Ever go to a fast-food place while following a diet plan? What happens when those product videos of crispy fries and golden chicken nuggets start playing?
Your diet is toast.
But don’t blame your lack of self-control. Those compelling product videos are designed to reel you in.
🎥 From a marketer’s perspective: Product marketing videos aren’t just eye candy—they’re powerful tools to spotlight a product’s benefits, forge a connection with customers, and ultimately drive sales.
For example, embedding videos on a landing page can boost conversions by up to 86%.
Product videos can be used in all sorts of creative ways. They’re ideal for building excitement around a launch, showing off key features in action, or reassuring potential buyers with authentic customer experiences.
⏰60-Second Summary
How to Create Impactful Product Videos
- Capture attention early: With an average attention span of only 8 seconds, hook your audience quickly in your product videos
- Showcase features effectively: Use clear visuals, demo shots (for product demo videos), and real-life applications to highlight what makes your product stand out
- Incorporate storytelling: Craft narratives that connect emotionally with viewers and make your product relatable
- Personalize content: Personalize videos to your target audience’s preferences, like Adidas did with its Boston Marathon campaign
- Use customer testimonial videos: Build trust by including clips of satisfied customers sharing their experiences
- Add a strong call-to-action (CTA): Guide viewers to take the next step, like visiting your website or making a purchase
- Optimize for platforms: Customize video length and format to suit platforms like Instagram, TikTok, or YouTube
- Track metrics: Monitor view count, play rate, engagement, and conversions to evaluate your video’s success and adjust strategies
How to Create Impactful Product Videos
- The Essentials of Making Product Marketing Videos
- Tip 1: Context is king
- Tip 2: Show and tell
- Tip 3: Share your story or let your customers do it
- Tip 4: Personalization in product videos
- Tip 4: Catering to your target audience
- Tip 5: Adding personality to your product videos
- Tip 6: Including a call-to-action
- Tip 7: Creating human connections
- Tip 8: Use ClickUp for project management and collaboration
- How to Shoot Product Videos
- Examples of Effective Product Videos
- How to Create a Stellar Product Video in Minutes
- Implementing Product Videos into Marketing Strategy
- Lights, Camera, ClickUp
- Frequently Asked Questions (FAQs)
Summarize this article for me pleaseThe Essentials of Making Product Marketing Videos
If you hop onto Instagram or YouTube today, the universe has decided you must watch reels and shorts.
They’re everywhere. And today, a B2B marketing strategy without product videos is like trying to spell “business” without the “B.”
Whether it’s a super informative explainer video or a playful Gen Z TikTok, product videos have become a major part of many B2B marketing strategies.
But where to start? So many questions pop up, like:
- What’s the ideal video format for your product and target audience? Should it be short and snappy or more of a deep-dive explainer?
- How can you ensure your product marketing video is primed for search engines and social media platforms?
- How will you track the performance of your video content across platforms and fine-tune your approach?
Don’t worry—we’ve got you.
Here are eight tips for creating unforgettable product marketing videos that will have your target audience hitting replay. (Scroll on for six cool product video examples, too!)
Tip 1: Context is king
It’s not enough to just display your product—show how it fits into your customers’ lives! An impactful product video ad should dive into these key questions:
- What issue does your product solve?
- How does it enhance your customers’ day-to-day experience?
- Will it inspire them to achieve more?
- Does this product bring a little extra joy?
By focusing on your product’s features, you turn a regular video into a powerful product marketing tool that truly resonates with your target audience.
Tip 2: Show and tell
Sure, videos of flawless products against a picturesque backdrop are visually appealing, but you need to ensure your viewers aren’t left wondering what you’re selling.
Your product video should reveal what makes it tick and why it’s special.
Talk about the product’s standout features, share its backstory, or, at the very least, show how it’s used.
Here are some tried-and-true types of product videos that do a fantastic job of “show and tell”:
- Demo: A product demo video highlights the product in action, showing someone using it—simple but effective!
- Explainer: These videos blend audio and visuals to guide customers through how the product works
- Tutorial: Tutorials provide step-by-step guidance for users and are particularly handy for those who already own the product and want to get the most out of it
Tip 3: Share your story or let your customers do it
👀 Did You Know?
