How to Create Product Videos That Actually Convert
Product videos are one of the most powerful tools for converting browsers into buyers, but they’re more than just showing your product in action. Effective product videos tell a story that helps potential customers understand how your product can solve their problems or bring them joy.
Here’s how to create product videos that go beyond surface-level sizzle and drive real results for your brand.
What Is a Product Video?
A product video is a short-form marketing asset that demonstrates the value, features, or real-world applications of a product. It might live on a product page, within an eCommerce listing, in a social ad, or as part of a brand campaign.
The best product videos go beyond highlighting technical specs to focus on the tangible benefits a product offers a consumer. That might look like:
A lifestyle video showing the product in use, so viewers can imagine it fitting into their own lives.
A testimonial from a real customer, offering social proof of the product’s value.
A visual walkthrough of key features to answer common questions about how the product works.
When done right, product videos answer the question every buyer is silently asking: Why should I care?
Why Product Videos Drive Results
Video is one of the most persuasive tools in your marketing stack.
87% of consumers say they have been convinced to buy a product by watching a video
Landing pages with video can increase conversions by up to 80%
66% of marketers reported decreased customer support queries after adding product videos
Professional video production helps brands translate their product value into human stories that sell. It's not just about looking good — it's about making people feel compelled to act.
5 Product Video Best Practices from 20/20 Visual Media
If you want a product video that converts, you need more than a camera. You need a production partner who understands brand strategy, audience psychology, and people-focused storytelling. Here’s how we approach it at 20/20 Visual Media.
1. Know Your Objective Before You Hit Record
Before you ever start filming, it’s important to define your video marketing goals. Are you trying to increase cart conversion? Drive traffic to a launch page? Educate new users?
Your objective should inform everything from scriptwriting to editing to ensure your product video serves a strategic purpose.
2. Align Every Shot with Your Brand
Your product video is an extension of your brand. From color palettes and typography to voiceover tone and background music, every detail should reinforce your identity.
Consistency builds trust with your audience. We work closely with clients to ensure their brand voice is reflected in every frame of their video.
3. Don’t Just Show the Product, Show the People It Helps
At 20/20 Visual Media, we believe the most powerful product videos center real people and real impact. That’s where our people-focused video production philosophy comes in.
Showcasing a product’s benefits through the eyes of its users can help you create a more relatable and emotionally resonant story.
4. Capture Details That Build Trust
Sharp visuals matter, but trust is built in the details. Clear lighting, multiple camera angles, and detailed close-ups can help work together to convey the quality and usability of your product.
5. End with a Clear CTA
Your video should always end with a clear signal that tells your audience what to do next. Whether it’s “Buy Now,” “Learn More,” or “See It in Action,” a well-placed CTA turns passive viewers into active customers.
Create Product Videos That Convert with 20/20 Visual Media
Whether you’re launching a new product or refreshing an existing listing, our team helps you make the most of every second on screen. Submit an inquiry today to explore how 20/20 Visual Media can bring your product to life through people-focused video production.
