How to Market a Product Through Video? – Major Strategies to Drive Sales

Nowadays, search engines have a little soft corner for videos. 

Sometimes, when you try to look for any product, some visual content may appear on top. That’s one of the proofs. 

Because of its partiality, brands are now using it to their advantage. They are trying to come up with different videos to market their products. 

At least 91% of them are using it as a marketing tool. [Source: Wyzowl, 2024]

Take Hailey Beiber’s Rhode Skin products for instance. They do the same. The significance of video marketing for your product knows no bounds. 

It increases–

• Brand awareness and visibility 
• SEO performance 
• Engagement
• Conversion rates
• Sales
• Customer retention and loyalty

To relish these benefits, you must know how to market the product right with visual representation. Let’s put some knowledge here. 

Key Takeaways 

• Use the right video content type for product marketing like– explainer, demo, launch, testimonials, and teasers. 
• Choose the right platforms for product video marketing— YouTube, Instagram, TikTok, and Facebook.
• Try interesting narratives, visuals, music, and CTAs to grab their attention. 
• Regularly track key metrics, performance, and your progress to improve. 

Types of Product Marketing Videos

Product Explainer Videos

Short marketing content, often animated. 

Explainer videos describe the traits of your product through clear visual narratives. It concisely explains how stuff works and highlights all the features/benefits. The purpose is to simplify complex ideas through— 

• Voiceovers
• Graphics
• Animation, and 
• Sometimes live-action footage

It helps them understand the product better. 

Such content is usually 30 seconds to 3 minutes long depending on the complexity and details. However, the 60 to 90-second range is the sweet spot. 

This kind of video can get dry sometimes. To avoid this, brands tend to infuse colorful and fun graphics to make the content engaging. 

You may notice that most explainer videos are animated. That’s one of the tricks to add a zest. 

For instance– 

With such content type, you can grab scores of your target group because–

Around 96% watch explainer videos to understand properly how the product works. [Source: Wyzowl, 2024]

If they watch the video, 85% of them may be more inclined to get the product. [Source: WiserNotify, 2024]

How To Market Your Product Through Explainer

• Keep It Short and Simple
• Focus on the Problem-Solution Approach
• Use Engaging Visuals, Animations, and Motion Graphics
• Add a Strong Call-to-Action (CTA)

Product Demo Videos

A short practical exhibition of how something works. 

Demo videos break down a product’s— core features, capabilities, uses, benefits, and value into a simple format. They provide step-by-step demonstrations to educate leads i.e. potential customers. 

Brands highlight the factors through different techniques like—

• Live presentations
• Interactive demos
• Video presentations, or 
• Hands-on experiences

The main goal is to help the viewers understand how your product solves their issues and makes life easier.

They’re particularly effective for— e-commerce platforms and software products. It’s because these 2 niches often need visual explanations.

Product demos are mostly between 45 and 90 seconds. That’s the optimal range. It can go slightly longer but not over 2 minutes. 

This can be a good example–

A lot of people mention that product videos help them make a purchase. At least 69% say that. [Source: Dash App 2024] 

For this, 47% of businesses invest in product demo videos. [Source: Vidyard, 2024] 

How To Market Your Product Through Demo?

• Show Real Use Cases
• Highlight Key Features
• Provide a Walkthrough
• Repurpose Content

Customer Testimonials 

Users talking about the product. 

Customer testimonials show buyers’ journey with your products. There, people mainly explain how the product helped–

• Solve their problems 
• Improve their lives

The content highlights the benefits that matter most to the customers. So, it’s not just about bragging about the product.

Since these are short videos, the optimum length should be around 1-2 minutes. You can have one client or several reviewing the product on video. However, better to include at least 3 clients. 

Testimonial content works to build trust. It’s because— potential customers get to hear about the product’s impact directly from those who’ve used it.

As ads can sometimes feel fake, testimonials make your product more believable.

Let’s watch this content– 

It doesn’t feel salesy. Instead, it seems like they’re expressing genuine perspectives. 

Customer testimonials have helped many brands earn several new clients and revenues. 

Stats even highlight that— 

Testimonial videos on sales pages increase conversions by 80% and boost sales by 270%. [Source: WiserNotify, 2024]

This is a testimonial of the NewAir client who did a testimonial through our video production company. 

How To Market Your Product Through Testimonials?

• Use Authentic Testimonials
• Keep It Conversational and Relatable 
• Focus on Specific Results
• Highlight Industry-Relevant Stories

Social Media Teasers and Ads

Quick, catchy, and shareable content.

Social Media Teasers and Ads are shorter forms of videos providing bits of hints about the product. It reveals little information with a bit of text to the viewers to grab attention. 

The content typically uses–

• Intriguing headlines
• Eye-catching graphics, and 
• Suspense

All these elements create BUZZ around a brand. They pique a user’s curiosity about a product. 

Social media platforms like— Facebook, Instagram, and TikTok are ideal for short teaser videos and ads.

