6 Examples of Great Product Videos for Marketing & Why They Supercharge Conversions
Online video: it serves a multitude of purposes.
Expedient, beautiful, and simple, video is the epitome of a picture being worth a thousand words. This is especially true when you’re pushing a product, good, or service. Today, 70% of the top 100 search listings now include video. As if that weren’t enough, watching product videos also makes viewers between 64%-85% more likely to purchase. This is a conversion rate you can’t afford to snub your nose at!
If you’re new to product videos, or still not sure why you should be using them, the best thing you can do is take a look at some of the most effective product videos out there. Not only are these videos inspiring and entertaining, but they have a lot to teach us about the best practices for creating viral product videos for marketing that really work.
Online Video and Conversion Rates
The most significant benefit of online video is that people prefer it to reading.
Think about this and how it applies to your everyday life. Do you read the newspaper or do you watch the news? Do you learn about new products in magazines or commercials? When used correctly, online video marketing can be a massive boon for your brand.
Here’s a bit more information about how well online video converts customers and helps companies grow:
- 85% of businesses use internal staff to produce videos in-house
- The top 5% of videos retain 77% of viewers to the last second
- 87% of online marketers use video content
- One-third of all online activity is dedicated to video
- 51% of marketing professionals say video has the best ROI of any type of content
- Marketers who use video grow 49% faster than non-video users
- Social video generates 1,200% more shares than images and text combined
6 Examples of Great Product Videos
Now that you know why video is so important let’s check out some examples of good video marketing in action. Here are a few of our favorites:
1. The Blendtec Series
If you were ever tempted to think that a blender company couldn’t get ultra-creative with its product videos, think again. One of the best product videos ever made is Blendtec’s “Will it Blend” series.
Designed to showcase the power and durability of the line’s products, the “Will it Blend” series is hilarious and engaging. Check out one of the best here:
As you can see, more than 12 million views don’t lie. While you don’t have to blend up a dozen light sticks to get your customers engaged, this kind of creativity pays off.
2. Dollar Shave Club’s “Our Blades are F***ing Great”
Every time we write a post about genius in product videos, we have to mention Dollar Shave Club. A razor subscription service that might seem unremarkable at first glance, this startup went viral when it launched in 2012. In 2016, Unilever purchased the company for $1 billion in cash.
The reason for that success? It has a lot to do with the company’s launch video, lovingly titled “Our Blades are F***ing Great.” Check it out below:
The video has more than 25 million views and is still one of the most iconic product videos out there.
3. Purple Feather: The Power of Words
Copywriting. It’s not the sexiest industry out there. In fact, lots of people don’t even know what a copywriter does, or why a business might need one. What’s more, most companies that do understand copywriting don’t see the value in it. How is it different from the materials they already write? Why do they need a specialist?
This is the issue Purple Feather, a Glasgow-based copywriting agency, was facing when they released a product video known as “The Power of Words.”
First things first, if you watch this and don’t cry, we’re worried about you. Secondly, it’s obviously a genius example of a product video that does everything it’s supposed to do: it inspires emotion, creates a connection, and makes you want to connect with the company behind it.
4. Poo-Pourri’s “Imagine Where you can Go”
A note to anyone who is squeamish about bathroom humor (or body hair), this video might not be for you. It is, however, viral among the 13 million (and counting) people who have watched it so far.
One of the initial videos released by the brand, which creates a “spray before you go” toilet spray, this video has catapulted the company to a cult favorite:
5. Apple: “The Only Thing That’s Changed”
The product video for the iPhone 6s, this example did something that’s very difficult for any brand to do: it made a product that’s been around for a long time (the iPhone) new again, and it did it in a beautiful, emotive, creative way.
Here’s the video:
As you can see, it starts with a series of seemingly insignificant changes and strings them together to demonstrate the groundbreaking nature of the new product.
6. Google: Introducing Google Home
If ever you were in doubt about the functionality of the Google Assistant, you only need to watch this viral product video, released earlier this year. This video succeeds because it’s funny, relatable, simple, and appealing to everyday people (does the alarm scene ring a bell, anyone?)
Product Videos are the Way to the Future
If you’re looking for a way to take your marketing to the next level, online product video marketing may be where it’s at. Designed to educate viewers, head questions and objections off at the pass and help your products stand out, great product videos reflect well on you and your brand. What’s more, they can help drive profits and increase your brand’s bottom line, which is an outcome every company wants!