How many videos do you watch online every day? From ads and how-tos to memes and funny clips, reports suggest we could be spending as much as an hour glued to videos on social media every day. As one of the best ways to engage, build your brand and drive sales, getting your videos on the social media feeds of your target customers as a business is crucial. While attention-grabbing ads and shorts work well on socials, there are also opportunities for more in-depth product videos on your website and platforms like YouTube. At Bull & Wolf, we’re one of the fastest-growing video production agencies in the South West, and our top creatives have crafted a whole host of thumb-stopping, eye-popping videos for diverse audiences. Here’s our guide to using product videos for marketing and some unskippable examples from our portfolio.
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What is Product Video Marketing?
Product video marketing is when you put your products centre stage in videos that showcase their uses and selling points in a relatable, engaging and irresistible way. Whether it’s a standout 10-15-second video for social media or an elaborate product presentation that shows your product meeting your audience’s needs, video is immensely powerful in marketing.
Top 4 Benefits of Product Videos for Marketing
1. Improved Customer Engagement & Conversion Rates
We only need to look at the rise of video-related social media platforms to understand how engaging video content can be. Eye-catching animations or real-life aspirational videos are great ways to grab attention, connect, and ultimately convert, especially on social media. While scrolling feeds, it can be hard to resist an autoplay video which engages from the first frame. Video is the perfect medium to present your USPs in a digestible and related way. Videos which evoke emotions and inspire are particularly good at converting browsers to buyers. And when video is used to create a multi-sensory experience which completely immerses the viewer in a product’s story and associated lifestyle, it’s magnetic.
2. Increased Brand Trust
Video is a candid insight into a business, which can build trust and authority within your given space. Video can make your brand more real and down-to-earth, and it makes your products seem more authentic and achievable.
3. Better Reach
Product videos work particularly well on social media, broadening your brand’s reach. With videos typically getting 12 times more shares on socials, posting an engaging video has the potential to reach a much wider audience than text and images alone. Also, video content opens doors to other video-based platforms such as YouTube and TikTok.
4. Competitive Advantage
Despite the obvious advantages of using video as a marketing tool, not all brands do – maybe because of budget constraints, lack of time or knowledge, etc. If you’re using product videos effectively as part of your marketing, it can give you a competitive edge. By giving your audience a more transparent and relatable insight into your brand across a wider range of platforms, your brand is more recognisable, memorable and trustworthy.
4 Product Videos for Marketing That Make You Want to Buy
At Bull & Wolf, our pack of creative thinkers live and breathe video – the fruits of our labour have even won awards. We’ve worked with some incredible brands to create standout videos that are simply unskippable on socials and irresistible on the web. Here are some of our favourites:
1. Buttermilk
Buttermilk makes deliciously indulgent chocolate and fudge. As part of their Veganuary campaign, they asked us to create a series of bold videos for their social media channels. Having worked closely with the brand before, we knew exactly how to create something fun and eye-catching. They were thrilled with the results, pulling the concepts through to other marketing materials.
Take a look for yourself and see what you think:
2. Origin Coffee
When speciality roaster, Origin Coffee approached us about making a set of ads for YouTube that packed a punch, we got our gloves at the ready. We created a suite of thumb-stopping videos that immersed customers in the sensory experience of the coffee and drove them to Origin’s subscription service, where you can try 52 coffees from across the globe. The videos took the customer on a journey from bean to cup, igniting their senses through rich, fast-paced visuals and evoking coffee-culture aspirations.
3. ProQ
We worked with ProQ, experts in the art of BBQ, to create a launch video that would leave audiences salivating. In the video, we went in close with seductive images of smoking BBQ delights while practical USPs were seamlessly dropped in, allowing the audience to feel like they were cooking alongside us. A loud, upbeat soundtrack with subtle cracks and sizzles for more depth of experience, added to the attention-grabbing, sensory-rich vibe.
WARNING: don’t watch this on an empty stomach…
4. Circular & Co
Circular & Co’s reusable cup is something special – a recyclable cup made from recycled materials. To help launch this game-changing product, we needed an impactful launch video. With snappy and dynamic animated shots and bold type outlining USPs, all set to a distinctive backing track, the final video stopped thumbs and dilated pupils across social media platforms.
