How To Create A Product Video? – The Ultimate Step-by-step Guide

We live in a world where any information you seek can be found with a button click. So to get your product known in such a connected digital world, video is the king of all content. With a good enough video, you can significantly increase your presence in turn sales in the market. Text and static ads have been a thing of the past thanks to the increasing number of digital content. 

A well-produced video is not only visually pleasing but it can cram a lot of information into mere minutes. To succeed in digital marketing, all businesses must invest in some type of video content. How do you create a product video you might ask? 

You cannot just get a camera and start shooting a video. You need to have a plan, a plan that can grab the viewer’s attention within the first 15 seconds. So if you are thinking of shooting a product video yourself, follow our step-by-step guide to create a spectacular one! 

Highlights: How to Create a Product Video?

• Understanding Your Ideal Customer
• Crafting a Compelling Story
• Planning and Scripting
• Filming Your Product Video
• Editing and Post-Production
• Optimizing for SEO and Distribution

Understanding Your Ideal Customer

Identify Your Target Audience

The product video needs to cater to the right audience. You have to know who are your ideal customers, their pain points, and their desires. This way you can create a video that will motivate them to purchase. For example, a video for a cell phone will be very different than a video for roller skates. Your target customer is a young adult but their tastes may vary according to different factors. 

Customer Personas

Once you know your target audience, you have to create customer personas. These personas will help categorize the different segments of the market. They have to take demographics like age, occupation, and interests into account. They also add other layers like psychographics such as lifestyle, values, and challenges. When you have this data in hand, you can deduce everything from the tone and style of the script.

Tailoring the Message

With your target demographics in hand, you can now move in to write the script for your video. Make sure you take into account what resonates with your target audience. If your video can create an emotional connection with the viewer, you can guarantee a possible conversion. 

Say for example, if your persona needs to improve time management skills, your video should highlight how your product helps become more efficient. Every line, scene, and setting in the content must highlight different ways one can improve time management through your product.

Crafting a Compelling Story

The Power of Storytelling

Apart from the visual side of things, a well-told story can help keep viewers engaged, even after the 15-second mark. A video that has a strong narrative keeps the viewers engaged emotionally. As a result, you can turn a simple product showcase into one that is remembered for life. 

A story helps viewers make sense of information. It is an invaluable tool in marketing as a great narrative can also build trust around your product. This way you can ensure that your product is valuable enough to generate more conversions in the future. 

Key Story Elements

When creating the story for your video, try to keep these key story elements in mind. 

Problem/Solution

Your product video needs to start with a narrative that tackles the problem that your target audience faces. This is the attention-grabbing element placed to hook the viewer. It sets the stage for introducing your product as the solution. 

This helps the video tap into the viewer’s emotions, especially those of frustration or desire. After this, you need to introduce your product as the solution to the customer’s problems. For example, if you sell a new gardening tool, you need to start highlighting problems with traditional tools and how your product can make a difference. 

Product Introduction

Your product is the hero of the whole story. Making it stand out to the viewer is the main goal. So to make sure your product is useful include videos of your product in action. You can also give demonstrations of how it addresses the problem. One thing you need to make sure is that the introduction is not just a reveal but a solution to a problem in a real-life scenario.

Benefits Over Features

Feature reveal is important but you need to know that showcasing only that will not be effective, there are different types of videos you can look into for different aspects of a video. As a product video, you need to focus on how it benefits the end user. For a video on an all-day cellphone, instead of diving into the specifications tell the user how your cellphone has the biggest battery that can outlast its competition. This way the viewer knows that your cellphone is reliable enough over say an iPhone.

Call to Action

Finally, you need to include a clear CTA at the end. This should direct the viewer to the right place where they can purchase your product. The purpose of a video is to have the viewer perform a task. This can be a purchase, a subscription, or a number to dial.

Planning and Scripting

Video Goals

When planning your script, you need to keep in mind what you want to achieve from the video. It can be to increase awareness around your product or brand, generate leads, or make sales. Having a clear goal shapes how the video will be made. According to these goals you need to make everything from the script to the visuals. 

