Eye-catching Product Videos
Since I have been in product photography, I have realized that photography does not only need to look good. To increase customer conversion rates, photography needs to be useful as well.
Product videography is quickly becoming an essential part of the product photographer’s tool kit. I don’t know about your product photography business, but my clients are on a more frequent basis asking for product videography.
What Are the Benefits of Video?
Moving images catch your eye in a different way compared to static photographs. They draw us in. We may even stop for a few minutes to take a closer look.
In other words, a good-quality product video has a massive impact on your sales. Did you know that 73% of website visitors are much more likely to make a purchase after seeing a product video?
Video should be engaging and dynamic. The main benefit is an increased conversion rate, but that is not the only benefit. A good quality video also delivers visible information very quickly. Just like photographs, you can use video for promoting your products on social media. Adding video to your website also helps potential buyers to engage more with your product. As I always say, don’t forget that we buy products with our eyes.
It All Starts with Planning
Targeting The Audience and Making the Video Purposeful
Who is going to watch the video and what is its purpose? You may even want to sit down and think about what age and social group it is meant to appeal to.
New Product Videography
Is your client launching a new product? When your client is launching a new product, it is important to take a more in-depth look at the product. That means you need to take a slightly different approach. More details are required and you also want to add a bit of extra flair emphasizing the product launch.
What sort of product is it? Does it solve a particular problem or is meant to appeal to a particular lifestyle? Just two more things you want to take into consideration.
Is It For Demonstration Purposes?
If the video is for demonstration purposes, it is important you have a clear understanding of how the product works. Also, you must be able to deliver this message to consumers.
You probably want to show how easy it is to assemble the product or how easy it is to use. That often means using different techniques such as voiceovers and shooting the product from different angles. It is important to understand how to work with a variety of photography techniques including knowing how to light a product.
Is It to Launch Video?
The product may be a sneak peek of a new product. If it is a new product launch or a launch of a new book from a popular author, you need to hype things up. This is all about making customers excited about the new product or engaging an already existing fan base. What you are doing is creating excitement.
Selling Lifestyle Products
Brand Colors and Impact
Telling a story certainly matters when it comes to product videography. At the same time, you need to make sure the video is eye-catching. You don’t want a potential buyer to miss the video.
Although your video needs to make an impact, you also need to take other factors into consideration. If the brand color is not bright pink, you need to think about what colors are associated with the brand.
Ideally, any brand colors should be reflected in the video. If you have worked with the client in the past, you are probably already aware of what colors are important.
Also, take your time to understand what impact the client is looking for. Should the cinemaphotography be clean and crisp or is a more traditional approach called for? In many ways, it is about creating the right setting just like when you make a movie.
Understanding What the Client Doesn’t Like
It is just as important to understand what the client does not like. Of course, you should sit down and discuss this with the client. But, it is also important to come up with your own ideas.
Your client does not want the video to be boring or of bad quality. But, there are bound to be other things your client may not like. If you in into jewelry photography, your client may not want you to use models with painted nails. These are all things that you need to think about when you are creating your video.
Lights, Camera, Action
Now, it is time to get shooting. There are lots of good cameras out. The best camera for product videography is a DSLR camera with lots of storage unless you are shooting tethered.
You also need a tripod. Video footage can easily end up shaky when you try to do everything by hand holding on to your camera.
Don’t forget about the backdrop. Your video comes out more professional when you use a high-quality background.
What About the Editing Process?
Editing your video is important. One of the best software programs you can use is Adobe but there are others. Your video editing software will help to make it easier to upload the video to platforms including YouTube. One of the advantages of using YouTube is that you can upload higher-quality videos. Uploading videos to YouTube is easy and straightforward.
When it comes to other platforms such as Twitter and TikTok, you may have to lower the quality of the video.
Posting On Social Media
If your client wants you to post on social media, coming up with eye-catching headlines is essential. It is best to ask the client to approve any text before you post. Your client may also have a list of keywords that are relevant to the product.
When they want you to post the video, make sure you are aware of any relevant keywords and hashtags.