10 Best Practices For Ecommerce Product Videos That Boost Sales

10 Best Practices For Ecommerce Product Videos That Boost Sales

Making high quality product videos for your ecommerce business takes work. There’s equipment to buy and new skills to learn. That’s why most online stores settle for just graphics on their product pages.

But with 73% more visitors who watch product videos willing to buy, and 58% shoppers thinking of companies with product videos as trustworthy, you may have to rethink your decision.

Your products are more likely to sell with videos than without them. Videos give buyers the opportunity to get a more honest and realistic glimpse at the product.

They are better able to understand what they are ordering. The result is fewer returns and more happy purchases. Shooting product videos is no longer as intimidating as it once was.

High end smartphones, easy to use cameras, and convenient equipment available these days have reduced the video creation effort and overall learning curve to a great extent.

The following best practices will help you capture professional quality clips for the products in your online store.

Plan Your Product Video

Before you jump into the actual recording, you need to plan a few things, including in what way you want to introduce your product, and what key features you’ll be covering in the video.

In addition, consider including the following:

  • What problems does your product solve for the buyer? You’ll want to focus on how your products features lead to certain benefits.
  • Is there an emotional or purposeful origin story that’ll make the product more attractive to the prospect? This can go a long way in ensuring brand loyalty.
  • Does your product come in different models or variations? If so, should you make a single video for all those variations or separate? Do what’ll be convenient for the viewer.
  • What questions or objections prospects usually have with regard to similar products? You need to address them in your product video.
  • What’ll be the format of the video: someone on camera showing the product, only the product with a voice-over, product in use with captions, or something else?

As you brainstorm and plan out things in advance, look at other product videos for inspiration.

The more you can plan in advance, the smoother will be your entire video creation process. There will be less confusion and you’ll end up with a video exactly like you want it to be.

Write The Script

Once you have made the high-level decisions in the planning stage, you’ll have a good idea of product highlights you want to cover during the video shoot.

The next step is to think about how you will organize and present these ideas.

For most products, specially if you’re selling shoes, clothing, art or jewelry, your script should be written in such a way as to give the prospect a thorough understanding of the product.

Prospects should feel like they are exploring product features as if they were doing it in person.

If you’re selling a utility product like a kitchen appliance or an electronic item, it’d be great if your video can show the product in use.

Give a brief intro to the product and showcase a demo on how quick and easy it is to achieve the desired result.

Get Different Shots

Once you have finalized the script, it’s time to start shooting. Record several clips and photos from varying angles.

This will allow you to pick and arrange the best ones to include in your final product video.

Here’s a great video which shows how you can shoot videos with multiple camera angles by yourself.

Show Dimensions

When showcasing your product, capture photos and video clips in a way to give a sense of how big the product is.

If it is a piece of clothing or jewelry for instance, you can show someone wearing it.

If something else, may be you can have someone hold it in their hand and then make sure your frame includes the hand.

Another idea is to have a ruler or a familiar object in the same frame. Here’s a great example by Right Channel Radios.

As you can see, the speaker’s hands are also in the frame for most of the time, so the viewer can clearly sense how big or small the radio is.

Have Proper Lighting & Background

Lighting is one of the most important factors when shooting professional quality product videos. For the best footage, always shoot your video in a well-lit room.

You can try shooting your product video in natural outdoor sunlight, or in a room that gets a good amount of sunlight from windows.

If that’s not possible, turn on all the lights in the room, and also bring in some extra lamps as required.

However, one problem with direct light sources is the unappealing shadows they might cause.

If you’re going to be shooting a lot of product videos, then it’s wise to invest in a professional lighting kit or light box. So the lighting will be uniform across all your clips and photos.

Also, the background should distract the viewer and keep focus on the product. A white or black background usually works well, depending on the color of your product.

Keep The Camera Stable

When shooting with your smartphone or camera, you can avoid shaky video by buying and using a good quality tripod.

You can get a decent tripod for cheap from most online marketplaces, like Amazon. And setting it up is easy.

If you don’t want to buy a tripod, try to make do with a chair, pile of books or whatever else that can help you keep the camera steady.

Decide On Background Music

You can’t have an engaging video without music. It’s important to pick the right track because it’s helps in setting an upbeat mood and energy for the viewer.

An exciting track can help make the viewer enthusiastic about your product, while an irrelevant or boring music can kill any energy that already exists. After all, a happy viewer is more likely to buy than a bored one.

First of all, make sure you have the rights to use the music you’re choosing. Or pick something you to use without any copyright restrictions. Here are some fantastic sources of music for your videos.

Second, if you’re planning to use a song which also has lyrics, ensure that the words relate to your product.

You probably know this, but if your video is going to have someone speaking on camera, or a voice-over, don’t use a song with lyrics. Otherwise your viewers will find the video content really hard to understand.

Remember that it’s not necessary to start the audio track from where the song begins. You can use any part in the middle too in order to get to an exciting tune or moment.

Get Everything Together

Once you have taken as many photos and video clips as you need, it’s time to get all those together to edit and merge in an engaging way.

Consider any images or videos shot earlier which you can use, either created by you or your customers.

You’ll also need a high resolution logo to use for the intro, or to make sure it’s visible at all time in one of the corners of the frame.

Also make sure you have your brand color palette, any other icons or graphics you need to have consistent branding throughout the video.

The idea is to have some common elements in all your videos, so your brand is instantly recognizable to the person watching any of your videos.

Once you have all the video clips, graphics and other assets you need, upload them to your video editing app (such as Animoto or Magisto) to create an engaging product video.

Prioritize Engagement

As you’re editing your product video, keep in mind that the main focus should be on viewer engagement. There’s no dearth of video content online. And audience attention is a fickle thing.

If your video doesn’t get to the point in a quick and engaging way, you’ve lost the opportunity to capture attention of the viewer.

To the extent that you can, keep the video short and concise. Be honest to yourself about the ability of your videos to entertain and hold the viewer.

For an average video, better not to exceed 60-90 seconds. If your video is really inspiring and entertaining, you can increase this duration some more.

Also, if you’re going to share this video on Facebook, make sure that it can capture attention of the viewers in the first few seconds, even without the sound.

This is because when you share a video on Facebook, they auto-play in users’ feeds in mute. A user will need to click the video to be able to watch it with audio.

Include Call To Action

By the end of your video, the viewer should know what they’re supposed to do. If the video is on your product page, you can tell the viewer to add the product to cart or claim a discount.

If you are sharing on Facebook, your goal can be to get a click through so the viewer comes to your product page to learn more.

Or if you’re uploading the video on Youtube, you can get people to like, comment or subscribe to your channel. It all depends on your goals.

There a number of ways to do this, but the easiest way is to use a video hosting platform that enables you to include calls to action in your videos. You can include call to action as a caption in the video, on the page where the video is embedded, or in the script of video so it becomes a part of the voice-over.

John Woo

John Woo is the CEO of Tubloo, a Korean software company with image and video-making apps used by 50,000+ customers. He is currently working on launching the easiest video maker ever. Click here to get notified and claim a 20% discount on launch.