Script Writing

The script is the blueprint of your product video and must outline what will be said and shown. Break them down into three parts in the following way

• Introduction: This is the most important part of the video as it grabs the viewer’s attention. Make sure you use a compelling hook that speaks directly to your audience’s interests or challenges. This could be a question, a fact, or a preview of the story that unfolds.
• Core Message: The core message is to uphold your product’s unique selling proposition (USP). this is where you speak about the product, what sets it apart from competitors, and how fulfills the viewer’s needs. Keep it concise, memorable, and strongly aligned with the desires and pain points.
• ClosingThe closing of your video should reinforce your call to action (CTA) and motivate the viewer to take the next step, whether it’s making a purchase, requesting more information, or another desired action. Make sure the CTA is clear and direct, providing viewers with an easy path to follow.

Storyboarding

One way to create this story is by storyboarding ideas. With this, you get to create a visual outline of your video. With this, you get to visualize the sequence of scenes to see if they maintain a flow. Think of the storyboard as a roadmap for your production. It should detail everything from the setting and characters to the specific shots and transitions. For a production team ensure that no mistakes are made when delivering your message to the consumer. 

Filming Your Product Video

Equipment Essentials

Proper product videos are usually shot with high-definition cameras with appropriate sound and lighting. Some content creators with experience can also use a good cell phone to shoot their videos. Here are some of the things you need.

• Camera: It is best to choose a camera that can record in HD or 4K resolution. This ensures that the RAW footage is crisp and clear. Professional cameras offer the best quality but smartphones like the iPhone or DSLRs can also be good enough for smaller budgets.
• Lighting: With professional lighting, you can make sure your video has a professional look to it. With lighting, you can take a dull scene and add life to it, create a distinct mood, and most importantly, remove shadows.
• Microphone: Having clear sound is just as important as HD video. There are many inexpensive external microphones in the market now that will not break the bank. 

Setting Up the Scene

Adding a professional touch to your video helps make your product stand out.

• Background: Make sure the background you use doesn’t distract from the product. Keep the setup simple and ensure using neutral colors to keep the product in focus.
• Lighting: Nothing is as good as natural light. If you have shadows, make use of artificial lights to illuminate the product evenly. 
• Framing: Set the frame in a way that will highlight the product. Whatever your background may be, the product should always be in focus. 

Filming Techniques

Angles and Shots

A video shot with multiple cameras makes the whole production look more visually appealing. Having more than one camera makes sure your video does not seem static. Make use of close-ups, wide shots, and regular shots to keep the video lively. Each angle can serve a pursue such as close-ups for feature reveal.

Lighting Tips

Good lighting can elevate the product video in the eyes of the consumer. Keep lighting even at all angles and avoid harsh shadows. Here are a few tips you can follow. 

• Key light: This is the main light that you have to place at a 45-degree angle to the product.
• Fill light: This light balances the key light’s shadows that you place on the opposite side. 
• Backlight: In many cases, a backlight light helps separate the product from the background.

Sound Quality

Aside from getting HQ microphones, make sure to use background noise-deafening products. If your video has more voice work, invest in lapels for on-camera speech. This removes any background noise to keep the focus of the speaker

Editing and Post-Production

Editing Tools

For beginners looking to create polished, professional-looking videos, the following editing software is highly recommended:

• Adobe Premiere Pro: Widely used in the industry, this software offers a comprehensive set of editing tools while still being accessible for beginners through numerous tutorials and guides.
• Final Cut Pro: Known for its user-friendly interface and powerful editing features, Final Cut Pro is ideal for Mac users and offers robust capabilities that can help transform raw footage into a sleek video.

Essential Editing Tips

Pacing

Keep the video concise, engaging, and to the point. Effective pacing is crucial to maintain viewer interest and ensure that the video delivers its message without dragging. Adjust the timing of cuts and transitions to keep the flow dynamic but not overwhelming.

Visuals and Graphics

Enhance your video with overlays, text, and animations to emphasize key points and make the content more digestible. These elements can help highlight important features of the product or instructions within the video, making the information clearer and more memorable.

Music and Sound Effects

The right background music and sound effects can significantly enhance the emotional impact of your video. Choose sounds that complement the tone of the video—uplifting music for inspirational content, or subtle sound effects that enhance the presentation without distracting from the message.

Final Touches

Before finalizing the video, thoroughly review it for any errors. Ensure the quality is high and that the video aligns with your brand’s message. This final review phase is critical to catch any inconsistencies or technical issues that could undermine the professional quality of your video. Make sure that all graphics are aligned, the sound levels are consistent, and the overall look and feel of the video remain true to your brand identity.

