Full Information to Making Product Movies That Converts [+ Examples]

Full Guide to Making Product Videos That Converts

Full Information to Making Product Movies That Converts [+ Examples] superb)

Along side skilled product pictures, your product movies could make or break your eCommerce model. 

Why? As a result of they’re a key a part of your product advertising and marketing technique, on- and off-site — or at the very least they need to be! 

So what makes a product video a winner, and the way do you make sure that they’re doing their job: informing, entertaining, and, in fact, promoting? 

On this publish, we reply simply that. We cowl the whole lot you could know to make a product video that converts, together with: 

We’ve additionally included successful eCommerce product video examples all through.

Let’s get began. 

Greatest Varieties of Product Movies for eCommerce

Earlier than we get into the why and the way of profitable product movies, let’s begin by breaking down all of the kinds of product movies accessible to you. 

Sure, eCommerce product movies generally is a highly effective conversion software, not simply on-site however in advertising and marketing campaigns, social campaigns, and electronic mail. In actual fact, in response to Hubspot, video is now the highest kind of content material utilized by entrepreneurs to promote merchandise.

Nonetheless, it’s all about utilizing the most effective kind of eCommerce product video to match your goal and channel. 

It’s additionally necessary to notice that not all product video sorts will communicate to your market, so check a bunch of video sorts to search out ones that carry out nicely to your market, area of interest, and targets. 

Listed below are seven predominant product movies any on-line retailer ought to be testing: 

  1. Product Demo Movies
  2. How To / Product Explainer Movies
  3. Product Comparability / Choice Energetic Product Movies
  4. Promotional Product Movies
  5. Assessment / Buyer Testimonial Product Movies
  6. Interactive Product Movies
  7. Livestream Product Movies

1. Product Demo Movies

A product demo video is as easy because it sounds. This can be a product video that demonstrates a single product highlighting dimension, model, options, and/or materials by way of full views and close-ups. These movies are typically used on product pages and vary between 15–30 seconds in size. 

The entire level of product demo video is to let your viewers see precisely what they’re shopping for, permitting a possible buyer to expertise the product with out having the ability to contact it or see it in individual. That’s to not say they should be boring.

Product Video Instance 

Vat19 have mixed all kinds of video sorts to discover a tremendous artistic strategy to demo their merchandise with video, with kinds altering to swimsuit every particular product. In addition they incorporate eCommerce YouTube movies, that means they use movies off- and on-site. Right here’s one instance: 

Their product movies are displayed not simply on product pages however on their residence web page and class pages.

And the potential? In response to one research, product pages with movies noticed a 340% enhance in viewing time and an 85% enhance in conversions.

2. How To / Product Explainer Movies

Extra detailed, explainer movies (also called how-to movies) take demo movies additional. Getting extra concerned, these movies showcase the entire vary of a product’s options, explaining how a buyer can use a product in nice element. 

A majority of these movies should not simply appreciated by potential customers however by new prospects who usually (68%) choose to look at an explainer video on methods to use or repair a product quite than contact buyer help. 

As explainer movies are way more concerned, they are often so long as seven or eight minutes, relying on how sophisticated your product is. 

Professional Tip: Have you ever thought of utilizing FAQ movies to improve your eCommerce FAQ web page? It could be a good suggestion to incorporate explainer movies or how-to demonstrations together with solutions to questions, particularly if product set up or utilization is sophisticated. Instruments and video makers like Wistia can assist with simply that. 

3. Product Comparability / Choice Energetic Product Movies

One other kind of product video value testing for product advertising and marketing, in the fitting context, is the comparability video. Additionally known as choice lively movies, these product movies are designed to assist prospects select between two forms of the identical product or two related merchandise from two completely different manufacturers. 

Product Comparability Video [ Animation ] from Mera on Vimeo.

4. Promotional Product Movies

Promotional product movies are video commercials that you simply see on TV, social media, web sites, and extra. They’re often used for paid advertisements on digital platforms and customarily meet a better product video manufacturing high quality commonplace. 