About 72% of customers are more likely to trust a brand regarding positive video testimonials and reviews
We’re past the days of mindless consumerism. Use your product videos to explain the story behind why your company exists.
Address the bigger questions, like:
- Does your business partner with social justice initiatives?
- Do you donate a portion of the profits to local organizations?
- Is your social media a platform for educating followers on social issues?
- Are you taking steps toward sustainability, like ditching single-use plastics or aiming for carbon neutrality?
💡 Pro Tip: Let your happy customers be your hype squad. Testimonials can be quick raves that fill a single frame or heartfelt interviews in which customers explain how your product made a difference in their lives.
Tip 4: Personalization in product videos
We all understand the importance of personalization as a marketing strategy but not many understand (and do) it as well as Adidas did.
During the annual Boston Marathon, Adidas didn’t just slap their logo on the banners—they went big.
Capturing live footage of each runner, they created and sent out 30,000 personalized videos on race day itself. Each runner’s video featured their race data and clips from their actual run.
The outcome? An impressive 95% video completion rate and nearly 12x boost in sales from emails with these personalized videos.
Personalization truly goes the extra mile (no pun intended.)
So, when you create a product video, think of it as your product’s first impression. Clear, high-quality visuals are a must. Blurry footage or off-brand colors? That’s a quick way to watch your sales drop.
To add brand consistency, try incorporating elements unique to your brand, like your logo or signature color scheme. You can also go a step further by using the same spokesperson, theme song, or recognizable motif in each video.
Remember: Familiarity breeds trust, and trust builds loyalty.
Tip 4: Catering to your target audience
Did you know you can order soup at McDonald’s in Portugal? Or that McDonald’s in Hong Kong has Matcha Red Bean Layer Cake on the menu?
Why the global remix? It is important to connect with their target audience, of course.
Whether focusing on a specific demographic or tailoring to a particular region, it’s essential to customize your product marketing videos to resonate with your potential customers.
After all, a one-size-fits-all approach rarely wins hearts (or clicks). Make your content as relevant and relatable as possible to grab that attention.
😂 Fun Fact:
ClickUp connects with its users by adding a funny twist to everyday work situations. For a bag of laughs, check out this series of short corporate humor videos targeted at HR teams!
💡 Pro Tip: Create multiple versions of your videos to test what engages viewers most effectively while keeping them around 90 seconds. Aim for 30–60 seconds for landing pages to maintain interest without overwhelming your audience.
Tip 5: Adding personality to your product videos
In 2012, Dollar Shave Club’s founder, Michael Dubin, created a now-legendary video that completely revolutionized how product marketing could be approached.
He positioned himself as the direct, quirky CEO who speaks candidly about a typically boring product—razor blades. Instead of a polished, corporate pitch, he delivered a comedic monologue walking through a warehouse, cracking jokes about razor pricing and the traditional shopping experience.
The video wasn’t a high-budget production. It looked and felt like something a real person would create, which made it instantly relatable.
By injecting humor and authenticity, Dollar Shave Club:
- Communicated complex information (subscription model, price point) through entertainment
- Cut through advertising noise
- Made consumers feel like they were hearing from a friend, not a corporation
When brands add genuine personality, they trigger emotional connections. In this case, consumers didn’t just see a razor ad—they saw a relatable human who seemed to understand their frustrations with traditional razor shopping.
The bottom line? Don’t shy away from showcasing your brand’s unique identity.
Tip 6: Including a call-to-action
While you’re having a blast crafting the perfect product video, don’t overlook the crucial final touch.
Once your masterpiece wraps up, make it easy for potential customers to act on their interest.
How? Add a clear call-to-action (CTA) or a next step for them to follow.
Tip 7: Creating human connections
It’s all too tempting to talk to your audience in a product video—but remember, it’s more impactful to talk to them. Since the goal is to spark a conversation with a potential customer, aim to reach the person on the other side of the screen.
