What Is Its Purpose?
A product video is widely used in marketing, especially in , where it helps customers to better understand and evaluate a product before buying. A product video can show a product in action, demonstrating its functionality and use in real-life situations.
A good product video can not only inform, but also inspire and engage viewers. It can significantly influence customers’ purchasing decisions by providing them with more complete and convincing information about the product.
Product Film – Types
There are many types of product videos, each serving a different purpose and presenting the product in a different way. Choosing the right type of video depends on the type of product, the target audience and the marketing objectives.
- Rotational product films
- Dynamic product presentations
- Demonstration videos (how-to)
- Product reviews
- User-generated content (UGC)
360 Product Video
A product film in its rotating version is a type of product presentation that allows you to see the item from all sides. They are created on special rotating platforms that slowly rotate the product while or camera captures the image.
The result is a seamless film showing the product from all sides. Such films are particularly useful for products whose appearance and details are crucial to the purchasing decision.
Examples include , footwear, or electronics, where the customer wants to see every element of the product in detail before buying.
Advantages of 360-degree rotating films:
- Full product presentation
- Ability to see details from all sides
- Increased user involvement
- Better understanding of product shape and proportions
Creating 360 product videos requires specialised equipment, but the effect can significantly influence customers’ purchasing decisions.
Product Presentation
Product presentations are a modern approach to showing products in action. Ppresentations focus on showing the product in use, often in close-up and from different angles.
An example of such a product video might be a recorded cosmetic, where the hand can be seen applying the product to the skin, showing its texture, colour and method of application. Such videos are particularly popular in the cosmetics or fashion industry.
Dynamic product presentations aim to show the product in the context of its use. Instead of a static image, the viewer can see how the product works, how it behaves and the effects of its application.
For cosmetics, this could be to show the texture of the cream, its absorption into the skin or the effect on the complexion. For electronic products, it could be a demonstration of the function, the user interface or the sound or video quality.
These types of videos are particularly effective because they engage the viewer and allow them to better imagine using the product. They can significantly influence purchasing decisions by showing the product in practical use.
How to Films
Demonstration videos, also known as ‘how-to’ videos, show how to use a product or how to perform a specific task with its help. They are extremely valuable to customers because they not only showcase the product, but also educate on its correct use.
These videos often take the form of step-by-step instructions, where the viewer is guided through the process of using the product. They can be very simple or more complex, depending on the complexity of the product and its applications.
Demonstration videos are particularly valuable for products that require some knowledge or skill to use correctly. They can help reduce returns and increase customer satisfaction by providing the knowledge needed to use the product to its full potential.
Examples of demonstration videos:
- Furniture assembly instructions
- Make-up tutorials using specific cosmetics
- Cooking demonstrations using kitchen equipment
- Instructions on how to use electronic devices
An effective How To demonstration video should be clear, concise and easy to understand. It should focus on the key features and uses of the product, showing them in a way that the viewer can easily follow.
Product Reviews
A product review is a video in which users or experts share their and their experiences with a product. It can take a variety of forms, from professional, detailed analysis to more casual, spontaneous opinions.
Video reviews are a valuable resource for potential buyers as they offer an independent perspective on a product. They can cover both positive and negative aspects of the product, which helps to build trust in the brand.
Reviews can be created by influencers, industry experts or regular users. Each of these types of reviews has its own merits and can influence different audiences.
The value of product reviews:
- Building trust in the product and brand
- Providing authentic information from real users
- Showing the product in real use
- Addressing potential customer concerns and questions
Effective product reviews should be honest and objective. They should include both positive and negative aspects of the product, if any. This helps build credibility and trust among potential customers.
User-Generated Content (UGC)
UGC or user-generated content, are product videos created by customers or fans of a brand. These can be short reviews, demonstrations of product use or simply showing a product in everyday life.
UGC is unique because it offers an authentic point of view, not controlled by the brand. These videos often show the product in real-life use, which can be more convincing to potential customers than professionally produced marketing materials.
Many brands actively encourage their customers to create and share UGC, often by holding competitions or offering prizes for the best content. This not only provides the brand with valuable promotional material, but also builds an engaged community around the product.
UGC is valuable for several reasons:
- Authenticity – real feedback from real users
- Building a community around the brand
- Increasing customer engagement
- Providing diverse perspectives on the product
UGC can be particularly effective on social media, where users are keen to share their experiences and opinions. Brands can use hashtags or dedicated campaigns to encourage the creation and sharing of UGC.
The Use of Product Videos in E-Commerce
A product video is particularly effective in e-commerce, where customers do not have the opportunity to physically interact with the product before purchasing. A well-crafted product video can significantly increase customer confidence and influence purchasing decisions.
In e-commerce shops, product videos can be used in a variety of ways, each designed to provide customers with as much information as possible and encourage them to make a purchase.
Here are some examples of uses:
- On the product card – as the main element of the presentation
- In product galleries – as an alternative to photos
- In review sections – as a supplement to text reviews
- On category pages – to highlight bestsellers
- On social media – to promote products
On a product card, the video can be the centrepiece of the presentation, showing the product in action and demonstrating its key features. This is particularly important for products whose functionality is difficult to show through images alone.
In galleries, a product video can be an interesting complement to product photography. They can attract users’ attention and encourage a deeper understanding of the product.
