How to create product video that sells (in e-commerce)

Let’s be honest, most product videos online look similar. Most of them are too long, some of them are boring, and many don’t even show what makes the product ‘special’. You don’t need expensive gear or years of experience to make a good product video. All you need is the story, your vision, simple tools, and a few tips from us. 

Today, we will walk you through our advice on making product videos. 

Think like your customer, not a seller

Before you film anything, ask yourself a simple question:

“Why should someone care about this product?”

Many brands make mistakes when focusing too much on features, material, size, price, or overall product. But customers are not mostly buying the product, because it is “the best quality” as well as in other shops. They are buying a story, mostly by feeling, for a solution, or for something special.

Your job is to show someone how this product can help in their life.

For example, if you’re selling a reusable water bottle, just show someone using it. At the gym, on a hike, or while working. Tell a short story about it. Don’t say it’s a reusable bottle of water – say that a person who drinks water, stays active, is healthy, and cares about nature. This is a real message. 

Good videos don’t show the product. They show the product in action, how it fits into someone’s day in life. Try to do it in this case.

The power of storytelling

Every product has its own story – not just how it/s made, but how it helps, how it fits into life, and what it stands for.  Today, customers mostly don’t want a thing, as we said earlier. They believe in brand quality, mission, and vibe. That’s why storytelling is so powerful. 

Why would you buy a normal pen for 50$? You wouldn’t buy it. But if this product was in Cristiano Ronaldo’s hands, you would probably buy it without hesitation. Real people build trust faster than opinions. 

(Source: pexels.com)

Grab attention

In today’s world, when trends are on Instagram reels or TikTok, attention is key. That’s why your product video MUST grab attention in the first 5 seconds. 

You can start with action, show the product working, while also showing it in real life. Movement, reaction, and benefits. Don’t make long intros. If nothing happens at the start, you have already lost, and views won’t go as high as predictive.

The full video doesn’t need to be long. In fact, short videos, up to 20, maybe 30 seconds, often perform better. Especially on TikTok or Instagram Reels.

(Source: unsplash.com)

You don’t need a studio

You don’t need a studio, but a good light.

Don’t worry if you don’t have enough production budget. Some of the best product videos are filmed on a smartphone, with a clean background and natural light. Also, for action shots, most phones as of today are totally enough. You have an ultra-wide, wide, and telephoto lens, which should cover every shot you will need. 

But remember, about good/fancy lightning. For static shots, showing only the product, use white or neutral light. Shoot with a ring light, or near a window. Keep the product in the center, in focus. However, for action shoots, you’re free to go, depending on the product style and its purpose.

(Source: unsplash.com)

Editing

Once you’ve got your clips, it’s time to edit. You can also send the clips toa  professional editor, and at this point, this step is finished.

But if you decide to go on yourself, now it’s easier than ever. Tools like CapCut, Final Cut Pro (macOS), or even Adobe Premiere Pro make it very easy to edit. You can trim, add music, overlay text, drop your logo, or even use ready-to-go templates. You don’t need huge editing skills to make something good. We wrote about it in our article about our best tools for editing.

Try to focus on short form. Keep your video simple, make sure it grabs attention in the first second, and show it in real, useful ways. You can also tell what the product is, why it’s great, and what to do next, ot implement the CTA button right below the video.

(Source: unsplash.com)

Personalizing

Your video should feel like it was made for a specific audience.

For example, if your first target is the Gen Z audience, try to speak their language, show people like them, or relate to them. Try to present your product in their activities, with a modern type of form. 

If you sell globally, consider different versions, or just a regular one, including benefits and showcasing the product in useful ways.

Focus on benefits

Don’t forget to showcase your product benefits. It’s one of the most important things to do when creating your product video or advertisement.

Examples?

• It saves time
• It makes life easier
• It grows your confidence
• It’s easy to use

Reviews can help you understand what the product lacks and what could be improved. Try to use this feedback also for highlighting the best benefits of your product. Listening to real reviews can also promote your product.

Turn features into proof

In product videos, actions speak louder than words. Instead of telling that the product is durable or easy to use, show it in action. If your item is waterproof – show it in action. 

Online customers don’t have a chance to touch or try your product before buying. The video should answer all the questions, also showing all the details. The main questions you should ask yourself are:

• What does it look like in real life? (materials/textures/size/sound)
• How does it feel/fit?
• How does it solve someone’s problem?

Use text and subtitles

Many people scroll through social media with sound off – especially on Instagram, Facebook, or TikTok. Sometimes at work (we don’t recommend doing that). That’s why adding subtitles, or short text on screen, is very useful and helpful.

Use clear, short messages, which tell what’s happening, or highlight benefits and features. 

You can do this easily with apps like Captions, or CapCut, or do it manually / with plugins in other programs. Depending on a video or ad, text should be an addition (small, somewhere on the bottom) or larger, visual – when highlighting important features. 

(Source: unsplash.com)

CTA

Add a visible, strong CTA (call to action) in videos, where you could place it. Even the best video won’t work if people don’t know what to do next. At the end of your video, try to highlight your website address, discount code, or contact info. This is not a problem when you’re making a video for an online shop, but if you want a video for socials, that works – this is the ultimatum. Try to add a catch-up text:

• Order now – link in bio
• Only 3 left in stock
• Swipe up and check (stories)
• Free return – order now

In this case, CTA should be the final step.

Summary

To make an e-commerce video, whether it’s an ad for social media or a product video for a website, you should focus on product value. Don’t waste time on long intros, empty words. 

Show how the product fits into real life. Show its value, history behind it, highlight features and benefits. You don’t need expensive equipment. For quality, mostly the lightning is key. 

Edit shortly, for social media – dynamically. Use short form, quick shots, but present the product in detail. Speak to a personalized audience. Put subtitles for people whose phone is muted. And finally – don’t forget about the CTA! E-commerce is about trust and vision. A great product, that doesn’t look good, isn’t going to sell as expected.