Our tips for creating winning product videos and generating sales

Product videos come in various formats (presentation video on a brand website, display advertising, social media ads…) and are an important means of promoting a product, highlighting its benefits or characteristics and removing any potential pain points before a purchase.

Contrary to static texts and images, they include visuals, sound and movement¹ and grab the attention of shoppers: 89% of them² would like to see more videos.

Read further to discover just how important product videos can be and our tips for getting the most from them.

The importance of product videos

Product videos are becoming increasingly important in the customer journey. 96% of shoppers³ see them as useful in the shopping process and 62% of them² use videos to find additional information on a product.

For a business, videos are a fantastic business opportunity and a means of improving results: 78% of brands⁴ using product videos have seen their sales increase and 73%⁵ have seen a positive impact on their ROI.

Our tips for getting the most from your product videos

Plan your product videos in advance

Creating a good product video requires planning.

You need to think about what you expect to gain from the video such as announcing a product launch, generating sales on a specific product range, communicating on a special offer… and determine precisely the main elements to display within the video (product visuals, descriptions, price…).

This preparation phase is important to « save time and money and reduce stress⁶ ».

Catch the attention of your audience

In this « world of scrolling⁷ » shoppers spend « most of their time⁷ » on social media and have an ever-decreasing concentration span. 60% of users⁸ stop watching a video after just 2 minutes.

This context makes it vital to pay particular attention to the introduction of your product videos and incorporate dynamic elements such as animation, transitions and music.

For each video, you should consider your target audience and present pertinent products. 12% of shoppers³ who have spotted their preferred product in a video have bought it with no hesitation. This will increase the effectiveness of product videos and capture the attention of your audience in the first seconds.

Guarantee brand consistency

When designing product videos, it is important to pay particular attention to their consistency with the brand.

You must maintain « visual continuity⁷ » and design product videos respecting the brand's guiding principles⁹: font, icons, logo, color code… It is also important to send a message that is clear and consistent with the brand's values.

Getting this right can increase brand recognition by 80%¹⁰ and generate up to 20% in increased revenue¹⁰.

Adapt your product videos to each channel

As each channel comes with specific requirements¹⁰ (format, length, type of message…), it is important to determine beforehand which channels you will use to distribute your product videos.

One of the most popular channels is social media: YouTube, Instagram, Twitter… Videos are the second most popular type of content on this channel and the videos distributed on them get 48% more views¹¹ than those distributed on other digital platforms.

Depending on the chosen channel, you must adapt your product videos into different formats and styles. For Instagram Reel, videos should be short and catchy (between 15 and 90 seconds¹²) in portrait format. For YouTube, the videos are longer and more informative (between 7 and 15 minutes¹³) and in landscape format.

Include a call-to-action

It is essential to incorporate a call-to-action (CTA) in each product video to simplify the shopper's progress through their shopping journey¹⁴.

You must design clear CTAs that are easily visible to viewers and make certain that the URL links are valid. It is also important to place your CTA at a strategic place in the video, preferably during the introduction or in the middle¹⁵.

Making the right efforts in the design of your CTA will ensure you achieve satisfactory click-through rates (CTR)¹⁶ and generate sales. Integrating them in a video can increase conversions by +380%¹⁷.

To summarize, great product videos engage shoppers and generate sales. These videos should be created to allow for adaptation to each channel and target, while maintaining consistency with the brand image and values. Far too often businesses are not equipped with the necessary tools to generate their product videos automatically and to adapt them as required. 35% of videos¹⁸ are created « from scratch ».

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¹⁶ Duvernay, E. (2023, December 4). Vidéo marketing : le guide indispensable pour réussir. Blog.Hubspot.
¹⁷ Vaghasiya, K. 25 new call to action (CTA) statistics in 2024. wisernotify.com.
¹⁸ Sanghavi, A. (2024, February 13). 50+ Effective Video Marketing Statistics for Growth in 2024. g2.com.