📌 Example: Imagine you’re making a video for a small coffee company. Instead of just showing coffee beans and fancy latte art, introduce viewers to Sarah, the friendly barista who hand-selects each blend, or feature Mark, a loyal customer who starts his mornings with your coffee to get through his early commute. Have Sarah talk about her passion for finding unique flavors, and let Mark share a quick anecdote about how he discovered your coffee on a rough Monday morning.
Tip 8: Use ClickUp for project management and collaboration
Effective video production management is no joke—it’s essential for keeping everything (and everyone) running smoothly. Here’s why:
- It promotes collaboration among key players like directors, cinematographers, editors, and sound engineers, ensuring everyone’s on the same page (and the same scene)
- Helps you manage resources wisely and avoid those dreaded budget overruns
- Potential issues get caught early—no equipment malfunctions, unpredictable weather, or last-minute cancellations
- It delivers results that exceed client expectations, creating happy clients
To keep this organized, a solid video production management tool like ClickUp can make all the difference.
With ClickUp, you can break down your video project into manageable tasks, assign them to team members, and set realistic deadlines so everyone knows their role and deadlines are crystal clear.
For instance, ClickUp’s List View helps you track all project tasks at a glance, while the Board View visually shows each production stage.
ClickUp’s Custom Views allow you to focus on specific needs, like tasks requiring certain equipment or team members. Task Dependencies and Priorities help streamline resource allocation by defining what tasks rely on each other.
Meanwhile, ClickUp’s Time Tracking records exactly how long tasks take, which optimizes time and resource management.
Also Read: Project Management for Video Production
Summarize this article for me pleaseHow to Shoot Product Videos
If you think creating stunning product videos means hiring a pricey video agency, rest assured—there are other options.
Sure, we all love the polished look of a big-budget production, but with some planning and the right equipment, you can make product marketing videos that dazzle without breaking the bank.
Equipment needed for shooting
To get started, you don’t need a high-end DSLR. In fact, with today’s smartphone technology, an iPhone or Android with portrait mode can capture beautiful product shots. But if you want to go the extra mile, here are a few essentials:
- A tripod for steady shots
- Basic studio lighting (or even a good ring light for quick setups)
- A microphone for clear audio, especially if you’re recording dialogue or narration
💡 Pro Tip: A simple, clean background—like a white or flat-lay setup—is perfect for focusing on your product.
Steps in shooting high-quality product videos
Step #1: Get inspired
Look at product videos you love and note what makes them stand out. This helps set the tone and style you’re aiming for.
Step #2: Define your video strategy
Consider who will watch your video. Are you creating a short, snappy social media ad or a more in-depth demo for your website? Tailor your video to speak to your audience and fit the right stage of their journey—awareness, consideration, or decision.
Step #3: Sketch out your video
Outline the story you want to tell and the details of each shot. Decide if you’ll need actors, b-roll footage, or just close-ups of the product. Visualize each scene to ensure your video flows smoothly.
Step #4: Create a shot list
This step-by-step list includes every scene, with details about timing, camera angles, and special requirements. It keeps you organized and helps ensure you get every shot you need.
Step #5: Schedule the shoot
Set up a clear timeline for the day. Prioritize must-have shots and leave some buffer time for retakes or last-minute adjustments.
Step #6: Prep for the big day
Gather and double-check all your gear, from lights and cameras to extra batteries. Make a checklist and pack everything the night before to avoid last-minute stress.
Step #7: Start shooting
Capture each scene according to your shot list, and don’t be afraid to get creative! Try different angles or lighting setups to see what makes your product pop.
Step #8: Editing magic
Start editing once the footage is ready. Arrange your clips to tell a cohesive story, add background music, adjust the colors, and sprinkle some sound effects for that extra polish. Editing software like Adobe Premiere Pro or even simpler options like iMovie can work wonders.
Step #9: Final review and polish
Watch the video end-to-end to ensure it flows and stays engaging. Shorten any parts that drag and ensure the final cut is sharp, exciting, and ready to hold your viewers’ attention.
Step #10: Add a call-to-action
Close your video with a clear call-to-action, like “Shop Now” or “Learn More,” making it easy for viewers to take the next step.
