Business

7 Elements Of A Great Product Video

Amy Onorato 06.10.2019

Product videos are an important part of your marketing strategy because they give viewers an opportunity to see how your service works in action. For B2B brands, this can help distill a complex product or service into a compelling, engaging narrative. For B2C companies, product videos can help elevate brand trust and authority with a closer look at how something is made.

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. If your product video does the following things, and you’ll see results in no time:

  • Focus on the problem (and the solution)
  • Keep it short and sweet
  • Focus on one key feature
  • Provide information and value
  • Turn it into a series
  • Find an interesting angle
  • Include a clear CTA

Here are and a few examples of great product videos to inspire your next big video marketing hit:

Focus on the problem: Purple

Purple is known for their out-of-the-box video marketing strategy. And when it comes to its product video, this mattress-in-a-box retailer doesn’t stray too far away from what their memorable brand narrative. Purple gives viewers a whimsical “tour” of its factory, complete with personal interviews from product leaders, and a more tactful take on just how their product works. The narrative is backed by the science behind Purple’s approach — which helps establish authority. It also supports the overall mission of the company: to help people get a healthier night’s sleep. For Purple, this is a deeper dive into its product, but the narrative maintains the same light, engaging storytelling that is synonymous with the brand.

Keep it short and sweet: Venmo

There’s no better way to explain how to use a product than through the voice of the customer. Venmo did just that, and they did it in under a minute with this explainer. What’s great about this video is just how personal the narrative is. It’s told in first person, and walks through a very relatable problem — paying for a meal. Through the use of storytelling and compelling animated characters, Venmo shows you how to download the app and get it set up in minutes — showcasing an ease-of-use that can be a powerful product differentiator.

Keep your product videos focused on the experience. If you decide to opt for something more straightforward than Venmo’s approach, screenshots, demos, and examples of the product in use are always a great idea.

Focus on one key feature: Salesforce

Speaking of straight product demos, we should shed some light on how Salesforce introduces its new product features. If you’re familiar with Salesforce, then you know its platform covers a range of functions. You just can’t demo it all in one video, and Salesforce does a great job at focusing in on the little features that could mean big business when shown to the right customer.

Provide information and value: Ford

In this product video, Ford took a bit of real-life narrative and combined it with showcasing straightforward product functionality. Its focus? Safety. Its delivery? Doing what it does best — taking you on a ride. In this video, Ford walks you through how each one of its new Ford Edge safety features could make a real difference on the road by explaining several common driving experiences. Though they focus on more than one feature here, all the new functionality falls under the core safety theme, making it a cohesive story.

Turn it into a series: MakerDAO

But what do you do when your product is just too complex to explain in one short video? Simple — turn it into a series. According to Coulter Mulligan, head of marketing, MakedDAO, video was an appealing medium because it allowed their team to “talk in chapters.” Each part of the series can work as a standalone video, but when viewed together, viewers can get a complete picture of the product in a way that’s more digestible than a written white paper alone.

Find an interesting angle: Qubit

Not all products are interesting, but that doesn’t mean you can’t make an interesting product video. 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.

Include a clear CTA: Lyft

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. Lyft does this in several ways here. At the end of the video, a simple tagline tells you to “Get Lyft.” Then, right under the video, there are two call-to-action links where you can download the app, or learn more about becoming a driver. 

The power of product video

Product videos give your business an opportunity to showcase (and show off) what your company can do it a visual way. In some cases, this can make your product more accessible and engaging to viewers. As they say, seeing is believing, and a strong product video will help your customers do just that.

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Amy Onorato

Amy Onorato is the Content Manager at IdeaRocket, exploring the wide world of video production, one frame at a time.
Amy Onorato
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