Do you sell a product or service that isn’t easy to explain succinctly? Or maybe you’ve done enough research to know that including video on your product page increases visitors’ time on that page, and thus the likelihood that they might convert.
Product videos show your product's features and benefits and often include examples of how it works, all while engaging your audience. They’re particularly beneficial for consumers who are in the awareness or consideration stages of the buyer’s journey and need a clear, comprehensive explanation of what you offer.
Product update videos
Product update videos will keep your existing customer base in the know about the latest changes and upgrades to your product. Additionally, these videos can teach your customers about new features and help to increase product adoption. They’re perfect for putting a face to the name of some of your teammates, whom your audience has come to know and trust.
Because they often take prominent positions on businesses' websites, product videos can have lengthy production times with multiple edits and revisions. Often, getting the concept and script perfectly aligned, as well as looping in key stakeholders, can be the longest parts of the process.
On the other hand, product update videos have lower stakes, since they’re more likely to be featured on blog posts and across your social channels, so producing them is less time-consuming. From the moment you start scripting to the final embed, you can usually expect your product update video to take between 3–4 hours.
Once you’re all set and ready to upload, your product video should generally run anywhere from 2–5 minutes for the best engagement results.
Metrics that matter
After you embed a product video, you’re primarily looking for a combination of the play rate and engagement rate. Obviously, you’re trying to communicate a lot of new information in only a few minutes, so you want to make sure your viewers stick around for the entire duration.
Rewatches will let you know if there were certain portions that people might not have understood the first time—or they could indicate that your viewers are especially excited about a certain feature that they want to see again.