Summarize this article for me pleaseExamples of Effective Product Videos
Here are six examples of brands nailing it with their product videos.
💄 Glossier’s Get Ready with Me series
Glossier’s motto, “We make products inspired by real life,” shines through in their videos.
Often styled as “Get Ready with Me” (or GRWM) videos, they feature women waking up and walking viewers through their morning routines using Glossier products.
It’s like a casual chat with a friend, showing how seamlessly Glossier fits into real life.
ClickUp’s launch video for ClickUp Chat
With close to one million views on YouTube alone, this video highlights ClickUp’s unique value proposition: simplifying workflows for all teams in one platform by bringing conversations and tasks together.
The visuals are modern, clean, and dynamic. They showcase ClickUp’s interface in action without overwhelming viewers, providing a glimpse of real use cases like managing tasks from within Chat, using AI to optimize productivity within Chat, and automatically linking messages to related tasks and docs.
🛀🏻 Lush’s Halloween promotion
Lush keeps things fresh with a Halloween-themed video introducing each unique, spooky bath bomb in their seasonal collection.
Viewers get a full demonstration of how to use each product, what’s inside, and even a hint of the fragrance. With each cute and festive design, you can practically feel the Halloween vibes—and with limited-time items, there’s that perfect dash of urgency.
👟 Lululemon trail commercial
Lululemon’s videos are a call to live an active lifestyle.
These clips feature real people in motion and are backed by voice-over and captions, making them visually engaging and relatable. Lululemon’s approach connects with anyone who loves to stay active and highlights how reliable its products are for any adventure.
🪑 IKEA’s home tour series
IKEA’s home tour videos are a lifesaver when space or style struggles cramp your interior design aspirations.
These videos tackle common home furnishing challenges head-on by showcasing design ideas and practical solutions.
Viewers will be inspired by tips on creating a stylish and functional space and can see which IKEA pieces best suit their needs to create their dream home.
📹 GoPro’s adventure series
GoPro’s videos are nothing short of thrilling.
They capture real-life, high-adrenaline moments with the HERO12 action camera, showing adventure-seekers in action and highlighting their impressive capabilities.
These videos don’t just show the product—they make you want to dive headfirst into your adventure, HERO12 in hand.
🍪 Oreo’s recipe videos
Oreo takes a fun and delicious approach with videos that show creative dessert recipes featuring their iconic cookies.
Each video breaks down the recipe into easy steps and ingredients, making it simple for viewers to recreate at home. This creative approach inspires viewers to grab a pack of Oreos and get baking.
Summarize this article for me pleaseHow to Create a Stellar Product Video in Minutes
With the tools we have available today and a few clever tricks, you don’t need hours (or a full production crew) to create a dazzling video.
From speedy creation methods to automation magic, here’s how to get your product video from idea to screen faster than ever:
1. Overview of quick video creation methods
2 million YouTube shorts are viewed every second. This is your chance to get your product video in your customers’ feeds.
Here are some speedy video creation methods to get you started:
- Keep it short and sweet: Aim for 30–60 seconds to maximize engagement, especially for platforms like Instagram and TikTok. Quick videos don’t just save time; they make viewers stick around till the end
- Shoot with what you have: Don’t overthink the equipment if you’re low on time. A good smartphone with decent lighting is all you need for high-quality, on-the-go footage
- Try templates for structure: Use ClickUp templates for promo videos, tutorials, or explainer formats. Templates speed up production and keep things organized, especially when you’re on a tight schedule
- Batch filming: Record multiple clips in one session and edit them into separate videos. This approach saves time, maintains visual consistency, and helps you quickly create a library of video content
2. Tools to speed up and scale video production
When time is tight, tools like ClickUp can help you save time in the video production process:
ClickUp Brain
ClickUp Brain is the platform’s AI-powered assistant and is like having a creative partner that works 24/7!
ClickUp Brain supports your budgeting by reducing post-production costs, automatically transcribing audio and video clips, and adding time stamps. This makes editing and reviewing a breeze, slashing hours of hard work into minutes of smart work.
It even has a Video Script Generator to build scripts and flows for your videos.
