You’re brainstorming with your marketing team and trying to find a way to create an engaging product video, but budget constraints and a lack of video production expertise are holding you back from harnessing its full potential. Sound familiar?
Despite strong ROI and benefits, 20% of marketers don’t use video because production is too expensive. If you find yourself in this camp or among the 15% of marketers who aren’t sure where to start, it might surprise you to learn how accessible and cost-effective it is to create engaging product videos.
Product videos visually showcase your products in a way that improves customer understanding, addresses their concerns, and shows them exactly how your brand positively impacts their life. Discover expert tips, product video examples, and recommended video marketing tools to help you produce compelling, educational product videos.
6 types of product videos and when to use them
There are multiple types of product videos that each serve a different purpose, including:
Explainer videos: Explainer videos introduce new products and describe complex features, making them ideal for generating brand awareness.
Product demos: Product demonstration videos show how your product works in real-life situations.
Feature announcements: Share a feature announcement video to generate excitement and show customers how new features can help solve their problems.
Customer testimonials: Creating testimonial videos builds trust in your brand, which can help customers in the consideration stage confidently choose your product.
Tutorial and onboarding videos: Step-by-step instructional videos help customers benefit most from your product.
Promotional videos: Sharing promotional videos before the launch of a new product or feature generates excitement and interest.
Use videos for sales outreach: Videos add a human touch to cold outreach and can even remove bottlenecks in your sales process.
How to create a compelling product video
Follow these tips to create engaging product videos that resonate with your customers and showcase your brand's value.
Understand your target audience
Knowing who your audience is and what they need helps you produce personalized content. Personalizing your content to create an interactive product demo can drastically increase customer engagement since 70% of consumers now want personalized brand experiences.
Include a strong hook and call to action (CTA)
Our ability to focus keeps decreasing, as evidenced by the average attention span now being 47 seconds. Grab your viewer’s attention by starting your product video with a hook. This could be a thought-provoking question, a surprising fact, or a visually striking image like a product close-up.
On the same note, end your video with a CTA so viewers can take immediate action.
Pro tip: Use AI video tools to add a friendly face or create awe-inspiring content without breaking the bank.
Focus on benefits
Use storytelling to show your audience how product features benefit them. You might show your product in action or use customer testimonials to demonstrate how its benefits materialize in real life.
Keep it short and sweet
Share a clear, concise message to avoid overwhelming your viewers. Aim for videos that are two minutes or less to hold potential customers’ attention, keep production costs in check, and provide just enough information to help your audience make a buying decision.
Tell a story
Storytelling humanizes your brand and makes it relatable. Share stories about your brand values, how your product came to be, or even stories about your customers and staff.
Include customer testimonials
Build trust around your brand with customer testimonials that illustrate how your products helped solve their problems.
Be authentic
Show the minds and personalities behind your brand. Behind-the-scenes videos increase authenticity and appeal to customers by showing them that the people behind the brand understand their needs.
6 ways to increase product video engagement
Don’t overlook these opportunities to engage customers with your freshly-minted product video.
Create value for customers: Always focus on how your product benefits your customers. This shows your brand understands their needs and pain points and is actively working on products and features that improve their lives.
Show, don’t tell: Use storytelling and product demo video makers to illustrate how your product improves customers’ lives. Swoop in for a close-up of key features or showcase someone using your product—this works for all product marketing, whether you’re a skincare brand or a SaaS company.
Share your videos everywhere: Post product videos on your landing and product pages, social media, and newsletters to increase customers' chances of engaging with them.
Personalize your content: Personalizing your content can boost interest and conversions. To scale your personalization efforts, try using Loom’s Variables feature. It lets you record a single video and personalize the title by including the viewer’s name, company, and job title.
Aim for high quality: Most marketing video software improves quality without requiring intensive edits. Tools like Loom automatically remove background noise and optimize your lighting so you always produce the best product video possible.
Respond to customers: Interact with customers who comment on or share your videos. This shows your brand cares about their feedback and quickly responds to their questions.
Remember, your content can be fun, inspiring, and even humorous while informing your customers, just like this great product video from Hotjar.
5 best tools for creating high-quality product videos
Sometimes, the right tools can make all the difference in your video marketing strategy, and these five are worth a look:
1. Loom
Loom helps you easily create software demos, how-to videos, and personalized product promos. Its ability to capture your screen and webcam adds a human element to product videos, which can resonate with viewers more than a fancy product shot.
A number of its features inspire viewers to take action. These include clickable in-video CTA buttons and the ability to request an email from viewers before they can watch the video, allowing you to follow up with leads. Your Loom videos also come with engagement insights that track views, completion rates, and click-through rates, ensuring you know which messaging resonates the most.
