Are you ready to wield the mighty power of video to catapult your sales and trounce your competition? Hold onto your hats, because you're about to embark on an adventure through the dynamic world of product videos.

Forget the mundane and the mediocre; it’s time to make your brand a blockbuster hit. Think about this: a whopping 72% of customers would rather watch a video about your product than read a text-based description (Optinmonster). So, let’s ramp up your video marketing strategy with electrifying insights that make a lasting impact!

So, let’s get to it!

Element 1: Compelling Storytelling

Let's cut to the chase—every memorable video tells a compelling story. It's not just about your product; it's about the saga it creates in your customer's daily life. Whether it's transforming chaos into harmony or adding an adventurous twist to the mundane, your story should resonate deeply. Need proof?

A staggering 82% of people have been persuaded to purchase a product after watching a video (Wyzowl, Video Marketing Statistics 2024).

Your task? Craft a narrative that captivates and engages, making the viewer the hero and your product the indispensable sidekick. 

The truth is, not all videos are created equal. Many people don’t understand the difference between a video that drives results for your business and a video that just “looks pretty.” By the end of this post, you’ll be able to spot the difference so you can make sure all your video efforts are actually going to help you accomplish your goals, whether it be increasing website traffic, conversion rates, or sales. 

Gain Clarity:

To make sure your product video will align with your brand and resonate with your audience (remember, we’re designing videos for results not for giggles), I’d encourage you to answer these three questions before you begin the process of planning your product video.

Element 1: Craft a Compelling Story Your Audience Loves

Identify the Conflict: Every good story needs a challenge or problem that your hero (the customer) faces. You can get creative with any concept to make it more intriguing on a surface level, but if your target audience doesn’t resonate with the pain point at the root of your video, they have no reason to act. They can enjoy the video all they want, but if they aren’t taking action, you aren’t getting the results you want from the video.

Introduce the Hero: That’s your product, swooping in to save the day. There are varying levels of how direct you should be when framing your product as the solution. It largely depends on the style of video you go with and your target audience, but either way, your product needs to be presented as the solution to your customer’s pain point.

Climax and Resolution: Show how using the product resolves these issues spectacularly. Don’t be afraid to show the specific ways your product helps your target audience. Does it make their problem go away more quickly? Is it an easier solution than what they use now? Does your solution last longer than what they use now? Framing your product as the all encompassing solution doesn’t actually paint the idea in their minds of how your product will tangibly help them.

Element 2: High-Quality Production

Nobody likes a shoddy presentation. In fact, according to a survey, 87% of consumers say video quality impacts their trust in a brand (Wyzowl, Video Marketing Statistics 2024). High-quality video production shows that you value your brand and are serious about your message. We're talking about crystal-clear visuals and pitch-perfect audio that make viewers feel like they’re right there with you. It’s not about having the biggest budget—it’s about making smart choices that enhance the viewing experience. Remember, the quality of your video reflects directly on your product’s perceived value.

Tips for Quality Production on a Budget:

Lighting: Good lighting can drastically improve video quality. Natural light is free and often best, but if you need to film indoors without enough windows for good natural light, invest in some soft light boxes or ring lights.

Sound: Clear audio is crucial. Even a budget external microphone can vastly improve sound quality over built-in camera mics.

Stabilization: Shaky videos are a no-go. Use a tripod or a gimbal to keep your footage smooth.

Element 3: Unique Value Proposition (UVP)

What sets your product apart from the rest? That's your UVP, and it needs to shine brightly in your video. This isn't the time for timid messages or hiding your light under a bushel.

Be bold, be clear, and make your UVP so compelling that it’s impossible to ignore. This is your chance to stand out in a market flooded with content, with product videos accounting for 43% of all videos created by businesses in 2023 (Wistia, State of Video 2024 Report).

Making Your UVP Stand Out:

Be Specific: Generic praises won’t cut it. Specify how your product changes lives.

Benefits Over Features: Highlight what the product does for the user, not just what it is.

Show Results: Use real-life examples or testimonials to demonstrate your product’s impact.

If you're not sure what kind of video your business needs, take this free Magic Video Quiz for personalized results about which type of marketing video would have the biggest impact for your business.

Keep SEO in Mind

Did you know that SEO works with video? This is a great tool to help your product video drive results for your business, but make sure you use keywords naturally (no keyword stuffing!). By effectively using keywords your audience is searching for, you can optimize your video to boost SEO. Don’t let SEO define your story, but don’t sleep on its added benefits either!

Element 4: Effective Call to Action (CTA)

A great video without a compelling CTA is like a blockbuster movie with no sequel in sight—viewers need to know what happens next! Your CTA is your way to convert viewers into customers.

Make it bold, make it bright, and make it impossible to ignore. Tell your viewers exactly what to do, whether it’s to click a link, fill out a form, or head to a store. Your CTA should transform interest into action seamlessly.

Crafting a Killer CTA:

Visibility: Place your CTA where it can’t be missed, ideally in the last few seconds of the video.

Simplicity: Keep it simple. If viewers are confused about what to do, they’ll likely do nothing.

Urgency: Create a sense of urgency. Offers that are too good to miss or limited-time opportunities encourage quick action.

BONUS: What to Do With Your Product Video

Obviously, you’ll want to put your product video on your product page. However, there are several ways to repurpose it to boost brand awareness and increase website traffic:

Landing page: having a video on your website landing page can increase your conversion rates by 80% (WordStream).

Email newsletters: Emails with videos in them improve the click-through rate by 300% (Campaign Monitor). Learn how to incorporate videos into your email marketing campaign here.

Checkout page: decrease the amount of abandoned carts by placing your product video on your checkout page so customers can be reminded of why they’re buying.

Social media: use snippets of your product video to peak interest for your product on platforms like Instagram, Facebook, YouTube, and TikTok. The key here is not to use too long of a clip or use snippets too often - scatter clips of your product video sparingly so as not to overwhelm your audience.

Ads: reach new consumers by setting up your product video to run with ads online. 

Download our free Video Marketing eBook for more industry insights to level up your business’ video marketing.

Conclusion

Now that you’re armed with these four powerhouse elements, you’re all set to create product videos that don’t just participate in the market—they dominate it. Remember, the goal is to not only capture attention but to convert it into action. So go forth, create videos that dazzle and direct, and watch as your brand climbs to new heights of success. Lights, camera, action—let the world see what you’ve got!

If you're not sure what kind of video your business needs, take this free Magic Video Quiz for personalized results about which type of marketing video would have the biggest impact for your business.