How To Create a Sales-boosting Product Video at Home in 6 Steps
This article is part of a larger series on Retail Management.
Product videos demonstrate an item’s features, benefits, and uses in action—helping to inform, persuade, and bridge the gap between online and in-store experiences. Adding video to your ecommerce product pages can increase conversions, reduce return rates, improve buyer confidence, strengthen brand image, and even boost search engine rankings. Plus, many types of video content can also be used to avail marketing strategies on other channels.
To make high-quality product videos at home, you’ll need a smartphone or camera, a quiet indoor or outdoor space, time to research and plan your video, and some basic equipment you may already have around the house.
Step 1: Understand Your Target Audience
A successful product video is well-crafted and well-researched. It needs to appeal to the customer base you’re targeting, so it’s crucial to understand how to reach them.
Start by creating a customer profile to establish key details about your ideal buyer types. This practice involves making a list of shared demographics, pain points, priorities, typical buying journey, and more. When it comes to creating videos, it helps to know which devices your target audience will be watching on, what language they respond to, and what types of media they prefer to consume.
Even if you don’t plan to use your videos for social media marketing, it’s important to evaluate which social channels your customers are on. Trends on TikTok posts, Instagram reels, live streams, and various types of YouTube videos can help you plan for and create a product video that engages your audience.
Step 2: Plan the Type of Product Video You’ll Be Shooting
Product videos can be made in different formats to serve different purposes. Consider which of the following five types of video is best for your product, customers, and intended channels.
Competitor research should be a fundamental part of your planning process as well. Explore your competition’s product pages and marketing channels to get insight into their video strategy. Consider engagement and sales metrics to get an idea of what works—and what doesn’t.
Step 3: Create Your Video Script and/or Storyboard
Creating a script or storyboard is essentially the process of finalizing a detailed plan for your product video. It should map out every element of your video—including scene composition, setting, camera angles, transitions, flow, gestures, and dialogue.
Follow these steps to write a powerful product video script:
Script-writing Do’s & Don’ts
Here are some tips to plan a product video that sells:
PROS | CONS |
---|---|
Include at least one ‘Hero Shot’ that showcases your product in action | Over-explain the product or provide irrelevant details/specs |
Show your product from multiple angles and levels of detail | Talk down to your viewers or use commanding language |
Address your viewers directly | Use overly complicated wording |
Use active verbs and strong imperatives | Incorporate jarring visuals (like strobe lighting, dizzying graphics, or disturbing images) |
Emphasize how your product will improve the shopper’s life | Add inappropriate music for your product and brand image (remember, what you like may not match up with what your customers like) |
Explain how your product solves pain points | |
Demonstrate dimensions and/or relevant specs. Give the viewer context for how large or small the product is and how heavy or feather-light it feels | |
Include your logo and a call to action | |
Say the product name multiple times (aim for 3+) |
Hero Shot: A scene or image that helps customers envision what it would be like to use your product and how its benefits could fit into their lives.
Step 4: Set Up Your Studio
Creating a product video doesn’t require a high-budget setup with fancy equipment, but you’ll need some things other than your camera or phone.
Every part of a home video studio can be DIYed or purchased affordably. The tools you’ll need are listed below.
This videographer created an at-home studio using household furniture, reclaimed wood, a smartphone, tripods, and a translucent curtain over a large window. (Source: Stephen Mills)
While it helps to have a dedicated video camera, it’s likely not necessary to invest in a new device to shoot your product video. Many modern smartphones are built with advanced cameras that can capture beautiful photos and video alike. DSLRs and compact digital cameras can achieve great results as well.
That being said, an old iPhone 4 isn’t going to provide the video quality your customers are looking for. If you need to borrow a device from a friend or upgrade to a more sophisticated model, here are the specs to look for:
- Megapixel Count: Megapixels—or MP—is the number of pixels in an image (the prefix “mega” denotes a million). In camera specs, it refers to the resolution of the photos the device can create. Aim to shoot with a camera that has 12 MP or greater.
- Sensor Size: The size of a camera’s internal sensor impacts image quality. It’s measured in inches or fractions of an inch, and smartphones typically have smaller sensors than dedicated cameras. In any case, choose a device with a sensor measuring as close to 1” as possible (or larger).
- Aperture: Aperture is a measurement of the size of the opening through which light enters the camera. This opening (or diaphragm) on dedicated cameras can be adjusted, whereas most phones contain a fixed aperture. To allow for the most versatility and brightness on a camera phone, find one with a relatively large aperture (f/1.8 or wider). For this setting, the smaller the value, the bigger the lens’ opening will be— which allows for more light to be captured
Stabilizing your camera or phone is crucial for getting smooth, professional-looking footage.
