4 Ways Product Videos Can Help Your Business and 3 Tips to Get Started

You and your team (or maybe just you—we see you solopreneurs!) have spent hours perfecting your business’s latest product. You’ve been hard at work finalizing the design, testing its features, and planning its big launch. Now, you’re ready to market your product to the world.

After whipping up some website copy and planning a few social media posts, you’re ready to launch your product and attract new customers. But have you considered incorporating video content into your marketing strategy?

Videos are booming in popularity today: In 2024, 91% of people want to see MORE video marketing content from businesses. Videos can engage, inform, and persuade customers to purchase your products.

Let’s dive into how product videos are an asset to your business. We’ve also included bonus tips to help you jumpstart planning and filming your first video!

1. Increase Your Website Traffic

Website pages with videos usually rank higher in search results, allowing more searchers to find your website organically. Why? Videos encourage searchers to stay on a webpage, which signals to a search engine that the page is valuable and helpful to searchers. Search engines rank valuable, helpful pages higher to ensure users have the best user experience with their search results.

2. Propel Customers Through the Sales Funnel

A well-shot, informative product video can help your business meet customers where they’re at in the sales funnel. When you’re brainstorming product video ideas, plan how the content complements a specific stage of your video marketing sales funnel.

While every business’s funnel is slightly different, focus on tailoring your videos to these four stages to turn leads into customers:

• Increase brand awareness. An introductory or quick overview video can attract new customers and make them curious to learn more about your company and product. Videos near the top of the funnel shouldn’t be too sales-y or promotional; just enough info to catch viewers’ attention.

• Educate potential leads. Shoppers interested in your brand will need more information about your products before leaping to make a purchase. This is where informational product videos come in. Creating how-to videos that give a more detailed look at your products helps educate and nurture leads as they research your product.

• Close the sale. When shoppers are near the bottom of the funnel, a detailed product video can offer the final information they need before purchasing your product. These videos should feature product demonstrations and customer reviews to help nudge viewers into purchasers.

• Offer post-purchase delight. A sales funnel may end with a purchase, but savvy businesses continue to delight and surprise current customers. Create product videos to highlight new features and improvements. Planning to release a new design or feature? Create a product video announcing these improvements and include it in any post-sales communication, such as email newsletters or social media updates.

3. Boost Conversion Rates

If you sell your products online, you already have a digital marketing presence for your business. Landing pages are an essential sales tool for any online business. Shoppers land on these web pages after clicking a link in an online ad, email, or social media post advertising a product or service. A landing page’s main focus is to convert leads into sales.

Adding a video to a landing page lets potential customers see your product in action—not just read about it. They can learn about its features in an engaging and visually appealing way. 70% of sales teams say sales videos outperform all other content.

Get creative with your product video. Don’t just talk about your product’s top features—show them! Walk your viewers through a product demonstration and highlight small details they would miss in a bulleted list.

Your potential customers want to see how your product benefits them—and your video should take out any guesswork they may have.

4. Build Your Company’s Social Media Presence

Creating eye-catching videos that stop people mid-scroll is many marketers’ dream of going viral. While your product video likely won’t go viral overnight, creating consistent, high-quality video content can build your brand’s social media presence and following.

People tend to engage more with videos than images or text on social media. The more shares, likes, comments, and reposts of your video, the wider audience it reaches. Hello, new followers!

Remember to tailor your product video to different social platforms. Don’t worry, this doesn’t mean shooting a new video for Facebook, Instagram, and TikTok. Instead, edit and repurpose your video to best fit the social media platform you’re posting it to. For example, save a longer how-to video for YouTube, cut the same video down to a 30-second highlight for Instagram, and direct users to the full video.

3 Tips for Creating Product Videos for Your Business

1. Create a Video Script and Storyboard

Don’t just wing it when you press “record.” Creating a business video has many steps—from writing a script to planning the action with a storyboard to the actual filming.

For overview and highlight product videos, aim for shorter, bite-sized content at about 45 to 60 seconds run time. Informational and how-to videos should be slightly longer at two to five minutes. Viewers will likely lose interest in videos longer than five minutes. Keep these run times in mind when writing your script.

Creating a storyboard allows you to visualize your video shot by shot before filming. By planning out each frame, you’ll get your team on the same page. They’ll know exactly what needs to be shot or animated before even picking up a camera.

2. Use the Right Equipment

Good news—you already have a professional camera in your pocket! Filming on your smartphone will do just fine if you’re on a tight budget or would rather invest in other film equipment.

Pro tip: If you’re using your phone, film shots horizontally to give your video a more professional, polished look. If you’re filming in your office or a studio, consider following these creative product photography tips.

So, you have your phone, but what other equipment do you need? We recommend a tripod, microphone, and simple editing software.

3. Set a Realistic Budget—and Stick to It

At this point, you’re probably wondering how much your video production costs. Producing a quality product video with a professional agency can cost upward of $10,000, but your budget may be higher or lower depending on:

• Video length
• Production quality
• Filming location
• Number of filming days
• Talent and production team

Plan your budget for all stages of filming, from preproduction (script writing and storyboarding) to filming, to postproduction (editing, animating, etc.).

Product videos are one of the pricier marketing assets, but the potential return on investment is worth it. Follow these tips and you’ll be shouting, “Lights, camera, action!” in no time.