Between the camera, lighting equipment, editing, and everything else that goes into making an Ecommerce product video, the task can seem quite daunting at first. But it’s not as difficult as you might think, especially when you know a few tricks of the trade.
As a matter of fact, you can have a great product video finished and ready to put on your Ecommerce website in just 6 simple steps, which I’ll explain in this post.
Ready to begin?
Why Create a Product Video for Your Ecommerce Business?
Before we get into the nitty gritty of creating your first product video, it’s important to understand why and how a product video can help your Ecommerce business to engage customers, build interest, and ultimately increase sales. Have a look at these mind-blowing statistics for how video is shaking up the Ecommerce game:
- 73% more visitors who watch product videos will make a purchase.
- Video is the #1 content type used by marketers to sell products and services.
- Wyzowl says that 66% of consumers prefer watching a video to reading about a product.
- 55% of consumers use videos for purchase decisions.
You may be wondering how it’s possible for a simple video to have such a significant effect on your business. Well, this comes down to a few factors. Firstly, videos are much more dynamic, visual, and just more interesting to look at. Ask yourself, what would you rather look at. A page of text? Or a 1 minute video that gets straight to the good stuff? Aside from this, videos convey information much faster and in a way that is more memorable to the viewer. Also, if done in the right way, videos can have a strong emotional impact, and leave a lasting impression on the viewer, which can help you stand out from the competition
1. Plan Your Video
The first step before you even think about hitting the record button, is to decide what you’re actually filming, and more importantly, why you’re filming it.
First let’s tackle the “why”. Once you know what the objective of the video is, you’ll be able to make a more informed decision on what to actually film.
Ask yourself: How will this video contribute to my overall marketing strategy and sales funnel? What message do I want to convey to the viewer? How do I want the viewer to respond after watching the video? e.g by purchasing a product, subscribing to a YouTube channel or an email list etc.
Now let’s tackle the “what”. For this you’ll need to decide what style of product video you’ll be filming.
For example, will it be a how-to video for your product as part of a content marketing campaign? A product features video to go on the product page of your Ecommerce website? Or a video of a product demonstration for social media?
These are just a few examples of how you can use product videos as part of your Ecommerce marketing strategy, but don’t be afraid to experiment with other ideas too!
These are all questions you need to ask yourself when planning your Ecommerce product video. Without first knowing what you’re filming and why, your product video will lack purpose and will ultimately fail to contribute to the primary goal of your Ecommerce business: Converting leads into paying customers.
2. Setup Your Location
Once you have a clear idea of what you’re filming, you can decide where you’re going to film it.
The location of any video has a huge impact on its overall tone and feel, and a product video is no different.
For a product demonstration video your location will most likely be the lifestyle setting, showing the places where the product would mostly be used.
For a how-to video, try to find a nice neutral background that doesn’t draw too much attention off your subject. This could be a green screen or even just a blank wall in your house.
If you’re looking to film a product features video, then a blank seamless background is usually your best bet. You can pick these up for under £30 on Amazon.
The good thing with seamless backgrounds is that they come in a wide range of colours. Be sure to choose a colour that compliments the colours of the product. Sometimes this might mean choosing a similar colour so that the product blends in, and other times you may choose a contrasting colour to create the opposite effect.
3. Adjust the Lighting
Once you’ve got your background sorted, it’s time to get your subject ready for the camera.
One of the most important things when it comes to making product videos look professional, is the lighting. The softness of the light, the size of the source, the colour temperature; all of these things come into play when lighting your scene. But for your sake, I’ll keep things simple.
Start by turning off all possible lights in your filming location. Household lights generally make for poor filming lights, so make sure these re all off.
The best option is to purchase some basic video lighting equipment. But if you’re on a tight budget, you can use one of the best lighting sources available, which also happens to be free: Windows! Windows are a great source of lighting. Not only are they very bright, but they often provide soft bounced light that spills into the room.
Try to place your subject as close to the window as possible but try and avoid placing your subject directly into any direct sunlight. What you want is for the light to bounce off other objects and spill onto your subject rather than hitting them directly. This should create a nice, soft, and flattering look for your product.
4. Start Filming
We’re almost ready to film! First, need to make sure your camera is setup. Ideally, you’ll want to use a tripod, but you may be able to shoot handheld if your camera has built in stabilisation.
Once your camera is ready to go, it’s time to hit that record button!
5. Edit Your Footage
Now it’s time for the fun part. Editing!
Once you’ve wrapped up filming and imported all of your footage onto your computer it’s time to boot up your favourite video editing software.
If you don’t yet have a video editing program installed, here are some free programs that we recommend for some basic editing:
Once installed, dump all of your footage into the software and start checking out your footage. Start piecing together the beginning, middle and end of your video in the timeline and then fill in the blanks.
Once it’s all cut together, add a fitting soundtrack and you’re done!
6. Upload Your Video
Finally, you’ll just need to upload your footage to a video hosting platform. Vimeo is great for when you need that bit of extra quality, but YouTube is generally the best all around platform, and most importantly, it’s free!
Once your video is uploaded to YouTube you’re able to embed it onto your Ecommerce website or anywhere you like.
You can also upload your video to all of your business’ social media channels.
Product videos can really make your Ecommerce business stand out from the competition. Not only is video the most engaging and memorable form of content, it is fast becoming one of the most effective digital marketing tools available.
By following these steps, and with a little bit of practice, you could be drastically improving your conversions and product sales.