Teasers are usually less than 30 seconds long whereas social media ads can be around 1 minute. The length can vary based on the platform. 

Here’s a teaser for you– 

A survey found that—

“39% of the products use teaser campaigns to introduce or launch them for the first time.”

This is because such content LEGIT manages to hook the audience and make them want to know more about your product. 

How To Market Your Product Through Social Media Ads?

• Create a Hook in the First Few Seconds
• Use Hashtags and Tags
• Add Captions or Text
• Encourage Your Audience To Share

Product Launch Videos

Introduction of a new product to the market.

Product Launch introduces the latest creation to the world. It stresses the key features, benefits, and uses of the new product to educate the viewers. 

The content should be around 1 to almost 2 minutes. This works best to keep people engaged.

Such videos can come in the form of a teaser, promo, or any video type. But they create excitement and anticipation. It’s because a product launch shows the target group why your new product is something they should have. 

For example–

How To Market Your Product Through Product Launch? 

• Tease with countdowns or sneak peek
• Focus on Key Benefits
• Incorporate Brand Messaging
• Use a Multi-Channel Approach

Choosing the Right Platforms for Product Video Marketing

YouTube Marketing for Products

YouTube receives over 3 billion searches per month (s/m), as per the stats by Mushroom Networks. 

It’s way less than Google with 84.2 billion s/m but more than other platforms combined. 

So, you can call it the second-largest search engine after Google.

Because the platform grabs billions of people, it can be a prime spot for product videos. 

Besides massive audience reach, YouTube benefits you with— 

• High ranking in Google search
• Visual engagement and increase in interaction
• Built-in Analytics to track performance
• Easy sharing

This makes YouTube a go-to platform for product videos. 

You can opt for both short and long-form content. However, try to keep it around 2 to 5 minutes, if it’s a longer one. 

The main YouTube is perfect for detailed product launches, reviews, testimonials, and demos. 

Meanwhile, YouTube Shorts are great for teasers, quick highlights, and short clips. 

Tips for YouTube Product Videos

• Optimize with SEO Elements

Use relevant keywords in the title, description, and tags.

• Add CTAs

Guide viewers on what to do next. This can be visiting your website or subscribing to your channel.

• Engage with Viewers

Respond to comments. It helps build a strong community base around your product.

These steps can help optimize your product videos for YouTube’s search and recommendation algorithms. They can also help drive sales and traffic. 

Facebook Video Ads and Product Marketing

One of the strongest platforms to reach a much bigger audience.

Facebook has around 3B active monthly users. Besides socializing with people, they scroll across news feeds. 

If your video is effective, it can pique their interest, convert them, and drive sales. 

Moreover, the platform offers extensive tools like Facebook Ads Manager. It helps you precisely set your audience based on specific–

• Demographics
• Interests
• Behaviors

Facebook can be great for longer product demos, tutorials, or explainer videos. Videos around 1 to 3 minutes long work best on such platforms. 

Tips for Facebook Product Videos

• Focus on the Audience

Tailor your content to speak directly to your target audience.

• Start with a Bang 

Grab attention within the first 3 seconds. Try a strong hook or visuals. 

• Strong CTA

Direct viewers to your website or a landing page to buy your stuff.

Instagram and TikTok for Product Marketing

You can connect with billions of people on these two platforms. Because both have a similar number of users. 

As per Statista, 

There are around 2B monthly active users on Instagram whereas it’s 1.5 on TikTok. 

Both platforms are more suitable for short-form videos. It’s because they have an optimal length that works the best to attract people. For instance— 

Instagram–

They recommend videos between 5 and 60 seconds long depending on whether you’re using reels, stories, or posting videos. 

For product demos, lanches, or testimonials, longer segments up to 60 seconds work well. 

Meanwhile, shorter bursts of 5 to 15 seconds work effectively for teasers or quick updates. You can use stories for that. 

TikTok–

TikTok videos that are 15 to 30 seconds long often perform best. 

You can go up to 60 seconds but not more than that if the content is slightly more detail-based. 

They can be great for content like product demos, teasers, trendy challenges around the product, and Behind-the-Scenes related to the product. 

Tips for Instagram and TikTok Product Videos

• Use Trending Sounds

Incorporate popular audio and music like Golden Season by Art Music. This can help your video go viral. 

• Keep It Short and Snappy

Aim for videos under 30 seconds. This is the ideal length that works to keep them engaged. 

• Hashtags Matter

Use relevant hashtags to reach a broader audience.

Best Practices for Optimizing Product Videos for Sales Conversion

Using Storytelling to Sell Products

Storytelling is something that makes your content more relatable. It captures the viewer’s emotions and connects them with your product at a personal level. 

This is a big perk because as per the studies, 

“Stories are remembered up to 22X more than facts alone”

So, use this to your advantage. Don’t just list features. 

Instead, try to make your product memorable. Motivate viewers to take action. Show how your product solves issues through relatable storytelling. 

