Over the past decade and a half, digital trends have come and gone, yet WordPress and product videos have consistently maintained their prominence.

Furthermore, it wouldn’t be an exaggeration to say that the union of WordPress and product videos has paved the way for the growth of ecommerce.

However, merely producing WordPress videos doesn’t guarantee success. Let’s uncover the secrets of creating product videos for WordPress that can genuinely improve your sales.

Be Clear About the Message You’re Going to Share

Only a fraction of product videos manage to convince the audience to take the next step, eventually resulting in sales. Don’t blame the medium for the failure of the message.

Customers love product videos; there is no doubt about it. According to the latest Wyzowl report, 91% of customers want brands to produce more videos this year. In the same study, it was found that 96% of people watch service or product videos to gain a better understanding before making a buying decision.

For your product video to succeed, clarity of the message is paramount. Utilize storytelling and a compelling script to address the specific needs of the viewers.

A compelling message that focuses on the pain points does more than just captivate your audience’s attention. It establishes a connection between the product and its potential impact on customers’ lives.

Bear in mind, that product images have always been at the forefront of marketing products and services. Now, given the popularity of videos, it’s time to tailor your visual content marketing with video.

WordPress videos become an effective sales generator under the following three circumstances:

• When the right type of product video is used at the right time to attract audience attention.
• When the product video focuses on providing a solution to the audience’s problem.
• When the message is simple and clear enough for visitors to comprehend the value and relevance of your product.

Types of Product Videos for WordPress That Can Turn Heads

In simple terms, a product video can be defined as video content that offers all the essential information about a product or service to prospective clients, aiding them in making informed decisions.

Depending on the information a brand aims to convey and how it intends to do so, various types of product videos can be produced. Here are some examples of the most effective product videos you can create:

• Product Unboxing Video: Most people are familiar with the concept of a product unboxing video. However, did you know that such a video can unveil a great deal about a brand? Unlike videos with graphics, camera tricks, or specific lighting angles, this video provides an unhindered and unaltered view of the product. It’s an opportunity for prospective customers to assess whether the product lives up to its advertising.
• Product 360-Degree Video: This is the closest you can get to holding the product in your hands and examining it from all angles. Utilizing a 360-degree video helps build customer trust much faster than static product images or some conventional product videos. You can also use computer graphics to zoom in and offer a closer, all-angle closeup of the product.
• Corporate Video: A corporate video can enhance product sales in three ways: (a) it provides insights into the brand, its vision, and the values it upholds; (b) it lifts the veil and sheds light on the people responsible for the product and the manufacturing process; and (c) it helps establish a brand identity that fosters long-term relationships with the audience. All of these contribute to building trust with customers and boosting sales.
• Product In-Action Video: Want to eliminate doubts lingering in the minds of prospective customers? Create a product in-action video that showcases the functionality of your product. These videos also offer a glimpse of how the product can benefit the customer even before purchase. Ensure that the product demo video illustrates the product solving the customer’s problem.
• Product Review Video: Information about a product, its usage, and personal experience from a peer carries immense weight with prospective customers. Review videos create product awareness, build trust, and facilitate quick decision-making. Just how popular are product review videos? The stat will astound you: From 2015-2017, over 50,000 years’ worth of product review videos were watched on YouTube alone.
• Explainer Video: Prospective customers would certainly favor a brand that respects their time and judgment. The product explainer video helps with both these aspects. With absolute clarity, these videos explain the product, its benefits to customers, and its features and functions. Often, brands hire an animation production company to create animated videos of product functions that are too complex to showcase using a standard video. Bear in mind, that 94% of marketers believe customers use product videos to understand a product or service.
• Product Comparison Video: This type of video allows customers to compare multiple options and find the best fit that satisfies their needs. The comparison can be between products of different levels in the same category that you offer. Or, it can involve comparing your products with those of your competitors. Bear in mind not to confuse your audience with too much information; highlight only those features that tilt the scales in your favor and best fit their needs.
• Commercial Video: On average, people are watching 17 hours of video content per week. Is this good news? Not really. It becomes much harder for you to create product awareness and convert people into leads and paying customers through organic video marketing. Commercial videos will allow you to reach the right audience faster. It can also help reduce the time taken to convert leads into sales.