That’s to not say that you need to spend tens of hundreds of {dollars} on promotional product movies. Keep in mind the beneath promotional video advert from Greenback Shave Membership? On-line viewers put the product value of this promotional video advert at solely $4,500, and generated thousands and thousands of views and worldwide information protection. (Thoughts the f-bombs!) 

The important thing to creating successful promotional product movies is maintaining them quick and entertaining whereas utilizing artistic tales to focus on a product’s USP (distinctive promoting proposition). 

5. Assessment / Buyer Testimonial Product Movies

One other kind of product video value contemplating to your on-line retailer residence web page or off-site product advertising and marketing is overview or buyer testimonial movies. Essentially the most vital advantage of one of these video is that it permits a possible buyer to see opinions and testimonials from loyal customers who’ve purchased and cherished your merchandise. 

Moreover, when genuine, these movies construct belief. They’ll even have a incredible attain when mixed with influencer advertising and marketing on Instagram or TikTok. In actual fact, a few of the best-performing eCommerce TikTok video concepts come from TikTok viewers

tiktok product video example

Professional Tip: Wish to robotically add buyer testimonials to product pages? There are a bunch of instruments and apps you should use to streamline your overview video assortment. Loox, as an illustration, is a well-liked Shopify overview app that additionally contains video assortment of their professional plans. 

product video example

Let’s not neglect a particular unboxing video point out! A subset of overview movies, unboxing movies have turn out to be enormous on social media, particularly YouTube. And when tied with well-matched micro-influencers, manufacturers can efficiently widen their attain. However in fact, packaging and after-sale service must be on-point for this to be efficient. 

Right here’s an instance from a YouTube influencer that mixed a Comfortable Socks unboxing video with a CTA giveaway: 

6. Interactive Product Movies

The latest product video kind on the record are interactive movies. These will be so simple as buying playing cards and clickable CTAs on YouTube advertisements, or extra concerned like this IKEA interactive product video created by WIREWAX, who at the moment are a part of in style video marker Vimeo.

Finally, they’re designed to reinforce the client journey and encourage engagement. 

In response to Rock Content material, 88% of entrepreneurs say interactive content material helps manufacturers differentiate themselves. And once you have a look at the overall rise in AR developments in eCommerce primarily based on shopper demand, it shouldn’t be stunning.  

The trick to their success is guaranteeing a degree of gamification and leisure that makes viewers really feel a part of the story.  

7. Livestream Product Movies

Stay Commerce is rising each day, and with it, Livestream product movies. Livestream product movies enable eCommerce manufacturers to work together straight with prospects and potential customers to construct belief whereas answering necessary shopping for questions in real-time. 

Product Video Instance 

A well-liked on-line retailer having loads of success with Livestream movies is Birchbox. 

Their secret? Combining a number of in style product video components into their dwell streams. 

Within the product video instance beneath, a Profit Cosmetics rep (Professional) put their new BADgal mascara (going into that month’s subscription field) on the Birchbox host.

What to Embrace in a Product Video and Why?

Whether or not you’re creating easy white background movies to focus on your product options on product pages or planning your vacation promotion advertisements, product movies ought to communicate to your viewers of their language whereas guaranteeing they line up along with your eCommerce model. 

A successful product video is prone to: 

  1. Inform a narrative. Even when by way of putting visuals or close-ups of a product, product video tells a narrative. 
  2. Draw a consumer in instantly. With any video content material, the primary 5 seconds rely probably the most. That is very true if the product video goes for use for social media and PPC advertising and marketing. Why? Manufacturers have to compete with loads of content material, and aggressive manufacturers and first impressions matter. 
  3. Embrace a compelling CTA. A very good product video ought to embody at the very least one CTA directing a possible buyer to an motion after viewing. (Listed below are 17+ Name-to-Motion Examples to get you began.) 
  4. Converse a client’s language with out compromising the model. Don’t bounce on video developments except they fit your market, model, or audience. To create a product video that converts, on-line shops ought to stability their model voice with the tone of their language.  
  5. Spotlight key product options. Product movies are finally there to reinforce the web buying expertise by offering an inside have a look at a product with out the patron having to see it in individual. That is particularly necessary for product movies meant for on-line merchandising or for advanced or high-end merchandise that want further data. 
  6. Reply essential questions or present an answer. In your on-site product movies or product advertising and marketing reels, make sure you reply potential customers’ key issues or spotlight the fitting product options to point out how it’s a resolution to an issue they’ve.

