In today’s fast-moving e-commerce world, a standout product video can capture attention, showcase the product, and drive sales. And it’s not even the “showcasing” part of the equation that does the job, but the opportunity to create an emotional bond, a connection that will last. As that’s precisely the goal of such content. It serves as a strong base for better sales.

Why aren’t photos enough for clients anymore?

Today’s consumers expect an immersive and interactive shopping experience, and you have to meet these expectations to stay competitive in your field.

Based on statistics provided by BussinessDasher, adding a video to a product page makes users 144 % more likely to add a product to their cart. So, what exactly do product videos add to your content strategy?

• They build an emotional connection as they aim to replicate an offline-like presence.
• They improve trust because videos feel more authentic to your potential client than polished photos.
• They increase conversion rates; regarding this research, product pages featuring videos convert 80% higher than those without videos.

What product video types do e-commerce brands need?

Just as there are many types of photos, the same goes for videos — they're no exception. Common types of product marketing videos include:

1. Product-focused videos to highlight individual items

• Product Showcase Videos. As said in the name of the type, the goal is to show your product at its best and to get your client acquainted with the available options. What is so special about your product? The color, the material, or maybe even the stitches… Use this type of content to highlight your product’s benefits with close-up shots.

• Try-on/Model Videos. The focus here shifts from “What is the item?” to “How will it fit?”. Show your potential customer how your item can be used, worn, or styled.

• Product Comparison Videos. Imagine you have a similar set of clothes at first glance. With product comparison videos, you can educate your audience on the differences between your products. As a bonus, you get to show how much thought goes into developing the item, establishing you as a trustworthy brand that cares about clients’ needs.

2. Brand storytelling & engagement videos to build trust

• Behind-the-Scenes Videos. What is the story of your brand? Where did you start? Who works behind the scenes? What does your production look like? The list of questions can go on. The right one to start would be, ”What do I want to share with my clients?”. And with this question, you can proceed.

• User-Generated Content Videos. This type of content is perfect for testimonials. Your clients create content featuring your product and share their experiences with it. Such content builds trust and works as social proof.

3. Styling & educational videos to provide value

• Style Inspiration/Lookbook Videos. Such videos show specific items. That’s it. You can also use this type to present looks created entirely with pieces from your collections, showing your vibe and inspiring potential customers.

• How-To/Styling Tips Videos. At first glance, these videos resemble the previous type, but here is the difference: you break down the steps that it took to put the look together. That is real educational content. People tend to love brands that provide value for them.

4. Promotional videos to drive engagement and conversions

• Social Media-Optimized Videos. That is the analogy of hero shots in product photography. A video designed specifically to be shareable and likable. The goal is to capture attention and drive conversions. Such content pieces can also be used as a part of promotion campaigns.

• Seasonal Campaign Videos. Designed to promote new collections, they capture the vibe of the pieces and convey it through visuals that resonate with the target audience. To attract new audiences, you can also create standout theme-related videos for Christmas, Valentine's Day, or Halloween.

How can you produce video content?

When creating product videos for your clothing brand, you can choose between in-house video production, collaborating with freelancers, or completely outsourcing this project to video-production agencies. Each comes with its own benefits and trade-offs, depending on your budget, creative control, and production needs.

1. In-house video production

In this case, you choose to handle all aspects of video production internally, using your own team and equipment.

Pros:

• Full creative control
• Faster turnaround with no need to rely on external schedules

Cons:

• Requires substantial investment in equipment, software, and skilled personnel.
• It can be time-consuming and resource-intensive.
• It must be consistently managed and kept busy with work to justify its significant investment.

This is best for large, established enterprise companies that need a large amount of frequent content and have an internal marketing team with video expertise.

2. Freelancers: Influencers & UGC Creators

You can hire independent creators, including professional videographers, influencers, or creators of user-generated content (UGC), to produce videos.

Pros:

• Cost-effective for brands with smaller budgets
• Access to diverse creative styles
• Influencers and UGC creators bring built-in audiences and authenticity

Cons:

• Quality and consistency may vary
• Limited control over the creative process
• Managing multiple freelancers can be challenging

Best for brands looking for engaging, authentic content for social media, testimonials, or influencer collaborations.

3. Video production agencies

It is worth mentioning that it is usually a full-cycle agency where you can get various content types, including product photos and videos. It pays to find a trusted partner to maintain consistency in your brand's content.

Pros:

• Cooperation with a professional team
• End-to-end service, from planning to editing (delegate responsibility for the shoot with high-quality input on your side)

Cons:

• Strict schedule planning due to structured workflows
• Limited control (as you choose to delegate the responsibility)

Best for brands that don't want to bother but want everything done in a timely manner instead. For such a service, you can count on Squareshot. Product video service will be launched soon.

If you choose to delegate video production to either influencers or a video production agency, you need to have a clear brief, as it will make your cooperation smoother.

How to make a clear brief?

Input equals output, so the quality of the information provided before the shoot directly influences the precision of the result the client gets.

The brief allows you to set realistic expectations. Despite standardized processes, it can be hard for the studio to understand your creative vision because it can simply differ, so proper communication is key. It ensures that you are on the same page with the production team, and as a result, you most likely will get exactly what you want.

To sum it up, the brief with references is a number one requirement for any type of shoot. Below is a flow that will help you develop one for your product video.

1. Provide a project overview. What is the purpose of the video? Specify the format, such as a product demo, unboxing, explainer video, lifestyle shoot, or social media ad.
2. Describe product details. Especially focusing on features and unique selling points (UPSs).
3. Set the objectives. What is the end goal of the video? It can highlight key product features, showcase the product's use, convey a brand message, and so on...
4. Define the key message. What do you want to communicate with this video?
5. Outline the mood of the video. What is your vision?
6. Include technical details. You need to specify the duration, platform, and formats you need.
7. Add references. While not mandatory, it can help you get the bigger picture and convey the message to the studio.
8. Include production requirements and brand assets. Will you provide the script, or must the production team create it? Do you need models with specific characteristics? What about brand assets? Attach your logo, fonts, or guidelines that need to be followed.
9. Set a timeline. Include the project milestones and agree on the final delivery date. Additionally, you need to communicate clearly any urgent deadlines.
10. Budget. Share your budget or a rough price range so the team can work within your limits.

Final words

A well-crafted brief is the foundation of a successful product video. It streamlines the production process and ensures that your creative vision is accurately brought to life. By clearly defining your objectives, key messages, and technical requirements, you minimize misunderstandings and maximize the impact of your video.

Whether you’re aiming for, the more precise your brief, the more effective your final video will be. Use the structured approach outlined above to develop a brief that aligns with your goals.

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