Product videos can be a blessing to both the brand that provides them and the online shop that has them integrated to the product pages. However, the success of videos is highly dependent on their quality. You won’t be very successful providing consumers with underwhelming demos. What’s more, the mistakes of product video production may turn out to be disastrous for your online shop. In order to prevent your product videos from failing, take a look at:
The Worst Mistakes of Product Video Production
1. Poor Quality
It may seem as though in the 21st century, high quality videos have already become a standard feature. Well, unfortunately this doesn’t always apply to product video production, where terrible quality videos are not uncommon. 360p or even 240p clips can still be found on brands’ YouTube channels. Is there any point in wasting money on product video production if the video’s quality is so poor that the customer can’t see the product in detail anyway?
The only thing a consumer can focus on whilst watching this type of video is how blurry the images are.
2. Slideshow Type Video
If you promise consumers a product video, then give them a product video. A slideshow will remain a slideshow, even if you name it differently. And if you think consumers won’t see a difference, you’re wrong. How can they trust a shop or a brand that doesn’t keep its promises?
The consumer wastes their time watching this type of video. They expect 3D experiences and what they get is basically what they had already seen on the product page: images and description.
3. Focus on Plot, Not on Product
Film production and product video production are two completely different things. While for the former an interesting plot is necessary, for the latter it is not. There’s nothing wrong in having a product video with some kind of plot, but it shouldn’t be so elaborate that it distracts the consumer from the product. The aim of a demo video is to show the product and the story can’t overshadow this.
Nice to watch, I admit, but can a consumer learn something about a product from a video like this?
4. No Feature Explanation
The aim of product video is not only showing what the product looks like but also presenting its functions and features. Video which only focuses on the outside of the product, ignoring the inside, is in a sense incomplete. Unless it’s accompanied by another clip presenting the features, this kind of demo is simply a waste of both money and effort put into the product video production.
Ok, this plane can fly. Didn’t the consumer know that before watching the video? Any other features it might have remain a mystery.
5. Making It Unclear What the Product Is
There’s nothing worse than spending money on product video production that results in an unclear video. The consumer won’t buy a product unless they know what it is. This problem often appears when a whole series of products is shown without providing their names. Having confused consumers who don’t know which products are shown in a video won’t have a positive impact your conversion rate.
Let’s assume the consumer wants to buy an orange, oval keyboard. What should they look for in e-commerce stores? Are there any differences between the products shown? Is it only the color and shape or the features as well? Product videos should explain, not confuse.
6. No Sound
Making a video without sound is really unreasonable. Even if you decide that the voiceover isn’t necessary for a particular product, at least provide some music. It won’t increase the product video production cost that much and it will reduce the awkwardness of a mute clip. By not doing this, it’s possible that the consumer will focus on fixing the sound “problem” instead of watching the video.
Does it need any additional comment?
7. Too long / short video
There’s no point in wasting your time and energy on product video production if the video lasts for a few seconds. It’s not possible to present the product in detail in such a short amount of time, whereas product videos that are too long are a waste of resources. The average length of time for a single internet video to be watched is 2.7 minutes.1 A demo that’s too long may simply be ignored by customers or watched only in part. See how the attention span drops in the last minutes of the video (and this one wasn’t even 3,5 minutes long!):
Avoiding these mistakes in product video production is the cornerstone for video success. Use video performance analytics like attention span curves, view rate and conversion tracking to learn from your past mistakes.