It’s possible to set up your device by setting it on an object of the appropriate height—like a stack of books or a piece of furniture. But keep in mind that smartphone cameras use digital zoom that reduces the image quality—so zooming to get a close look at your product will likely result in a grainy video.
Your best bet is to buy a dedicated tripod that can adjust to the proper height for your setup. Here are some useful options that cost $35 or less:
- 55-inch Extendable Aluminum Tripod: This fixture is lightweight and versatile, so it can sit on the floor or your shooting table. It can hold your phone, DSLR, or compact digital camera, and includes a remote shutter control.
- 360-degree Rotatable Telescopic Smartphone Tripod: The flexible shaft on this tripod allows you to capture compelling footage from alternative angles.
- Octopus Smartphone Tripod: This phone mount features flexible legs that can wrap around anything to secure itself in place. It can also be used as a table-top tripod or a selfie stick.
If you’re filming a small or moderately sized product with props or hands, you’ll need a flat platform large enough to easily display the subjects. You can use a dining table, desk, or similar platform as your shooting table.
You can also purchase a dedicated studio table with a built-in sweep (covered in the next tab) for $50–$125, like this economical option—but DIY versions work just as well.
Try covering the surface of your shooting table with colored paper, cloth, or another material that matches or complements your background. To create a flattering reflection beneath your product, lay a flat piece of glass on top of a dark-colored surface.
When shooting larger subjects (like actors), forgo the table altogether and position them in front of a sweep or backdrop.
It’s one option to shoot in an environment that contributes to your product video, such as a classroom, gym, or hair salon. But in most cases, you’ll want to create an elegant, distraction-free background for the subjects of your video.
There are a couple of tools you can use to achieve this:
- A sweep or infinity curve: A sweep is a seamless backdrop that smoothly transitions from the horizontal to vertical surfaces in your shot.
A DIY sweep constructed from tape and a large sheet of paper can create a clean, simple background for your video.
(Source: Pixc)
- Backdrop: A backdrop covers only the vertical surface of your setup. It’s typically used if the horizontal surfaces won’t be visible in your shot, or if your shooting table has an attractive background of its own.
Similar to fashioning a sweep, you can make a backdrop by suspending paper, cloth, foam, or another material behind your shooting area. Or you can buy a backdrop that consists of paper or cloth loaded onto a large frame.
Alternative materials can make for an interesting and on-brand background, like in the example shown below.
Colorful paper chains arranged on a backdrop stand create a whimsical video background. (Source: Pretty Life Girls)
Audio quality makes a huge impact on your video. To get crisp, professional-level audio, you need some type of microphone other than the one built into your primary phone or camera.
Here are some economical microphone options to record great sound:
- Secondary Smartphone: In a pinch, the built-in microphone on a friend’s or co-worker’s phone can be used to capture your audio (which can be synced with your video in post). Try setting it up on a separate tripod near the audio source.
- Shotgun Microphone: Smaller versions of these professional mics are available with a 35mm headphone jack that plugs into a phone or camera, such as this affordable option that comes with a tripod.
- Clip-on Microphone: These mics are best for capturing spoken dialogue. Most cost-effective options, like this set of clip-on mics, connect to your device’s headphone jack through a long (10+ ft) cord.
If you use an iPhone 7 or higher (or another device lacking a headphone jack), remember to purchase an adapter for the devices above that require 3.5mm port connections.
Lighting is one of the most important aspects of your product video. Poor lighting instantly makes a video look dull, which can affect the perceived quality of your item.
Always avoid shooting with a bright light source (like a window) behind the subject. This can cause problems with the auto-exposure on your camera and create a washed-out foreground.
There are multiple ways to approach lighting for your product video:
Natural Lighting
Working with natural light is typically the best for DIY product videos. It’s easier, cheaper, and more forgiving than using studio lighting. Plus, a wash of soft, natural light provides the best color balance.
Try these methods for getting the right natural light in your studio:
- Shoot near a large window, glass door, or open door. The closer you can get your subjects to the natural light source, the better.
- Shoot outdoors on an overcast day for naturally diffused, even light.
- Diffuse bright, direct sunlight with translucent curtains or by draping thin fabric.
- Turn off domestic lights, unless they’re 5000K bulbs or have a temperature that’s similar to the natural light coming in. Mixing color temperatures can throw off your camera’s automatic white balance, which results in poor, unflattering video.
- Use reflector boards to manipulate light for even coverage in your shot and to reduce shadows. Professional reflectors are available for as little as $15, but a simple white foam board can be used instead.