Having stated all that, nonetheless, it’s necessary to notice that there isn’t a one-size-fits-all method to creating successful product movies. Whereas some product movies excel when they’re quick and candy, different, extra concerned or higher-end merchandise, will want longer movies to adequately convey product options. 

So, what makes product video? One that’s tailor-made particularly to your viewers in a method that highlights the product whereas not diminishing model credibility. 

Subsequently, above all else, crucial issue of a successful product video is that it has been created, tweaked, and examined to your particular viewers, product, and area of interest. 

How one can Make a Product Function Video?

Whether or not you’re capturing product movies in-house with the assistance of video markers, or choosing video manufacturing companies, you continue to want to put the right basis for a profitable video. Listed below are some must-follow steps to get you on monitor: 

Let’s rapidly undergo these steps in additional element.

Step #1: Outline Your Product Video Objective and Select Your Channel

The very first thing eCommerce entrepreneurs ought to do when making a product video is to obviously outline the purpose and channel. Why? For a product video to transform, it must be suited to the channel and objective. 

It would be best to ask your self a few of these questions: 

  • Do you want the video to boost model consciousness, akin to with a TikTok video marketing campaign, improve your product web page, or drive retargeted site visitors to a brand new product launch? 
  • What outcomes are you anticipating out of your movies — clicks, views, attain, or gross sales? 
  • Which channel will you be posting your video to? 

That’s to not say you possibly can’t make the most of one video for a number of channels, like Vat19 has carried out (talked about above). All of it depends upon your particular model and product. Let’s check out the product web page video for Allbirds, one in every of Shopify’s high manufacturers

Product Video Instance 

Let’s check out an instance of Allbirds’ product movies. Designed particularly for his or her product pages, they’re easy, clear, and give attention to what issues: their sneakers. 

In actual fact, in case you’re on the lookout for somewhat extra inspiration, Allbirds are consultants in product web page structure. As you possibly can see beneath, they use a wide range of components to showcase each doable angle of their merchandise, together with white background product images, way of life images, and naturally, product movies. 

product page example with product video

Step #2: Slim Down Your Goal Viewers

Are you making a video for all web site guests, or are you attempting to focus on earlier prospects? Is the video going to succeed in potential prospects who don’t know your model in any respect? Are you speaking to a particular group of individuals with related issues that want fixing?

It would be best to outline your audience earlier than deciding in your product video thought. 


Not all product movies will attraction to your complete market — particularly promotional product movies. As an alternative, you need to slender down particularly which phase of your viewers you want to goal. 

Step #3: Set Price range

One other important issue to think about when making product video choices is your price range. Whether or not you’re working with an company or not, you continue to want to find out what you need to spend in your product movies. 

And the way a lot do product movies value, on common? 

You’re taking a look at round $1,200–$50,000 for a premium video with manufacturing firms, or lower than $5,000 (for getting gear) in case you do it in-house. Or, in case you are actually on a decent price range, you should use a video maker akin to Canva Animoto. Right here’s a breakdown of a few of the extra in style choices: 

Listing of Video Makers for Product Movies 

  • Adobe Spark
  • Canva 
  • Amimo
  • WeVideo
  • Wideo
  • Adobe Premiere Professional (for enhancing self-shot movies) 

You could find and evaluate the entire record in our 33+ Greatest Video Enhancing Software program for eCommerce publish. 

For product web page movies, you’ll in all probability need to issue within the worth of including video along with your total product pictures price range. Nonetheless, for different kinds of movies, akin to explainers, buyer testimonials, or interactive movies, you have to to drill down a worth. 

Step #4: Select Between Animation or Stay Motion

Your price range, alongside along with your goal and viewers, will decide whether or not you need to go animation or dwell motion when making your product video. Animation is commonly somewhat cheaper than dwell motion. Nonetheless, it solely fits particular merchandise. Successful tech product movies, for instance, usually incorporate animation. 

