Given the rise in well-filmed product videos online, it can seem perilous getting started with your concept. I have been in pre-production hundreds of time trying to figure out how to start a video and storyboard for a product video production. Products are tougher then most because the storyline needs to match some sort of explainer rendition. Everyone promotes the importance of "product photography" a million times over, but great product photos are a dime a dozen at this point and our viewers are looking for a deeper and more authentic connection with our brands. If you want to take your product video to the next level and blow past your competition, you can't afford to ignore the power of incorporating video into your mix.
Why is video so important for products and Ecommerce?
In particular, product videos have an amazing ability to increase your conversions by helping people understand as much information as possible about your products and their production designs. Explainers mixed with outstanding video production filming work can make your product stand out from your competition if done correctly. In fact, according to Marketing Sherpa, website visitors are 64% more likely to buy a product on an online retail site after watching a video. While some people still believe that images, and copywriting is going to tell their "digital story" videos are potentially the most effective way of demonstrating a product and its benefits to your visitors.
Google loves product videos!
In the almighty "google search" where we bow to the all knowing "oz" of the digital realm, we find just about everything we want to purchase. Wether it be google shopping or amazon.com, its all their out there and waiting with 1 click n search results, Google displays a mix of search results which include video, image, news, maps, and other mediums in addition to regular search results. Having product videos gives you an extra chance of ranking, especially if none of your competition is using video in their stores and for their products. In addition, research also shows that Google favors and prioritizes sites with video which again means having product videos (ideally hosted with YouTube, a Google owned company) will grant you a greater chance of ranking in search engines.
Videos are sharable, clickable and keep clients engaged on your website!
Studies show that people are more likely to share videos than text pages. Additionally, people are also more inclined to click on a video thumbnail than on something with no visual or multimedia element.
Expect the unexpected
There is no one right way to make a product video. Depending on your vertical, customers have various expectations on what they want to see. And, they have various needs based on how they makepurchasing decisions.
There are a few things though that are common to all the best product videos out there.
- They tell a story: Without context, your product video isn’t going to make any sense. You could produce tons of product videos for your product page that just show the product in a 360 degree spin. But, what’s the point in spending the money to produce such a video that you can’t really use anywhere else? Your video needs to be branded. It needs put your product in context. That often means it needs to be shown in use. Use the video to continue re-iterating on your brand values and promise.
- They are short: Aim to make a video topping out at 30 seconds. Yes, it’s hard to distill a message down to half a minute, but the best product videos make it look like a cinch. Some of the videos below go over this threshold, but pay attention to what’s happening in the video as to why. Some audience segments will be OK with extra length if you’re pulling on other emotional strings.
- They are human: The point of a product video is to increase relate-ability between your brand and your customer. Text and images don’t get this across as well. In videos, you want to show emotion and honesty. You want someone to walk away feeling as though you understood them, and spoke to the core of their best self.
All of the videos below accomplish each of these things in varying degree.
Do you have a product video you love to rewatch? Share it with us and we’ll add it to the list.
If you need a Product Video and are in the Southern California region, please reach out to us directly for more info!