Your product is the star, sun and moon, and a marketing video needs to make it shine. Whether it’s digital or physical, your product is amazing and every shot, frame and creative choice of the video should bring it to life.
A product video is its own genre. The fundamentals of good storytelling still apply, but other considerations go into producing a product video.
Here are a few mistakes to avoid when creating a product marketing video.
Concept centers on…not the product
A product video tells a story, but that story has to center around the product. When developing the video concept, it’s very common to build a story that involves lifestyle and emotional narratives. That in itself is ok, but what may happen is that the video’s focus gets mired on the narrative. Audiences develop a connection with the characters and the story, which often overshadows the product.
One example is The Entire Journey Super Bowl LI spot. We may remember the story about the mom and daughter trekking through the desert to the U.S.
But what was the product?
Here’s a refresher:
There are, of course, exceptions, and as with any art, you can break any rule you want as long as you can get away with it. But it must be well-conceived and executed.
Otherwise, focus on the product. The lifestyle or narrative can frame the video, but the picture at the center of it is the product.
Be creative in the wrong way.
A product video presents the product in a creative way. If everything else in the video is creative, but your product is shown in a boring way, then it won’t leave an impression.
And creativity is not limited to high-end commercials.
Yes, you can create some amazing shots if you have money to spend on robots, high-end cameras, post-production tools, etc. But creativity isn’t married to technology. Even if you are shooting your product with your phone, you can do it in an interesting way.
Change angles. Optimize zooms. Vary your cuts in the editing room. There’s always a way to present your product in creative ways.
Mess up the accuracy of the product
For physical products, make sure to use good lighting and a good camera. During post-production, make sure that the colors are correct.
For digital products, be sure to use the current version and that it’s animated correctly.
Rely 100% on AI
This might change very soon, but product videos made with AI may not accurately generate your product. Details may change. AI often has difficulty with lettering and logos.
If you or your client is requesting AI product videos, the key is to set expectations before adventuring into it.
Product videos are everywhere from Amazon to national television. And making them is not technologically difficult, but doing them right is still definitely an art form.
Picturelab can help with your product video. Contact us to learn more about our creative product video services.