Show and Sell: Why Product Videos Rock

By Mandy Senn

Did you know that 77 percent of consumers have been convinced to buy a product by watching a video?

The question is whether they were watching a video about your product, or one produced by a competitor.

What is a product video?

Simply put, a product video is an explainer video that promotes the benefits of your product, highlights its features and clearly communicates how your product can help customers by showing it in action and/or by positioning it as the best solution to a real-world problem.

How can I use a product video?

Companies with online products can use video to make apps or SaaS (Software as a Service) platforms easier to understand, and those with a large number of physical products can produce a video (or several videos) each time a new product is launched or relaunched into the marketplace.

What should I consider before producing a product video?

First off, there is no one right way to make a product video. Depending on your audience, customers have various expectations on what they want or need to see. And, they have various needs based on how they make purchasing decisions.

Before making a product video, you need to understand your customer base as well as common challenges related to your product and/or pain points that your product can address.

Once you identify those pain points and the why behind your product, you’ll be ready to move forward with developing a creative and engaging video that can help attract more customers and increase sales.

Where should I feature my product videos?

There are many effective ways to feature product videos, both online and offline. They can be shown in sales meetings, displayed at trade shows or embedded into corporate websites, product landing pages, social media, e-newsletters and e-commerce sites.

Once you’ve invested time, energy and resources into developing a product video, don’t be shy about blasting it out into the marketplace. The more eyeballs, the better.

What’s the main goal for having a product video?

ROI. Period. The main goal is to have a strong visual aide that can help convert more of your leads into paying customers, and video has proven to be the most effective way to do that.

Samples, Please.

Transcard uses an animated explainer video to promote Paynuver, a virtual payment-solution service. As you’ll see in the above sample, this type of video is a great way to highlight benefits and to demonstrate a complex process, service or intangible product.

Roadtec uses live-action video footage along with motion graphics and stock music to promote its highly specialized products. This video enables potential customers to see their huge Milling Machine in action, and serves as a great tool for demonstrating the product early in the sales cycle.

Watch more sample product videos here.


Mandy Senn is the VP of Marketing for 6 STRONG MEDIA, an award-winning video production and motion graphic design agency. 6 STRONG MEDIA offers turn-key video solutions and production support services for corporate marketing, advertising, training and educational content needs. Learn more at 6strongmedia.com

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