Video is a superior form of content favored by consumers, social media algorithms, and Google's search rankings. Adding product video to your marketing campaign is essential in 2023.
In this post, we will cover what every product video needs to include, ideal lengths, our recommendations on style, and how much you can expect to pay.
After reading our post, you will have a clear idea of why product videos will increase sales and the best strategy to move forward with production.
Thinking of getting a product video?
What Is A Product Video?
A product video is an interactive demonstration of a product's benefits. An effective product video clearly identifies a problem and demonstrates how the product can solve the problem.
Critical Aspects of a Product Video
Whether you are producing yourself or hiring an agency to create your product videos, you must ensure you include these essential characteristics into your messaging.
1. Effective Product Demonstration
The most important part of a product video is the product, this shouldn't come as a surprise, but you would be surprised at how many brands fail to demonstrate their product or service qualities. While the other aspects of the video are important, you want to make sure the product is the central focus point in the video.
2. Showcase Branding and Personality
Don't leave out your company branding. Use your logo and color palette to create brand recognition. You also want to showcase the company's personality.
A great example of a company that relies heavily on product videos is Tesla. The EV company has yet to purchase traditional ad space. Instead, Tesla product videos on YouTube showcase the car's cool features while keeping the subtle branding in the frame.
The videos give off a tech vibe rather than a car commercial. Tesla caters to technologically savvy consumers and has positioned itself as a software company that manufacturers automobiles.
3. Identify a Problem
Great product videos are separated from good videos in how well they identify a problem and make a meaningful, genuine connection with the consumer.
Tesla's Revolutionize Your Commute does an excellent job presenting their self-driving features by connecting with the consumer who spends a significant amount of time driving to and from work.
4. Provide a Solution
Your video should demonstrate how the product solves the problem. Telsa does this by showcasing its autonomous driving features that can be used to make commutes to work more enjoyable.
5. Include a Unique Sales Proposition
A sales proposition is a message that sums up your product's solution to the problem. One of the best in recent history is from the financial app Robinhood, which promises to "democratize access to the American financial system."
Tesla's sales proposition in the video mentioned above is much simpler, "experience autopilot." Whichever direction you choose, the statement must communicate how your product will solve the problem in a clever headline.
6. End with a Call to Action
All product videos end with a call to action; some are more subtle than others. The goal is to lead the consumer to the next step in your marketing funnel. Your ideal CTA could be directed at your company website; it could mention a discount code or where the product can be found in retail. Tesla refers viewers to a sign-up form for a self-guided test drive.
Useful Resource.
How to Use a Call to Action in a Marketing Video
Ideal Product Video Length
Your video's length is determined by where your video will live. If the video is going to be on social media, you want a short video under 30 seconds that gets them off the app and onto your landing page.
Website videos can be longer. They are already on your website, and you can afford to provide additional value in the video. However, you still want to keep videos relatively short; we recommend never exceeding 90 seconds. The goal of a product video on your website should be to invite the viewer to the next stage of your sales funnel. For more information on determining the ideal length of a product video, check out our post here.
What is the Best Style for Your Product Video?
Determining the style of video is dependent on what type of product or service you are providing. We've outlined the 3 significant categories below:
Physical Product – Live-Action
We always recommend brands that produce physical products to choose a live-action video. If you don't have access to a large budget, you can make the video yourself; live-action can be done at a fraction of the cost with some basic video editing software. Here is an excellent example of a blender company that produces live-action videos for a minimal video and gets massive exposure on YouTube.
2D Motion Graphics
SaaS products typically choose 2D animations to demonstrate the benefits of the software. Animation allows the video producer to display the user interface and benefit potential customers' lives.
Complex Mechanisms – 3D
If your product features technical aspects like a watch or engine, we recommend utilizing 3D in your video. A 360° view showcases how the mechanics set the product apart from the competition.
Useful Resource
Animation Vs. Live Action: Which is Better for Your Business Video?
How Much Does It Cost to Create a Product Video?
Product video cost is also dependent on the type of product or service you are advertising and the style of video you choose.
Live-Action
Live-action videos filmed in-house can be cost-effective. You can film and edit a short product video for $1500 or less if you have access to decent equipment and software. However, hiring a professional production company can be extremely expensive. You can expect to pay $50,000 or more if you decide to bring in an agency.
Animated Videos
Animated videos are the most cost-effective option, coming in at $4000-$8000. In addition, 2D animation allows for complete customization to ensure you incorporate branding and an aesthetic reflective of the company.
3D
Producing 3D videos takes time and skill. You can expect to pay at least $35,000 for a well-done, high-quality 3D product video.
Useful Recourse
Explainer Video Cost – A Price Guide For Any Budget
Final Words
Video content is by far the best way to communicate with your existing and potential customers. A product video allows you to effectively create urgency, provide a solution, and deliver a call to action. If you are interested in adding product videos to your content marketing strategy but don't know where to start, book a free consultation with our video strategist.
