The Power of Product Videos: How to Promote Your Products and Increase Sales

December 22, 2022
By Ericka Lau

 The Power of Product Videos: How to Promote Your Products and Increase Sales

Product videography is an essential tool for businesses of all sizes, as it allows you to showcase your products in a dynamic and engaging way. From small startups to global brands, product videos are an effective way to attract and retain customers, drive sales, and build brand awareness.


But with so much competition out there, it's important to make sure that your product videos stand out and deliver value to your audience. In this blog post, we'll explore the importance of product videography, how to promote your product videos, and the techniques, tips, and tricks for creating compelling product videos.

The Importance of Product Videography

Product videography has become an increasingly important part of the marketing mix, as more and more people turn to video to learn about products and make purchasing decisions. In fact, research has shown that product videos are an effective way to:

  • Increase conversions and sales: Product videos can help to increase conversions and sales by providing a more immersive and engaging experience for your audience. By showcasing your products in action and highlighting their key features and benefits, you can help to convince potential customers to make a purchase.
  • Build trust and credibility: Product videos can help to build trust and credibility with your audience by demonstrating the quality and functionality of your products. By showcasing customer testimonials and demonstrating your products in use, you can help to build confidence and credibility with your audience.
  • Improve SEO and search rankings: Product videos can also help to improve your search engine optimization (SEO) and search rankings. By adding video content to your website, you can increase the amount of time that people spend on your site, which can help to improve your search rankings. Additionally, adding video content to your site can help to increase the number of inbound links, which can also improve your SEO. 

PS. You can also ready our blog about Elevating Your Product Photography with SEO: Tips and Best Practices


How to Promote Your Product Videos

Once you've created your product videos, the next step is to get them in front of as many people as possible. Here are a few ways to promote your product videos:

  • Embed them on your website: One of the easiest ways to promote your product videos is to embed them on your website. This will allow visitors to your site to easily watch your videos and learn more about your products.
  • Share them on social media: Social media platforms like Facebook, Instagram, and Pinterest are great places to share your product videos. By sharing your videos on social media, you can reach a wider audience and drive traffic back to your website.
  • Include them in your email marketing campaigns: Email marketing is another effective way to promote your product videos. By including a link to your video in your email newsletters or marketing campaigns, you can drive more traffic to your website and increase conversions.
  • Optimize your videos for search engines: To make sure that your product videos are easy to find, it's important to optimize them for search engines. This means adding relevant keywords to your video titles, descriptions, and tags, as well as ensuring that your video is hosted on a site that is easily crawlable by search engines.

Techniques, Tips, and Tricks for Creating Compelling Product Videos

Now that we've covered the importance of product videography and how to promote your product videos, let's dive into the techniques, tips, and tricks for creating compelling product videos.

1. Start with a clear concept and objective. What do you want your product video to achieve? Who is your target audience? Answering these questions will help guide your creative decisions and ensure that your video is focused and effective.

  • Concept: The concept of your product video is the overall idea or theme that you want to convey. It should be focused and specific and should help guide your creative decisions and ensure that your video is cohesive and effective.
  • Objective: The objective of your product video is the goal that you want to achieve. This could be anything from increasing brand awareness to driving sales. Clearly defining your objective will help you focus your message and content, and ensure that your video is effective at achieving your desired result.
  • What do you want your product video to achieve? This could be anything from increasing brand awareness to driving sales. Clearly defining your goal for the product video will help guide your creative decisions and ensure that your video is focused and effective.
  • Who is your target audience? Understanding who your target audience is and what they are interested in will help you tailor your message and content to their needs and interests.
  • What message do you want to convey? Your product video should have a clear and compelling message that resonates with your target audience. This could be a specific benefit of your product or a problem that your product solves.
2. Showcase the key features and benefits of your product. Your product video should highlight the key features and benefits of your product in a clear and concise way. Here are some ways to showcase your product: 
  • Use multiple camera angles: You could use a variety of camera angles to show the different configurations of the product. For example, you might use a close-up shot to show the details of the product, then switch to a wider shot to show the product being used as a bench.
  • Use animations and transitions: Animations and transitions can be a great way to highlight the product's versatility. For example, you might use a transition effect to show the product being reconfigured from a side table to a bench, or use an animation to show the different uses of the product.
  • Use product shots: Product shots can be a useful way to highlight the key features and benefits of the product. You might use a variety of product shots, such as overhead shots, close-up shots, and angled shots, to showcase the different configurations of the product.
3. Use high-quality visuals and sound. Product videos are all about showcasing your products, so it's important to invest in high-quality visuals and sound. 

