A Guide to Creating a Product Video

 Selling a product or service can be enhanced by providing a smooth experience for your audience, which can spark their interest. Demonstration videos have become popular in this regard, as they allow potential customers to preview a product or service before committing to purchase.

Product demo videos assist brands in providing potential users with a preview of the product to aid in decision making. These videos serve as an effective marketing tool for explaining the features and benefits of a product or service to the target audience. This guide covers the full process of creating a successful demo video.

This comprehensive guide teaches everything needed to make an impactful product demo video.

Let’s Focus on the Basics of the Demo Video

A Demo Video Explained

It’s a type of marketing video that showcases the capabilities and advantages of a product or service, demonstrating its value to potential buyers.”

3 Reasons for Creating a Demo Video

While demo videos mainly demonstrate how your product or service operates, they can still drive engagement for your business. Here are three key reasons why creating a demo video is important.

Understand Things Easier with Demo Videos

If you’re looking for a way to explain your business, product, or service in a way that is engaging and informative, then a demo video is definitely the way to go.

Demo videos are an excellent way of showing off your products and services in action. They allow you to demonstrate features, benefits, and how things work in a fun and interesting way.

They use graphics, animations, voiceover, audio-visual effects and other video features to enhance user experience and offer viewers a detailed explanation of the features and benefits they will get from using the product or service.

Save Time and Money with Demo Videos

If you’re a SaaS or eCommerce business, creating demo videos can help you save time and money. Any corporate video production company are craving for this benefit for their marketing efforts.

First, it’s important to note that video marketing is a powerful tool for explaining your product or service to your customers. It’s also an effective way to build trust with potential clients and increase sales. 

For example, if you’re a SaaS company, you can weave your demo videos into other marketing campaigns such as email marketing, content marketing or on your blog or website. You can also use the video to explain why people should buy from you instead of from one of your competitors. 

Creating demo videos for eCommerce businesses is also beneficial because it allows potential customers to see what products are like before they go through the purchase process.

This helps build trust between you and your audience while also reducing returns due to dissatisfied buyers who didn’t realize what they were getting until after they made their purchase decision!

Customers Like Demo Videos

A demo video is a great way to get people interested in your product or service. It’s an easy, effective way to demonstrate how something works and what it can do for people.

People love demo videos because they are a quick means to get the information they need to decide on any product or service—and now, there’s even more reason for you to create one! Around 86% of people say they’d be more likely to download an app if they could watch a short video demonstrating how it works. That’s more interest visitors have ever shown to any marketing material!

Best Kinds of Demo Videos You Need to Consider

For demo videos, many options exist. To clarify, we’ll concentrate on types that enhance retention and engagement, converting first-time viewers into leads.

When choosing a demo video, consider the product being sold. Here’s how it impacts the type of demo video:

Selling intangible products: For products or services that cannot be physically seen, such as an App or Software, use a screen recording tool to create a demo video. This can be a purely recorded walk-through of the service, without appearance in the video.

Selling physical products: This applies to many eCommerce businesses, where the product or offering can be physically touched or used to bring satisfaction. Unlike intangible services, make a demo video by filming with a smartphone, laptop, webcam, or digital camera while demonstrating the product’s usage.

Here are the four major kinds of demo videos:

Recorded Demo Video:

Record the demo and share it with the audience. It can be a screen recording or a video showcasing the product’s usage with yourself as the presenter.

Live Demo Video:

Engage directly with your audience and showcase the product or service in real-time using a video conferencing tool. This similar to what explainer video production services are doing for their clients.

Overview Demo Video:

Present your solution and provide a brief explanation of how it works. This type is a concise overview without extensive details.

Slides with Narration Demo Video:

Use a screen recorder to create slides with voice-over to show viewers how the product or service operates.

Where to Post Your Demo Videos?

Demo videos are versatile in terms of distribution strategy. They can be posted on various platforms.

To ensure optimal engagement, place your demo video where your target audience is most likely to see it. These are the best channels for sharing or posting your demo videos to achieve desired results:

Website homepage for visitors

Product or software landing page for both visitors and leads

In a blog article for readers

In an email to subscribers (customers and prospects)

As part of marketing materials for potential buyers

In digital ad campaigns

As customer support material, highlighting new features or tiers of a product.

