6 Types of Product Marketing Videos That Sell

No matter where you turn, video is there to remind you just how important it is.

Movies, commercials, TV shows, streaming content . . . video is arguably the most-consumed medium around, especially online. This means if you’re a small business owner, entrepreneur, or product marketer, you should be taking videos seriously.

Still not convinced? Consider that when listing an item on Facebook Marketplace, like a used backpack or computer monitor, Marketplace Insights prompts you to add a video to your listing to increase visibility and engagement.

A video.

For a used backpack.

Yeah, video is a big deal, especially when it comes to product marketing. So let’s examine what you can do to create and distribute product marketing videos that sell.

What is product video marketing?

Creating videos to promote and market a particular product or service is called product video marketing.

Product videos are specifically created to showcase the features, benefits, and value proposition of the product in a visually engaging and compelling way.

The style, length, and content of a product video can vary. The final video format depends on the target audience, the nature of the product itself, and the overall marketing goals.

How is creating a product video different from other types of marketing?

Video is far more dynamic and engaging than static images and plain ol’ copy. And when it comes to selling, showing a product’s value will go a lot further than merely telling.

Let’s examine a few high-level reasons why producing video content differs from other types of marketing:

1. Demonstration  

Product videos often include demonstrations. Video formats make it easier for marketers to show how the product works or how it can be used in real-life situations.

This could involve showing the product in action, highlighting its key functionalities, and emphasizing its value proposition. (Remember: Showing is often stronger than just telling.)

2. Calls to action 

Product videos also typically include a strong call to action, prompting viewers to take a specific next step. For example: making a purchase, signing up for a free trial, or requesting more information. The CTA is usually directly related to driving sales or conversions.

3. Tailored value propositions 

Video offers marketers the opportunity to tailor content specifically to the target audience and potential customers. The content, tone, and messaging of product videos convey one thing to the viewer: “Here’s how this product will make your life better!”

What kinds of products can you create videos for?

Here’s the thing: It would be impossible to make an exhaustive list of products and services that you could create videos for. The sky’s the limit! You can make videos for any kind of product under the sun.

But here are a few quick examples of successful product marketing videos you've probably seen.

• Pet products

• Tech gadgets

• Toys and games

• Beauty products

• Fashion and clothing

• Automotive accessories

• Food and cooking products

So if you own a small business, a boutique store, or an e-commerce site (or if you just sell gently used items on Poshmark or eBay) it's worth the effort to create videos for your products.

How do you create a great product video?

There are five key steps to creating a successful product video that communicates the values and benefits of your product to your target audience.

Step 1 - Define objectives

Before you start creating your videos, decide what you want to achieve. Selling your product quickly? Educating customers about your services? Building brand awareness? Something else entirely?

Step 2 - Know your audience

Understand your audience and appeal to their interests, needs, and preferences. Be sure to consider factors like demographics, values, and pain points. Knowing your audience helps you speak authentically.

Step 3 - Film your product in action

Show your product in its best light! Incorporate dynamic shots, animations, subtitles, and demonstrations to engage viewers and bring your product to life.

Step 4 - Include a clear call to action

Prompt viewers to take action after watching your video, whether it’s visiting your website, making a purchase, or signing up for a free trial. Make sure your CTA is clear and compelling.

Step 5 - Optimize for different channels

Consider where your video will be shared and optimize it accordingly. For example: Create different versions optimized for social media platforms like Instagram, Facebook, and YouTube, each with the appropriate aspect ratio, length, and caption copy.

What are some examples of product videos?

Now let’s take a look at some examples of product videos that sell! No matter what kind of product or service you're selling, these are the most successful types of product videos.

Product launch videos

These are marketing videos designed to introduce a new product or service to your target audience. These videos provide a high-level overview of the product’s features, benefits, and functionalities, aiming to generate interest, excitement, and awareness among potential customers.

Launch videos help generate buzz, educate potential customers, and drive interest and engagement. They’re an effective way to showcase the value of the product and encourage viewers to take action.

Product commercials

Product commercials often employ various marketing techniques, such as storytelling, humor, emotional appeal, or demonstrations to capture the audience’s attention and create a memorable impression.

The ultimate goal of product commercials is to increase brand awareness, generate interest in the product, and ultimately convert a viewer into a buyer.

Product livestreams

Product livestreams are a form of live video content where businesses or individuals showcase and demonstrate products or services in real time to viewers. Livestreams can be hosted on online platforms, like social media, e-commerce websites, streaming platforms, or the seller's website.

When it comes to live shopping, hosts can interact directly with viewers — answering questions, providing product information, and demonstrating the product.

This interactive format allows for engagement and feedback, creating a more dynamic and engaging experience compared to traditional product advertisements.

Feature announcements

These videos introduce and showcase new features, updates, or enhancements to products, services, or platforms. They serve as a way to inform existing users, potential customers, and general audiences about the latest developments and improvements.

Feature announcement videos keep users informed, drive excitement and engagement around product updates, and ultimately encourage feature adoption.

Customer testimonials

In a customer testimonial video, happy customers share their great experiences with a product or service. Typically, customers speak directly to the camera, sharing their thoughts, opinions, and personal stories about how the product or service has benefited them.

Customer testimonial videos are valuable marketing tools because they provide social proof and validation for potential customers who may be considering the product or service. 

Product demos

Product demos are valuable resources for users who want to make the most out of their recent purchase. These videos provide step-by-step instructions, tips, and techniques to help users understand the features and functionalities of the product and maximize its utility. 

These videos are commonly found on brand websites, product support pages, YouTube channels, and other online platforms. Users need to easily access this type of product marketing video whenever they need guidance using a product. 

How do I get the most out of my product videos?

If only there were an all-in-one tool that helps marketers to maximize their video output and results... 

Oh wait, there is 😎  

Switcher can help you streamline your livestreams, video content creation, and distribution — all from one app:

• Use iPhones and iPads to record video or stream to almost any platform

• Add graphics, additional camera angles, and more

• Customize and brand productions with graphics, logos, and more

• Engage with customers and grow your audience

• Shopify merchants: Easily integrate your collections and sell live

Plus, get the most out of your content by repurposing it into bite-sized clips!

Switcher is here to help you create, sell, and grow like a pro — and you can try it free for two weeks.