What is a product video?

A product video explains and visually exhibits a product‘s tangible benefits. A lot of these videos emphasize a product’s unique features. Still, one thing differentiating a good product video is its ability to exhibit how it solves problems.

As a rule, remarkable product videos encompass the following:

• Engaging dialogue and narration
• Long enough to fully explain the product and its benefits but short enough to keep the viewer’s attention
• Professionalism, without being “stuffy.”
• Empathy and relatability

Product Videos for Marketing: Why They’re Important

How to Create Product Videos

Here are some tips and tricks for creating an outstanding product video.

1. Include context.

Show your product or service in use or solve a problem commonly faced by your audience. For example, paper towel company Bounty’s Twitch-themed product video ad shows a group of gamers playing an intense video game.

When one of the gamers accidentally knocks over his drink with his computer mouse, he uses Bounty to quickly gather up the spill before it could damage his gaming equipment.

The video shows a scenario where a Bounty paper towel would be most helpful and how quickly the product can clean up the spill.

2. Don’t just show your product — talk about it!

Videos showing a product looking photogenic against a pretty backdrop can be eye-catching, but they need to convey more about how the product works or what makes it unique.

When creating a product, go in-depth and talk about its unique features, the story behind it, or – at the very least – how to use it. The following product video types are excellent formats for a product show-and-tell:

• Demos: Show the product in action as someone uses it.
• Tutorial: Demonstrate to your audience how to use the product.
• Explainer: Explain how a product works and tell the story of how it came to be.

3. Customize your video.

Include elements in your product video that ties it to your brand. You can do this by including the brand’s logo or color scheme associated with the company.

Other elements can include using the same host, spokesperson, song, or motif in every video.

4. Keep your audience in mind.

Your product videos need to relate to your audience and their experiences. So, showcase your products in scenarios that apply to your target demographic.

For example, Glossier’s makeup and skincare company motto is “We make products inspired by real life.”

To push this message, the company’s product videos often come as “Get Ready with Me” videos (GRWM for short). The women in their videos wake up in the morning and show viewers how they apply Glossier products before starting their day.

5. Don’t fearmonger.

Don‘t scare people into purchasing your product by making it seem like they’re missing out or something terrible could happen if they don‘t use it. Instead, focus on the benefits of your product and what it could add to a consumer’s life.

6. Have fun.

Inject some humor and personality into your product video. Doing so will make your video more exciting and showcase your brand’s identity. It will also help your product stand out from competitors.

7. Include a call to action.

10 Promotional Product Videos That Make You Want to Buy

1. Microsoft Surface Pro 9 featuring Bri Hall

Microsoft collaborates with content creator, influencer, and artist Bri Hall to demonstrate the Surface Pro 9’s features and uses.

In her TikTok video, Bri uses the Surface Pro to digitally draw herself as a superhero. Bri speaks to viewers casually, explaining how the product’s lightweight and portable build allows her to draw wherever she wants and keep her work on hand.

It’s easy and helpful to fold influencer marketing into your product videos. Influencers can introduce your product to their audience and show unique ways to use it.

In the case above, Bri shows artists how the Microsft Surface Pro 9 can be an artistic tool.

2. Smashbox Always On Liquid Lipstick featuring Champagne Becca

In a product video for its Always On liquid lipstick, makeup company Smashbox collaborated with TikTok content creator Champagne Becca. In the video, Becca shows how the product stays on after eating a burger.

If you’ve ever worn lipstick, then you know keeping your lipstick after eating anything is a nearly impossible task. Smashbox knows its audience and the common problem they deal with, resulting in a helpful and relatable product video.

3. JW Pet Cat Catnip Mister

TikTok content creator Abram Engel makes videos testing various cat toys on his cat Kurt.

The video below shows how Kurt reacts to JW’s product, Catnip Mister, which lets off a mist of catnip and comes with a long cat toy to encourage play. The product video also shows Abram going through the process of assembling and activating the toy.

Abram’s video is an excellent example of showing a product in action.

 4. Scrub Daddy’s New Grill Brush

Scrub Daddy, a cleaning product company, introduced its new grill brush with a product video using the brand’s signature chaotic and funny style. Like Scrub Daddy, feel free to use humor and casual language to engage your audience.

The video humorously explains how to use the product and its unique features.

5. Fenty Beauty’s Soft Matte Powder Foundation Tutorial

Fenty Beauty founder and pop star Rihanna hosted a YouTube tutorial showing off the brand’s powder foundation and how to use it.

Rihanna takes a fun, playful approach to showcase the product and even does a little happy dance at the of the video when her look comes together. Again, a little personality goes a long way.

6. Pixel Tablet Reviews by Marques Brownlee

Marques Brownlee gives a thorough review of the Google Pixel Tablet.

What makes this product video different from others is that he shares an anecdote about the history of tablets and how the tablet market has changed, giving viewers greater context behind Google’s new product.

The YouTuber details the tablet’s design, features, and pros and cons. As Marques speaks, viewers are shown a close-up of the product.

7. Samsung’s ViewFinity S9 Introduction

You don‘t always need a voiceover, influencers, or personality to make your product video stand out. Sometimes, you can let the product speak for itself. Samsung’s product video for the ViewFinity S9 has no verbal dialogue.

Instead, it introduces two graphic designers and follows them as they use the product’s different features for their project. The product video stands out thanks to its visually stunning video, catchy music, and storytelling.

8. Keith Lee Food Reviews

 TikTok content creator Keith Lee is known for his honest, funny, and relatable food reviews. In the video below, Keith partners with Wingstop to review the restaurant chain’s Marvel-inspired “secret” flavors. 

Keith’s product video proves you don’t always need high-end equipment, special effects, or music to make a video pop. In his case, his genuine reaction and awe of the food’s flavors are enough to generate buzz. 

 9. Apple’s MacBook Air 

 Apple’s product video for MacBook Air includes different designers, engineers, and experts from Apple explaining various aspects of the laptop.

Similar to Samsung’s product video, Apple’s includes high quality visuals and thematic music to keep viewers intrigued. 

10. Purina Pet Food 

The video doesn’t show a specific Purina product, but it takes viewers (and schoolchildren) behind the scenes of creating Purina pet food.

To build trust with your target audience, have your product video take them behind the curtain to show the science, thought, and process that goes into creating your products. 

All the product video examples above go beyond just giving information about the products; they also include personality, humor, and relatability. In your next product video, think about your audience and their common problem or need.

Then think of how you can show your product solving their problem or fulfilling their needs. Do you want to partner with an influencer, show the product in action, or give a tutorial? Or do you want to try all three?

Creativity is vital in creating the right product video for your brand, no matter the method you choose, and now you have several examples for inspiration.

Editor’s note: This post was originally published in October 2017 and has been updated for comprehensiveness.