If you own a business and want to ensure success, you need product videos ASAP.
These videos aren’t just a marketing fad. According to HubSpot, 73% of customers who watch product videos will purchase the highlighted product shortly after viewing it. This explains why marketers prefer video over any other form of content marketing and why they consider it an important element of their digital strategy.
That said, shooting a product video is a lot more complex than actually talking about it. If you don’t have as much experience with video but still want to get some footage for your brand, you’re in luck — we’re going to walk through the entire process here and now.
Worried you might not have what it takes to film a video? We’ll also explain how (and why) you can get help from professionals.
The Importance of Product Demos
Product demos are a type of evergreen video content that helps businesses show off the features, purpose, and effects of products to a customer.
There are a number of reasons why you might want to use a product demo in your marketing strategy:
- Much higher ROI: More than 89% of marketers say they get a good ROI from video.
- Better brand awareness: Video marketing provides a 54% increase in brand awareness.
- Lasting good impression: About 52% of marketers say video builds customer trust.
If you’re willing to produce product videos with direction and consistency, you could see your business profits rise within a matter of months.
How to Shoot Product Videos in 9 Steps
Product videos are hands down the best way to inject the market with a piece of your brand. Here’s how to plan, record, and polish a video of your very own.
1. Nail Down the Details
It’s a fact that poor planning leads to poor outcomes. You need both time and effort to result in a winning video.
Be sure to get all your filming factors in order well before you begin production. You may want to come up with:
- A shot list
- The message or goals
- Video length
- The location (if the video needs to be shot in person)
- The style choice or ‘vibe’ of the video
- The people you need to consult with (video creator, marketers, and other media experts)
Just remember to tread cautiously: your choices here will impact the product video well into the future.
2. Establish a Budget
Money isn’t everything — but it will affect the final outcome of your video. There are a couple of ideas to consider here:
- How much can you spend?
- How much should you spend?
Adjust and adapt accordingly.
3. Plan Your Content
You already know the details and limitations of your video marketing plan. Now it’s time to map out the rest with a defined planning stage for your content.
Ask yourself: how do I want to highlight my product? Should there be digital overlays to guide the viewer’s eye?
Don’t forget to adhere to the following techniques:
- Choose filming areas with lots of windows or natural light
- Go for shorter video lengths that are easily consumable
- Add movement (this isn’t just a slideshow of photos)
4. Gather Your Equipment
Before video production can take place, you’ll need to gather the right tools.
Every product video will require:
- A mirrorless camera, DSLR camera, smartphones, or other recording devices
- Lighting equipment that meets your minimum needs (start with ring lights)
- Sound tools or a microphone with headphones to record quality audio
- A solid backdrop that manages deep shadows or unseemly contrast
- Tertiary tools (a tripod, secondary cameras, and anything else you need)
Remember that every video production will require something different. You should make a comprehensive list of all tools and items needed to complete the filming process.
5. Prepare for Production
It’s almost time to record your video! This is the point at which you prepare yourself and your surroundings to record the best possible video. You may want to get everyone in a room to go over expectations or the current script, and ensure the environment on set is clean, clear, and ready to go.
This is also the stage where any final questions, thoughts, or input from the team are answered or addressed. You don’t have time to make major changes to your materials, but you can certainly make sure that everyone’s on the same page.
6. Shoot Your Video
The film stage is perhaps the most fun of the video production process — and the stage at which beginners make the most mistakes.
Here are a few tips to follow while capturing your footage:
- Don’t just start filming right at the beginning. Give a little lead time to your cameras, followed by a clap or noise to indicate where live footage begins.
- Follow the basics of video composition and the rule of thirds.
- Adhere to your storyboard and record more than you think you need.
7. Purchase Video Editing Software
Editing software can make or break the final outcome of your product video. The style, image, and transition variety of your footage can significantly affect how viewers see your business, which may change your impact or sales volume over time.
During the editing process, you’ll need to add:
- Color correction
- Transitions
- Gentle music
- Graphical elements
Make sure to pay close attention to detail. Anything out of the ordinary — from weird objects in the field of view to goofy graphics and background sounds — will break your viewer’s immersion and ruin their engagement.
8. Publish Your Post-Production Masterpiece
All done! Now it’s time to post your video on accessible platforms for your target audience.
Other than your website (which will be surfaced by Google), don’t forget to post on:
- YouTube
- Other social media
9. Monitor Your Results
Keep a close eye on how your product video performs. Look at the types of traffic it’s getting (views, engagement, conversions, etc.) and consider your options for filming in the future. What went right? What could go even better?
The Secret 10th Step: Getting Professional Help
As you can see, there’s a lot that goes into the creation of a product video. If you’ve read this far and still find yourself feeling overwhelmed, you’re not alone. Thankfully, there’s a hidden 10th step in video production that simplifies the entire process: working alongside a seasoned company like the professionals at Picturelab.
Getting started with Picturelab is simple, easy, and straightforward. During the consultation, we’ll give you a solid quote and timeline for what you can expect. In the meantime, feel free to look at some of our amazing sample pieces — there are plenty to choose from!
Contact our team to get started on your awesome video production project today!