A product video is a great way of launching your new idea with a bang. Instead of explaining your new offering with a wordy blog post, a video allows your customers to see exactly how your product works and why it’s awesome.
The best product videos stick to three key principles:
- They show the product in action
Show, don’t tell! If you’re promoting a product using video, you need to show the product being used.
- They’re short and sweet
Keeping things short serves two purposes: it condenses your product down to the core features, which helps focus the video, and it significantly increases the chances of your audience watching to the end.
- They show the value of the product
The goal is that your viewer imagines themselves using the product and understands how it will make their day better, which ultimately leads to a purchase decision.
One of the best examples of a product video that follows these principles comes from video communications company, Zoom. It’s less than 40 seconds long, demonstrates how easy the product is to use, and highlights how it contrasts to clumsy video conferencing apps (i.e. Zoom’s competitors):
Discover more examples of great video advertising as we chart the top 10 video campaigns, from Nike, Michael Kors and Häagen-Dazs in our Video marketing Guide.
How To Create A Product Demo Video
As a product marketer, you have to pick and choose what you spend your time working on before a launch. When time is limited, you’re likely to look for a helping hand with certain parts of your project.
But that doesn’t mean that you have to hire an agency to produce your product video. Instead, take advantage of smart templates and you won’t have to create your video from scratch to get professional results.
Using A Product Demo Video Maker
Most video editing apps come with a learning curve that’s difficult to climb, especially when time isn’t on your side with launch day looming. Keep your focus on building your product and adding new features, and use Placeit, a browser-based creative tool, to create your product video.
Placeit’s video maker features smart templates that you can use for inspiration. Start with a preset, drop in your stills, footage and text, select an audio track, and download your first video in no time at all.
Let’s check out a few of the best product video templates on Placeit:
This preset has multiple slides built in, which means that you have several cards that you can use to tell the story of your product, whether that’s through product stills or footage of your product being used by a customer.
This template lets your footage take center stage with a few simple overlays. You could use it to complement on-camera personalities, sharing their experience of using your product. Incorporate text overlays to add an extra bit of detail to your testimonials.
This product demo video is specifically targeted at mobile ads, which is perfect if you plan to promote your new product on social media channels such as Instagram and Facebook.
Using Adobe To Create A Product Demo Video
If you’re already comfortable using tools such as Adobe After Effects, you can save time with pre-built templates. Most of the work is done for you – you just have to drop in your assets.
Envato has two products that you can use to find your perfect product video template:
Envato Elements is an all-you-can-download service for creatives that features thousands of video templates, including some of the best product demo video options. Here are two great examples:
Elegance is a product animation video with a mix of the most popular elements you’ll see in product demos. Just mix and match footage, imagery, and the built-in graphics.
More apps are being launched on mobile than ever before. The most popular product demo videos in this space enable you to show the app in action, including this After Effects template.
Envato Market is a creative marketplace; choose templates and pay by the item. Let’s look at two of the best options on Envato Market for your next product launch:
True to its name, this project is ready to update with your product images for use as an ad. Just drag and drop your images into the placeholders and watch your product come to life.
Mix and match your footage with the placeholders here to show your product in the real world. This would be ideal to show off a new clothing line, with clips of the designers mixed in.
No matter how you choose to build your product video, get a head start over less savvy creatives. Envato Market and Envato Elements are great for those with some video editing experience, while Placeit can help you produce a video from scratch, in-browser, with no prior video production knowledge required.