5 Must Haves in Your Product Videos

The power of video in marketing is indisputable. Dozens of marketing experts have weighed in on best practices for making video a central part of your marketing program. Most B2C and many B2B companies now incorporate product videos on their websites. The statistics are compelling:

  • 52% of consumers say that watching product videos makes them more confident in their purchase decisions

  • 3/5 of consumers will spend at least 2 minutes watching a product video*

  • 75% of senior executives watch video on business sites every week

  • 65% of executives go on to vendor websites after watching the videos†

In the education market, the most prolific users of product videos have been software companies, having offered product demos on their websites for a number of years. In the early days of Internet marketing, software companies attempted to set up personal demos with potential customers. Now, most companies recognize that the buyer wants to research the product and discuss it with other users prior to speaking to the vendor. The product video serves a valuable merchandising purpose when posted on the homepage. According to expert Melissa Terrell, “it makes an immediate connection and you can start driving shoppers to action.”

Given that marketing is becoming more visual and less textual, what are some best practices for optimizing video in your product marketing? Here are five recent recommendations from the Content Marketing Institute:

  1. Design the videos with your goal in mind. This includes the emotions you want to evoke and the actions you want your viewers to take.

  2. Build a call to action with multiple avenues: sign up for free trial; ask for a phone call; or move viewers to more product information.

  3. Consider lead capture with an email gate to view the content. The danger here is that by making viewers register for the content, they will simply go away. But if your content is compelling enough, they will register for it.

  4. Optimize the SEO. It is a changing process but still important.

  5. Use analytics to evaluate your video’s performance. Understanding your prospect’s behavior is key. Use this information to plan future videos.


Many marketing professionals recommend using a professional to write the script for your product video. Telling the best story is key to your video’s success. The best outcomes move your viewer/prospect to the next stage of the buying process whether it’s getting more information or contacting the vendors.
The benefits to video communication are summed up in this article:

  • Wide distribution increases sales

  • Call to actions increase website conversion

  • Good storytelling conveys powerful messages

  • Videos build brand awareness

  • Visual content differentiates your business

Another good marketing principle applies to video production as well as to other forms of marketing. Keep it simple. Don’t try to do too much. Optimally the video should be less than 90 seconds, so you want to use that time to best advantage without overwhelming the viewer.

By using these best practices, your videos will effectively showcase your products and move your customers to action.

*Source: Invodo.com, Video Statistics for Marketers infographic, February 8, 2013
†Source: MarketingTechBlog.com, B2B Marketing Vital Statistics, November 15, 2013


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