Once you have a great product to sell, you may think the hard work is over and it’s time to put your feet up and reap the rewards. However, that’s not the case. Marketing the product effectively is essential in making an audience take notice and make a purchase.

Video marketing is incredibly effective, and one of the best ways to market a new product is to shoot a promotional video showcasing it. Here are our tips on how to shoot a product video that will have your merchandise flying off the shelves.

What makes a product video different from other types of film?

To know how to shoot a product video, you first need to know why it’s different from other types of film. A product video has, no surprise, the product at the centre of it. There can still be a narrative, but the aim is for your audience to see and understand your product. The purpose is to advertise and inform, with the audience’s excitement or emotional connection used to drive sales.

The aims of a product video

A product video should serve the following purposes:

Introduce your product to the market

Product videos aren’t exclusively for new products, they can also be used to put the spotlight on an existing product, but the purpose is the same – you are introducing (or re-introducing) the product to your target market to raise awareness.

Showcase your product’s features

A product video is a perfect way to let the audience understand what your product actually does and to show it in action, as well as how it could improve their lives.

Showcase your brand

Product videos are also a great way to showcase your brand and its ethics. While this isn’t usually the primary purpose, the best product videos will also give an honest representation of your brand, especially if you are a new business or are taking it in a new direction.

The stages of creating a product video

Before you can shoot a product video, you have to learn how the entire process works. The creation of any video has three major stages – pre-production, production, and post-production.

The pre-production stage starts with your planning and research and also includes writing the script and drawing up storyboards and shot lists. There are lots of questions you need to ask yourself at this stage, such as the purpose for your video, what your goals are, who your target market is and how you will distribute the video. A good way to get started is by creating your video brief and you can get inspired by reading our blog on how to write one.

The production stage is the shoot itself when all the planning and preparation come to life. There are a host of logistical considerations when it comes to organising the shoot, such as securing locations and actors, but a properly prepared-for production can be as simple as following a shot list and storyboard within an allotted time frame.

Post-production comes after the shoot has finished and is where the video comes together. In post-production, the raw footage is edited and cut into the finished film. In this stage, the sound will be mixed, colours corrected, music added, as well as any special effects and graphics. Post-production can be a lengthy process that takes much longer than the shoot itself.

What makes a good product video?

 A clear, simple format

Your audience shouldn’t be confused or overwhelmed by the information in your video. Too much story, too many product features and excessive visual effects will make the video convoluted and turn potential customers away. The product is the star – show it off!


Your video should give your audience all the information they need about your product – what it does, how it can benefit people, why it’s better than your competitors, as well as where it is available and how much it costs.


If your product is easy to use, then this can be demonstrated in your video, the simplicity may be a selling point for your customers and this way they will also get an idea of how often and where they will use the product.


If you have lots of positive feedback by customers or people who have already tried your product, consider including these in the video. These could just be star ratings that flash up on the screen or testimonials that appear in text or delivered by a client or customer in a vignette.

Professional appearance

A professional-looking video is key if you don’t want to get lost in the crowd. Sharp, high-quality visuals and sound make an impression, whereas amateurish camerawork and bad acting will see your video go viral for all the wrong reasons.

Hopefully, this has given you some idea of how to shoot a product video. The process is a long one, but high-quality video marketing is one of the best ways to grab the attention of your target audience.

It is usually best to enlist the help of a professional filmmaking and editing service for your promotional videos if you want to hit all the above criteria. 

You can still be the creative force behind your vision, but with the guidance of experienced filmmakers who know how to shoot a product video and will take care of all of the technical and logistical responsibilities.

If you are interested, you can find out more about our video production and editing services.