How to Make an Impactful B2B Product Video

Product videos are a powerful way to communicate in today’s digital landscape. Indeed, most marketers understand the importance of not just capturing attention, but holding it. That’s where product videos come into play.

Teams that are unaccustomed to current video marketing tools, techniques and mediums might be surprised by their relatively inexpensive, user-friendly nature. Because of this accessibility—both for content producers and consumers—product marketing videos have proliferated in an era when we have increasingly come to expect some visual element explaining why we should invest time and money in every product. Even marketers who have been dabbling in video for years will be wise to learn the current best practices for video production.

Here are the basics.

What Is a Product Video?

Imagine a tool so versatile that it can demonstrate your product, share customer experiences and bring your brand’s story to life. That’s a product video. It’s not just a visual aid; it’s a strategic asset that comes in many forms:

• How-tos: Step-by-step guides that educate your customers.
• Explainers: Videos that break down complex concepts into digestible content.
• Demonstrations: Showcasing the product in action to highlight its value.
• Testimonials: Real stories from satisfied customers that build trust.
• Launches: Introducing new products with a bang to create buzz.
• Behind-the-scenes: Offering a glimpse into your brand’s world, making it relatable.
• Comparisons: Positioning your product against competitors to showcase its advantages.

Each type serves a unique purpose in your marketing funnel, guiding potential customers from curiosity to conversion.

The Power of Product Videos

The impact of product videos is undeniable. They are not just a trend; they are a staple in the diet of consumer content consumption. Here’s why:

• Enhanced product understanding: Videos simplify complex information, making your product’s features and benefits easily understandable.
• Increased brand visibility: A well-crafted product video can go viral, spreading your brand’s message far and wide.
• Boosted conversion rates: Including a video on a landing page can increase conversions by 80 percent, according to Promo.
• SEO advantages: Websites with videos are 53 times more likely to rank on the first page of Google search results.

Elements of a Compelling Product Video

The anatomy of a compelling product video is complex, yet it appears effortlessly engaging when executed correctly. Here are the elements that make it work:

• Clarity in messaging: Your video should communicate your product’s unique selling proposition in a clear and concise manner.
• Quality production: High-definition visuals and crisp audio are essential to convey professionalism and credibility.
• Emotional connection: Tapping into the viewer’s emotions through storytelling can transform a simple product into a must-have.
• Pacing and rhythm: A well-paced video keeps viewers engaged from start to finish, eager to see what comes next.
• Strong call-to-action (CTA): Guide your viewers on their journey with a clear next step, whether it’s to learn more, sign up or buy now.

How to Craft Product Videos

The process of crafting a product video is both an art and a science. It begins with understanding your audience and ends with a video that resonates on a personal level. Here’s how to craft yours:

• Know your audience: Tailor your video to speak directly to your ideal customer’s needs, desires and pain points. Understand their demographics, interests and the problems they face. This will allow you to create content that resonates and engages.
• Show, don’t tell: Use visuals to demonstrate the effectiveness of your product, making the benefits self-evident. Avoid lengthy descriptions and focus on dynamic imagery that highlights your product in real-world scenarios. This method is particularly effective in showcasing complex products where a visual demonstration can simplify understanding.
• Leverage testimonials: Customer stories add authenticity and can be the social proof that nudges viewers toward a purchase. A genuine testimonial from a satisfied customer can be more persuasive than any sales pitch. Highlight real experiences and outcomes to build trust and credibility.
• Focus on benefits over features: Highlight how your product improves lives, solves problems and delivers value. Potential customers are more interested in how a product can help them rather than the technical details. Show them the end result and the transformation your product can bring about.
• Incorporate text or supers: Supers are the collective term for titles, text or graphics that can be added to the video. These should be used purposely to add meaning or drive home an important point. Onscreen text should be short and large enough to stand out from the video background.
• Utilize animations and renderings: For products that benefit from detailed internal views or complex mechanisms, consider using CAD files to create photo-realistic renderings. These can be animated to spin, explode or highlight specific components, providing a clear and engaging way to showcase your product’s features and functionality.
• Use voice over and music bed: Having a narrator describe the product can sometimes help explain the visuals being shown. Music be can also help with the pacing but should not overpower the voiceover. Where the video is being shown is critical when incorporating sound because some places like trade-show events might not allow audio, which could affect the message you’re trying to convey.
• Quality production: Invest in quality production. This doesn’t necessarily mean high-budget, but attention to detail in scripting, shooting and editing. Professionalism in your video reflects the professionalism of your brand.
• Don’t forget the CTA: Your video should end with a clear call-to-action (CTA). Whether it’s directing viewers to your website, encouraging them to sign up for a newsletter, or urging them to make a purchase, make sure your CTA is direct and compelling.

Integrating Video in Marketing Strategy

Video content should not be an afterthought; it should be a cornerstone of your marketing strategy. Here’s how to integrate it effectively:

• Align with goals: Ensure your video content supports your broader marketing objectives, whether it’s brand awareness, lead generation or sales. Your video should fit into the larger narrative of your brand’s marketing strategy and help achieve specific, measurable outcomes.
• Optimize for platforms: Tailor your videos for the platforms where your audience spends their time. Different platforms have different best practices for video content. For example, Instagram and TikTok favor shorter, more dynamic videos, while YouTube and LinkedIn can accommodate longer, more detailed content.
• Measure and iterate: Use analytics to track performance and refine your approach based on data-driven insights. Metrics such as view count, engagement rate and conversion rate will help you understand what’s working and what’s not. Regularly review this data to continually improve your video marketing strategy.
• Consistency and frequency: To keep your audience engaged, it’s important to produce videos consistently. Develop a content calendar to plan your video releases and ensure a steady stream of content. Regular uploads can help maintain viewer interest and improve your SEO performance.
• Cross-promotion: Maximize the reach of your product videos by promoting them across multiple channels. Share your videos on your website, social media platforms, email newsletters and even in your physical stores if applicable. The more touchpoints you create, the higher the chances of your video being seen and shared.
• User-generated content: Encourage your customers to create and share their own videos using your products. User-generated content (UGC) is a powerful tool as it adds authenticity and can drive higher engagement. Create campaigns or contests to incentivize customers to participate.
• Collaborations and influencers: Partnering with influencers or other brands can extend your reach to new audiences. Influencers can add credibility and trust, especially if they have a strong following in your industry. Choose collaborators whose audience aligns with your target market for the best results.
• A/B testing: Experiment with different versions of your videos to see which performs best. A/B testing can help you determine the most effective length, style and messaging for your product videos. Use these insights to create optimized content that resonates with your audience.
• Storytelling: Craft narratives that engage viewers on an emotional level. Stories are memorable and can make your product more relatable. Whether it’s a customer success story or the journey of your brand, storytelling can humanize your product and make a lasting impact.
• Accessibility: Ensure your videos are accessible to a wider audience by including subtitles and captions. This not only helps those with hearing impairments but also caters to viewers who prefer watching videos without sound. Additionally, providing translations can broaden your reach to non-native speakers.
• Feedback Loop: Encourage feedback from your audience to improve your videos. Comments, likes and shares can provide valuable insights into what your viewers enjoy and what can be improved. Engage with your audience by responding to their feedback and incorporating their suggestions where possible.

Crafting impactful product videos is not just about creativity; it’s about understanding your audience, leveraging high-quality production and integrating your videos seamlessly into your overall marketing strategy. By focusing on these elements, you can create compelling product videos that not only engage your audience but also drive conversions and enhance your brand’s visibility.

Brian Bekins is the creative director of ddm marketing+communications.