Position your reflector on the opposite side of your subject from the light source to bounce the light back into the scene.
Artificial Lighting
Artificial lighting is an alternative that provides flexibility and convenience. This option may be particularly helpful for those without the right weather, windows, or daily schedule to capture any sun.
If you plan to use artificial lighting, opt for 5000K daylight/cool white LED bulbs or adjustable LED lights that have cool-toned settings. This color temperature provides a glow that’s very close to natural light and tends to look best on camera.
Here are some studio lighting options and equipment you may need:
- Ring Lights: LED ring lights are the simplest type of studio light to use, and they typically are made with light-diffusing plastic covers. Pricier ring lights like this model feature an adjustable telescoping stand, phone holder, 36W output, colored gels, and remote shutter release control. Cheaper options, such as this ring light, are typically smaller and less powerful.
- Clamp lamps: These fixtures house a bulb in an aluminum reflector that disperses light nicely, and can be attached to any household object to get lighting at the right height for your product. Note that most clamp lamps (like this set of two) are sold without bulbs included.
- LED bulbs: Most studio light housing fits an E26 base, and the pros recommend having a total of 200-300 watts for a small studio—so a pack of bulbs like this one would be plenty.
- Reflectors: As explained above, reflectors can be used to evenly disperse light and eliminate shadows on your subjects.
- Diffusers: If your artificial lights are too bright and harsh, you can soften and disperse their output by using professional diffusers like this one or homemade tools, as shown below.
A paper towel wrapped around an empty picture frame can make for an effective DIY diffuser. Other professionals recommend clipping parchment paper or even bedsheets to your lights. (Source: B&H Photo Video)
You can never be over-prepared for a shoot, so plan for the additional tools and accessories you may need. Some miscellaneous items to keep on hand include the basics, like pens, paper, tape, extra batteries or a charger, and a lens cloth.
Other useful items you may want to procure before you shoot include:
- Teleprompter: If you’re working with actors in your video (or filming yourself), a teleprompter can be used to give a visual reminder of lines and physical cues. Many free apps are available to turn a smartphone into a teleprompter—like these 5 recommendations.
- Cleaning Supplies: Bright lighting and close-up shots can put dust, fingerprints, and grime at center stage. Make sure your product looks appealing by keeping it clean and polished before each shot.
- Props: Try incorporating props and special touches to add visual interest to your scenes. Aim to gather items that align with your video’s tone, that tell the product’s story, appeal to your audience, and fit in with the scale of your subjects. Avoid heat- and time-sensitive props (like ice cubes) and opt for stable acrylic replicas instead.
This perfume product video uses tropical plants, flowers, cinnamon sticks, and cinnamon powder as props. The look of condensation was likely created with glycerin rather than water. These items provide information about how the product smells and how it feels to use it.
- Turntable: Create dynamic movement in your video that provides a 360° view of the product by using a rotating turntable or lazy Susan on set. Mechanical turntables are the best for consistent speed, but the traditional household version can also work.
Blend the turntable into your set by creating a platform of like-colored materials. Adding a piece of glass on top creates flattering reflections, as shown in the video example below. (Source: MrCheesyCam)
A rotated product video like this one is shot with a turntable. It provides lots of visual information about the product, and would be an excellent addition to the image gallery on a product page.
Step 5: Shoot Your Product Video
With your script written and your studio set up, it’s time to record a beautiful product video.
Here are some tips to get professional-quality footage from your shoot:
Need an easy and cheap alternative to shooting your own product videos? Try Shopify’s free online video builder to quickly create custom videos using simple templates.
This method yields more of an enhanced slideshow than a true product video. But in a pinch, it’s an effective way to create content that’s more informative and engaging than standard product photos.
Step 6: Edit Your Video
Once your product footage is captured, the final step is editing. In this stage you can review everything you shot, stitch together the best scenes, add text and/or music, and adjust the look of the video.
Editing your video also allows you to optimize it to load quickly, look better on browsers, and increase page visibility.
Here’s what you need to know to turn your footage into a polished representation of your product and brand:
Bottom Line
Product videos work with your product descriptions and product photos to inform, qualify, and persuade shoppers. It’s widely reported that using product video on your store or landing page can increase conversions by up to 80%. Plus, adding video to your existing content is a great way to boost rankings through SEO (or Search Engine Optimization).
Search engines like Google reward videos for their ability to capture clicks, inform viewers, and keep customers on the page. So the more informative and engaging your product videos are, the better your SEO results will be.
An effective product video doesn’t have to be a high-budget production outsourced to a professional company. It’s easy to create engaging and informative content using just your smartphone and basic equipment.