businesses and marketers today. Video content holds great power for its ability to promote products and present them in a way that consumers can easily understand – increasing the chances of generating more sales. You wouldn’t buy something that you don’t understand, right? Hence, this is why product videos are becoming the number one tool to market products and services today.

In this article we will discuss the importance of product videos for marketing, the different types of product videos and how you can create your own product video that can spearhead your business growth!

Key takeaways

  • Product videos are an effective marketing tool that can increase conversion rates, improve brand image and connect with customers.

  • A product video allows brands to market their product or service successfully by providing consumers with information about the product.

  • Product videos are a great option for online businesses and ecommerce platforms to showcase products without requiring face-to-face or in store visits

What is a product video?

Just as the term suggests, product videos are essentially any type of video that tells you what the product key features are in the form of a video. Similar to reading a product description but instead of boring lengthy texts alone, product videos allow you to have a better visual representation of the product. Fundamentally, a good product video successfully educates potential buyers on everything they need to know about the product as well as what the benefits are.

Why are product videos important for your business?

Product videos have become the preferred way for consumers to learn more about a new product or service as people are more inclined to watch a video to learn new information rather than reading lengthy product descriptions. When done correctly, product videos can provide numerous benefits that will help you increase sales and grow your business. It is also the preferred way consumers learn about new products and services because people are more inclined to watch videos than other forms of media. Here are some ways it can enhance your business marketing strategies.

1. Connect with your customers

What better way to connect and communicate with your customers than with a product video? A product video speaks volumes and relays your brand’s understanding about a customer’s problems by providing them with a solution – which is your product or service. Product videos are the best medium for communicating with potential prospects on how your brand can provide value to their lives and improve their overall happiness.

2. Boost your brand image

A good product video has the added advantage of boosting your brand image and allowing your brand to appear more trustworthy and professional – not only to existing customers but also to new customers. A positive brand image is crucial for businesses as it can create credibility and customer loyalty. When you have a loyal customer base, it will become much easier to introduce new products and increase sales for an existing product. Moreover, there is a higher chance of loyal customers recommending your products to their families and peers – creating a chain of marketing that will improve your brand awareness.

3. Appeal to mobile users

Nowadays everyone has a smartphone and this goes hand in hand with video content. People are more likely to watch videos on their phones because it offers high mobility and on-the-go viewing. Hence, this allows product videos to engage a larger audience – improving your brand’s competitive advantage.

4. Increase conversions

Product videos have a greater chance of increasing conversions and generating more sales compared to other forms of media. This is because people are now relying on social media platforms such as TikTok and YouTube as a search engine for more information on products. Studies have also shown that people are more likely to purchase a product after watching a product video as it allows for a better understanding of the product – enabling consumers to make an informed purchasing decision.

The different types of product marketing videos you need for your business

There are plenty of product videos out there which vary according to the goal intended for the video. Whether it’s to promote a new upcoming product, explain the product’s key features or to just visually show your target audience what the product looks like. Let’s take a look at some of our product video examples so you can better understand their use cases.

1. Product Launch Video

Product launch videos are the best choice when it comes to introducing a new product. It is a great medium for businesses to create excitement around the product and build brand awareness – especially in this social media era that we live in. Product launch videos are a crucial part of video marketing in order to reach the target audience.

Here’s a great example of a product launch video that Superpixel created for the Asus Zenbook 14 OLED. With realistic 3D animation, the video highlights the key technical features of the laptop while showing off its aesthetic form. Moreover, the smart use of animation made the video more appealing and engaging, successfully capturing viewers’ attention.

Also read: 6 Ideas For New Product Launch You Need To Know

2. Product Demo Video

Product demo videos are frequently used by brands and marketers to show customers how a product or service functions. This type of product video is usually utilised on an ecommerce website so customers can see how the product looks as well as how it works.

Take a look at this Brother Inkjet Printer product demo video. In this video, the creative team at Superpixel illustrates the product functions and benefits using 2D animation – a great way to showcase key features to potential customers without showing it to them physically. The video even displayed real-life relatable scenarios to provide a better insight into how the product can fit into the customers’ daily lives.

3. Explainer Video

An explainer video is commonly used in video marketing to promote and explain products and services to potential customers. This type of video is generally short yet packed with information that allows viewers more details on the product and its functions for a better understanding.

Here is an example that our team created for AIA’s Guaranteed Protect Plus explainer video that uses 2D animation to make the whole video come to life. A great way for companies to provide a more in-depth explanation about their product or service without boring their target audience with just lengthy texts on the screen.

Explainer videos make for compelling product videos because it simplifies the product for better understanding. In addition, this type of video typically uses animation to present its visuals as a way to keep the video more engaging – what better way to do that than with animation! If your business produces technical or complex products and services, an explainer video is your best choice. You can even add these product videos to your website’s homepage to keep website visitors on for a longer time – a great way to improve your Search Engine Optimization rankings.

4. User Generated Content Video

User Generated Content (UGC) video has become one of the most popular types of videos used over the recent years to market a product or service. UGC videos are basically testimonial videos that are self-produced by people who use a certain brand’s products or services. This increases the likelihood of potential customers purchasing a brand’s products because UGC acts as authentic social proof that a brand’s product is worthy of buying.