Beginner Tip: Movement graphic movies are rising in recognition, and chances are high you’ve heard of them by way of video advertising and marketing merchandise. If not, what are movement graphics? Generally known as “mograph,” a movement graphic video contains digital footage or animation snippets that create the phantasm of movement or rotation

Listed below are movement graphic developments from Envato: 

Step #5: Plan Your Construction and Construct Your Script

Even in case you’re utilizing an company or a contract videographer, you’ll want to give them a tough thought of construction at this level. How lengthy will the video be? What formatting do you could take into account for the channel? What’s your tough define for content material, and do you’ve got model standards they should observe? 

When you and your product advertising and marketing staff plan on producing your product movies in-house, then you have to to enter extra element. Additionally, you will have to construct your script. The script is what units the tempo and really feel of your video advertising and marketing, in addition to the specified CTA. 

Professional Tip: How one can Write a Product Video Script 

To write down video script, Hubspot recommends the next: 

  1. Begin with define, after which write your intro or hook 
  2. Use the center of the video to focus on an issue your product solves, and finish your video with decision and a name to motion
  3. Write conversationally and be thorough — script each single line and motion 
  4. Do a couple of run-throughs off digital camera and tweak accordingly 

Step #6: Movie or Create Your Product Video or Video Temporary

Lastly, you’ll want to shoot or create your product video. Or, if utilizing a contract videographer or manufacturing firm, submit your product video transient. 

When you’re new to videography, capturing in-house, or have a restricted price range, you’ll want to learn the subsequent part that provides you with high tricks to do exactly that.  

Greatest Practices to Make a Product Video That Sells

Regardless of which sort of product video you’re trying to create, manufacturers ought to intention to: 

Let’s check out every product video hack in additional element.

1. Go for Excessive-High quality Footage

Out-of-focus or blurry movies might instantly flip prospects off. 

Product movies are sometimes the primary impression your potential customers get of the merchandise you promote and their distinctive options. Subsequently, prioritizing high-quality product video manufacturing, particularly when utilizing them for product web page shows, is unquestionably most well-liked. 

Even in case you are on a tighter price range and capturing loads of product movies in-house, there are nonetheless methods you possibly can guarantee your movies are skilled trying. Listed below are some ideas from Wave.video to get you began. When capturing your product movies: 

  • Stop shaky footage through the use of a tripod or inserting the digital camera on a strong floor
  • Intention for crisp, clear audio
  • Shoot from a wide range of angles
  • Go for a transparent background 
  • Use loads of constant mild 

Select the fitting video enhancing software program

2. Concentrate on Your Viewers

Your product movies ought to communicate on to your viewers. Not solely through the use of their language but in addition by answering their questions or addressing their ache factors. 


You’ll be able to have probably the most skilled product video there’s in your area of interest. But when the answer doesn’t match as much as your viewers’s downside, or if the tone isn’t according to their demographics, it received’t convert. 

To make sure this doesn’t occur, guarantee that you’ve got your purchaser personas entrance of thoughts when planning your video content material and product promotion movies. Your video ought to reply key questions akin to: 

  • In what method does the product carry happiness or aid? 
  • Why ought to a buyer purchase this product? 
  • What are the highest options of this product, and what issues does it resolve? 
  • How does the product make a buyer’s life higher? 

A very good instance of that is from the parents at Kelty. 

Product Video Examples 

Kelty is an outside gear model that provides customers “a simple and spontaneous excuse [they] have to get on the market and escape from the mundane.” Their product movies match each the tone of their model and communicate on to their audience. 

3. Add, Check, and Tweak Name-to-Actions

A CTA is significant to the success of any video content material, whether or not it’s a press release throughout the audio, a button (Fb and Instagram), a title card on the finish of a video (YouTube), or textual content overlays. 

At all times ask your self what motion your new potential customers and prospects ought to take after watching an explainer video or professional interview. That is the place CTAs are available in. Selecting your call-to-action will rely upon the video’s goal and the channel you’re advertising and marketing to.  