Editing and Post-Production

Editing Tools

Here are a few beginner-friendly editing tools to use. 

• Adobe Premiere Pro: Used by most people in the industry. 
• Final Cut Pro: Final Cut Pro is best for those who use Apple computers. 

Essential Editing Tips

• Pacing: Make sure the video is concise, engaging, and to the point. Adjust the timing of cuts and transitions to keep the video in a flow. 
• Visuals and Graphics: Overlays, text, and animations are great for turning a regular video into one that makes an impact. Use them to highlight key points and features of the product or instructions within the video.
• Music and Sound Effects: Background music enhances the emotional side of the video. It helps set the tonal backdrop for what is being shown.

Before the final draft of the video, make sure to check it for errors or discrepancies. The end product should be in HD with flawless sections. 

Optimizing for SEO and Distribution

SEO Optimization

Just making a video will not only grab the viewer. Your video needs to be pushed to your target audience to maximize its visibility. Here is where SEO optimization comes in handy. With SEO you can make sure the video reaches a wider audience. It also helps it reach the right viewers.

• Title and Description: When uploading a video make sure to use relevant keywords that align with keyword search. The title needs to be catchy yet informative. Write a description that has enough detail to entice viewers to watch your video.
• Transcripts: Additionally, you can also add a transcript to your video to make it more accessible. It may not help sell anything but can indirectly add value to your brand.
• Thumbnails: Use high-quality thumbnails that best represent the content. It should visually appealing to ensure viewers click on your video. 

Distribution Channels

Effectively distributing your product video is as crucial as producing it. You need to strategically share your video across various platforms to reach your audience effectively.

• Social Media: Make use of social media platforms to reach your target audience. Shorter videos are great for Instagram whereas explainer videos are great for YouTube. 
• Email Marketing: Additionally, you can embed video in email campaigns to increase engagement rates. Videos can make emails look more interactive and interesting
• Website and Landing Pages: Featuring the videos on your product pages is the key to lead generation. It has been statistically proven that videos on landing pages increase conversion rates.

Measuring Success and Iteration

Key Metrics to Track

Here are a few metrics that will help you understand viewer behavior and interaction. With these insights, you can improve elements These metrics will provide insights into how effectively the video contributes to your marketing goals.

• View Count: A video’s reach is the basic indicator to check first. A high view count means that you have good initial traction. 
• Engagement Rate: This measures how much of your viewers are watching. High engagement rates mean the content resonates well with the audience.
• Click-Through Rate (CTR): This shows how many people follow through with your CTA. A high CTR indicates that your call to action has worked well.
• Conversion Rate: This tracks how many viewers take the desired action after watching your video. This metric can also help calculate ROI.

A/B Testing

A/B testing is a simple testing function incorporated into media platforms. For this, you essentially have to make two or more videos. The second video onwards with be different from the original one but needs to carry the same goals in mind. You get to test which one resonates better with your audience. From the data gathered here, you can modify your future videos. 

For example, you can make the first version that directly gets into the explanation of your product and its benefits. The second version can talk about the same things but with a more descriptive storyline that taps into emotions rather than directs consumer needs. Run these videos simultaneously to a similar audience segment and see which one performs better in terms of engagement and conversion rates. 

Iterating Based on Feedback

Once all the above steps are in order you can look to improve your video daughter through viewer feedback and performance data. When you have these metrics in mind, you can better adjust your marketing efforts to find success. 

Have a team in place who will monitor comments, direct feedback, and social media discussions. These are very important as they are qualitative data on how your audience perceives your content. To add to this you also have to have a good understanding of what your competitors are doing to identify trends or drop-offs in engagement. 

Are You Ready To Create A Product Video?

Creating any type of marketing video is not an easy task. It needs extensive research that will directly influence how your video turns out, its key elements, and its end goal. If you are thinking of making a product video yourself look into these steps we outline to make sure yours stand out. Doing this solo can rack up the budget at the cost of quality production but it is not impossible.

If you have never shot a product video yourself, you can also check out the expertise of a professional video production company. There are many companies to check out in the market. Here at Local Eyes, you can sit with our in-house consultants who will give you the best service from the initial stages of production till delivery. 

Frequently Asked Questions