In short, it is a central hub for all things script-related. The best part? With ClickUp, you can store your meeting notes, transcriptions, and even brainstorming ideas in one spot for easy access and real-time collaboration.
Also Read: 12 Best AI Tools for Video Editing in 2024
ClickUp Clips
Need to share quick feedback or capture a creative idea on the fly? ClickUp Clips lets you record short screen-recording videos with voice narration directly within the platform
Plus, every clip is organized in a Clips Hub, so you never lose track of footage—just sort, search, and voila!
💡 Pro Tip: Keep all comments and feedback centralized in ClickUp so you can reference them anytime during production. This reduces email clutter and ensures everyone is in sync.
ClickUp Tasks
The beauty of using ClickUp’s Clips and Brain tools is that they make it ridiculously easy to turn any creative idea or quick note into actionable ClickUp Tasks.
Imagine this: you capture a brilliant idea on ClickUp Clips, and with a few clicks, it’s transformed into a task assigned to the right person. Feedback is centralized, comments are easy to track, and collaboration moves from chaotic to coordinated—no more lost emails or missed notes.
With ClickUp Tasks, you can do all of this and more.
Moreover, you can schedule tasks, set reminders, and manage resource allocation in real time through a clear production timeline.
ClickUp’s Video Production Template
In addition to its powerful task management, ClickUp offers ready-to-use, customizable templates that simplify structuring complex video projects.
Take ClickUp’s Video Production Template, for instance.
It’s designed for beginners and seasoned pros, providing everything needed to organize and manage each production stage.
Setting goals, scheduling resources, and tracking progress becomes second nature.
So whether you’re producing a single corporate video or an entire series, ClickUp’s Video Production Template keeps your workflow organized and consistent.
Summarize this article for me pleaseImplementing Product Videos into Marketing Strategy
🎥 Fun Fact: About 91% of businesses use video marketing as a core strategy.
And it’s no wonder—video content has been shown to boost brand awareness, drive leads, and increase sales.
So, let’s dive into how to easily integrate product videos into your marketing channels and track their success.
Integrating videos across multiple marketing channels means weaving your video content into platforms like social media, email, website, and even digital ads.
Key strategies for video integration
1. Social media
Share short, eye-catching clips on Instagram, TikTok, Facebook, and Twitter. Use platform-specific features like Reels on Instagram or Stories on Facebook to get more eyes on your content.
📌 Example: Glossier’s Instagram Stories showcase quick makeup demos that link back to the website for easy shopping.
2. Website
Embed videos where they make the most impact—product demos on landing pages, explainer videos highlighting key features, or customer testimonials to build trust.
📌 Example: Apple uses explainer videos on its product pages to give potential buyers a detailed look at each feature.
3. Email marketing
Spice up newsletters by including video previews with a “watch now” button linking to a longer video.
📌 Example: Airbnb’s email campaigns often include short, captivating video teasers about new features or travel tips, which leads to more in-depth content on its website.
4. YouTube channel
Create a YouTube channel for longer content like tutorials, product reviews, and behind-the-scenes glimpses. Cross-promote your YouTube videos on other channels for extra reach.
📌 Example: GoPro’s YouTube channel features adventurous user-generated content and tutorials, which the company promotes on its other social platforms.
5. Paid advertising
Run targeted video ads on social platforms like Facebook, YouTube, or even Google ads to capture specific demographics.
📌 Example: Nike’s video ads on YouTube target sports enthusiasts with motivational messages and product demos.
6. Content marketing
Integrate educational videos into blog posts to give readers more value and drive engagement.
📌 Example: HubSpot embeds explainer videos in their blogs, enhancing the content and improving viewer retention.
Also Read: How to Make a Training Video at Work?
Measurement of success for product videos
So, you’ve created an amazing product video. Now what?
Time to measure its success!
The best way to gauge effectiveness is by tracking key metrics that reveal how viewers engage with your content.
