Product Video Marketing: Everything You need to know

People are publishing videos showcasing their physical and digital products on the internet. Consumers are loving unboxing videos, how-to videos, product review videos. These videos help to gain knowledge and provide solutions to their needs. Product video marketing is a vital strategy for every eCommerce seller.

Every other marketer is creating awesome product videos these days. The cost of video production has come down. The advent of high-quality video recorders and editing software made it easy.

Product Video Marketing is popular
Source : Premium Beat by Shutterstock

Let us start decoding product video marketing here. We are going to explain every aspect of product videos.

We have curated and written the below sections to inspire, educate, and empower you:
  • What is a product video? Definition with SOME AMAZING examples.
  • Types of product videos providing the best results.
  • Best product video articles you must read.
  • Best way to promote your videos for selling products.

What Is a Product Video? Definition With SOME AMAZING Examples

A product video is any video which
a) introduces a product,
b) demonstrates its functionality,
c) explains its usability and
d) highlights its USP.

You can keep in mind one or all these aspects when creating a product video. You can create a video for any type of product - physical products or digital products.

Product videos are very popular these days in marketing and advertising because
a) consumers are engaging more with videos online and
b) marketers are getting huge RoI through video marketing
both on organic and paid mediums.

Here are some encouraging video marketing trends and stats for you-

81% of businesses use video as a marketing tool - up from 63% over the last year. (Hubspot)
6 out of 10 people would rather watch online videos than television. (Google)

Mobile video consumption rises by 100% every year. (Insivia)

By 2022, online videos will make up more than 82% of all consumer internet traffic-15 times higher than it was in 2017. (Cisco)

78% of people watch online videos every week, and 55% view online videos every day. (HubSpot)

A Facebook executive predicted that their platform will be all video and no text by 2021. (Quartz)

YouTube is the second most popular website after Google. (Alexa)

Users view more than 1 billion hours of video each day on YouTube. (YouTube)

59% of executives say they would rather watch a video than read text. (Wordstream)

75% of all video plays are on mobile devices. (eMarketer)

Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text. (Insivia)

72% of customers would rather learn about a product or service by way of video. (HubSpot)

People are 1.5 times more likely to watch video on their mobile phones. (Facebook)

92% of users watching video on mobile will share it with others. (Wordstream)

By 2020 there will be close to 1 million minutes of video crossing the internet per second. (Cisco)
Source: Biteable
Here are some successful product videos from YouTube :

Product Video Example (1) : Havell's Digital Electric Shaver RS 7131

Product Video Example (2): Nerf Dog Tennis Ball Blaster

Product Video Example (3) : Find Residential Property Without Broker

Product Video Example (4) : - Our Blades Are F***ing Great

Popular Types of Videos Used in Product Marketing

People are experimenting with the types of videos to promote their goods. Here are the 6 popular types:

1. Classic Product Demo Video

Brands create classic product demo of their product before or after launch. Generally these are high quality videos of heavy budget allocation to position their products in the market. A classic product demo video show the product in details in respect of technology and design. Here is the best example of Product Demo Video by Apple.

2. Feature Video

This type of product videos list the features of a product with some basic explanation. One of the best feature video of recent time is “GoPro: Introducing HERO7 Black in 4K - Shaky Video is Dead”.

3. Tutorial Videos

Products’ Tutorial Videos are simply training videos. Brands create them to show the standard features of a product and how to best use them. These are very formal kind of video. These videos are basically useful for the end users who already owns the product. Here is a YouTube link “How To Use Elementor” tutorial video.

4. Unboxing video

As the name suggests, this type of product videos are shot when opening a new package with the product and accessories inside. The items are taken out one by one and the narrator generally shows them from different angles. Watch this Unboxing video of OnePlus 7 mobile.

5. Product Review

In this type of product video, people exhibit different aspects of a (physical or digital) product and explain how good or bad is the product in those aspects. For your better understanding, here is a review video of Semrush.

6. How-to Video

A how-to product video simply explains the right way to use a product. If you launching a new product or an upgraded product, you can educate your customers or prospects by publishing such videos. Here is “How-to-use a hot glue gun” for your reference.

Best Product Video Articles You Need to Read

Are you are into eCommerce or starting Dropshipping? You will need videos of products you promote/sell. You know that killer product videos are necessary for marketing these days.
So we have come out with this idea to curate TOP articles from different blogs on the steps to create product videos.

You will find this list very useful before creating a product video for marketing. You should read the summary of each article and go to the actual article to read them.

1. How to Create eCommerce Product Videos That Sell & Convert (Tips + Examples)

In this article, Tracey Wallace explains all facets of creating good product videos for marketing.
In chapter 1, she teaches you how to develop a product video marketing strategy.
In chapter 2, Tracey explains the best practices to create unique and successful videos.
In chapter 3, she lists 31 tips and tricks for you to increase trust, engagement, and conversions.
In chapter 4, she provides you with the best 17 examples of successful ecom videos.
If I were you, I will read this article at least 3 times.

2. 7 Elements of A Great Product Video (With Examples)

Amy Onorato explains 7 thoughtful elements of a product video that ensures success for you as an eCommerce marketer.
She says if your product videos do these 7 things, you will win the game:
  • 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
These are pure valuable suggestions.

3. How to Create Your First Product Demo Video as a Total Newbie

Benjamin Brandall a total newbie shares his story of creating first professional video.
Benjamin was tasked to create a product demo video of the SaaS product. So he studied a lot and finally created a good video. The story is intriguing with all the details of the process and tools used.

4. How to Write a Great Explainer Video Script in 8 Simple Steps

Jake Kilroy breaks down the writing process of scripts for an explainer video to 8 simple steps:
  • Identify your story
  • Distill your story
  • Bring your viewer in your story
  • Add emotion
  • Check your length
  • Adjust for voice over
  • Show, don’t tell
  • Test your script
You need to read this at length. Click the title link.

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