What makes a perfect product video?

As more and more shopping moves online during the pandemic, being able to feature your offerings with online video is a crucial tool for your organization.

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In the digital age, if you don’t have a product video, does your product really exist?

Shoppers want to do their research, see a product or service in action and be able to get a sense of what the product could do for them. Without being able to window shop, the online video is an important surrogate for the in-store experience.

“They bridge the gap between a physical shopping experience and a digital one by giving consumers as much information about the product as possible,” says Hope Horner, CEO for Lemonlight, a video production firm. “Text and images are great for describing your product, but the video goes a step further by offering the dynamic experience that aligns most closely with what you’d expect in-store.”

What the video should cover

What belongs in your product video?

“A great product video is the one that answers all of the questions your prospective customer might want to answer before they decide to buy,” Horner says. “This will vary depending on the types of products you sell, but think about what your customers use your product for and which details may factor into their purchase decision.”

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