- View count: Consider this your video’s popularity score—it shows how many times people hit play. Remember that view counts differ by platform (YouTube counts views after 30 seconds, while Facebook counts after just 3). A high view count means your video is reaching a broad audience
- Play rate: This metric tells you the percentage of people who hit play when they encounter your video. If your play rate is low, try moving your video to a more prominent spot on the page or tweaking the thumbnail and surrounding text
- Engagement: Engagement shows how much of your video viewers watch, giving you a sense of how compelling your content is. Look for patterns in drop-off points to identify sections that might need tightening
- Click-Through Rate (CTR): The CTR tells how many viewers followed your call-to-action (CTA), like clicking through to a landing page. A high CTR suggests your video’s message is resonating and prompting action
- Conversion rate: This is the ultimate measure of success. It tracks the number of viewers who become customers after watching your video, which can be a great indicator of how effective your video is at driving sales
- Social shares: Sharing is caring! This metric reveals how much your audience loves your content by sharing it with others. It’s a great way to boost brand awareness and reach new viewers
Use ClickUp for tracking and analyzing video metrics
As a project lead, having real-time visibility into video production progress makes you a better manager.
With ClickUp’s Kanban Boards, you get an intuitive, visual way to monitor each project stage. By organizing tasks into columns like “To Do,” “In Progress,” “Review,” and “Done,” you can see at a glance where every piece of the project stands.
But that’s not all—ClickUp Dashboards also make tracking your video metrics easy.
You can set up custom dashboards to monitor key metrics like view count, play rate, engagement rate, click-through rate (CTR), video completion rate (VCR), conversion rate, bounce rate, and time on page in one spot.
⚡ The advantage: This centralized view of data is perfect for scaling content production, as it helps you quickly spot trends, measure what’s working, and make on-the-fly adjustments to your video strategy.
Summarize this article for me pleaseLights, Camera, ClickUp
Here’s the thing: you want video production software that simplifies your life and helps everyone on your team stay in sync.
This is why having a centralized platform to communicate, store, and refine your product videos is a game-changer.
With ClickUp, video creation is made easy from start to finish.
You can plan, organize, and manage all your projects in one place. Features like recording and editing are right in the app, letting you produce high-quality videos without needing a handful of different tools.
Ready to experience the future of video production? Sign up for ClickUp today!
Summarize this article for me pleaseFrequently Asked Questions (FAQs)
How long should a product advertisement video be?
The ideal length of a product advertisement video depends on its type and the target audience. Generally, it should be between 30 to 90 seconds. Product demos typically last 60 to 90 seconds, but complex products may require up to two minutes.
Personalized videos are best at 70 to 90 seconds, while educational videos can range from 2 to 4 minutes, depending on the complexity. Since the average attention span is just 8 seconds and about 20% of viewers drop off within the first 10 seconds, grabbing attention early is crucial.
🧠 Did You Know?
The average adult attention span is only 8 seconds, and about 20% of viewers will click off within the first 10 seconds of an ad. So, capture attention quickly.
What should be included in a product video?
A product video should highlight key features, benefits, and appeal in a way that resonates with the audience. Start with a brief product introduction that outlines its primary features and benefits. Include a demonstration showcasing the product, with close-ups of its functionalities. Add lifestyle shots to illustrate real-life use cases and create relatability. High-quality visuals and customer testimonials enhance credibility and engagement. Conclude with a strong call-to-action, such as “Shop now,” while maintaining a consistent visual style that reflects your brand identity.
What should I include in my video product marketing strategy?
A well-rounded video product marketing strategy should focus on understanding the target audience, defining objectives, and delivering content across various platforms to effectively engage viewers.
An effective video product marketing strategy should involve understanding the target audience, setting clear objectives, and distributing content effectively across platforms. Research your audience to identify their demographics, preferences, and challenges. Develop diverse content types like demos, testimonials, educational videos, and behind-the-scenes clips. Incorporate storytelling that connects emotionally and solves problems, backed by compelling visuals. Distribute videos on social media, embed them on websites, and integrate them into email campaigns or paid advertisements. Always include a clear call-to-action, encouraging specific actions such as visiting your website or purchasing. Lastly, measure success through metrics like engagement rates, click-through rates, and conversions; refine your strategy based on these insights.
Everything you need to stay organized and get work done.