Steps in Making a Demo Video

Step 1: Plan Your Demo Video

Before creating a demo video, create a solid plan. Your plan should include:

Brief description of your product/service

Identifying the problem(s) you solve

Showing the solution in action

Focus on a few aspects or features

Offer live demo call for extended demonstrations

Clear call-to-action (CTA)

Step 2: Write a Compelling Script

Before creating the video, focus on writing a clear and engaging script. This will ensure that viewers understand your message and take away valuable information about your product or service. Avoid filler words and softeners and aim to sound confident and knowledgeable. Remember that the script is the backbone of your video and will do the majority of the explaining, so prioritize it over fancy production tools or animation effects.

Step 3: Align with Sales Funnel

Link your demo video with overall marketing strategy. It should support marketing efforts, not be a standalone asset. Identify target audience’s pain points, questions, and ideal platform for demo video placement.

Use demo videos at different stages of the sales funnel:

Top: Show benefits to generate interest

Middle: Demonstrate functionalities and benefits

Bottom: Focus on features and in-depth explanation

Track audience device usage and optimize video accordingly.

Step 4: Capture and Edit Your Video

For the final step, you’ll need help from a tool or professional to record and edit your demo video. The choice of tool or professional will depend on the video type and style that aligns with your goals and requirements.

For instance, if you opt for a screen recording video, consider using popular tools such as Loom or TechSmith, which offer the necessary features for a great screen recording demo video.

If you prefer live action or an animated video, work with our professional team at Video Supply, who can assist you with the entire process, from planning to publishing the demo video.

Some Photography Tips on Friday

If your boss has requested some “high-quality” product photographs to promote your business or to use in online advertising, do not break out in a panicked sweat! I’m confident you can learn everything you need with these fourteen product photography tips, ideas, and techniques.

And once you get that job done, your boss will be blown away – and your products will fly off the shelves. For ecommerce businesses, high-quality product photography is a key to sales: 93% of consumers consider visual appearance to be the key deciding factor in a purchasing decision. So let’s dive into some simple product photography tips and techniques that will take you from novice selfie photographer to almost-professional business photographer.

Product photography tips for beginners

Between optimizing your Google Shopping data feed and crafting high-converting Amazon product descriptions, chances are you don’t have much time to study the art of photography.

As such, we’ll kick things off with five basic product photography tips for beginners.

Use proper lighting

Let’s start with product photography lighting. Without proper light, neither your product nor your background is going to appear how it does to you in person. A white background without light doesn’t appear white in the photo, it appears grey.

There are two options for product photography lighting: studio lighting and natural lighting. The product that you’re photographing, the purpose of the photo, and the platform on which you’re advertising it will help you decide which setup to go for. Natural lighting can work really well for product photographs featuring edible items, people, and clothing, and these natural looking photos can work well in social media contexts, like Instagram.

If you’re photographing inside, you will want to set up your product facing a window so that you are gaining all the natural light that comes through. On the other hand, if you are able to photograph your products outside, do it! The best times to do this are early morning and late afternoon when the sun is out, but is not too harsh. Slightly overcast days are also preferable. If you take out your shoe inventory at noon when the sun is beating down, you are going to get a lot of glare in your snaps.

On the other hand, if your product is primarily used indoors (e.g., cookware), features small details (e.g., artwork), or is being sold on Amazon and Google Shopping, then artificial product photography lighting is preferable. Luckily knowing a few basics and building a simple studio setup can help you get over your intimidation of light.

Using artificial product photography lighting may seem intimidating, but it’s necessary for those of you advertising on Amazon and Google Shopping. For tips, check out this guide from Light Stalking and this (food-specific) one from Pinch of Yum.

Use a tripod

Tripods might sound like a nerdy, unnecessary piece of technical equipment, but they make a huge difference in the clarity and quality of your product photography. And they are not necessarily expensive or difficult to use!

Tripods are essentially stands that stabilize your camera from your shaky hand. Using a tripod will ensure a reduction of blur, which is critical if you want your product photographs to look professional and high-quality.