Loom makes recording product videos easy with its intuitive screen and webcam recorder, which is available for Windows, Mac, Android, iPhone, and Chrome.
Features:
Polished product videos: Polish your Loom videos to perfection with built-in editing tools like the video trimmer and Edit by Transcript.
Action-inspiring features: Encourage viewers to take action with embedded CTA buttons and the option to request their email when they view your video. These features help you capture vital lead information for future follow-ups.
Personalization at scale: Record a single video and create multiple copies personalized with each potential customer’s name, role, and company.
Quick sharing: Share your Loom videos the moment you finish recording. Embed the shareable link in an email or message to get your video marketing strategy rolling.
Pros:
Loom captures your webcam and screen, adding a human touch to your product videos while highlighting features.
Free and low-cost paid plans make Loom an affordable option for creating product demos and tutorials.
Loom connects to other apps, including Calendly, Zendesk, and Salesforce.
Cons:
The free plan limits you to 25 videos of up to 5 minutes each.
Loom lacks advanced editing features, like transitions and overlays.
Pricing: Free; paid plans start at $12.50 per user per month when paid annually.
2. Animoto
Animoto is ideal for those who prefer a product video template to get started.
Features:
Video templates: To start your video production, choose from hundreds of templates, including product demos, promos, and how-to templates.
Beginner-friendly editing: Drag and drop images and clips, resize videos, and crop or trim with the built-in editor.
Getty Images stock library: Add catchy visuals with royalty-free images and video clips from Getty Images.
Pros:
Animoto’s templates are great starting points for compelling product videos.
The drag-and-drop interface makes it easy to edit your videos.
Animoto offers a limited free plan, allowing teams to try it out first.
Cons:
Animoto watermarks videos that are created with the free plan.
The free plan limits videos to 720p resolution.
Pricing: Free; paid plans start at $8 per month when paid annually.
3. VEED.io
Another budget-friendly option is VEED.io, which includes unique tools like social media formatting and AI avatars.
Features:
AI avatars: Prefer to keep your face anonymous? Let VEED.io’s realistic AI avatars do the talking instead.
Eye contact helper: Trust VEED.io’s AI to keep your eyes focused on the camera to improve the quality and professionalism of your videos.
Social media formatting: Resize your videos to a square, vertical, or horizontal orientation for any social media platform.
Pros:
The user-friendly interface makes it easy to customize your product video ads.
The cloud-based recorder and editor work right in your browser.
VEED.io includes unique features like the AI eye contact tool and AI avatars.
Cons:
VEED.io watermarks videos that are created with the free plan.
Some features, like AI avatars and background noise removal, are only available with higher-tier paid plans.
Pricing: Free; paid plans start at $12 per user per month when paid annually.
4. PromoAI
An AI video tool, PromoAI helps you with idea generation and video editing. It also integrates with popular platforms to help you spread the word about your product.
Features:
AI-powered video generation: Provide a bit of information to PromoAI and let it generate on-brand ideas, video, and copy.
Stock media library: Find the perfect visuals with PromoAI’s royalty-free music and video library—plus templates to get you started.
Social media–ready videos: Create videos that look amazing and perform well on Instagram, TikTok, YouTube, Facebook, and LinkedIn.
Pros:
PromoAI generates creative product photography and videos.
Access to royalty-free assets lets marketers add B-roll and other effects.
Cons:
AI-generated video clips may require fine-tuning to match your brand identity.
PromoAI limits all videos to 5 minutes maximum.
Pricing: Plans start at $29 per user per month when paid annually.
5. Wistia
Wistia offers features specifically for marketers and sales teams that can take your product videos the extra mile.
Features:
Viewer engagement reports: Find out who’s viewed your videos and which parts they engage with most.
Built-in lead gen: Capture emails and form information right inside your videos.
Video SEO optimization: Boost your rankings in search results when Wistia adds schema markup and optimizes video collection pages for your product videos.
Pros:
You can customize the Wistia video player to match your brand colors.
Wistia connects to other tools like HubSpot, AWeber, and Intercom.
Cons:
Wistia’s paid plans are more expensive than alternatives.
Free-plan users can only create 10 videos.
Pricing: Free; paid plans start at $19 a month when paid annually.
Do Wistia’s prices clash with your budget? Look at these Wistia alternatives for more cost-effective video creation tool recommendations.
Easily create high-impact product videos with Loom
Creating concise, informative, and engaging product videos doesn’t have to require special skills or a full production team. Loom lets you quickly produce and share videos that showcase your product’s benefits, guide customers through onboarding, and generate excitement for new products and features.
Find out how easy it is to create your next product video.