Video Production

Product Marketing Video Ideas and Examples For Your Product, Business or Event

Product marketing videos are an essential part of your marketing strategy. This guide provides ideas and examples for creating product videos in a variety of formats, including mini-docs, explainer videos, and brand awareness videos.

Nurettin Demiral
April 27, 2023
Product Marketing Video Ideas

Table of Contents

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Types of product marketing video examples

1. Explainer product video marketing

Explainer product video marketing is a type of video marketing used to promote a product, service, or cause. Explainer videos explain the concept, features, and benefits of a product or service in a concise and entertaining way. These videos are typically short (1-2 minutes in length) and use animation, visuals, and audio to capture the viewer's attention and explain complex concepts quickly and effectively.

Explainer videos can be used to demonstrate the features of a product or service, explain a difficult concept, or create a product trailer. Explainer videos are an effective way to engage customers and grow a business, as 98% of users have said they have watched an explainer video to learn more about a product or service.

3. Storytelling Video

Storytelling videos are videos that use stories to capture the attention of viewers and effectively communicate a message or convey a product's benefits. Additionally, they should be short and to the point, and address only the core of the story.

Some examples of storytelling videos include showing customers how to properly use a product or service, suggesting useful tips on how to make the most of a purchase, or holding a webinar to convey expert knowledge. Storytelling videos can also make use of humor to get a message across quickly, effectively, and memorably.

4. Brand Awareness Video

A brand awareness video is a professionally produced film that serves to showcase a brand’s identity, message, and values. Its purpose is to create an emotional connection with the consumer and establish a positive perception of the brand. Brand awareness videos are typically distributed via social media, video marketing platforms, or promotional events.

An example of a brand awareness video is DALI Headset's video highlighting their quality hi-fi loudspeakers. The video served to showcase the company's passion for music and its products.

5. Marketing Funnel Video

A marketing funnel video is a type of video used to attract customers and move them further along in the customer journey. It is typically used to drive awareness of a product or service, educate target audiences on its benefits, and encourage conversion or purchase.

Examples of marketing funnel videos include top-of-funnel (ToFU) videos that introduce your brand to potential customers and create a challenge or opportunity for them to consider, middle-of-funnel (MoFU) videos that provide a deeper dive into the product or service and demonstrate its benefits, and bottom-of-funnel (BoFU) videos that promote specific offers or enable customers to take the next step toward converting.

These videos should be kept short, typically between 1-2 minutes, and should hook the viewer in the first 5 seconds to ensure they continue watching. Additionally, using an online marketing-video maker can help ensure your video is created to a high standard and help track analytics to fine-tune your message if needed.

6. Lead Generation Video

A lead generation video is a type of video used to generate interest in a product or service. It is usually used in the early stages of the marketing process before the customer is ready to make a purchase. By providing an engaging and informative video, businesses can create a lasting first impression and encourage customers to invest more time into learning about their product or service.

Examples of lead generation videos include product demonstration videos, tutorial videos, and explainer videos. Product demonstration videos show off the features and functions of a product and help customers understand how it works. Tutorial videos provide step-by-step instructions on how to use a product or service. Lastly, explainer videos explain a product or service in a simple and concise way and help customers better understand the offering.

7. Customer Retention Video

A customer retention video is a type of video used in product marketing that is designed to reduce churn rate, improve NRR (net revenue retention), and retain existing customers. It can be used during the onboarding process to improve the initial customer experience, as well as offer a powerful self-serve support resource. The goal of these videos is to help customers get the most value out of the product to understand more about the product and its workflows.

Customer retention videos are usually in the form of how-to videos or walkthroughs and usually span two to three minutes. They should include a direct link to support so that customers can get additional help if they need it, as well as a typographic thumbnail so that users can easily identify the answer they need. Additionally, they should include a call to action to encourage customers to take the desired action.

8. Testimonials

A testimonial product marketing video is a video that showcases the positive experiences a customer has had with a product or service. It is a powerful tool to drive the purchasing decision process and convert leads into paying customers. It includes details such as the customer’s problem, how the company's product or service solved the problem, the features and benefits of the product, and more. An example of this would be the Help Scout testimonial video. It features two key members of the company explaining the product's features and how they can help the customer.

Additionally, it includes the voice of an expert to explain its characteristics and improvements. This type of video showcases the company's product and service in a positive light and helps to distinguish it from competitors. These videos can be shared on the website, social media, and email marketing to influence others in their customer journey.

How do I measure the success of my product video?

Step 1: Decide on Your Goal

Before you measure the success of your product video, it's important to decide what success means to you. Are you aiming to attract a new audience, engage current viewers, or nurture prospective leads? Depending on your goal, the metrics you track for success will differ.

