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Video MarketingAUG 2022|Chris Marcus

Product Videos for Every Step of the Buyer Journey

When it comes to learning about a product, most people (about 70%) prefer to watch a short video about the product.

Only 10% of people want to read a text-based article, website, or post. 

And less than 5% of people want to view an infographic, download an ebook or attend a webinar.

People prefer video over any other form of content - by a lot.

But just how much more?

Let’s put it this way: for every ten text-based articles viewed on your website, a video would have reached 70 views. 

Video is essential for engaging your audience every step along the buyer journey.

In this article, we define what a product video is, share four types of product videos (with examples) and discuss the future of product videos.

Product Videos Defined

A product video is an audiovisual representation of your product in action that allows the benefits and features to be experienced rather than explained.

While potential customers can’t physically interact with the product, they can watch someone else do it, or interact virtually. 

The ultimate goal of a product video is to effectively showcase your product’s features and how it will help your customer.

Four Types of Product Videos (with Examples)

The number of product videos available is only limited by your imagination. To keep this article readable, we are going to focus on just four types of product videos.

If you want to tap into our limitless imagination, hit the pink chatbot in the bottom right-hand corner to speak with a Colormatics team member. 

Here are four of the most common types of product videos and how they help move buyers from awareness to consideration to making a decision.

Explainer Video

An explainer video uses animation to show people what your product does -  usually in less than 2 minutes.

Think of it as a mini-introduction to your product, telling prospective customers how it will help them.

Explainer videos are not as much about selling as it is about getting people interested.

Once people are interested in your brand, they're more likely to buy from you when they're ready.

Planting this seed with a good explainer video is essential because when your audience faces a certain problem, you want your brand to be the first solution that pops into their heads.

An animated explainer video is a great way to create awareness for your brand because they are effective, engaging, and visually appealing to catch attention.

Promotional Video

A promotional video is an advertisement that generates interest (awareness) in an existing product. 

This type of product video can be used on YouTube, Social Media platforms like TikTok and OTT.

Learn more about OTT Advertising and How to Advertise on Streaming Service

When a company promotes a video that is celebrating an achievement or sharing the story behind their brand - that is a promotional video. 

It doesn’t focus on pushing sales but creating a personal connection with the audience.

Promotional videos transmit information about the brand to the audience without outright asking them to buy something.

Product Launch: Live Event

Product launch live events are used to announce a new product or to celebrate the launch of an update to a product that is already on the market.

The event host will introduce the product and its features and demonstrate how it works. 

Guests may cameo to offer their own opinions about the product.

A product launch event aims to generate excitement about the product and give customers in the consideration phase a chance to learn more about it.

Live product launch events are becoming increasingly popular as they allow customers to interact directly with the product's creators.

Especially now that you can easily reach a global audience on social media websites like Facebook and YouTube.

Before the live taping of a show, marketers work hard to create buzz. This is done with paid advertising, social media, and influencer marketing.

Often, this is supplemented by incentives and special offers that encourage people to watch live.

Product Demo

Product demo videos are like movie trailers. They give a quick overview of how the product can benefit the user.

They're very popular among sales and support teams because once a customer shows interest in the product, support reps can record a demo video (or use a pre-recorded demo) and embed it in a follow-up email to aid in closing the sale.

A product demo video may be recorded using a few different methods, but customized video is proven to have a stronger resonance with the audience.

Future of Product Marketing Videos

As technology advances, the possibilities for product videos advance as well. Colormatics has been producing video ads for nearly a decade, and we’re sharing what we see as the future of product marketing videos.

Virtual Reality (360 VR)

People often think about virtual reality (VR) as computer-generated images (CGI) but 360 VR videos are typically filmed in the real world.

360 VR videos are filmed with a specialist camera that records all around (360 degrees) at the same time.

This means that in the video, your audience can look around and experience the product from all directions.

Traditional product videos just show you what is in front of the camera, VR videos immerse you in the experience, making you feel like you are really there.

User-Generated Content (Unboxing)

User-generated product videos are made by regular people (users) who buy the product and film themselves opening the box and showing their viewers what is inside. 

Commonly known as an “unboxing” video.

This is a great way for potential buyers in the consideration stage to see what the product looks like in “real life.” 

It’s like a product review…times a million.

These videos are incredibly popular on Social Media and YouTube. In fact, they’re the most searched type of product video on YouTube.


A viral video is a dream for every marketer. Why do some videos go viral while others never take off?

The two most important factors in making video content that has the potential to go viral is how it makes you feel and why you want to share it with others.

The greater the emotion a video makes you feel, the more likely you are to share it.

Top Channels to Promote Your Product Video

Promoting a product video requires selecting channels that match your target audience's preferences and behaviors. Here are some of the top channels you might consider:

  1. Your Own Website: This is an ideal place to host product videos, especially on relevant product pages. Your site visitors are already interested in your offerings, so a product video can help to convert these warm leads.
  2. YouTube: As a video-centric platform with a wide audience, YouTube is an excellent place for product videos. Optimizing your video titles, descriptions, and tags with relevant keywords can improve visibility.
  3. Social Media Platforms:
  4. Email Marketing: Sharing your product video with your email list can be very effective, particularly for audiences already familiar with your brand.
  5. Paid Advertising: Platforms like Google Ads, Facebook Ads, Instagram Ads, or LinkedIn Ads can help you reach a broader or more targeted audience. Learn more about How to Create Engaging Instagram Videos: Tips & Tricks for Marketers
  6. Collaborations/Partnerships/Influencer Marketing: Collaborating with influencers or other brands can significantly extend the reach of your product video.
  7. E-commerce Platforms: If you're selling products on platforms like Amazon or Etsy, these sites may allow you to include product videos in your listings.
  8. Blogging Platforms: Consider creating a blog post about your product and embedding the product video within the post.

As always, the best channel for promoting a product video depends on your specific audience, goals, and the nature of your product. It's often effective to use multiple channels to reach your audience in various contexts and stages of the buying process.

Final Thoughts

When learning about a new product, people are more likely to watch a video than any other form of content.

There are four types of product videos: those that tell a story, solve a problem, highlight a feature, or are user-generated. 

The future of product videos is the ability to create immersive experiences with virtual reality that allow potential buyers to interact with a product prior to purchasing.