7 Great Product Videos that Sell

Shawn Forno 03.13.2017

Product videos increase conversion rates. Plain and simple. Consumers that see a product in action, or sample the experience before are more likely to buy. Here are 7 rules for making product videos that sell, and a few examples of great product videos to inspire your next big video marketing hit.

Focus on the Problem: Dollar Shave Club

Dollar Shave Club’s product video is the poster child of video marketing success. Their simple, direct product video announcing the launch of their razor blade subscription program made them an instant hit with consumers and marketers alike. However, this video is an interesting example of a successful product video for one important reason—it barely shows the product at all. 

The steady shot focuses on the CEO and founder, the factory, (a bear), the employees, and the story of the company. It also focuses on you—the guy that’s sick of buying expensive razors and wants a better way. You don’t even see the razors, because their not really important. The target market for this product doesn’t care about blade technology or an ergonomic grip. They just want cheap razors.

Dollar Shave Club’s product video focuses on the pain of buying razors and sells the solution to your expensive razor problem: razors that just show up at your door. Problem solved.

Make it About the Customer: Breton Gluten Free Crackers

When you have gluten sensitivity, even snacking can be a nightmare. All your options are tasteless, bland, and boring. But gluten intolerance doesn’t mean you have to give up great tasting snacks.

This commercial spot for Breton Gluten free crackers identifies the familiar process of celiacs coping with dietary constraints and makes their product video about the solution—great tasting snacks. The use of a customer success story further exemplifies that Breton Crackers understands what you’re going through. Establishing authority with customer stories and questions is a great way for a product video to build brand awareness—a rare but powerful video marketing one-two punch.

Focus on One Key Feature: Rubbermaid

Rubbermaid makes a lot of stuff. And while this product video showcases an entire line of containers in different styles and multiple sizes, the selling point is one key feature—replaceable panels. Featuring 230 different colors and patterns, you can customize your bin to match any room in seconds.

It’s ok to (briefly) mention other aspects of your product—Rubbermaid does—but keep your product video focused on the most essential selling feature for maximum results.

Keep it Short and Sweet: PG&E Billing

At 53 seconds, this product video explains the ins and outs of PG&E’s new billing in under a minute. While not technically a “product video” per se, the ability to see your energy usage, patterns, and monthly trends all on one page in a single, easy-to-read statement is a powerful selling point for anyone looking to switch energy providers.

Keep your product videos focused on the experience. Screenshots, demos, and examples of the product in use are always a great idea—even for something as simple as a paper statement!

Speaking of keeping it short and sweet…

Serialize It: Tortuga Backpacks

If you have multiple products, don’t try to sell your entire line in one video. Give each product its own video. Even better, give each feature of each product its own short video.

Consumers appreciate the specificity and information contained in stand alone product videos. Remember, video length matters. Don’t get longwinded.

Tortuga Backpacks has one marquis backpack, but they also offer a suite of other packing accessories. Not only does each backpack get its own video, there are a number of support videos for key features of each pack, including how to fit your backpack

Find an Interesting Angle: Qubit

Not all products are interesting, but that doesn’t mean you can’t make an interesting product video. Qubit makes personalization software. Exciting stuff, right? Qubit understood that software product demos are the worst, so instead of boring you to death with stale screenshots, they found one key feature about their “dull” product—speed—and made the entire video about how fast and easy it is to use.

How did they show off this speedy side to their software while keeping people around long enough to watch a software demo?

They raced a barista of course.

Frame your product in an interesting light and people will respond. Your product video is not allowed to be boring. Steer clear of boring stats and predictable market projections, and find something engaging.

Include a Clear CTA: Pebble Watch

The point of a product video is to sell a product. The best way to do that is with a clear CTA at the end of your video. On screen text is a great way to tell viewers the next step, but make sure you provide the details they need. Include your website like the end of this product video from Pebble is a safe CTA, but don’t forget to customize the CTA for your specific video.

Tell viewers to “sign up,” “share,”  “pre-register,” or whatever action is relevant with active links that take them to the site you want them to visit next. Whether it’s your online store, your social media accounts, or your email landing page for an upcoming product launch, provide people a clear path to purchase and enjoy all the benefits of a great product video.

product videos

Product Videos: Best Practices

“If you want to build a ship, don’t drum up people to collect wood and don’t assign them tasks and work, teach them to long for the endless immensity of the sea,” – Antoine de Saint-Exupéry (author of The Little Prince).

Make a product video that tells a story, solves a problem, and highlights one spectacular feature, and you’ll be on your way to conversion bliss. Make sure your product video does the following things, and you’ll see results in no time:

  • Focuses on the problem (and the solution)
  • Tells a customer story
  • Provides Information and Value
  • Focuses on One Key Feature
  • Keeps it Short and Sweet
  • Includes a clear CTA

Contact us today to make your own animated product video.

Shawn Forno

Shawn Forno is a massive Studio Ghibli fan who does content marketing. In that order. Find his other writing and extensive travel blogging here.

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