Steps Involved in the Production of a WordPress Product Video

Nowadays, anyone with a smartphone in hand can be a video creator. However, producing WordPress product videos that influence the audience to take action isn’t easy and shouldn’t be taken lightly. Here is a simple three-step guide to get you started.

Script and Storyboard the Product Video

Scriptwriting is the initial and crucial step in video production. A robust and engaging script propels the entire video production process forward. How? It transforms your vague product video concept into a compelling plot (story) with proper pacing, flow, convincing characters, settings, and dialogue.

What you include in the script will be heard by the viewers; the words will evoke emotions, and the sentences will prompt action. A video script doesn’t materialize from thin air. You need a clear understanding of the target audience, video objectives, goals, intended message, and the product’s value proposition. These details can be gathered from your existing business proposal.

Scripting ensures the entire video production process is laid out in successive steps, ensuring the smooth execution of all tasks.

Scripting saves a considerable amount of time by making video production action-oriented. Fewer delays mean less time wasted. Additionally, scripting aids in saving another valuable resource—money. With a script in hand, you’re less likely to make mistakes or encounter delays.

Ultimately, scripting brings clarity to every performer involved in the production process. While scripting shoulders half the burden of video pre-production, the other equally important half is storyboarding.

Even though the script is ready, many details still need filling. This step proves invaluable in determining camera angles, lighting, backgrounds, and props.

Creating product videos isn’t a one-person job. Before filming, you must provide your team members with a glimpse of how the video will look and play out. This is where a storyboard comes in handy.

You might have visualized the entire video while creating the script. Storyboarding enables you to give shape to your ideas—it’s the visual representation of the script, involving the actual drawing of each scene in chronological order.

In storyboarding, both visuals and text are used, enhancing a deeper understanding of the script and ensuring its proper execution. Storyboarding, this single step, can save loads of time during the filming stage.

Shooting the Product Video

The relationship between the previous stage (scripting and storyboarding) and the video filming stage can be best explained using a simple anecdote.

Similar to a bamboo plant that lays the foundation beneath the soil for the sudden growth of several feet within a few weeks, the script and storyboard stage is essential for the fruitful, flawless, and speedy shooting of the product videos.

Filming product videos comes with its own set of challenges. If the video is shot indoors, set up lights at the proper places. Additionally, arrange the camera and check the angles, frame size, white balance, exposure, color temperature, etc.

Audio quality in product videos is as crucial as video quality. Invest in quality audio equipment so you won’t regret it later. Check the ambient noise level in the filming location and take corrective measures. Background chatter, traffic noise, and sounds from air conditioners and other equipment can affect the audio and ruin the viewer experience.

Try to shoot more than what you need. Get creative with angles, lighting, and props. The additional footage may serve you later – in the editing stage – to improve the video.

Post-Production

The post-production stage is where the real magic happens. The raw footage, nothing more than a jumble of frames, is edited and arranged to ensure a natural flow of the scenes. Additionally, captions are incorporated, music is added, and text, graphics, and special effects are included before converting the content to the appropriate video format for release.

The dimension (square or vertical) and format (MP4 or MPEG-4) are determined based on the platform where you plan to share the product videos.

Your product videos take shape on the editing table (or timeline). The fate of WordPress videos rests in the video editor’s hands. With the help of the script and storyboard, the video editor will decide what your audience will see and hear. Producing high-quality product videos often involves managing large files, which can be challenging. To efficiently handle this, learning how to find big files on Mac can streamline your workflow and keep your digital workspace organized. An organized digital environment allows for more focus on the creative aspects of video production.

Your product video is now ready for publication on your WordPress website. Before you share, determine the ecommerce metrics to track, distribution channels to use, and the promotional strategy to follow. You can also share the content on YouTube, in email newsletters, and on social media accounts.

Tips to Make WordPress Videos That Help You Improve Sales

Product videos ought to be engaging, informative, and clear to leave a lasting impression on the audience. While these criteria—engaging, informative, and clear—are meaningful, they can be a bit challenging to put into practice. Your WordPress videos stand a better chance of success if you adhere to the following tips:

Consider Where Your Product Video Will Be Shared

Where product videos are shared isn’t merely a matter of convenience; it’s a strategic move when creating your product launch plan that can significantly impact views, conversions, and sales. Brands should tailor their product videos based on the publishing platform, considering that different platforms attract users with distinct preferences and behaviors, which can significantly impact views, conversions, and sales when utilizing a voice over video. 