Incorporating a Strong Call to Action (CTA)

A clear and direct CTA tells your viewers exactly what to do next. It can be– 

• Buying the product
• Signing up for a newsletter
• Vising the website

Because your TG needs a push to take action. 

A well-placed CTA does that. It increases the chances of turning their interest into an actual conversion.

Without a CTA, your content may leave viewers unsure of the next step. Don’t do that. 

Because WiserNotify and Sixth City Marketing mention that–

“Using a specific, clear CTA can increase conversion rates by 161% and clicks by 371%.” 

You can opt for a straightforward CTA or have some creativity. 

For instance– 

Dollar Shave Club uses a clever play on words for the CTA. It’s “Shave Time. Shave Money” 

It helps communicate the brand’s value proposition. 

Video Length and Retention

Another essential factor.

Keep your product videos short and to the point. This helps keep viewers interested in the content and your product.

Most people have short attention spans. Even the stats say the same. As per The Tech Report, 

“60% of people lose attention after 2 minutes into a video.”

So, keep the video concise. Around 60-90 seconds long will suffice. Try to simplify the product features within this range. It’ll ensure that they get the key message quickly.

Note that the ideal video length can vary based on platforms. For instance— 

Platform	Decent Product Video Length
YouTube	1 to 5 minutes
Instagram	5 to 60 seconds
Facebook	1 to 3 minutes
TikTok	15 to 30 seconds
Snapchat	5 to 10 seconds
Vimeo	2 to 5 minutes
Twitter	15 to 30 seconds
LinkedIn	30 seconds to 2 minutes

How to Measure Success in Product Video Marketing

Key Metrics to Track

Engagement Rate

Measures how actively viewers interact with your video.

Key metrics tell you the number of reactions by the audience as they click on your content. This includes–

• Likes
• Comments
• Shares
• Percentage of videos watched 

A higher engagement rate means higher chances of conversion. 

For this, you have to make sure your content is interesting enough. This is the only key to win people over. 

Here’s a creative video for inspo— 

This one blends entertaining voiceover with brand spirit and what a consumer can expect to get in the box. All under 30 seconds. 

Click-Through Rate (CTR)

Shows how many viewers clicked on the video or link.

Click-Through-Rate measures the number of clicks on ads, links, or emails. There’s a formula that can get you the right measurement. It’s

CTR= (No. of clicks by no. of impressions) x 100

Higher CTR means that your content is persuasive enough to encourage your audience to take action. 

If you want your content to be like that, try these 2 tricks—

• Keep the CTA clear and direct
• Place it at the right spot/moment in the video, especially when viewers are most active

Conversion Rate

Indicates the viewer number that turned into a client. 

Conversion rates track how many viewers became your client. It also includes the number of audience who did something after watching your video. It can be buying the product or becoming a subscriber. 

Such a metric shows how efficient your video is. A higher conversion rate means more revenues and leads. 

If you want to improve conversion, then–

• Highlight the key benefits clearly
• Keep it interesting and creative
• Narration and storytelling should be unique 

Tools For Tracking and Analyzing Product Video Marketing 

• Google Analytics
• YouTube Analytics
• Vimeo
• Wistia 

Interpreting and Acting on Data 

Understanding the key metrics is only the first step. 

You have to know how to use them to make your product video dope. 

Identify What’s Working 

Scour the videos with higher key metrics. Note down the elements that helped make the content successful. Is it the–

• Story?
• Style?
• Topic?
• CTA?
• Visuals?

Make sure the message, goals, and narrations are clear. You don’t want your viewers to get confused after watching your product video. 

Understand The Areas For Improvement 

Now look for videos with lower key metrics. 

Figure out why the content failed. This can be dull storytelling, poor visuals, or unclear messages. 

Test and Refine

Use data to test different video styles, CTAs, and content. 

Keep experimenting with the videos. This should help you get what resonates with your viewers. 

Analyze the metrics regularly. Check the audience feedback. They can also help you improve the video. 

Work on strategies based on what you learn. 

Case Studies of Successful Product Marketing Through Video

1. Old Spice Ad: Smell Like a Man, Man

Result: 62M Views and 27,047 Comments on YouTube 

Key Highlights

• Cultural phenomenon
• Humorous touch
• Witty approach 

2. Apple Shot On iPhone Campaign 

Result: 2.6M Views on YouTube 

Key Highlights 

• User-generated content 
• Creatively stressing camera quality 
• Emphasis on real-world use cases 

3. Blandtec- Will It Blend? 

Result: 19M Views and 26,745 Comments on YouTube 

Key Highlights 

• Unique approach 
• Fun demonstration 
• Element of surprise 

Frequently Asked Questions (FAQs)

Market Your Product With Magnetic Video 

You can connect with a broad audience with video marketing. It’s because people tend to prefer watching something than reading or listening. 

But before that, you have to know ways to attract them. While good content can pull them in, bad ones can push them away. 

So, try to blend all the creative elements with colorful visuals, interesting music, encouraging voices, and strong CTAs. This is one of the efficient recipes for a good product video.