Whether you are using a fancier DSLR or a simple iPhone, there are many tripods on the market in varying price ranges for every type of camera out there. Go on Amazon and get one for your camera. It is 100% worth taking the extra minute to set up a tripod for better looking product photographs.

Shoot for the edit

Have you ever stayed up late, half-awake, to write a paper and thought, “I can just edit this in the morning.” Then, once the morning arrives, you have to start the entire assignment over, because your first draft is so sloppy that it’s taking more time to edit than it would to just scrap it.

This is what happens to lazy photographers. If you think you can throw together some sloppy product photographs and work your magic on them in Photoshop, think again. While photography editing is a skill that can make a substantial impact on the quality of a product photo, these edits can only go so far. I like to think of editing as making small touch-ups to enhance an already beautiful piece of art. If you need to change the background or completely crop something out, this is a problem.

When shooting your product photographs, try to shoot for the edit. With this mindset, you’ll shoot knowing that you plan to do minimal editing that will simply enhance the photograph without completely changing it. This will make for a far more desirable result.

Take a basic photo editing class

While editing should be minimal in most cases, it’s still a necessary skill to have in your product photography handbook. Making some small edits – like tweaking the saturation or even masking small flaws within your product photograph – can make a real difference to the finished product.

The trouble with editing is that there are SO many things that you can do that it becomes quite overwhelming if you are attempting to do it on your own without any formal training. Especially if you are using a tool like Photoshop, you will want to learn some foundational knowledge from the pros so that you don’t get completely overwhelmed as you attempt to edit your product photographs.

If you’re not open to shelling out the big bucks for a photo editing course, don’t worry! Simply head to YouTube. There are plenty of free tutorials that will teach you the basics of the editing software of your choosing.

Product photography tips for Instagram

According to insights released by Facebook in February 2019, 83% of Instagram users say the platform helps them discover new products and services. Plus, 79% of users said they searched for more information after seeing a product or service on Instagram.

Evidently, ecommerce advertisers need to get on Instagram. Here’s five more actionable product photography tips.

Take inspiration from brands you love

It is always helpful to look to others for inspiration. You likely already have some brands in mind that you love. Take a look at their product photography and ask yourself how a similar shot or technique could work for your products.

Get to know the rule of thirds

Most introductory photo classes, as well as many art classes, teach the rule of thirds, because it is a powerful tool. This rule teaches you to visualize your canvas as nine equal segments, like the example below.

The rule of thirds was designed to help artists create a well-balanced composition in each piece. It’s also useful to determine where to place the focus of your piece – your product. Your goal is to have your product positioned along the lines, optimally at the point where two lines intersect.

“Studies have shown that when viewing images that people’s eyes usually go to one of the intersection points most naturally rather than the center of the shot,” says founder of Digital School Photography, Darren Rowse. “Using the rule of thirds works with this natural way of viewing an image rather than working against it.”

Use simple props

When it comes to product photography props, do not get overly ambitious! Remember, the main focus of each product photograph should be the product. With that said, props can be welcome and help brighten the photograph for your viewers.

So how do you decide what props to use? I always recommend erring on the side of light when it comes to props: keep them simple, aligned with the color scheme, and relevant to the scene or your product.

Take multiple shots from varying angles

If you have a fairly large line of products you need to shoot, it might be tempting to just take one or two of each product, then move along. However, this is not going to help with shooting for the edit (as discussed in tip #3!). Taking multiple shots from a variety of angles will show your customers exactly what your product looks like. Plus, it will help give you options when it is time to edit, and you won’t be left thinking, “Should we re-do this one completely?”

Whenever I photograph food that I’m trying to post, I like to shoot from above and from a few different side angles.

Sometimes I’ll have an idea in my head as to which angle will work well, and I’ll be surprised to find that what I expected to chose would be the complete opposite. The beauty of product photography is that you have the ability to take several shots and then strategically chose the best one.

Put your product in context

It’s important that your prospective customers are able to envision themselves using your product. After all, if someone sees photos of your product online and can’t easily picture herself using it, why would she buy it?

Typically, before anyone with limited disposable income buys something, he or she needs to feel confident that the product will improve daily life in some way.