Element Budget-Friendly Option Professional Option
Cameras and lenses iPhone Professional-grade cameras, such as DSLR or mirrorless cameras, offer superior image quality, low-light performance, and a range of advanced features, such as interchangeable lenses and manual controls.
Lighting equipment Natural lighting Professional lighting equipment, such as LED panels,softboxes, and umbrellas, is used to illuminate product shots and create the desired mood and atmosphere. It offers greater control and flexibility in terms of lighting your shots.
Audio equipment iPhone microphone Professional microphones, such as lavalier microphones, shotgun microphones, and boom microphones, are used to capture clear, high-quality audio. They offer superior sound quality and are designed to capture clear, detailed audio.
Editing software DIY editings software, such as iMovie, CapCut, and InShot Professional video editing software, such as Adobe Premiere Pro, Final Cut Pro, and Avid Media Composer, is used to polish and refine footage, add transitions, and special effects, and other elements to create a cohesive and visually appealing final product. These software programs offer a range of advanced features and tools for professional-level video editing.

PS: Natural lighting refers to the light that is naturally present in a scene or environments, such as sunlight or moonlight. Natural lighting can be a great option for product videography because it is free and can add depth and dimension to your shots.

To use natural lighting effectively in your product videos, you can:

  • Shoot near windows or doors: Natural light coming through windows or doors can be a great source of illumination for your product shots. Just be sure to adjust your camera settings accordingly to avoid overexposing or underexposing the footage.
  • Shoot outdoors: If you have access to outdoor locations, you can use natural light to illuminate your product shots. Just be aware that the intensity and direction of natural light can change throughout the day, so you may need to adjust your camera settings accordingly.
  • Use reflectors: Reflectors are large, flat panels that reflect light back onto a subject. By using a reflector to bounce natural light onto your product, you can fill in shadows and add more light to your shots.
4. Tell a story. Product videos are more than just a list of features and benefits - they should also tell a story that engages and resonates with your audience. Use storytelling techniques, to create a compelling narrative that showcases your product in a meaningful way. Some examples include: 
  • Show, don't tell: Instead of simply telling your audience about your product, try to show them how it works and what it can do. This can be done through demonstrations, product shots, and other visuals that illustrate the benefits of your product.
  • Use customer testimonials: Customer testimonials are a powerful way to showcase your product in a meaningful way. Consider including testimonials from real customers in your product video, either through video clips or written quotes.
  • Use storytelling elements: Traditional storytelling elements, such as character, plot, and setting, can be used to create a compelling narrative for your product video. For example, you might introduce a customer as the main character and show how your product helps them solve a problem or overcome a challenge.
  • Use emotional appeal: Emotional appeal can be a powerful way to connect with your audience and showcase your product in a meaningful way. Consider using music, imagery, and other elements that evoke emotion and help to bring your story to life.
  • Use a clear call to action: A clear call to action is important for any product video, as it helps to guide your audience towards the next steps. Consider including a call to action that encourages your audience to learn more about your product or make a purchase.
5. Edit and polish your video. The editing process is where you can really bring your product video to life. Use video editing software like CutCap, InShot, Filmora and iMovie to cut and arrange your footage, add transitions and effects, and fine-tune the sound and color. Don't be afraid to experiment and try out different approaches - the more you practice, the better you'll become at creating compelling product videos.

By following these tips and techniques, you can create product videos that are engaging, informative, and effective at showcasing your products and driving sales. Happy videography!

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