For instance, long explainer videos created for YouTube may not perform well on Instagram. The video format and dimensional requirements vary across platforms. A clear understanding of where the videos will be shared enables you to adapt and make the content appear native to that platform.

Moreover, the chosen platform dictates the tone and style of the video content. Videos with a slightly formal tone are ideally suited for platforms like LinkedIn.

Now is the time to select the tools to aid video distribution. Opting for Sendinblue or Sendinblue alternatives can significantly reduce your workload if you are considering video email marketing. SMS can also be a good way to share a link to your video or to send a multimedia message with a short GIF or an image promoting your video

Be Honest

In e-commerce, you can enjoy numerous benefits by employing sincere and authentic video content. Video content that is genuine, relatable, and relevant to the audience tends to generate higher engagement. Audiences who perceive your content as honest are more inclined to share the video, thereby enhancing brand awareness.

Authentic product videos contribute to stronger customer relationships, potentially fostering brand loyalty, repeat business, and brand advocacy. When the audience perceives your content as truthful, they are more likely to believe your message, fostering trust and ultimately leading to increased sales.

Keep Your Product Video Short

WordPress videos showcasing your product will inevitably make their way onto social media. It’s crucial to note that, presently, a majority of social media users lean towards shorter videos. This sentiment is supported by 85% of marketers.

Additionally, according to findings published on Hubspot, short videos are the most effective and yield the highest Return on Investment (ROI).

In a recent survey, 73% of individuals in search of a product or service expressed a preference for short videos. It’s believed that even search algorithms prioritize short videos due to their immense popularity with viewers.

Short videos are not only easy to consume, engage with, and remember, but they are also convenient to watch on mobile devices while on the go. In comparison to longer product videos, shorter ones are simpler, more cost-effective, and require less time to produce.

Add Your Style and Personality to the Product Video

Every business requires a video marketing strategy along with a video style guide. Why?

To establish consistency in both style and tone across all your videos, particularly product videos. By infusing your brand’s distinctive personality and style into every video, you guarantee uniformity, facilitating audience recognition and connection with your brand.

Moreover, this approach distinguishes your brand from others, amplifying recognition and awareness. The robust online presence resulting from a consistent style and personality enhances trust and credibility in your products.

Add a Call to Action

Regardless of the type of product video you create or the stage your customers are in within the sales funnel, your product video needs a call to action (CTA). Why?

CTAs direct prospective customers through the various stages of the customer journey. Use a strong, action-oriented CTA that is concise and compelling. Place the CTA at prominent locations in the video to capture the attention of the viewers.

Since not all viewers will watch the entire video, utilize the CTA more than once, at different times in the video.

Offer a Compelling Story

Presenting a captivating narrative in your product videos can establish a deeper connection with prospective customers on an emotional level. Video storytelling not only amplifies the appeal of the content but also heightens engagement, leaving a lasting impression that ensures easy recall of product information.

• Select a plot that aligns with values close to your audience.
•  The narrative should effectively convey the core marketing message of the product video.
• Craft a story that is simple and clear, making it easy for viewers to immerse themselves in the content and watch the video until the end.

Final Thoughts

This is the most crucial article you’ll read today if you own a WordPress website and struggle to turn visitors into paying customers. WordPress videos can significantly enhance your website’s appeal. However, boosting the WordPress conversion rate is no easy task.

You require product videos that understand the audience’s pain points, anticipate their needs, and furnish them with essential information to facilitate quick and decisive decision-making—in your favor, of course.

We don’t advocate for a one-size-fits-all approach. That’s why the article introduces eight types of product videos guaranteed to impress the audience.

Action should follow knowledge. Therefore, we outline the three crucial stages of video production. If you find it challenging to decide or are concerned about where and how to start, these three steps will navigate you through the video-making process.

Finally, we also disclose the six key ingredients that will transform your WordPress videos into a sales magnet.