Step 2: Track Essential Metrics

Once you have determined your goal, you can start tracking the essential metrics that will indicate success. For attraction goals, look to views, impressions, unique users, and awareness/ad recall lift. For engagement, measure view-through rate, watch time, favorability lift, and brand interest lift. And for nurturing, and tracking conversions like clicks, calls, signups, and sales.

Step 3: Monitor Results and Adjust

Now that you have your metrics in place, it’s time to monitor your results and adjust as needed. Use the data to inform your creative and production processes, and test different iterations of the video to see what works best.

Step 4: Analyze and Celebrate

Once you have tracked the metrics, it’s time to analyze the results. Were you able to attract a new audience, engage viewers, or nurture prospects? Celebrate your successes, and use the data to inform future videos.

What are the best practices for creating product videos?

Creating a product video can be a great way to showcase your product's USP in a creative manner and drive sales. To ensure your product video is effective, here are some best practices to follow:

1) Speak to your audience

Understand the demographics of your customers, create buyer personas, and address their pain points in your video. Research and answer questions such as what are the key features of your product and what problems they solve, why someone should buy your product, how it enriches customers' lives, and if there is a unique backstory that would make your product more appealing.

2) Create an airtight script

Writing a script is essential for making sure your video is cohesive and clear. To create an effective script, make sure you address common objections to buying and keep your tone and language in line with your target audience.

3) Ensure you have the perfect video length

Keep your video short, sweet, and to the point. The average human attention span is now below 8 seconds, so make sure your video is no longer than 30 seconds.

4) Prioritize high-quality footage

Make sure you have clear and high-quality images and footage in your video. Blurry footage or unclear photography can put people off and reduce your product sales. Additionally, make sure the video footage is consistent in terms of quality.

Which businesses can and how to use product marketing video

Product marketing videos can be used by a wide range of businesses to promote their products or services. Here are some examples of businesses that can benefit from using product marketing videos:

E-commerce businesses

Online stores can use product marketing videos to showcase their products in action, demonstrate how to use them, and highlight their unique features.

Software companies

Companies that develop software or mobile apps can use product marketing videos to demonstrate the features and benefits of their products, and show how they can solve specific problems for their customers.

Consumer goods companies

Businesses that manufacture and sell consumer goods such as clothing, accessories, or appliances can use product marketing videos to showcase the quality, design, and functionality of their products.

Hospitality and tourism businesses

Hotels, resorts, and travel companies can use product marketing videos to showcase their amenities, locations, and experiences, and entice potential customers to book a stay or trip.

Professional services

Service-based businesses such as consulting firms, law firms, or marketing agencies can use product marketing videos to explain their services, showcase their expertise, and highlight their success stories.

Overall, any business that wants to showcase its products or services in a visually engaging and informative way can benefit from using product marketing videos.


What are the benefits of using product marketing videos?

The benefits of using product marketing videos are numerous. Firstly, they can help to effectively communicate the strengths and benefits of your product to consumers through an engaging, interactive experience. Video marketing also yields four key benefits:

  1. Effectiveness: Studies show that viewers retain 95% of the message after watching a video, compared to only 10% after reading the text.
  2. Increased conversion rates: Half of the consumers watch product videos before making a purchase decision, and those who do are more likely to make purchases after watching demos.
  3. Elevated SEO ranking: Content that includes videos is more likely to appear higher in Google searches, and search-engine bots can better transcribe the audio in videos.
  4. Higher email clickthrough and open rates: Adding the word "video" to the email subject can raise open rates by 19% and clickthrough rates by 65%.

Additionally, product marketing videos can help to build customer engagement, create hype around new launches and features, and even be used for proactive customer care and onboarding. Finally, product videos are versatile and can be tailored to a variety of specific goals, such as introducing products, announcing new features, providing tutorials, showcasing company culture, and highlighting customer stories.

What format should I use for my product video?

When creating a product video, the format you use depends on the message you want to convey and the audience you are targeting. If you want to showcase your product’s features, then a live-action video might be the best option. Live-action videos focus on the product itself and allow you to illustrate how it is used in real life.

Alternatively, an animated or motion graphics video might be the perfect option if you want to focus more on explaining the product’s benefits. These types of videos can be more engaging for viewers and can effectively explain complex concepts or features of a product.

How to create product videos with a video agency?

The first step is to come up with a creative brief outlining what you want the video to achieve and who your target audience is. Once you have a clear idea of what you want, you can start reaching out to video production agencies. When contacting agencies, be sure to send them your creative brief so they have a clear understanding of what you are looking for.

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