What Makes a Great Product Video?
Shots from a 1-minute product video we created for a beautiful line of watches.
We’ve had the opportunity to create product videos for a wide range of clients. This includes luxury watches, diamonds, highly-engineered umbrellas, high-fashion eye wear and more. We have some ideas for what makes a really good product video.
First things first; Why would you need a product video? There are many reasons which are not limited to:
Launching a new product
Relaunching a product after updating it or rebranding
Refreshing your digital content
Reaching and making inroads with a brand new audience
Raising capital
Showcasing your product at conferences, trade shows
All these reason are very important, so it’s also important to do this right.
1: MAKE IT LOOK GOOD
The right lighting, camera, angles and movement can make all the difference in how your product looks.
Of course, the first thing you need is beautiful product shots. This makes sense, right? Otherwise, what’s the point of your video. But it’s not just about ‘taking pictures’ or ‘shooting some video.’ There’s a lot more to think about. You need to use the right lighting, the right angles, the right camera lenses. Even choosing the right background is important. The point is to show off your product in the best way possible - professionally and beautifully.
2: ENGAGE THE VIEWER
You need to tell the story of your product. That might be the history of the blood, sweat and tears that brought it into existence. Or it could be the story of how your product is helping, or will help, people. It could even be an inspirational story that tells how your product makes people feel.
3: MAKE IT ABOUT MORE THAN THE PRODUCT
What do sushi, candles and flowers have to do with a product video?
Your product is the star of its own product video, but viewers will probably start to lose interest if all they see if product shots - even if those shots are beautiful. So you need to show your product in action. Use lifestyle shots, actors - whatever it takes to create to interest in addition to your product.
As an example, one of our clients provides a video intercom system that makes life easier and more secure for businesses and residences. Using product shots alongside lifestyle shots, we were able to show told a ‘day in the life’ story of someone who lives in a building with the intercom system. We brought in actors to be the main character, a delivery person, a girlfriend and a dog walker. We even got sushi and flowers for a ‘date night.’
4: KNOW YOUR COMPETITIVE EDGE
In addition to sexy product shots, make sure you tell the audience what is special about your product. How does it help people, what can it do for them specifically, what challenges does it address? Is it just something to have fun with like a game, a toy or a new bicycle lineup? How is it different from all the other choices out there?
4: KNOW YOUR AUDIENCE
In the end, one of the above matters if you don’t know your audience. So make sure your messaging speaks to them in a way they can appreciate and understand. Evoke the right emotions to make them stay interested. Give your video the right personality by using humor, facts, an inspirational feel.
Let our team make your team a great video. Your product and our expertise will go a long way.
