In today’s competitive e-commerce environment, users are bombarded by thousands of product videos daily—embedded in web pages, on YouTube, and in social media. So how can you make a professional grade product video that rises above the noise—as well as one that delivers a solid return on your investment?

Here are 6 tips to help you get started…

1. Set Realistic Goals

As with any project, effective planning and goal-setting represent an important first step.  Remember, you’re making a product video, not an epic, so you will have only minutes (if not seconds) to connect with and influence viewers. This means that every aspect of your video—from script to shot blocking to lighting, sound, and editing—must contribute to your message. If an element isn’t supporting your message and promoting viewer engagement, it’s detracting from the power of your video.

2. Identify Your Target Audience

Before you begin to tell your story, you need to pinpoint your target audience. Demographics can be tricky, and many target groups share characteristics with other groups, so it’s essential to know some key info about your target audience. How old are they, what’s their average income, how do they shop (desktop or mobile device), what activities interest them, and are their purchasing choices data-driven or emotionally motivated? These are just a few things to consider before beginning crafting your narrative. When you know your target audience, you can create a video that speaks to their interests and concerns.

3. Create a Compelling Story

Video is a form of storytelling, so you’re going to want to create a narrative that’s both interesting and emotionally compelling. Remember, you may have only a few seconds of screen time to capture your viewers’ interest, so put some effort into creating a storyboard that grabs your viewers’ attention and engages them in the story you’re telling. Scripting your video should employ the same frugality. Choose your language with intent—for example, by using brief, action-oriented copy that focuses on the benefits of your product or by addressing a set of common customer concerns or FAQs.  Your closing should include a call to action, something that directs users to visit your website, call to order, or press a click-to-buy button.

4. Make Effective Use of Music

Not every product video uses music, but if you do, be sure to select music that supports the overall mood and goals of your video. Remember that every aspect of your video should actively support your message, so music that’s jarring, intrusive, or out of step with the emotional tone of your message will only detract from the impact of the final product. If this is your first time making a product video working with a professional video production company can help ensure that the music you choose is an asset, not an impediment to success.

5. Don’t Skimp on Technical Excellence

All this brings us to our next point—technical quality. The quality of your products or services, and of your company, will likely be judged by the quality of your video. So rookie mistakes and technical goofs are simply not an option. If this is your first foray into video production, connect with a company that possesses the equipment, experience, and skill to create an error-free, pro-quality product video without re-shoots and delays that can devastate your budget.

6. Boost Distribution—Website, Social, YouTube, more!

When your video’s complete, you’ll want to make sure it gets seen. That may mean embedding it in your website’s landing page, putting it on Facebook, YouTube, Twitter, or Instagram—or any social networks where your company maintains a presence.

At Mighty 8th Media, we have the tools and experience to meet your needs. Over the past decade, we’ve worked with a wide range of companies and brands to create product videos that boost engagement and generate a return on investment. Contact us today and let us help you create a product video that gets results!


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