When buying online, customers usually need an extra incentive that makes them feel confident about their decision. Luckily, product videos are a great way to provide all the helpful information (and that little extra push) most people need for a purchase.
But before you start adding a bunch of these videos to your marketing strategy, it can be really useful to see them in action and discover what tricks and common practices you should implement in your content!
To help with that, we’ll introduce you to 5 fantastic eCommerce product videos while breaking down the lessons that can be learned from each. So, let’s get started!
Patagonia Men’s PowSlayer Bibs
One of the biggest challenges of selling a product online, especially when it comes to clothes, is that customers can’t physically interact with them to gauge quality before buying.
This piece from Patagonia overcomes that obstacle by combining a straightforward walkthrough of the product’s features and applications, and multiple close-ups of the fabric, the zippers, belt loops, and other details that could easily get lost in product pictures.
Moreover, the voice-over guides the viewer through the most important characteristics of the product, while the video shows them from multiple angles and the model highlights them. By allowing the features to get center stage and giving the potential customers all the information they might need before making a purchase, nothing is left to chance.
Key Takeaway: Showcasing details of a product’s features in meaningful ways (different angles, close-ups, well-lit environments) can go a long way toward nurturing customer confidence in its quality, which can make a world of difference when we talk eCommerce.
SISU Mouthguard Fitting Guide
Discovering how to effectively use a product after purchasing it can be one of the biggest challenges for customers, so why not be a step ahead and help them with a combination of how-to and product video?
Notice how the piece in question is intended to educate customers on how to properly mold their sports mouthguard, and with incredible simplicity.
It begins by quickly highlighting the main feature that makes this product (and thus the fitting process) different from others.
The instructions that follow are straightforward and clear, demonstrated by a real person who shows precisely what the customer should do to get a proper fit. There are also some useful tips and recommendations to ensure the best results, adding great value for the customer.
If you don’t believe it, just check the number of views the video has on YouTube. It’s close to 2 million! On a mouthguard product video.
I rest my case.
Also, interesting to note is the minimalist design of the video, with the only bright color being that of the mouthguard, which helps maintain the focus on the product.
Key Takeaway: Less can sometimes be more, and in marketing, it often is! Your product video doesn’t need Hollywood-level effects or budget. A well-made piece that gives customers clear and valuable information will often outperform “flashy” without substance.
Revel Systems Cloud-based Solutions
If your product is unconventional or intangible (common in the tech, financial, and healthcare industries), you might want your product video to be more descriptive and detailed so that customers can easily understand its purpose and how it can benefit them.
This animated explainer piece follows the compelling storyline of “Paul“, a character that mirrors the company’s target audience and focuses on his concerns as a business owner. Moreover, it clearly shows how the company’s platform for enterprise and small business management helped him solve it.
Instead of throwing endless amounts of data at the prospects, a friendlier approach is taken by building a relatable situation that leaves potential customers itching to know more about the product and potentially benefit from it as well.
The eye-catching animations walk the viewer through a description of the product and its most important features, easily simplifying very complex information while keeping things dynamic and engaging.
Key Takeaway: Animation excels at conveying information, and the medium’s flexibility can help your product stand out from the competition while addressing your customers’ challenges and their concerns using storytelling and visuals that everyone can understand.
Mi Electric Scooter 3
Unboxing videos show customers taking a product out of its package and recording their experience with it. They can be used to show what a product looks like in real life, what other items it might come with, and how it works.
In this video, an influencer unboxes Xiaomi’s Mi Electric Scooter 3 and lists all the items included in the box. While this only takes up the first minute of the video, it opens the floor to educate potential customers on assembling the product and start using it.
The video is then broken down into short sections that focus on teaching the viewer something about the product, followed by some close-ups of its new features at work while talking about the person’s experience with them.
This is a great way to showcase the effectiveness of a new product and generate curiosity around it.
Key Takeaway: Depending on your product, an in-depth walkthrough on what to expect after opening the package can be a powerful purchase incentive to most potential customers. Do it in a way that feels natural and genuine, and you’ll nurture brand trust, customer confidence, and overall product appeal.
Introducing Shopify Mobile
This last piece by Shopify is very interesting, not in what it has but rather in what it lacks: there’s not a single word spoken during the whole product video. How does it communicate any information, then? Through visuals and short written lines that make up a story.
The script follows three main characters that have different needs and circumstances but relatable concerns. This strategy can help reach and appeal to a wider audience that can see themselves and their problems reflected in at least one of the characters.
Since there are no spoken words here, it’s crucial to show what the product does for the people who use it. The upbeat and uplifting music is also necessary to reinforce the message that the app is here to make managing your business easier.
Key Takeaway: A great product video doesn’t necessarily need spoken words. In fact, in an era of mute plays in social media, it can be an asset that your piece can be easily understood without sound. As long as it can effectively demonstrate how your solution can improve your prospects’ lives, you have a video that works!
Wrapping Up
There isn’t one “right way” to produce effective eCommerce product videos, but hopefully, we’ve given you some ideas and a good starting point.
No matter the type of product you’re selling, with video content, there’s always a creative idea to pique your prospects’ attention and convey the information they need in order to make a confident purchase.
Just remember to go beyond a mere description of features and address your customers’ problems and needs instead.
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