As you’ve probably already noticed, product videos differ considerably from one another. There are, however, six common types that can easily be distinguished. Each of them is useful to the customer at different stages of the buying process. Most importantly, each of them is useful for you, too. See examples of different types of product videos and learn where and when they work best for you as well as for your customers.

User Created Product Videos

User created product videos have two main advantages. You don’t need to pay for them and since they are created by ordinary people, they are viewed as trustworthy. They fall into three main categories.

1. Product Unboxing

As the name suggests these videos capture the moment of unpacking the product. They present its original packaging in detail and demonstrate what the product looks like in reality. Such videos may be really useful to consumers, especially when they want to give the product as a gift. The problem is that they may feature quite unprofessional reactions of customers such as childish cries of delight or strong language.


2. Product Review

You can easily find YouTube users’ channels specializing in product reviews. They are usually more professional than unboxing videos and provide consumers with more information about the product. What may be problematic is that reviews are not always positive. That obviously might have a negative influence on your sales.


3. How To Video

How To product videos are definitely very useful to customers. They can quickly learn how to use the product and its functions. Unfortunately, a large number of How To’s feature long digressions. As a result they demonstrate the personality of the video producer rather than the product itself.


Brand Created Product Videos

In contrast to user videos, professionally produced product demos are of a good quality, free of adverts and suited to e-commerce use.

Professionally produced product videos that are optimized for use in e-commerce achieve on average 30% higher conversion improvements than user-created videos.1

Using them is clearly more expensive but the advantages seem to outweigh the costs. Let’s see what types of professional product videos you may encounter.

4. Classic Product Demo

Classic product demos show the product in detail and from different angles. Such videos focus mainly on the visual aspects of the product. It’s not uncommon, however, to include descriptions of the most important features in the classic demo. The experience of watching such a product video is comparable to seeing the item in a shop. As a result, demo videos have a considerable impact on the consumer’s decision whether or not to purchase.


5. Feature Video

As the name suggests, the focus of such videos are the features of the displayed product. Feature videos show the product in action, often including actors demonstrating its usage. A feature product video may cover the whole list of a product’s functions or focus on one only. No matter which is the case, feature videos have a great influence on consumer’s decision process. After seeing the functions in action, a customer can easily imagine using the product. That definitely encourages them to make a purchase.


6. Tutorial

As with feature videos, tutorials also focus on the product’s functions. The difference is that tutorials don’t just display the functions, they actually teach the viewer how to use them. Though they are undoubtedly useful to customers, they’re not the best choice for you. They’re usually beneficial to those who already own the product, not those who are considering a purchase.


Customer’s Video Journey

Each type of video mentioned is useful to customers at some point of their journey. YouTube reviews and unboxings are usually the first step to learn something about the product. They create interest which often leads the customer to their online shop. This is the point where the customer should encounter professional product videos. Thanks to these, the customer gets a detailed look of the product and its functions. After purchase, brand tutorials are useful to see.
infographic illustrating customer's video journey from YouTube to Product Videos

Which type is the best choice for your shop?

User Videos are useful to consumer’s at the beginning of their purchase journey. They are also useful for you as an online merchant, because they inspire the customer to look for the product in your shop. But since they can be unprofessional and may feature strong language, digressions or negative opinions about the product, they shouldn’t form a part of your website.

Brand Videos are the second stage of consumer’s journey and your shop is the place where the customer should encounter them. That’s because product demos and feature videos are perfectly suited for e-commerce use. You can be sure that such product videos will considerably influence your consumers purchase decision. As a result they will have a positive impact on your sales. Need proof? Just check the statistics.

Videos in Ecommerce

1. Comscore, 2012.
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