4. Optimize Your Product Video Size to Greatest Go well with the Channel

As a tough rule of thumb, you need to intention for: 

  • 15–60 seconds for fast product demos 
  • 30–90 seconds for promotion product movies and buyer testimonials
  • 30–120 seconds for in-depth product demos 

However that’s not at all times the most effective method. 

Sure, normally, shorter is healthier. But it surely’s not set in stone. Slightly, try to be optimizing your video size to the channel you’re utilizing and the message you need to convey. You also needs to take into account the kind of video you’re making. 

For example, a product video that’s a part of your product web page could be quick and easy, whereas a YouTube promotional video designed to inform a narrative will be for much longer. Take GoPro’s “Be a Hero” marketing campaign video, for instance. It comes throughout as extra of a documentary than a video advert, which fits the channel, their goal, their model, and, in fact, their market. 

5. Put money into a High quality Script (Promotional Product Movies) for Video Creation

Your script issues, particularly when DIYing your promotional product movies or working carefully with a contract videographer. A very good script ought to inform a narrative, be cohesive, and kind a blueprint for the video. It will guarantee your product video has a transparent standpoint for fulfillment whereas additionally stopping pricey capturing errors or pointless retakes. 

Even in case you’re capturing dialogue-free product movies for product pages, you need to make sure you’ve totally deliberate the format, tone, and product angles you need to present within the time you’ve got. 

Listed below are some script tricks to get you began: 

Script Writing Suggestions for eCommerce 

  1. Make investments time within the total construction of your product video 
  2. Plan all of the imagery and audio, even when simply background music 
  3. Construct a move (from predominant physique to ultimate CTA) 
  4. Run A/B exams earlier than investing in costly gear or manufacturing agencie

Don’t neglect to completely take into account and optimize the product video tempo and tone. The texture of your video is simply as necessary because the options of your product, and you have to to think about this when planning your construction, scripts, and shot codecs. 

For example, the extra data you intend on giving the viewer in a shot, the longer it ought to be on display. Or, your static pictures ought to be proven for a shorter period than that of your transferring pictures. 

Product Video Instance 

A product launch video will be extremely highly effective, and when deliberate and scripted to perfection, much more so! We confirmed you the Greenback Shave Membership video advertising and marketing instance above; let’s have a look at one other product launch video instance from a high product that has had loads of success. 

As you possibly can see, of their new product launch video, Wild addresses all doable questions {that a} potential buyer might have by way of an superior script, move, and format.

6. Optimize Your Product Video to Greatest Go well with Every Product Advertising Channel

When you can positively repurpose video content material to make use of on a wide range of channels, you continue to have to edit it to swimsuit every channel. 

For instance, on TikTok, your movies are prone to be extra casual and embody voice-overs and hashtags designed to have interaction viewers. The product video in your homepage to launch a product, however, would require extra high quality imagery and product video manufacturing. 

Moreover, every social media and advertising and marketing channel could have its personal necessities that product advertising and marketing groups have to observe. Listed below are a few of the high channels: 

  1. Your web site and product pages. The formatting and magnificence of those product demos will rely by yourself model and model. They’re displayed in your web page’s product gallery or within the product description.  
  2. Fb and Instagram video. Everyone knows simply how highly effective Fb movies will be. Your product video necessities will rely upon the eCommerce Fb marketing campaign or publish you utilize for product advertising and marketing. They do give sellers an opportunity to point out a number of movies in a single advert, serving to to enhance ROAs.
  3. YouTube video. YouTube is taken into account the main video social media platform, which makes it a best choice for a promotional product video. Your movies will should be tailored to the specs of the kinds of movies or advertisements you’re utilizing. You’ll be able to learn extra about that right here
  4. Amazon video. In Amazon Vendor Central, eCommerce sellers can add an Amazon video on their product shows. In these movies, Amazon sellers can’t embody internet hyperlinks, URLs, or calls to motion that direct the client away from the product element web page.
  5. TikTok video. TikTok is turning into a well-liked alternative for product advertising and marketing. In contrast to different movies, TikTok presents a extra relaxed area constructed round consumer engagement. Unsure TikTok video is appropriate to your model? Try these three guides: Successful TikTok Video Concepts and Greatest Practices [+ Examples][Case Study] 9+ Successful TikTok Advert Examples and Why They Work and The Final Information: TikTok Advertisements for eCommerce

7. Take Benefit of Video Components Comparable to Captions, Subtitles, or Descriptions

On busy social media channels with loads of noise, you will need to do what you possibly can to face out. This implies benefiting from essential video components these channels provide, akin to captions, subtitles, and descriptions. 

