How to create simple and effective product videos

While e-commerce is booming, selling products online isn’t always easy. Nearly half of American consumers reported missing in-store shopping during the COVID-19 pandemic, with 52% saying they missed touching and examining products. High-quality product videos can help customers behind a computer screen gain a personal impression of your goods.

Video marketing packs a powerful punch. It’s the No. 1 content type marketers rely on to sell products — for good reasons. Data suggests 73% more visitors make a purchase after watching a product video. Discover how you can harness the power of product videos to reach new customers, increase conversions, and build brand awareness in this in-depth guide.



What is a product video?

A product video is a type of product marketing material that focuses on a specific product, highlighting its unique characteristics and showing it in action. It is a visual representation that is meant to inform customers about a product and hopefully persuade them to purchase. Common types of product marketing videos include:

Product videos are an excellent marketing tool because they provide potential customers with a visually engaging experience while showcasing a product’s features, usage, and benefits. They capture viewer attention and have the power to build emotional connections through storytelling, which is an excellent way to increase brand visibility and trust. When creating a brand marketing strategy, don't overlook the potential power of product videos.

How to make a product video

Videos can help you familiarize customers with your product, giving them the confidence to buy online when they can’t view or touch the item in person.

Well-made product marketing videos are more likely to win over a potential customer. Follow these steps to make sure your own product videos do the trick.

1. Plan and prepare

You can’t just set your camera up and hit record. Follow these steps to craft a great product video strategically:

  1. I dentify your target audience. Who do you want to speak to with your product video? Knowing your product’s target audience is the first step. To determine this:
    1. Identify your product’s unique selling proposition (USP). What product features set it apart from the competition?
    2. Understand your audience. What demographic traits — like age range, geographic location, and hobbies — do they share? You can survey your customers for this data or examine your competitors’ customers.
    3. Consider your audience’s pain point. What problem does your audience have that your product will solve?
  2. Define the video’s goal. What purpose will your video serve for your target audience? Is it supposed to introduce them to a new product or educate them about an existing product?
  3. Pick a format. There are many types of product videos. Determining your goal can help you pick a format. Possibilities include a teaser or promo video, a tutorial or explainer video, or a product demo video.
  4. Outline your key messages. Your key messages depend on your video’s purpose. When outlining your key messages, consider the tone you want to use in your video, such as casual versus formal. Learn more about brand voice and how it can influence the tone of your message.
  5. Determine your call to action (CTA). Your video should have a CTA at the end that encourages the viewer to take action. For example, a promo video could say “Subscribe Now” and get people onto an email list, so they’re alerted when the product launches.
  6. Decide how you’ll produce your video. Invest in video, audio, and lighting equipment. It’s also worth investing in software to edit your videos, like for adding text and music. Popular video makers and editing software include: 4. Adobe Premiere Pro 5. Adobe Express Editor 6. Apple Final Cut Pro 7. Apple iMovie.

2. Write a script

Starting from a place of structure and organization is essential when creating a product video – that’s where a script comes in. Scripts help maintain cohesive messaging by ensuring that key information about the product is conveyed concisely and clearly. Additionally, having a script streamlines the production process and reduces the need for retakes.

To start writing a script, consider your key messages and CTA (see above). Now, incorporate them into a written script. Here are some tips for a script that will benefit an effective product video:

However, a good product video doesn’t always need a script. If you’re making a testimonial video wherein you interview real-world customers, you wouldn't want to put words in their mouths. Alternatively, silent videos or videos with only music can be powerful on their own. That being said, for most other types of product videos, consider writing a script to ensure a streamlined and effective result.

3. Film and edit

The script guides your video’s words (if it has any) and actions, but what about the visuals? It takes more than aiming the camera and ensuring it’s in focus. Try these best practices to make a visually appealing video:

Finally, don’t skimp on editing and postproduction. In the first section, we’ve mentioned some tools you can use to edit videos. You can edit the video, make cuts, add sound effects and voice-overs, and overlay music.

3. Optimize and promote

It’s time to share your masterpiece with the world. You can use many social media platforms, from YouTube to X (Twitter). You can also post the video to your website and push traffic to it through your email marketing. Make sure to always link back to your product page.

Note that different platforms have different requirements for video formats. You’ll need to resize the video differently for a desktop landing page versus an iPhone-friendly website versus any social media-specific page.

Check out the formatting and size requirements for these major platforms:

And don’t forget search engine optimization (SEO). Make sure the title and description or caption of your video uses trending keywords that align with what your video is showing.

The best product video examples

Ready to make product videos part of your marketing strategy? Before getting started, check out some of the best product videos below. These product video examples can inspire you to create effective video campaigns of your own.

Samsung Frame product video

This Samsung video doubles as a teaser and demo. It showcases an upcoming product, demonstrating how users can adapt it in the home.

The final tagline, “Make Your Own TV,” doubles as a CTA at the end of the video.

The storytelling works too. The video addresses a customer pain point — an ugly TV in an otherwise beautiful home. The video then presents the solution: the Samsung Frame, which lets you show pictures or art on the screen.

Lyft ride service product video

This Lyft video content demonstrates the power of a clear CTA. It’s just two words: “Get Lyft.”

The video reflects Lyft’s brand, emphasizing human connection (“Getting around should be as easy as calling a friend”).

The animated video relies on a well-written script that speaks to the viewer’s desire for connectivity. Lyft isn’t just offering transportation — the brand brings people together.

Koala product video

Koala's product video stands out because it focuses on the product's unique value proposition. It shows how the product is better than its competition using before-and-after comparisons. It's also fun and casual, which makes it engaging.

Slack product video

Here’s a great example of a story-driven product video, including a character with whom you can identify. This Slack video stars someone who has all the needs of a Slack customer, explaining how each Slack feature helps her team work better. This makes it easy for the viewer to understand the tool and its potential.

Nintendo Switch product video

This product video creatively shows how the Nintendo Switch addresses players' need for flexibility. This one is a prime example of show-don't-tell marketing, with background music for ambiance.

The best product videos are made with the best tools

Videos can be an effective way to showcase products. That said, making a great video requires careful planning and preparation — from script writing to filming, editing and creating thumbnails to make it stand.

The good news? There’s an endless array of tools to help, from video editing software to lighting. Choosing the right one is half the battle, but here’s a tip: the best ones are created by design industry leaders.

Improving your video content is quick and simple with Adobe Express. Our free video maker makes it easy to make compelling product videos that will turn your viewers into customers.

Try Adobe Express today