How to Take Product Videos that Convert: 9 Steps

Learn how to create engaging product videos that attract customers and boost sales. Read our step-by-step guide now and start creating your own!

Erica
senior director of creative product
September 16, 2024

In the world of fast-paced and eye-catching content, product videos are one of the few surefire ways to boost conversion. Your job is to create an engaging, dynamic, and clear product video to use on your social media feeds and website!

How to create product videos for your ecommerce brand

1. Choose your product and which type of video you’ll be shooting

Similar to a shot list for still photography, you’ll need to consider the following:

• Products: Which items will be featured?
• Setting: Where will the video be shot?
• Order: In what sequence should you film the scenes?
• Models and props: Will you include any models or props?
• Publish: On which platforms will the video be published?

Planning these details in advance saves time and results in a more comprehensive video. This stage is crucial for aligning the video’s purpose and target audience with your brand identity. Remember, it’s about more than just aesthetics!

Put extra consideration into the purpose of the video and who your target audience is:

• Is this video for people who are unfamiliar with your product? Or is it for loyal customers to see a new product drop? Is it for people who have a problem that your product solves? Is it for a certain lifestyle? Having clear answers to these questions will channel your vision into a cohesive end-result.
• If your video is for demonstration purposes, you’ll need to have a very clear understanding of how you’ll shoot it. Depending on how complicated the assembly or use of your product is, you may want to experiment with different angles, techniques, or voiceovers.
• Some product videos are for the hype. Sometimes all you need for a great product video is a loyal customer base and some clever marketing. Additionally, some product videos are “coming soon” hype.
• Lifestyle product videos allow customers to see your product fitting into their lives. It gives you the opportunity to show potential customers your brand identity, values, and culture.

Know your platforms!

Will your product video be a lifestyle video shared on your Instagram feed? Will it be a demonstration video to use under your hero image on your website? The format you’ll need for a YouTube video vs. a TikTok would be very different.

2. Get inspired (and challenge your competition!)

Form a list of example videos you find notable. When a product video catches your eye, note which elements make it so alluring to you. A mood board made of images, colors, and themes you’re inspired by will help direct your vision.

Understand what you dislike

While you don’t need to spend as much time dwelling on what you don’t like, it can be useful to understand the elements of product videos you dislike—bad quality, confusing, boring.

3. Sketch out your video plan

Depending on your creative collaborators, your video plan can be anything from a list of shots to a storyboard with sketches. Take your time in this phase and iron out questions before the shoot starts.

4. Get the right equipment

Your equipment may include:

• A DSLR or mirrorless camera with video capabilities
• A sturdy tripod for stabilizing your shots
• Continuous lighting for indoor shoots
• A solid and smooth backdrop to elevate your shoot professionally

5. Organize props

Choose props that complement your product and the video’s theme. Setup props and take test shots to ensure they enhance the product without distracting from it.

6. Prep products

Prepare the products you plan to feature. Use a microfiber cloth or gloves to handle the product, ensuring no imperfections appear in your video.

7. Record your product video

Capture multiple takes from different angles, ensuring the product remains the focal point while managing sound quality and background noise. Aim for natural and engaging presentations.

8. Edit and format for all platforms

Edit and optimize your video for social media to preserve the best quality based on specific platform requirements.

9. Publish and promote your video

Consider your caption, timing, and promotion strategy. Visibility is key to ensuring the right audience sees your video.

Tips and best practices for creating great product videos

• Use natural light if possible; it’s more affordable and typically looks better.
• Invest in good audio; consumers forgive bad video more than they will bad audio.
• Don’t improvise; having an outline saves time.
• Ensure your video looks good on small screens, as many viewers watch on phones.
• Include a call to action in your videos.