We also worked with Circular & Co on a B2B video which highlighted the functionality and background of their returnable cup in more depth. The video was informative yet sophisticated and engaging, perfect for potential business partners and resellers.
How to Make Product Videos for Marketing – 5 Simple Steps:
We’ve seen some product videos that make a bold statement in the digital marketing space, but how do you make one? Here are five simple steps on how to make impactful product videos for marketing.
Step 1: Define Your USPs
Before you start, make sure you know exactly what your USPs are and what you want to say about your product. Benchmark against your competitors and note what makes your products really stand out. This is what you want your video to focus on and from there, you can build the narrative for your product video.
Step 2: Keep Your Audience in Mind
Who is the target audience for your video? You saw in our examples that we created two very different videos for Circular & Co, one directed at consumers and the other at B2B partners. The target audience of your video will dictate the tone, feel and even product attributes or benefits highlighted in a particular video. You may even focus your videos further, targeting a specific market segment if they have varying motivations or needs that you want to appeal to.
Step 3: Plan Your Video Content
As Benjamin Franklin once said, “By failing to prepare, you are preparing to fail”. Don’t waste time and money by launching without properly planning your video content. Storyboards are great. Map out what your video might look like frame to frame, play around with copy ideas, and brainstorm backing tracks. Also, think about which platforms you’ll use to communicate your video – perhaps using a longer version on YouTube or your website, with short teasers for social media.
Step 4: Edit and Enhance the Video
Once you’ve got your shots, it’s time to perfect. Get your order and flow just right, and think about how well the audio syncs with the visuals. Enhance, enlarge, adjust and polish where needed, so the final video ticks all the boxes.
Step 5: Include a Strong Call-to-Action
Don’t forget a call to action! Many people do. Ultimately, as a video for marketing, you should have a clear goal in mind, whether it’s to drive sales, website traffic or social media engagement. Make sure your video ends with a clear direction of where you want viewers to go next. Don’t lose them, take them on the next stage of their buying journey.
The Future of Product Marketing Videos – 2025
Technology continues to innovate and consumer behaviour is always changing, so what’s next for product marketing videos? Here’s the future according to our video virtuosos.
Immersive Experiences
Whether it’s a 360-degree tour or a full Virtual Reality experience, immersive video is the next generation of visual content. With immersive videos, potential customers no longer have to imagine what a place or event is like, they can actually be there and take a look around. Although a mere insight, immersive videos give just enough experience to whet people’s appetite and help them decide to visit this place in real life. Immersive video is an increasingly important marketing tool, particularly in industries such as hotels, events and tourist attractions. You can also get super creative with immersive product videos, with virtual product testing as just one example.
Snackable & Adaptive Content
We live in a fast-paced world, meaning people want more easy-to-digest, quick-consumption videos that they can watch on the go and share easily. You only need to look at how popular platforms like TikTok have become to sense the power of snackable content. From a business perspective, creating short, highly engaging, shareable videos that adapt to the device and internet speed for seamless viewing, will be one of the top ways to connect with your audience across online platforms.
Sustainable Storytelling
Aside from using video to sell your products or services, it can also be used to tell your brand story, and today, consumers want to know what businesses are doing to become more sustainable. Making video content that outlines your sustainability values and strategies is a great way to engage and inspire your audience. When using video for sustainability storytelling, it’s important to keep it authentic and relatable – nobody likes greenwashing. It’s a great opportunity to give an intimate insight into your business and how you’re doing your part to help curb the climate crisis. As a B Corp, here Bull & Wolf we took sustainable storytelling even further by creating a video version of our Impact Report for 2024.
The Role of a Video Production Agency in Creating Product Videos
And that’s our guide to using product videos for marketing. There’s no doubt video has clear benefits from a marketing point of view, and when put into practice in punchy videos like we’ve shown you here, they can really help your brand fly online. AI tools are available to create basic product videos, but if you’re looking for something truly different that stands out amongst the masses, an experienced video production agency like Bull & Wolf is what you need. Our pack of top creatives can help bring your product to life in thumb-stopping videos that people simply cannot scroll past. Call us today to get started or check out more of our work for further inspiration.