Why? You want to have the ability to get your message throughout with out sound. On most social media channels, customers are watching with out sound. The Drum report claims that on LinkedIn, for instance, 79% of movies are watched on mute. 

Tip: New to eCommerce videography? Try this information from skilled creator Sebpic on creating good high quality product movies.

Now let’s look particularly at product movies for product pages. 

Advantages of Including Product Movies to Product Pages

There are quite a few advantages to together with product movies in your product shows in your web site and on marketplaces, akin to an Amazon product video you add in Vendor Central. Right here’s a breakdown: 

  1. Cut back return charges. Giving potential prospects a greater impression of your product’s product pages to point out how one product works nicely with others in real-life situations improves the prospect they’re happy once they obtain their order, lowering total return charges. 
  2. Drive common order values (AOVs). eCommerce manufacturers can use product movies to focus on how merchandise work nicely collectively. Which, in flip, can assist with upselling earlier than checkout. This, in flip, helps enhance AOVs. 
  3. Capacity to attach straight with prospects. Product movies are a good way to attach with potential prospects from model consciousness campaigns. They do that by displaying site visitors precisely how your model and/or product solved a particular downside they’ve. Moreover, displaying product advantages in real-life situations helps construct belief. 
  4. Improve conversions. Providing product shows within the type of live-action product movies offers potential prospects a greater thought of the product they’re curious about. In response to one research, as many as 64% of customers say they’re extra doubtless to purchase a product after seeing a video. 
  5. Improve product worth. In contrast to product pictures, product video allows advertisers to point out all the important thing options of a product. This makes it simpler to determine worth, which in flip helps a possible buyer make a shopping for resolution.
  6. Optimize and enhance web optimization. We all know that eCommerce web optimization optimization is an important element of product advertising and marketing for long-term progress. One research discovered that web sites see 41% extra internet site visitors from searches than non-users. There are loads of components entrepreneurs assume to play a component on this stat, together with video making in style snippets for Google search and video maintaining potential prospects engaged with content material for longer. 
  7. Improve branding authenticity. One other advantage of including product movies to a product web page or touchdown web page is branding enhancement. Why? Video advertising and marketing presents a good way to construct belief and authority, finally bettering model notion, even for first-time guests. 
  8. Higher clarify difficult merchandise or ideas. As we talked about earlier, product pictures is proscribed in how a lot it might present. Product video, however, can lengthen engagement sufficient for manufacturers to higher clarify product options. That is notably useful for extra advanced merchandise.
  9. Enhance eCommerce ROIs. Including video product shows doesn’t must be costly, and the advantages are nice. In addition they assist have interaction your viewers (customers) for longer, bettering your total rankings and possibilities of conversions, thus bettering ROIs. 

Remaining Ideas: Mix Product Photographs with Product Video to Improve the Buyer Journey and Increase Gross sales 

As you possibly can see, there are numerous causes to include product movies into your advertising and marketing and product shows. And whether or not you decide to create movies in-house or outsource to an company, there’s a resolution to suit nearly any price range. 

And why ought to all eCommerce manufacturers and on-line retailer entrepreneurs be testing product movies? 

As a result of the general profit is a greater buying expertise. And as we all know, an improved and optimized buyer journey means extra belief, higher model impression, extra gross sales, and finally, long-term success. 

Nonetheless have questions? Submit them within the remark part beneath! 

Nicole Blanckenberg

Nicole is a content material author at StoreYa with over sixteen years expertise and aptitude for storytelling. She runs on a wholesome dose of caffeine and enthusiasm. When she’s not researching the subsequent content material pattern or creating informative small enterprise content material, she’s an avid beachgoer, espresso store junkie and hangs out on LinkedIn.



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