Product photography tips for Amazon & Google Shopping

Considering Amazon and Google are the leading (and, to be frank, only) search engines consumers use to look for new products, it doesn’t make sense to create a guide to product photography that doesn’t include a few tips specific to them.

Follow the product photography specifications

Amazon and Google Shopping provide tremendous opportunities for ecommerce advertisers like you. In exchange, of course, you have to follow some platform-specific rules when it comes to your product photography.

Amazon product photography specifications: No variant code or MAIN variant

• You must submit product photos as TIFF (.tif/.tiff), JPG (.jpg/.jpeg), GIF (.gif), or PNG (.png) files.
• Each product photo file name must follow this template: product identifier (e.g., UPC) followed by a period and the appropriate file extension (e.g., .jpg). For example, a product photo file name could be F000345123.jpg.
• Product photos must be professional. No illustrations allowed.
• You cannot add other products or objects to the photo.
• If you’re selling a book, a CD, or a DVD, the product photo must consist entirely of the cover art. All other product photos should take up at least 85% of the frame.
• The background should be white. No additional text, graphics, or images are allowed.

Amazon product photography specifications: All other products

• The photo must be professional and pertinent to the product that’s being sold.
• Other products and objects are allowed for the sake of demonstrating scale.
• Cropped photos, close-up photos, backgrounds and environments, text, and demonstrative graphics are allowed.

Google Shopping product photography specifications

• You must submit product photos as TIFF (.tif/.tiff), JPG (.jpg/.jpeg), GIF (.gif), PNG (.png), or BMP (.bmp) files.
• You accurately portray the product you’re selling. No stock photos allowed.
• You cannot include promotional text, watermarks, or borders.
• Non-apparel product photos must be at least 100 x 100 pixels in size. Apparel product photos must be at least 250 x 250 pixels in size. You cannot submit a photo larger than 64 megapixels or scale up an photo.
• A white, gray, or lightly colored background is very strongly recommended (and, for all intents and purposes, required).
• The photo URL must link to the main product photo and it must be crawlable.

When in doubt, stick to a plain white background

 When photographing something like food, the worst thing you can do is put your prop against a patterned, busy background. Your delicious plate of pasta or beautifully decorated cake should be the star, but it gets lost in the distracting scenery.

Keeping your background plain and simple will ensure the product you are trying to sell doesn’t get lost in the shot. While other light colors like pale blue, pink, and yellow can often work well, white is always a great option to ensure your product is the star against a crisp and clean background.

Choosing a white background is a good tip if you’re using your product photos beyond social or your website, and it’s a requirement if you’re using these photos for product listings on Amazon. For Google Shopping ads, this white background isn’t a requirement, exactly, but it’s a strongly encouraged best practice.

Display the details

You can verbally describe the nitty-gritty details of your product as much as you want, but there’s no guarantee that doing so will truly get the message across to your prospective customers.

Although some people can simply read a couple bullet points and create accurate mental images in their own heads, many others need visual guides to help them absorb information.

To ensure that even the most visual learners get a complete idea of what your product has to offer, take the time to snap photos of each important detail. That way, nothing is left to the (often inaccurate) imagination.

Create a diagram

This product photography tip is primarily geared towards those of you who sell stuff with features that can’t be fully explained through standard photos. It goes without saying that people won’t buy your product unless they understand how it works.

A basic diagram is an effective way to clearly identify the individual details of your product and to succinctly explain what each contributes to the product as a whole.

Here, the seller zooms in on the mattress and breaks it down into four parts. As such, any consumer who previously didn’t know what differentiates memory foam mattresses from standard mattresses now understands.

In other words, you’ve used a diagram to demonstrate the unique value your product offers to the consumer. You can’t ask a product photo for much more than that.

Show off your range

Many of you sell several products within the same product category. For example, those of you who sell dinner plates probably sell more than just one plate in particular. This is important because your prospects have unique personal tastes. Across all the consumers who search for dinner plates, very few have the exact same idea of the plate they’re looking for.

As such, in the pursuit of your goal to drive clicks from interested consumers, it’s wise for you to show off the range of your products. That way, your product photo appeals to a wider array of personal tastes.