Video marketing is an important part of any effective advertising strategy. So important, in fact, that 85% of professional marketers use it as a marketing tool. There’s no denying the power of video marketing, especially in today’s world of YouTube, Instagram Reels, and TikTok. 

Maybe you’re already on board with video marketing and you’ve got a great team put together to create unique content for your audience. However, you could be missing out on an important side of your video endeavors if you aren’t creating product marketing videos. 

Product marketing videos are a great tactic for attracting customers to your brand and boosting your e-commerce business. Nowadays, consumers want healthy relationships with the brands they trust, and that requires transparency. By making videos about your products, you’re putting your money where your mouth is and showing your audience you stand by everything you sell. 

Let’s take a look at how your marketing team can make better product videos as part of your inbound marketing strategy. We’ll also cover some of the benefits of product videos, and how they can improve CX. 

Why Are Product Marketing Videos Important? 

Product marketing videos are effective and beneficial in many of the same ways traditional video marketing efforts are, including: 

  • Improved SEO;
  • A more captive audience;
  • Easily shareable;
  • Greater conversions.

However, product marketing videos take things one step further by building greater trust with your customers. These videos are an essential tool for your inbound marketing efforts. When you share a video showing how a product works or what consumers can expect from it, you’re also encouraging them to do their own research. 

Now, more than ever, customers are making more choices based on what they can find about products and services. Showing them a video of a particular product can “wet their whistle” and get them interested while showing them you’re confident in what you’re offering. Expect them to seek out more information, and be ready to provide it on your website, blogs, and social media platforms. 

How To Use Product Videos To Connect With Your Customers

Everything you create should be focused on improving CX. When you’re showcasing a particular product through video, you’re giving your customers more than they would get if they looked at a picture of it on your website. You can boost their experience even more by explaining what the product is, how to use it, and what customers can expect from their experience. 

Utilizing video in this way also allows you to be more personal. You can address any potential pain points your customer might come across, so you can mitigate them immediately by showing the viewers what to do to ensure everything works properly. Even if you’re not speaking directly to each and every person watching, it can feel that way if you choose to take a humanistic approach. 

If you’re not sure how to put together a product video successfully, use the following tips to get started: 

  • Remember that content is king;
  • Keep your information relevant;
  • Don’t just talk about the product, show what it can do;
  • Cater to your target audience;
  • Share a personal story about the product.

You can also encourage your audience to send in their own videos, even if they’re only a few seconds long. User-generated content is still important, even in the video marketing world. When other members of your audience see real people using your product and enjoying it, they’re more likely to go back to your original video and see it with more authority. 

Workflow diagrams can make it easy for the right people to get their ideas into your video production. They define roles and tasks and ensure everyone stays on track. When you’re taking on a new project like product marketing videos, it’s important to get things right on the first try. Keeping everyone on task with a marketing workflow diagram will make it easier for your entire team. 

Follow Effective Examples

There are subtle differences between traditional video marketing efforts and product marketing videos. If you’re not sure how to make the most of showcasing your product(s), take a look at some of the businesses that seem to consistently get it right. 

Man Crates is a perfect example of this. Their videos are typically less than 30-seconds long, tell a story, and embody the brand through a singular voice while telling the customers exactly what to expect. Other companies that have capitalized on product marketing videos and do them extremely well include: 

  • Solo Stove;
  • Kelty;
  • Onzie;
  • Josie Maran.

Chances are, you’ve seen plenty of product marketing videos before some of your favorite YouTube videos. Pay attention to the ones that stick with you, and consider why they were so effective. While you don’t have to imitate others, you can absolutely use them to find inspiration. 

If you have experience in video marketing already, you can boost transparency with your audience even more by capitalizing on product videos. Don’t be afraid to use humor and let your products speak for themselves while you educate your audience on how those products can improve their lives. Product videos are great for letting your creativity shine, so don’t hesitate to let your marketing team start working on script ideas right away.