When it comes to selling, product photos can only get you so far.
Customers want to see your product in action. They want to get a feel for how it works and how it looks.
That’s why 40% of YouTube users look up a product on YouTube before buying it. It’s the next best thing to “try before you buy.”
To arrest your audience’s attention — and get them to convert — you need product videos.
Read on for the steps you need to follow to shoot product videos that wow and amaze.
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1. Get inspired.
Think about the commercials, social media ads, and product videos you’ve seen for your favorite products. Which ones stick out? Why?
Get inspired by watching them again, or writing down what you remember. Here’s a sample product video we created for one of our clients:
2. Define your video strategy.
Take the insights from step 1 and apply them to your video. You’ll want your video to speak to all stages of the funnel: awareness, consideration, and decision. That way you can leverage it in various marketing and advertising campaigns to target your ideal audience.
Speaking of target audiences, who is yours? Ideally, you can use people who look or act like them to be the talent in your video.
3. Sketch out your video.
Plot out the story for your video, as well as the technical details. Do you want to create a lifestyle video, or a traditional ecommerce video that addresses a customer pain point and introduces your product as the solution? These will have different storylines.
As for the technical details, start thinking about which scenes you’ll need to include, and whether you’ll need actors, customers, or b-roll footage. Review the formatting and size requirements for any advertising channels you plan to use.
4. Figure out who’s going to film your video.
We recommend hiring a professional from an agency that excels in both video production and marketing (hey, that’s us!). Working from a professional from the start is the best way to ensure you get a final product that you love, instead of one you have to redo all over again.
If you’re going to film your product video yourself, invest in the proper equipment. We recommend the following:
- Two DSLR cameras (one should have a zoom lens)
- Tripod
- Portable digital recorder
- Lavalier microphone
5. Create your shot list.
Start by turning your video “story” into a storyboard. Then, create a moment-to-moment shot list that details out what’s happening for every frame of the video. Include time estimates for each shot, and jot down what type of camera or zoom you’ll be using, and what you’ll be filming.
6. Schedule your video shoot.
Using your shot list, devise a plan that allows you to be efficient on shoot day, leaving plenty of extra room for priority shots (just in case you run out of time).
7. Get prepped and packed.
Ahead of the shoot, assign tasks to everyone on your crew, whether they’re in charge of getting the coffee, coordinating the talent, or filming the aerial footage.
Pack up all your gear the day before your shoot and bring extras if you can. Use a checklist and double-check that you did indeed pack everything.
8. Now’s the fun part: editing!
Watch all of your footage and take notes on any clips you may want to use. Then, synchronize the audio with the video for all the clips you’re keeping, and start organizing them into scenes to create your product story.
Add in music and sound effects to help customers get in touch with the vibe of your brand. PremiumBeat and AudioJungle are two great options for royalty-free music.
9. Make a final cut and rewatch the video.
Does it capture the story and goals you set for your video in step two? Is there anything you can cut out to make it that much snappier? Shorter videos are less likely to lose someone’s attention.
10. Add in the final touches.
Finalize transitions and color correction. Then add your call-to-action. A classic “Buy Now” or “Shop Now” is always a good choice for product videos.
Listen to our Podcast for More Ecommerce Tips
There’s a lot to crafting the perfect product video, and that’s just one element of growing an ecommerce brand. In our podcast series, How to Start a Successful eCommerce Business in Less than 30 Days, we break down everything you need to do into actionable steps. Subscribe here.