This is a great video marketing tool that can help businesses increase conversions and build brand awareness because people tend to trust UGC videos more than branded content. These videos can also be displayed on your website, product pages and even on social media platforms to aid in influencing purchasing decisions.

Where to place a product video?

1. Website homepage

Placing it on your homepage is a strategic place for a product video as it will be the first thing website visitors will see. It’s a great way of explaining your product and increasing the time spent on your website. You can even place different types of product videos throughout your website such as FAQ or testimonial pages where people are more inclined to visit to obtain more information.

2. Product pages

Including your product video on the product page of your ecommerce website will help customers learn more about your product easily. Ecommerce product videos are a crucial tool for an online business to provide the best online shopping experience as customers are unable to view the products face-to-face in physical stores.

3. Social media accounts

As previously mentioned, people often use social media to search for information on a product. Adding your product video to your social media accounts is an effective way to inform users that head to your account in search for more information on your product.

4. Email marketing campaigns

When running an email marketing campaign, it is important to incorporate your product video that coincides with the topic of the email. You can even use longer product videos in these emails as people who have provided their email addresses are more likely to already be interested in your business offerings.

5. Ads

You can utilise short product videos as an ad on social media platforms, YouTube or Pay Per Click (PPC) ads on other websites. This allows you to reach more prospects and effectively market your product to a wider range of audiences.

9 tips for creating a great product video

Now that you know what a product video is and the different types of product videos you can create, here are some tips on how you can create your own!

1. Provide context to your viewers

Your product video shouldn’t be a video that just showcases and explains your product, it should provide the answers to how it can make your customers’ lives better.

Use these questions as a guideline when creating your video:

  • What are the most important features of your product?

  • What problem is your product solving?

  • How can your product further enrich your customers’ lives?

  • Why should anyone buy your product?

  • Will your product increase their overall happiness?

2. Know your target audience

The first step to creating a product video is to know who you are selling your products to in order for your video to achieve the conversions you’re aiming for. For example, if your goal is to sell makeup products, your video strategy should be catered towards women because curating a video aimed towards men may not get you the results you need.

It also is important to understand the demographics of your customers so you can reach out to relevant potential customers instead of appealing to the mass audience. You can do this by collecting data to create buyer personas and address their pain points in your video.

3. Include a Call To Action (CTA)

A call to action is an important aspect of any product video. It is basically a simple directive statement that will increase the chances of viewers taking action. Call to action cues or links make it clear to your audience on what they need to do next or where they should head to if they’re interested in buying your product. It is best to position your call to action cues when the video ends as they help in moving the potential customer down the sales funnel.

4. Integrate your branding

Your product video should not only include your branding but it should also reflect your brand. Branding in a product video is essential in increasing brand recognition and creating a strong online presence for your brand image. You can do this by incorporating your branding into the storyline, the tone or even the colour scheme of your video.

5. Use high-quality footage

Product video production is an imperative part of creating a good product video that can wow your audience and attract more customers. Your product video is often the first impression that potential customers will have of your product and brand. Just look at all the successful brands out there, are their product videos of low quality footage? The clear answer is no and that is for a very good reason.

High quality product videos leave a lasting impression that will benefit your brand’s overall image and make it seem more successful and appealing. It can even increase engagement, especially in this social media led generation we currently live in where high quality videos are the norm. Unclear photography and blurry footage can lead to your brand looking unprofessional or even unreliable.

Pro tip: Aim for consistent lighting because lighting can make or break your product video. It doesn’t matter if you don’t have a high quality camera – your iPhone and good studio lighting is enough to produce a stunning product video.

6. Ensure the perfect video length

The length of your product video is a crucial determinant for whether or not people pay attention throughout your entire video. The rule of thumb is to keep your video short and not longer than 2 minutes. With an increase in video content surfacing online, the average user’s attention span is shrinking so it is important that your product video isn’t too long. Keep your product video short and sweet – just enough to keep viewers watching until the end to increase chances of them retaining that information.

7. Choose the perfect audio

What’s a video without audio right? Creating a product video is not just about the visuals, having good audio is just as important. The right audio plays a big role in setting the tone of your product video – it can engage your audience and elevate your video drastically. Picking the right background music is crucial to create a compelling product video that will help your video stand out from the rest.

You should also ensure any form of audio is of good quality – especially if your video involves vocals for narrations and conversations. Your audience needs to be able to hear clearly what you are presenting in order to fully understand your video.

8. Make your video shareable

The best way to reach a wider audience is to make your product video shareable on all your brand’s social media platforms. This is because people love sharing content with one another especially if the product video is enticing and able to solve one’s problems. When your video is shared, it increases engagement and helps you build brand recognition even among viewers who are not potential customers. The more people know about your brand and product, the better!

9. Get visually creative

Visual creativity is the key to making a product video much more appealing and intriguing. Animation is a great way to let your creative juices flow as it allows you to explore limitless creative opportunities when creating videos. With animation, you can market a product in so many ways and ensure eye-catching visuals that will wow your viewers. You can even curate your animation according to your branding.

Create an animated product video for your brand

Do you want to create an attention-grabbing and appealing product video?

At Superpixel, we are an animation studio with a team of professional animators that can bring your envisioned ideas to life and create an attractive product video that will amplify your brand image. We specialise in animation services such as 3D animation, 2D animation, motion graphics and so much more to elevate your product video on to another level and help you stand out from the rest of the competition.

Visit our website and contact us today!