Product videos are persuasive marketing tools that bridge the gap between a potential customer's curiosity and their decision to purchase. 

As customers, we've all been there at least once – hovering over the 'buy now' button, wishing we could get a closer, more tangible feel of the product before committing to buy. 

That's where a well-crafted product video steps in, turning that hesitation into a confident choice. 

For many businesses, overlooking the potential of product videos is akin to leaving money on the table. But the bigger problem is that even when you do take the time and resources to craft these videos for your brand, you still need to understand what they need to get the results you want!

Otherwise, you’re not only leaving money on the table but actively burning it with little to no return.

So, in this article, we'll go over five key elements that high-quality product videos must have to truly showcase your product in compelling ways, leading viewers to get excited and ultimately take the plunge and buy.

Let’s get right into it, shall we?

#1 - A focus on key features

Not all product features are equal. Some are your heavy hitters, the ones that make customers go, "I've got to have this!" Others, while still essential, might not have that same wow factor. 

So, how do you decide what to put under the spotlight?

Every great product addresses a specific need or pain point, and making sure your video highlights it can be a game-changer. Showing how your product isn't just another item on the shelf but a solution to a genuine problem your audience experiences. 

Think about the most important feature(s) your product has that could be life-changing for your customers in terms of making their lives easier, better, or more fun. Those are your shortlist. Most of the time, you'll want to pick the one that will resonate with your average customer most and build your product video around that. 

While you can highlight more minor features in your video, it's usually best to focus on keeping those key ones at the forefront, as those typically tie to the core reasons and pain points that move viewers into action.

#2 - Showcase real-world application 

Let's be real for a moment. How often have you watched a product video, heard all the bells and whistles, but thought, "But how would I use this in my day-to-day life?"

Rather than keeping your customers guessing, spell it out for them. Take Apple, for instance – they're masters at this. 

When they introduced a new iPhone feature, the Dynamic Island, they didn't just tell you about it – they really showed it, making this little on-screen bubble way more relevant and impactful to the audience. 

Demonstrating real-world application bridges the gap between "That's cool" and "I need this in my life." By showing what a product can do for the users in your video, you're turning information into a personal and relatable experience, getting viewers to imagine themselves enjoying those features in real-world scenarios.

So, the next time you're showcasing a product through video, that’s how you bring it to life. Show it in action, illustrating practical scenarios that resonate with your audience. Because when viewers can see themselves reflected in your product video's story, that's when they truly connect with it and ultimately decide to buy it.

#3 - Leverage animation for clarity and versatility

For product videos, animation stands out as a uniquely powerful tool, offering depth and flexibility that traditional videography can't always match. 

Beyond looking cool, high-quality animated assets can help enhance viewers’ understanding of your message and truly engage their attention with dynamic visuals. Complex products and solutions can particularly benefit from animation, which can help you peel back the layers of intricacy to present your message and products in a way any viewer can follow.

Now, you might think of stuff like a 3D rendering of your product when you hear "product animation." While that's a valid and effective use, the scope of animation is well beyond that. 

Animations can illustrate metaphors, simplify explanations, and create scenarios that bring these abstract ideas connected to your products to life, making them relatable and understandable for the viewer and ultimately helping you create better videos. 

Moreover, animated assets can adapt to various styles, tones, and moods. Whether you're aiming for a playful, educational, or sophisticated vibe, animation can be tailored to fit the bill, ensuring that your video aligns perfectly with your product's branding aesthetics and your audience’s tastes.

#4 - Anticipate and address common concerns

Let's face it: No matter how groundbreaking or revolutionary your product might be, there's always going to be that group of people raising their eyebrows, asking, "But what about...?" And honestly, that's a good thing. Skepticism means they're engaged, they're thinking, and they're just a step away from being convinced.

Now, while it's easy to gloss over these concerns in favor of the more glamorous, features-focused product video, addressing concerns head-on can be a powerful way to make your product videos more effective at generating conversions. Why? Because it shows transparency, honesty, and a genuine understanding of your customers’ needs.

Think about the last time you had reservations about a product. Maybe you wondered if those wireless earbuds would stay put during a run or if that eco-friendly cleaner could take care of tough stains. 

Now, imagine if the product video you were watching addressed those specific concerns as you watched, showing those earbuds in action during a marathon or that cleaner obliterating a wine stain. 

That's the "Ah-ha!" moment a great product video can deliver, where skepticism turns into belief.

But how do you pinpoint these concerns to begin with? Well, you can dive into reviews, customer emails, or even social media comments. Look for recurring themes or questions. These channels can be a gold mine of insights, giving you a direct line into what your potential customers are thinking and asking about a product.

Once you've got a list, weave them into your video’s narrative – but don't just address them as a throwaway line in the script! Demonstrate them properly, as we discussed earlier as well. 

If there’s a recurring concern about durability, show your product taking a beating and coming out unscathed. If it's about ease of use, walk them through the process in a step-by-step fashion. Take the time to do it right, and you’ll have a product video that will move viewers into action.

#5 - Effective CTAs: More than just a “Buy now” button

We've all seen them, those ubiquitous "Buy now" or "Learn more" buttons popping up at the end of many a product video. But let's be real: a generic call to action (CTA) like that just doesn't cut it anymore. 

If you want to move your viewers to action, your CTA needs to be more than just an afterthought; it needs to be the peak of a crescendo, the climax of your product video’s narrative.

So, how do you craft a CTA that doesn't just blend into the background? Here are some tips:

  • Make it personal: Generic CTAs are forgettable. Instead of the usual "Sign up," how about "Sign up now to stop feeling X"? X points to any pain point they're going through. It’s a great way to tailor your CTA to the specific experience or benefit your product offers.
  • Create urgency: There's a fine line between urging viewers to take action and pressuring them. Phrases like "We’ve only created X Of these" or "First X customers get X percent discount" can create a sense of urgency without making viewers feel cornered.
  • Visual appeal matters: Play with colors, animations, and screen positioning to make your CTA stand out while still aligning with your brand's aesthetic.
  • Context is key: A CTA that resonates is one that's relevant. If your product video is about a new software's trial version, a "Try for free" CTA would be more apt than a generic "Learn more."

In short

If there's only one thing to take away here, it's this: It's all about the viewer. 

From highlighting those killer features to ending with a bang of a CTA, every bit of your video should be tailored to resonate with your audience. 

Your product might be the centerpiece of your product video, but the audience is really the star.

So, the next time you're crafting one of these videos, keep these design elements and insights in your back pocket and use them every chance you get to create content that actually impacts your bottom line.